Hi everyone! I’m Alex Luna, and I joined the Charlotte Regional Business Alliance YP Board of Directors in January 2025. I grew up in Charlottesville, Virginia, but my family roots are proudly Guatemalan. I moved to Charlotte in the summer of 2017 to kick off my career in financial services at Vanguard and I haven’t looked back since! It only took one trip to the Queen City for me to realize I had to be part of this vibrant, booming community. Charlotte instantly felt like a place where inclusion, diversity, growth, and collaboration weren’t just buzzwords; they were a way of life. I’m thrilled to now have the chance to contribute to that energy and help shape the future of a city I’m proud to call home through my career and involvement with the Alliance!
As a bilingual Wealth Manager with the CBC Group of Merrill Lynch, my work focuses on supporting Sports & Entertainment clients, institutional retirement plans, and high-net-worth families achieve their financial objectives. I accomplish this by taking a comprehensive approach to my clients’ financial landscape; considering family dynamics, philanthropic goals, career transitions, investment strategies, and real estate holdings. Through this holistic perspective, I collaborate with my clients to develop tailored strategies that cultivate, preserve, and intentionally transfer wealth across generations with stability and purpose.
All throughout college, I was on a mission to find my “why.” Sure, I loved the world of markets, strategy, and numbers, but I knew I wanted more than just a job title or a paycheck. I wanted a purpose! I wanted to see how my skills could actually make a difference in people’s lives. That drive pushed me to look deeper, beyond the case studies and many internships, and ask the big questions: What kind of work will give my life purpose? What career will be both challenging and meaningful? That journey led me straight to Private Wealth Management. Not just as a career, but as a calling to help others build, grow, and protect their wealth in a way that truly matters.
Finding your “why” is one of the most important steps in living with intention and purpose. Without a clear sense of why you do what you do, it’s easy to drift through life on autopilot pursuing goals that don’t fulfill you, making choices that don’t align with your values, and chasing success defined by someone else’s standards. Your “why” is the deeper reason behind your actions, the anchor that grounds you when life feels uncertain or overwhelming. It’s not about surface-level motivation, like wanting a better job or more money, but about uncovering the core beliefs and desires that drive you, whether that’s creating stability for your family, serving others, expressing your creativity, or striving for growth. When you know your “why,” even the most ordinary tasks take on meaning, because they connect to a bigger picture.
Discovering your “why” has shown me how much more we can achieve together. In Charlotte, I’m proud to contribute alongside fellow leaders and community members to support the Alliance’s vision of promoting opportunity, economic growth, and prosperity for all. By working together, we can continue to build a city that thrives on inclusion, innovation, and shared success. The best part? The journey is just getting started!
