In a rapidly changing financial landscape, Dennis Florendo aims to stand out as a trusted financial consultant, guiding families toward long-term security and peace of mind. His journey from the Philippines to the United States in 2005 wasn’t just about seeking opportunity, it was about answering a deeper calling to serve others and create meaningful impact. Since then, Dennis has built a reputation for combining professionalism, integrity, and empathy to help individuals take control of their financial futures with confidence.
According to Dennis, his entrepreneurial path is deeply rooted in a strong Christian faith and shaped by the example of his father, a hardworking, principled man who taught him that real success comes from dedication and service to others. While his early years in the insurance and financial services industries gave him a strong technical foundation, Dennis discovered that his true passion wasn’t just in crunching numbers or talking about products. It was in having heartfelt conversations with clients, uncovering their hopes and fears, and building solutions that genuinely protect and uplift their families.
In 2020, amidst the uncertainty of the COVID-19 pandemic, Dennis launched his own brokerage firm with a clear philosophy: People first, Process second, Profit last. This client-first approach reflects his core belief that authentic relationships and trust are the bedrock of great financial planning. Rather than relying on cookie-cutter solutions, Dennis tailors each strategy with care, ensuring every recommendation reflects the client’s goals, values, and stage of life.
He often says, “Success isn’t measured by accolades or production awards, it’s measured by the lives you touch.” One such moment came when a young client suffered a tragic accident. Dennis not only delivered on the promise but became a steady presence for the grieving family. He walked with them through the process, explained their financial options clearly, and gave them something priceless: peace of mind in the midst of pain. These are the moments that fuel his mission and define his legacy.
Dennis approaches financial planning holistically, with a strong emphasis on clarity and congruence. He believes that most people don’t lack the ability to build wealth, they lack access to the right information. By teaching clients about often-overlooked tax codes, savings strategies, and protective financial tools, he equips them to make informed and confident decisions that align with their long-term vision.
One of the core principles he emphasizes is shifting the way we think about money. On top of common sense, incorporate having “uncommon cents.” It isn’t about being clever with your cash, it’s about rethinking what money really means. Instead of just asking, “How much do I have?” Dennis encourages clients to ask, “What is my money doing for me?” Is it providing peace or pressure? Is it aligned with your values, or is it just reacting to life’s circumstances?
Money, he says, isn’t the goal, it’s a tool. A means to build freedom, fulfill purpose, and take care of the people who matter most. When this mindset shifts, so does everything else. Budgeting becomes about intention. Saving becomes about preparation. Investing becomes about securing your future, not chasing returns.
With a Bachelor’s degree in Mathematics, Dennis brings an analytical edge to financial planning, helping clients see the bigger picture with clarity and precision. But more than just numbers, he understands that most financial success comes down to behavior, not just strategy. He helps clients challenge conventional thinking and encourages them to develop habits that build lasting wealth.
Dennis often reminds clients of a powerful quote by Warren Buffett: “Risk comes from not knowing what you’re doing.” That’s why education is central to his process. When clients understand how their money works, and why, uncertainty fades, and confidence grows.
“In order to have a better financial outcome,” Dennis explains, “we have to step back and look at money through a different lens. We need to ask smarter questions, rethink outdated advice, and focus on what truly matters.”
To those exploring a career in financial services, Dennis offers this advice: “Work to learn, not just to earn. Find a company that values training and mentorship. Surround yourself with people who challenge you to grow. And most importantly, serve with purpose — when your heart is in the right place, everything else follows.”
Today, Dennis continues to serve clients across generations as more than just a financial consultant. He is a teacher, a partner, and a friend on their journey toward financial freedom. Guided by faith, empathy, and an unwavering drive to make every moment count, Dennis Florendo is redefining what it means to truly serve in the financial world.
