About JL Financial
18 years of helping families protect what matters most.
JL Financial was built on a simple belief: every family deserves a trusted advisor who puts their interests first. We've spent nearly two decades doing exactly that.
1,200+
Families served
18
Years in business
30+
Carrier partners
98%
Client satisfaction rate
Our Story
Started with a family. Built for families.
JL Financial was founded after watching too many families navigate the complexities of life insurance and retirement planning without a knowledgeable guide. The financial services industry can be confusing, jargon-heavy, and — at its worst — self-serving. We set out to change that.
Over the past 18 years, we've helped more than 1,200 families across the country find the right coverage, build retirement income strategies, and create financial plans that actually reflect their lives and goals.
We're independent, which means we're not tied to any single insurance company or product. We compare options across 30+ carriers and recommend only what genuinely fits — nothing more.
Meet Your Advisor
The person behind the plan.
James L. Rivera
Founder & Lead Financial Advisor
James founded JL Financial after more than a decade working inside large insurance companies — and seeing firsthand how the industry often prioritized sales over service. He left to build something different: an independent practice where client outcomes come first.
With licenses in life insurance, annuities, and financial planning across multiple states, James brings both deep technical knowledge and a genuine commitment to plain-language advice. He believes that a good financial plan should be something you understand, not something that sits in a drawer.
Credentials & Licenses
- Licensed Life & Health Insurance Advisor
- Certified Financial Planner (CFP®)
- Registered Investment Advisor (RIA)
- 18+ Years of Industry Experience
- Licensed in Multiple States
What We Stand For
Our values aren't on a poster — they're in every conversation.
Independence
We're not captive to any carrier. We shop the market on your behalf and recommend what's genuinely best for your family.
Transparency
No hidden fees, no confusing jargon. We explain every option clearly so you can make informed decisions with confidence.
Long-term partnership
We don't disappear after the sale. We review your plan annually and are available whenever life changes.
Family first
Every recommendation starts with your family's specific situation — not a product quota or a commission target.
Ready to work with an advisor who puts you first?
Schedule a free, no-obligation consultation. We'll listen to your situation and show you what's possible.