Louie Rosalez

President, Avantax Planning Partners

Louie Rosalez is the President of Avantax Planning Partners℠ (APP), formerly HK Financial Services (HKFS), a CPA-focused registered investment advisor. In his role, Louie focuses his efforts on leading the team and helping CPA firms across the nation develop successful wealth management practices. Specifically, he works closely with CPA firm leadership and accounting firm affiliates to manage the transition to advisory, visioning, accountability and more. Additionally, he serves as a senior leader to the wealth management division of Blucora, supporting the division by launching and growing advisory strategies across the organization.

Louie began his career at HKFS in 1998. Over the years, he transitioned into multiple leadership roles, overseeing Marketing and New Business initiatives, the advisory team, as well as developing resources for firms to grow and successfully integrate planning into their firms. Throughout his tenure, Louie led rapid growth of HKFS, all fueled by his passion to assist clients in defining and working to achieve their long-term financial goals.