Gui Socarras

Gui Socarras General Information

Biography

Mr. Gui Socarras is a Co-Founder and serves as a Principal of GenTrust. He manages several of GenTrust's largest relationships in the Sports and Entertainment Industry, with a unique focus in the Latino Market. Through his deeply personal approach, he has spent his entire career developing lifelong relationships with client families, spanning multiple generations while helping them navigate the various capital complexities that they tend to encounter. He works closely with all members of the investment team to develop and oversee the effective implementation of fully customized financial plans for families. He also leverages the services of the firm's various independent providers to ensure GenTrust's clients always receive reliable and exceptional service. Before co-founding GenTrust, he worked at Merrill Lynch for over a decade under the tutelage of his father Jorge Herrera, a 40+ year financial advisor veteran and one of the pioneers of the international US-based advisory division at Merrill Lynch in Miami. During his tenure at Merrill, his main focus was to transition the team's Latin American high-net-worth families and clients from a traditional transactional-type or commission-based model to a fee-based wealth management approach to ultimately serve in the client's best interest. Working alongside George Perez, he was a driving force in expanding the team's client market base in South Florida for over a decade. He graduated from the University of Florida with a Bachelor's Degree in Business Management.