Luis M. Herrera
Director of Strategic Partnerships & ISO Relations
Building strategic partnerships through trust, collaboration, and a commitment to mutual success.
Luis M. Herrera leads the strategic partnerships function at Life Advisors. As Director of Strategic Partnerships & ISO Relations, he is responsible for building, onboarding, and managing the firm’s network of Independent Sales Organizations (ISOs) and referral partners, the relationships through which many business owners are first introduced to the firm.
Under his leadership, the firm’s Referral Partner Division has achieved significant growth. Luis oversees the full partner lifecycle, from initial evaluation and onboarding through ongoing training, communication, and performance support, so that partners have the guidance and resources they need to refer clients with confidence.
His work sits at a critical point in the client experience. Business owners burdened by merchant cash advance obligations often reach Life Advisors through trusted intermediaries. Luis works to ensure those introductions are handled with the same professionalism, transparency, and discretion that define the firm’s advisory engagements.
Luis holds an Associate’s degree in Business Administration, with a concentration in Hospitality and Tourism, from Miami Dade College. That grounding in business and client service shapes his relationship-driven approach, built on responsiveness, clear communication, and accountability.
A South Florida native with a long record of community service, Luis brings a collaborative leadership style to the firm and its partner network. He remains focused on expanding that network responsibly, building long-term alliances that create value for partners, for the firm, and for the business owners they serve together.