A Mission Beyond Dollars and Cents
Graciela Van Wyk, financial advisor at Edward Jones. Photo by Tatiana Peña, JEFAS Magazine.
By Christina Fernández-Morrow
As an immigrant from Ecuador, Graciela Van Wyk fumbled through understanding the US financial system. Even with a degree in international marketing from her home country and over a decade as a life insurance agent, planning her financial future felt overwhelming.
She knew she wasn’t the only one struggling. This sparked a revelation, a vision that she could do more to make sure others had support with the tasks she was learning on her own.
“My motivation to start my business as a financial advisor comes from personal experience, cultural identity, and a strong desire to serve and empower underserved communities,” she states. “I didn’t see anyone talking to us, educating us. So I decided to become that person.”
The Path to Becoming a Licensed Financial Advisor
Transforming desire into reality wasn’t easy. For Van Wyk, it took months of preparation and sacrifice. To become a licensed financial advisor, she needed to pass several rigorous exams that demanded hours of preparation and hundreds of dollars.
Van Wyk started with the General Securities Representative Qualification Examination required to buy and sell stocks, bonds and mutual funds. The nearly four-hour test often requires roughly 80-100 hours of studying using comprehensive study materials and practice exams.
Van Wyk followed that up with the Uniform Combined State Law Examination which would allow her to give financial advice. This two-and-a-half-hour test is especially difficult due to the detailed state regulations and complex investment rules. Van Wyk had to dedicate nearly 100 hours of study time and nearly $200 on this exam alone.
The time and money invested were just the beginning. Once Van Wyk was licensed, she faced an even bigger challenge: building a client base.
Building Trust from Scratch as a Latina Financial Advisor in Iowa
“It was tough getting people to trust me, especially in a market where financial advisors didn’t look or sound like me. I had to build everything from scratch – my brand, my client base, my voice,” she recalls. But that changed as Van Wyk expanded her circle, attending events hosted by the Latina Leadership Initiative and the Black and Brown Summit in West Des Moines. Over time, she became known and trusted within her community, slowly creating a book of business.
“Now people come to me. They know I’m here for the right reasons. The hard part isn’t proving myself anymore, it’s keeping up with the growth and still giving everyone the attention they deserve,” she shares.
Graciela Van Wyk, financial advisor at Edward Jones. Photo by Tatiana Peña, JEFAS Magazine.
Bilingual Financial Planning Rooted in Cultural Values
Today Van Wyk has replaced those hours filled with study guides and test prep materials with client appointments and home visits where she takes time educating them on how to build and protect their assets. For her, this personal approach feels natural, rooted in cultural values and lessons she learned at home.
“My culture taught me to work hard, treat people like family, and never forget where I come from. I understand their fears, their goals, their dreams, because they’re mine, too,” she explains.
This connection is the anchor of her business. As the Latino community grows, especially within the small business sector, Van Wyk hopes they continue to trust her to help them plan for their financial futures.
“My mission is simple: to guide families, especially those who feel overlooked, toward financial confidence,” states Van Wyk. “I do it in Spanish, with empathy, and always with heart. Because wealth isn’t just about numbers, it’s about peace of mind, dignity, and legacy.”
When it comes to serving others, those long days don’t feel like work when she knows she’s fulfilling her purpose while helping her community secure their future.
