Luz Urrutia

Doer
DISC Type : ds

Chief Executive Officer at Accion Opportunity Fund

San Jose, California, United States

Overview

Luz Urrutia is the CEO of Accion Opportunity Fund, a leading nonprofit financial institution. With an MBA from Georgia State University, she has dedicated her 30-year career to pioneering responsible financial services and solutions for underserved communities, focusing on capital access for small businesses owned by women, immigrants, and people of color.

Originally from Venezuela, Luzs passion for financial inclusion is personal. Her experience as an immigrant trying to obtain credit fuels her drive to help others navigate financial barriers and improve their economic mobility. She is a recognized advocate for creating a more inclusive and equitable financial system for all.

Interesting fact: A key motivator for her career path was being denied a $500 credit card by the very bank she worked for early in her career due to a lack of credit history as a new immigrant.

Personality Overview

Long-term Focused

Results Focused

Strategic Planner

They might take some time to make their mind up but once they do, they don't change it easily.  They are very professional in their approach and can weigh multiple perspectives together. They exhibit a rare combination of being result-oriented but patient at the same time.

Topics They Care About

Financial Inclusion
Her career is dedicated to expanding access to financial services for underserved populations, stemming from her own experiences as an immigrant from Venezuela.
Small Business Capital
Leads a national nonprofit focused on providing capital, coaching, and networks to small business owners, particularly those overlooked by traditional banks.
CDFI & Fintech
Actively promotes partnerships between Community Development Financial Institutions (CDFIs) and FinTechs to scale mission-driven lending and better serve entrepreneurs.

Media Appearances

Luz Urrutia | Accion Opportunity Fund - EMERGE Everywhere. Featured in Spotify

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Luz Urrutia | Accion Opportunity Fund. Featured in FinHealth Network

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Closing the Small Business Capital Gap: A Q&A with Luz Urrutia of Accion Opportunity Fund. Featured in Aspen Institute

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Work History

2017
Chief Executive Officer at Accion Opportunity Fund
2016 - 2017
CEO - Americas at DFC Global Corp.
2013 - 2016
VP Retail Sales & Service at Oportun
2002 - 2013
Investor; Co-Founder; President/COO at El Banco de Nuestra Comunidad division of CSB
1984 - 2002
Managing Director at Wachovia Bank

Education

Master of Business Administration - MBA from Georgia State University - J. Mack Robinson College of Business
Bachelor of Business Administration - BBA from Georgia State University

More Information

Social Presence :

Prographics :

Exp : 42 Location : San Jose, California, United States Job Level : Leadership Designation : Chief Executive Officer at Accion Opportunity Fund
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Insights For Selling To Luz

During A Call Or A Meeting

DO's

  • You can spend time on BANT (or other qualification methodology) but keep it to the point
  • Use phrases like 'your team deserves', 'best in class' etc.
  • Ask them at the end if they see a strong value prop in your product; expect an honest answer

DONT's

  • Don't get into pricing discussions early on, steer conversation towards proven results
  • Don't shy away from asking hard questions, but be extra polite
  • Don't go over them unless you are left with no other option

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Luz is

  • Strong proof of impact and their conviction will matter the most, but they wouldn't want to act unilaterally either
  • Will you ever get a clear answer from Luz

  • They will say no if they are not convinced but you will have to prompt them.

Insights For Deal Planning

    How fast (or slow) will Luz move?

  • They will want to understand things well but can move fast once they have a clear picture.
  • Can Luz take some risk or not?

  • They have good risk tolerance but are likely to think it through once or twice.

You And Luz

Personality Compatibility


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