Who we are

Suitable assistance to achieve your goals 

Our story     

Genesis is an independent Colombian firm with over 25 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 130 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, and Executive Master in Finance, ESADE. He holds over 24 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: Spanish and English.

Louis F.

Louis F. Kleyn, CFA

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: Spanish, English and German.


Juliana Figueroa


BSc. Business Administration, Universidad de los Andes, with major in finance and Certified Public Accountant in Colombia. She joined the firm in 2006 where she 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 and analysis of alternative investments. She coordinates and supervises the legal, accounting, tax and administrative matters required for managing the family-wealth consolidating businesses. Languages: Spanish, English and French (intermediate).


Sebastián Quiroga, CFA


BSc. Industrial Engineering from Universidad de los Andes, with majors in finance and management. He is a CFA® (Charter Financial Analyst) charter holder. With Genesis since 2012 becoming a partner in 2021. Sebastian is in charge of assisting clients in all aspects of financial, tax and estate planning, investment analysis, family governance and legal matters. His experience includes the understanding, analysis, planning and implementation of wealth management structures in Colombia and abroad, and its ongoing administration. Languages: Spanish and English.

Juan Diego

Juan Diego Alzate


BSc. Industrial Engineering and Economics, Universidad de los Andes and Master's Degree in Software Engineering. With Genesis since 2012 and Partner since 2021. He is in charge of leading the investment banking projects including valuation processes, financing, sale transactions, financial planning and project structuring. He has extensive experience in financial institutions modeling and the development of statistical projections for consumer loan portfolios, as well as in financial structuring of real estate projects. Languages: Spanish and English.


Catalina Jiménez


BSc. Industrial Engineering, Universidad de los Andes, with minor in economics and Master in Industrial Engineering. With Genesis since 2017. She has participated in valuation and sale processes of companies, structuring of Public Private Partnerships and development of products for financial institutions, as well as in purchase price allocation processes for M&A transactions. Languages: Spanish, English, French (intermediate) and Chinese (basic).


Oscar Sánchez

Accounting and Tax Manager

B. Accounting, Certified Public Accountant in Colombia. His areas of specialization include Tax Auditing, Universidad Santo Tomás, and International Financial Accounting, Universidad Javeriana. Joined Genesis in 2017. He is responsible for the accounting and tax matters of the Family Office clients. He formerly worked for Grupo Bavaria, Unidad de Pensiones y Parafiscales (UGPP), PwC and Banco Davivienda. Languages: Spanish and English.

Andrés Felipe

Andrés Felipe Ramírez

Senior Analyst

BSc. Industrial Engineering, Universidad de los Andes, with major in finance and operations research. He has experience in the valuation of financial institutions and companies in the logistics, construction materials, and agricultural sectors, as well as in the structuring of real estate projects and startups valuation. Languages: Spanish and English.


Paloma Moreno

Senior Analyst

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


Gabriel Pérez


BSc. Economics and International Finance, Universidad de la Sabana, Master in International Finance at ESC Rennes School of Business (degree in progress). He has participated in valuation projects and intangible assets valuation. Languages: Spanish and English.

Daniela Alejandra

Daniela Alejandra Quintero


BSc. Economics, Universidad de los Andes. She has participated in enterprise and intangible assets valuation projects. Languages: Spanish, English and Chinese (basic).

Over 25 years of experience in investment banking.

Our experience includes more than 130 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

Suitable assistance to achieve your goals.

* 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.