Episode 083

Growing Up Latino with Diego A. Verdugo, CFP®, CRPS®

In this special Hispanic Heritage Month Edition episode, Luis speaks with Diego A. Verdugo, CFP®, CRPS®. Diego is first-generation immigrant from the Mexican state of Sonora. His family arrived to Arizona in 2001 with the hope of pursuing the American Dream. He is a cancer survivor and has battled a chronic immunodeficiency since birth.

In 2012, Diego became the first in his family to graduate from college by earning an undergraduate degree in Economics & Business and Spanish language from Cornell College in Mount Vernon, Iowa.

Diego entered the financial services industry by joining Principal in 2012.  In his current role, he provides consultative support to advisors on advanced financial planning concepts and strategies. Diego became a CERTIFIED FINANCIAL PLANNER™ professional in August 2021 and is currently pursuing a Master of Science degree in Personal Financial Planning.

Diego serves on multiple non-profit organizations’ boards, including the Junior Achievement of Arizona Phoenix – Metro board and the Association of Latino Professionals for America (ALPFA) board. He is an advocate for financial literacy and devotes much of his time to helping close the financial knowledge and wealth gaps of underrepresented and low-income communities. He is a champion for Diversity, Equity, and Inclusion efforts and has been recognized as an Ambassador for his work in the space. In 2020, Diego was recognized by InvestmentNews as a member of its prestigious 40 under 40 program in recognition of his accomplishments, contributions to the industry, leadership and promise.

Diego lives in Phoenix with his fiancée (who’s pregnant with their second child) and his four-year old daughter. His family has recently ventured in the entrepreneurship space with the launch of several small businesses.


In this episode, Luis and Diego talk about the following and more:

  • Diego’s background and upbringing
  • Diego’s trajectory in pursuing the American Dream
  • How Diego’s Hispanic Heritage has impacted his career and entrepreneurship
  • Diego’s best piece of advice for all Hispanic men and women trying to go after their dream