Who we are

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Our story     

Genesis is an independent Colombian firm with over 20 years of experience offering investment banking and family office services (multi-family office).

Since 1997, we have provided advice to various companies in financial valuation, mergers and acquisitions, corporate finance, financial structuring and investment fund design and implementation, among others. We have experience in over 100 projects in sectors such as:

  • Financial services
  • Real estate
  • Agro-livestock and agro-industry
  • Education
  • Infrastructure
  • Oil and energy
  • Consumer goods and services
  • Technology and telecommunications
  • Health

Additionally, our extensive experience in investment banking and with large financial institutions, as well as our wealth management experience with several Colombian families has provided us the necessary skills to offer our clients Family Office services with the highest market standards.

Our values


Our services are recognized by their high quality and reliability.


We assume the objectives of our clients as our own. We aim exclusively at protecting their interests.


We fulfill our responsibilities under stringent values of transparency, professional ethics, credibility and honesty, seeking to build long-term trust bonds with our clients.

Our team

Our team is composed by a group of professionals with ample knowledge on financial, administrative, tax, accounting and legal matters, focused on generating value for our clients and providing our services under the highest market standards.

Juan Pablo

Juan Pablo Ortiz Salom

Managing Partner

BSc. Economics, Universidad de los Andes, with major in finance. He holds over 23 years of experience in investment banking. Since 2002, he has managed Genesis, leading all financing and M&A transactions carried out by the firm. His deep financial, legal and tax knowledge, along with his experience in strategic consulting, have been fundamental to the success of the transactions handled by the firm. He has experience in selling companies to strategic and institutional investors; bank financing, with multilaterals, institutional investors and private investors; projects structuring and PPPs (public private partnerships); business restructuring and investment fund structuring. Languages: English.

Louis F.

Louis F. Kleyn

Senior Advisor

BSc. Economics, Universidad de los Andes and MBA, Yale University. He holds the CFA (Chartered Financial Analyst) title. He worked for Banco Económico (Exel BBVA) of Brazil at its New York Office and for Andersen Consulting (currently Accenture) at its Madrid office. He worked for Banco Granahorrar, where jointly with Bear Stearns he developed mortgage securitization in Colombia. He was Financial VP for Banco Agrario, Executive VP for Banco Granahorrar, leading the restructuring and sale process, and Executive VP of Mortgage Banking for Banco BBVA in Colombia. Until 2018 he was partner of Genesis, before being appointed President of the National Infrastructure Agency (ANI). Since 2020, he returned to Genesis as Senior Advisor, providing advice on financial structuring and M&A operations. Languages: English and German.


Juliana Figueroa


BSc. Business Administration, Universidad de los Andes, with major in finance. She joined the firm in 2006 and has participated in the financing of projects and companies as well as in the M&A transactions carried out by the firm. She leads, since the beginning, the development of the Genesis Family Office and has been involved in all the family wealth consulting provided by the firm. She holds broad expertise on financial modeling, business valuation, analysis of alternative investments. She is the coordinator and supervisor of the legal, accounting, tax and administrative matters required for managing the family-wealth consolidating businesses. Languages: English and French (intermediate).


Sebastián Quiroga


BSc. Industrial Engineering, Universidad de los Andes, with major in finance and management. With Genesis since 2012. He is in charge of all topics related to financial planning, investment analysis, family governance and legal matters of the families we advise. CFA candidate, having passed the Level II exam. Languages: English.

Juan Diego

Juan Diego Alzate


BSc. Industrial Engineering and Economics, Universidad de los Andes. With Genesis since 2012. He has extensive experience leading business valuation and sale transactions, financial institution models, development of statistical projections for consumer loan portfolios. Languages: English.

Laura Alejandra

Laura Alejandra Pérez


BSc. Industrial Engineering, Universidad de los Andes, with minor in Business Law. With Genesis since 2014. She has conducted due diligence processes and the closing of M&A transactions, financial planning, structuring of Public Private Partnerships and valuation of intangible assets. Languages: English and German.


Oscar Sánchez

Accounting and Administrative Manager

B. Accounting, Certified Public Accountant in Colombia. Specialization in Tax Auditing, Universidad Santo Tomás, and in International Financial Accounting, Universidad Javeriana. With Genesis since 2017. He is in charge of managing all accounting and tax matters of the Family Office clients. He formerly worked for Grupo Bavaria, the Unidad de Gestión Pensional y Parafiscales (UGPP), PwC and Banco Davivienda. Languages: English.


Gustavo Cárdenas

Senior Analyst

BSc. Finance and International Trade, Universidad del Rosario. With Genesis since 2017. He is part of the Family Office team involved in the planning and implementation of efficient structures for the management of family assets. He holds experience in financial institution models and real estate projects. Formerly worked as business intelligence analyst at a brokerage firm. Languages: English.

Luis Fernando

Luis Fernando De Rute

Senior Analyst

BSc. Business Administration and Master in Finance, Universidad de los Andes. He has several years of experience in asset valuation and financial planning for companies in the oil & gas and the agricultural sector. Languages: English.

Andrés Felipe

Andrés Felipe Ramírez Saavedra


BSc. Industrial Engineering, Universidad de los Andes, with major in finance and operations management. He has participated in valuation projects, strategic analysis of business units and in the structuring of vehicles for the financing of real estate developments. Languages: English.


Valentina Eraso Zarama

Junior Analyst

BSc. Business Administration, Universidad de los Andes, with major in finance. With Genesis, she has participated in the preparation of expert opinions, in market size studies for strategic development plans and in diagnoses for clients in the Family Office area. Languages: English and French.


Alejandro Ocampo


BSc. Industrial and Environmental Engineering, Universidad de los Andes with major in finance and economics, and operations research. He has experience in due diligence and closing processes of M&A transactions. Languages: English and Portuguese (basic level).


Paloma Moreno

Junior Analyst

Bsc. Economics, Universidad Sergio Arboleda, with major in Regional and Urban Economics. She holds knowledge in financial analysis and portfolio management. She is in charge of the supervision of tax, accounting and administrative matters of the families that Genesis advises. Languages: English.

Oscar David

Oscar David Aldana

Analista Junior

Economista de la Universidad de la Sabana con énfasis en Finanzas Internacionales. Cursa aBsc. Economics, Universidad de la Sabana, with major in international finance and post graduate studies in international financial management (in process). He holds experience in investment strategy for bank's trading desks. Languages: English.

Over 20 years of experience in investment banking.

Our experience includes more than 70 different private business valuation and sale projects, financings, loan portfolio projection and analysis, and valuation of intangible assets, among others. Since 1997, we provide advice on financial structuring and M&A transactions.

See more about Investment Banking

Family Office – Management of your family’s wealth

Genesis is an independent multi-family office, composed by a group of professionals from different areas engaged in comprehensive family wealth management*. As an independent company, we are able to support our clients without any conflicts of interest with the sole purpose of protecting their interests.

See more about Family Office

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* Genesis does not provide services deemed as financial intermediation services or securities intermediation by Colombian regulations and it is not subject to the surveillance of the Colombian Financial Superintendence. Genesis may support its clients with the understanding of financial products and services offered by financial institutions under surveillance of the Colombian Financial Superintendence. Advisory activities offered by Genesis include specialized advice excluded from securities intermediation activities set forth in Decree 2555 of 2010. Our services do not include the offering of services or advice on securities registered in the National Registry of Securities and Issuers. Genesis does not promote products or services from foreign financial institutions.