Latinas Transforming Financial Empowerment
Melinda Cora, vice president, Head, U.S. Product Implementation, PGIM, and Sofia Hernandez, market developer, Thrivent, turned early challenges and cultural pride into leadership, mentorship, and a bold vision for the future of finance. In an industry long dominated by men, a new wave of women leaders is reshaping finance with vision, resilience, and purpose. From global asset management at PGIM to empowering bilingual families at Thrivent, Cora and Hernandez are breaking barriers, leading with authenticity, and creating spaces where every voice matters. Their journeys, rooted in heritage, perseverance, and a commitment to community, demonstrate that success is not just about numbers or titles, but about impact, mentorship, and opening doors for the next generation.
Sofia Hernandez Market Developer Thrivent
“When I look at my career path, I believe I was chosen for this profession, because my entrepreneurial desire to help others connects me to one way to connect with Thrivent as a great opportunity,” says Sofia Hernandez, Market Developer at Thrivent, a Fortune 500 financial services company that helps build, grow, and protect financial well-being. Hernandez found meaning in empowering Hispanic families, blending her experience as a business owner with a heartfelt understanding of the challenges facing bilingual and first-generation communities. Every chapter of her life has been shaped by her belief in a higher purpose, connecting her professional work to something greater.
“For me, success is doing in excellence the calling that God put in my heart,” she shares, a guiding mantra in everything she does. Hernandez’s journey is also a testament to the power found in embracing one’s roots. Originally from Ecuador, Hernandez built her foundation in business before finding her true calling as a financial advisor, driven by her desire to serve and uplift others. Today, she shares that her Latinidad has always been her strength.
“It has impacted very deeply, because that’s my calling,” she shares. “I believe there are not enough bilingual financial advisors who can help and there is nothing better than helping people in your own language…and the culture.”
She recognized that knowledge alone isn’t enough; what matters to her is sharing that knowledge in ways that build community and break through barriers.
The road wasn’t always smooth for Hernandez, but she persisted with consistency, discipline, and not giving up.
“I was able to fulfill all the licenses…because I want to help my clients on all levels,” she shares. “Not just one.” She became fully licensed and in addition got two designations as Behavioral Financial Advisor BFA™ and Certified Exit Planning Advisor CEPA®. She advocated a holistic vision of financial planning, a “financial house” focused on protection, accumulation, distribution, and legacy.
Her impact also extends into faith-based communities. “The idea is to teach people and give them the tools to improve their lives,” she shares. “We have to understand that women live, in general, longer than men. So my recommendation is to sit with a financial advisor who can guide you in this ‘financial house.’
Sometimes, people don’t do things because they have fear, and the only way to take away the fear is by having the knowledge.”
Hernandez believes in abundance. Sharing wisdom, celebrating heritage, and serving with generosity. “We are entrepreneurs, we are resilient,” she shares. “If I improve my finances, the important part is that I can help in a better way to help my family and…my people that are coming.”
Her message is one of hope and empowerment, rooted in faith. “Break any fear that you have with wisdom and knowledge,” she encourages, adding, “If someone is not teaching you before recommending you something, they don’t want the best for you…The people are valuable at any stage of life.”
She urges Latinas to plan with both spirit and strategy.
“Align your goals with your finances,” she shares. “In that way, you’re going to feel successful because you are advancing with your goals, but in the same way you are putting tools to not only improve the present, but have a legacy for the future.”