FA Magazine May/June 2026 | Page 39

COVER STORY | 2026 YOUNG ADVISORS TO WATCH

Financial Guide / Fruitful / Washington, D. C., area

Bush, who came from a family of athletes, wanted to be an athletic trainer. She studied for it at Ohio State University.

“ It’ s crazy because I’ m 5-foot-4, so the idea of carrying or having to lift a 6-foot person is very interesting. But I love sports and knew I wanted to help people.” Not into chemistry, but with math muscles to flex, she pivoted to financial services.

“ At Ohio State at the time, the [ financial planning ] program wasn’ t in the business school. It was in the human ecology department.” She noted that it sat alongside such courses as kinesiology and nutrition.

The West Orange, N. J., native had an attorney for a dad and a mom who worked in education. But she got a lot of her money psychology from her great-grandmother, a sharecropper’ s daughter who worked several different jobs, including day care and janitorial work and who even made light bulbs in a factory, and who was introduced to investing after having a broker take her under her wing.“ At the time that was, with women and black women, that wasn’ t something that was

really available or accessible to them.”

One of Bush’ s early jobs was working with high-net-worth families at Laird Norton in Seattle as a client associate, and she later logged time at the Motley Fool in Washington, D. C., when it was setting up an RIA presence. That gave her the opportunity to not only wear jeans to work but to also serve people besides the wealthy.“ They had a Google-style culture. I was able to explore other areas. For instance, I was able to lean more into education.”

She was able to talk to different groups at seminars and do pro bono work, whether it was helping Capitol Hill interns who needed money insight or women who had been incarcerated or homeless. Part of that educational effort was“ breaking down the complexities and jargony words.” She was also able to work with a nonprofit doing one-on-one coaching.

At Fruitful, she works a lot with Gen Z and millennials, who need clarity about things like buying houses and paying down student debt.“ A few of the biggest questions they have is:‘ I’ m making good money. Where is it going?’” she says.“ A lot of people have a lot of feelings around money. Negative and positive.”

Wealth Manager / LourdMurray / Los Angeles

Describing herself as a“ box of contradictions,” the Tijuana native reveals the challenges of navigating the advisory space as a first-generation college grad from a poor Mexican family who now finds herself helping ultra-rich, mostly white clients grow and safeguard their wealth. Cisneros received her CFP accreditation in 2023, which, she says, reminds her that she“ belongs in these rooms.”

“ I am a foster youth, Latina woman, underrepresented, young woman of color, immigrant, a divorcée,” Cisneros adds. She declared on a blog:“ I am not your typical financial advisor.” Hailing from a self-described“ challenging early home life,” she immigrated to the U. S., coming to San Diego at the age of 3, grew up with two half siblings and was raised by grandparents after her mother was deported back to Mexico( for visa issues, she says) when Cisneros was around 8. Her mother remains in Mexico.

After a few years as an accountant, two years ago Cisneros started at LourdMurray, a wealth manager specializing in entrepreneurs. She divorced her“ first love” last year.

Cisneros used to be ashamed of her background, but now she leans into it, the good and bad, realizing that authenticity sells, helping her both as a social influencer and a wealth advisor.

“ I’ ve grown and I’ ve changed very drastically from the beginning of my 20s to the end of my 20s,” she says.“ I was in the mode where I wanted to fit in. I wanted to act and sound like the advisors above me. Over the past six, seven years I ' m learning to be more myself, to lean more into my authenticity.”

And accepting herself, she says, allows her to see and accept her clients in all their fullness, and, unlike most other advisors, she speaks with them not to them.

“ I stop trying to be the smartest in the room. I stop trying to tell you what to do with your life without understanding you,” Cisneros says of her clients.“ Me being honest and real about where I am, I show my care and intention. [ Clients say ] I’ m not hiring her because she has 50 designations behind her name; I’ m hiring her because she cares.”

MAY / JUNE 2026 | FINANCIAL ADVISOR MAGAZINE | 37