Our Work | Villa Communications

Building Generational Wealth
with Hilltop Securities

A Villa Communication Signature Activation

Client Partner:
Hilltop Securities Advisors
Strategic Partner:
ALPFA Dallas-Fort Worth

Objective:

To create an exclusive, boutique-like, immersive, data-driven, and culturally resonant event-activation that empowers Latino professionals and entrepreneurs to grow, protect, and pass on their wealth, positioning investing as a key driver of legacy and influence.

THE CHALLENGE

Latinos in the U.S. are leading in business formation, workforce growth, and spending—but remain significantly underrepresented in wealth-building, investment, and financial planning spaces. Despite tripling household wealth over the past decade, only 28% of Latino wealth is in financial instruments, compared to 65% in the general population.

Hilltop Securities Advisors aimed to change that narrative by engaging Latino professionals in a conversation not just about financial tools, but about legacy, identity, and power.

They partnered with Villa Communications to conceptualize, design, and produce an event that would spark a deeper mindset shifting beyond education to inspiration and activation.

OUR SOLUTION

Villa Communications developed “Building Generational Wealth with Hilltop Securities” as a signature storytelling experience.

We created a branded, high-touch live event moderated by Ruth Villalonga and rooted in community intelligence, cultural fluency, and economic truth.

We delivered:

Strategy & Positioning
- Defined the event’s central narrative:“Wealth is Power. And legacy begins with intention.”
- Anchored messaging in psychographic insights and Latino investor identity research
- Integrated data from TIAA, NAHREP, NASDAQ and LAEDC to ground the conversation in facts

Content Architecture
- Crafted culturally relevant, thought-provoking moderator questions for three expert panelists
- Created custom framing remarks for Hilltop Securities leaders and sponsors

Event Production Support
- Led panel rehearsal and message alignment
- Delivered post-event video scripting for sizzle reels and social cuts

Community Partnership
- Collaborated with ALPFA Dallas-Fort Worth to co-host and promote the event, leveraging their brand equity and community reach to enhance engagement and authenticity.

PANEL & MODERATOR

Moderator: Ruth Villalonga

Founder/CEO, Villa Communicationss

Top PR and brand strategist, known for culturally rooted storytelling and strategic event moderation

Panelists:

Saul Lico, SVP, Hilltop Securities
Ricardo Cevallos, LLM, CEPA®, Estate Planning Attorney
Robert Morales, Managing Director, Hilltop Securities

RESULTS & IMPACT

1Sold-out event with over 40 engaged Latino professionals in attendance
2Over 37% of attendees scheduled financial advisory or estate planning appointments post-event

3Significant social media amplification via LinkedIn posts garnering comments and widespread engagement, enhancing brand visibility and community impact.

4Positioned Hilltop Securities as a values-driven firm that meets Latino investors where they are
5Delivered compelling video content for brand amplification across digital platforms

6Strengthened ALPFA DFW’s ecosystem of purpose-driven programming
7Advanced Villa Communications’ mission: connecting brands to culture with purpose and power

“We have the opportunity to create generational change, but to do so we have to take the first step. Hilltop Securities Inc. is proud to partner with you in this effort.”

John Muschalek, Exec. Managing Director, Head of Wealth Management at Hilltop Securities