Rosa La Puente, owner of America 911. Photo by Marco Flores, JEFAS Magazine.
By Antonia Rivera
Rosa La Puente thought her world had ended when Union Pacific Railroad laid her off after nearly 20 years. She cycled through jobs that didn’t stick—until an unexpected lifeline appeared: helping a friend facing deportation raise money for legal fees. What began as a favor became a revelation.
As immigration enforcement intensified in Nebraska and nationwide, La Puente turned a personal crisis into a thriving business helping Latino immigrants navigate complex legal and administrative challenges, from divorce proceedings and traffic violations to tax documentation and notary services. Her journey from corporate finance to community activism shows how career disruption can reveal hidden callings and how immigrant experiences can become professional assets.
Her path began decades ago, in her homeland.
From Peru to the Midwest
At 15, La Puente left Peru to spend time in Treynor, Iowa, as a foreign exchange student. She embraced American teen life in the early 1990s before returning home. Back in Peru, terrorism plagued the country: her father’s business was bombed, and she watched a teacher arrested on television for terrorist acts. That’s when her father knew it was time for her to study abroad again.
At 17, she enrolled at Graceland University in Lamoni, Iowa, earning a bachelor’s degree in business economics with a minor in accounting. She then attended Creighton University for two master’s degrees—information technology management and business administration. After graduating, La Puente accepted a finance position at Union Pacific Railroad, cementing Nebraska as her new home.
Building a Corporate Career
Noticing there was no Latino employee resource group, she worked with colleagues to establish Union Pacific’s first Latino Employee Network (LEN). As LEN’s president, La Puente hosted its first conference, where roughly 100 Latino employees from several states explored personal and professional growth. She led the group for years, growing membership and strengthening bonds across the company.
After nearly 20 years of success, La Puente faced what she calls her “greatest breakup.” She was laid off. Devastated, she tried other jobs, but none worked out.
Laid Off, but Not Defeated
During that time, La Puente organized a fundraising plan for a friend facing deportation to help cover legal fees and collect letters of support. The friend’s attorney was so impressed that he offered her an administrative role to help other clients. The job paid far less than Union Pacific, but she figured it would keep her busy while she searched for something more lucrative. She was in for a surprise.
Discovering a New Calling
“I fell in love with assisting people directly,” La Puente says of that unexpected discovery. The law office closed soon after, and she again found herself without a clear path. She assumed it would take years to find the same fulfillment—but life had other plans.
Word spread quickly that she was a go-to resource—“la que todo lo sabe y, si no lo sabe, lo averigua (the one who knows everything and, if she doesn’t know it, she finds out).” Instead of taking time to travel, rest, and explore options, La Puente began connecting people to resources, handling administrative tasks, and translating. She became so busy offering these services, often for free, that she had no time to job-hunt.
Rosa La Puente, owner of America 911. Photo by Marco Flores, JEFAS Magazine.
Launching America 911 and Associates
In 2023, during a chance meeting with Marta Sonia, an Omaha business leader known for championing Latino entrepreneurship, La Puente described her volunteer work, and Sonia was impressed. She invited La Puente to promote her services at an upcoming conference. With that encouragement, La Puente launched America 911 & Associates, LLC within four days.
Since then, La Puente has blended her work with a newfound passion for activism, building a successful business. Amid a hostile political climate, she has provided services for a local immigrant rights group, organized protests, met with government and law-enforcement officials, and mobilized her community to stop the deportation of a local man.
Activism and Business Leadership
“My father always encouraged me to help others. I wouldn’t say I was always the best example of that,” La Puente says. “But my immigrant story and being Latina make me relatable to my clients.”
Looking back, La Puente has mixed feelings about the timing. “I wish I’d found my calling earlier, but it’s here now, and I’m enjoying every moment of it,” she says. “When I retire, I’ll dedicate all my time to the community.”
For anyone wondering how to make a living and feel deeply fulfilled, La Puente offers this advice: “Love what you do so you can work Monday or Saturday with the same passion and enthusiasm.” In her case, loving it meant working during her free time. Eventually, it blossomed into the most rewarding career of her life.
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