Her Story
About Luz
Luz Johnson is a seasoned financial professional, educator, and community leader who serves as CEO and Financial Planner at LPL Financial. With approximately 20 years of experience in the financial services industry, she has built a career centered on wealth management, financial planning, and retirement strategy. Luz began her advisory career with Edward Jones in 2007 and joined LPL Financial in 2010. As a financial planner, she has developed a retirement planning program and works with clients to help them understand their financial options and pursue their long-term goals.
Luz’s educational background combines business, theology, and cultural studies. She earned a B.A. in Ethnic Studies with an emphasis on Latino Culture from the University of California, Davis, an area that was personally meaningful to her as a first-generation American whose parents immigrated from Mexico. At age 32, she returned to college at William Jessup University, where she studied Theology and Business Management, strengthening both her professional knowledge and understanding of Scripture. She has continued developing her expertise through professional education, including specialized financial-planning courses and participation in professional financial-planning groups.
Beyond her work as a CEO and Financial Planner, Luz is committed to financial education, community service, and nonprofit involvement. Earlier in her career, she served as Hispanic Services Marketing Manager at Golden 1 Credit Union, where she created initiatives to engage Spanish-speaking members and promote financial education through community partnerships. She has also served on the boards of organizations including the Del Oro Caregiver Resource Center and Orangevale Fair Oaks Kiwanis Club. Luz’s professional philosophy is grounded in integrity, faith, persistence, authenticity, and a genuine desire to help others, bringing together her financial expertise and community-minded approach to support individuals and families in pursuing greater financial confidence and long-term security.
Her Interview
Ten minutes with Luz
01What do you attribute your success to?
I attribute my success first and foremost to my faith in Jesus Christ, which has opened doors, strengthened my confidence, and guided my journey. I also recognize that success requires personal effort, persistence, self-belief, and a strong commitment to doing the work.
02What’s the best career advice you’ve ever received?
The best career advice I received came from a supervisor who saw potential in me before I saw it in myself. She encouraged me to step outside my comfort zone and speak publicly, even though I had no prior experience. That opportunity ultimately led me to train more than 455 firefighters and law-enforcement professionals and work with the County and City of Sacramento. It taught me to embrace opportunities, believe in my abilities, and value the people who recognize potential in me before I fully recognize it myself.
03What advice would you give to young women entering your industry?
My advice to young women entering the industry is to be authentic and recognize that you are just as capable as your male counterparts. Understand the numbers, performance expectations, and business side of your work, but never lose sight of the people you serve. Focus on genuinely helping, educating, and connecting with others rather than simply meeting quotas or selling a product. Most importantly, lead with integrity and stay true to who you are.
04What are the biggest challenges or opportunities in your field right now?
One of the greatest opportunities in my field is the freedom to create and shape my own path based on where I can make the greatest impact. My biggest challenge is learning not to do everything myself. Sustainable growth requires humility, trust, and effective delegation, so I focus on building a capable team that allows me to balance my professional responsibilities with time for myself, my family, and my friends.
05What values are most important to you in your work and personal life?
Integrity is at the center of both my professional and personal life. My faith and love for people guide how I approach my work, and I value surrounding myself with people who share those principles and lead with honesty and integrity.
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