When she graduated in college, Joana decided to take over their family business. They are one of the most reliable San Francisco hard money lenders. Their company was established year 1972 when her great grandfather got a huge share from the sale of their vast agricultural land in Mexico. Being naturally generous, they thought of helping people by assisting their financial needs. Through the years, their company has been known as a reputable and fair private money lender providing fast financing solutions for people encountering financial challenges.
Joana is very proud of her family’s legacy. From a small time lending company, 3 generations have made a way to grow it to how it is today. And for her, being the fourth person to continue this legacy is a pride for her immediate family and of course, for herself. Especially that she is the first woman in the family to lead the business.