Victoria Raps
Victoria Raps is the Senior Director of Operations and Partner at Florida Financial Advisors in the Greater Tampa Bay Area, where she oversees multi-department operations, compliance functions, and a team of 50 to 60 employees. The departments she leads have been central to the firm's remarkable growth - scaling from just 5 advisors to more than 700 over the past eight years. As a principal at the firm, Victoria plays a key role in shaping organizational strategy and delivering a comprehensive financial planning model that connects clients' professional lives with their long-term financial goals. Her path into financial services was anything but conventional. During her final year at the University of Tampa, where she earned a bachelor's degree in Psychology, she landed an internship on the HR side with entrepreneur Jason Mickool. What started as a mentorship opportunity - rather than a finance one - turned into a career. She built a strong professional partnership with Jason, stayed with the firm, and over the past eight years earned her FINRA Series 6 and Series 26 licenses while advancing into senior leadership and principal responsibilities. A major focus of Victoria's work is leadership development and team growth. She's deeply invested in the professional and personal advancement of her staff, leading structured team initiatives and development calls aligned with the firm's mission of helping people reach their highest potential. Outside of work, Victoria runs Lots of Luv Floral, a side business that channels her creative energy. She's also a passionate gardener, an avid traveler always planning the next trip, and the proud dog-mom to two golden retrievers. She lives in Atlanta with her husband, Daniel.
• Series 6 - Investment Company and Variable Contracts Products Representative
• Series 26 - Investment Company and Variable Contracts Products Principal
• University of Tampa - BS, Psych
• University of Georgia donor
• Salvation Army Christmas program
What do you attribute your success to?
I attribute much of my success to having access to truly great mentors. Early on, I followed Jason Mickool because of his 25 years of executive experience, and he opened doors to senior leaders who modeled what great leadership looks like. From there, I've been fortunate to learn from people like Doug Lennick - the founding CEO of think2perform, whose work on behavioral and moral intelligence has been referenced by thinkers like Daniel Goleman and Stephen M.R. Covey - along with Ray Kelly and the rest of the think2perform team. Closer to home, Allyson Mickool and Jennifer Selliers have been just as formative. Both have shaped how I think about compliance, operations, and leading with integrity in our industry, and I lean on their judgment constantly. The through-line across all of them is the same: a good mentor helps you avoid the mistakes they've already made and dramatically expedites your growth. My biggest piece of advice is to find one - or several. I've been lucky that the people I've looked up to have been generous enough to share what they know.
What’s the best career advice you’ve ever received?
The best career advice I ever received was to focus on competencies and responsibilities, and trust that the money and title would follow. It's not an easy lesson to sit with, especially early in your career, but you can't shortcut the skill-building. The rewards come once the foundation is there.
What advice would you give to young women entering your industry?
The financial industry has been tough for women - it's been male-dominated for so long - but I think we're finally at a turning point. My advice for young women stepping into finance: be self-aware about imposter syndrome, and push past it. Know that you belong at the table. I've watched female advisors outperform their male counterparts because women tend to bring more natural empathy to client relationships - so lean into that, and be unapologetically yourself. When you walk into a boardroom, remember: your name is on that chair. You're sitting at that table because you deserve to be there.
What are the biggest challenges or opportunities in your field right now?
Every financial advisor is grappling with AI right now. I'm hearing more and more stories of clients pushing back with "well, ChatGPT said to do this" - it's a dynamic playing out in our industry much the way it is in medicine. But here's the thing: most people are still nervous about discussing their finances, let alone trusting a machine with their money. That's why I believe there will always be a human element to this work. It just might look a little different going forward. AI is here - get on the train or get off the track. Yes, some jobs will be replaceable. But most of the roles that incorporate AI will still require people who can integrate it thoughtfully into the work, because this industry will always need a personal touch.
What values are most important to you in your work and personal life?
My core values come down to four things: leadership, education, wealth, and health. Leadership is number one - I try to practice it intentionally every day - but the other three are just as foundational. I'm always pushing myself to keep learning, build wealth, and make healthy choices