After exiting a successful startup, Rafael Loureiro went looking for a better way to do estate planning…and came up empty. The experience? Clunky. Expensive. Outdated.

So like any smart entrepreneur would do, he decided to build something better.

Today, Rafael is the CEO of Wealth.com, a FinTech firm backed by Google Ventures and designed to modernize the estate planning process for advisors and their clients.

In this Episode, Rafael sits down with Stacy to discuss:

Rafael’s backstory – How he went from Brazil to Silicon Valley to Wall Street
Why his post-exit estate plan felt more like Mad Libs than modern finance
How that clunky estate planning experience drove him to go from introverted software engineer to front-and-center CEO
Why it’s actually easier to raise capital before the product exists (yes, really)

About Rafael Loureiro:

Rafael Loureiro is the CEO and co-founder of Wealth.com, the industry’s leading estate planning platform. Under his leadership,Wealth.com has become the fastest-growing solution in the space, empowering 750+ wealth management firms to modernize the delivery of estate planning guidance. Backed by Google Ventures, Wealth.com is the only tech-led, end-to-end estate planning platform built specifically for financial institutions—helping advisors scale, drive efficiency, and serve clients across the wealth spectrum.

Rafael was named ThinkAdvisor’s 2024 Executive of the Year in the financial planning technology category and also received the Advisor Choice Award for Technology Providers: CEO of the Year in the 2024 WealthManagement.com Industry Awards, where Wealth.com was recognized as the Best Technology Provider in the Trust category.

A technology entrepreneur and product innovator, Rafael brings more than 20 years of technical and executive leadership experience across start-ups, growth-stage ventures, and Fortune 500 companies. Prior to founding Wealth.com, he served as Chief Technology Officer at Emailage, a global fraud prevention SaaS startup acquired by Lexis Nexis Risk Solutions in 2020.

Rafael is a member of the Forbes Finance Council and an active community leader in the Phoenix start-up ecosystem. Originally from Brazil, Rafael has been in Arizona for over 20 years. Outside of work, he enjoys time with his family, hiking the Arizona desert, playing pickleball, reading, and gaming.

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