By: Alexandra Perez

For many entrepreneurs, success isn’t just about hard work; it’s often about building something meaningful with the people who matter most. Jeff and Emma Zelaya’s story illustrates how family can serve as the foundation and driving force behind entrepreneurial success. Together, they built Liger Zelaya Financial and Tax Advisors, a business that provides specialized financial guidance to small business owners, real estate investors, and high-income earners. Their journey reflects not only financial success but also the potential to balance family, business, and personal growth.

From Corporate Career to Family Business

Emma Zelaya’s decision to leave her established corporate career in the high-stakes world of tax advisory was pivotal. “She had a very high salary, benefits, and a stable corporate career,” Jeff recalls. “But she realized she was helping big corporations drive up their share value. That didn’t feel fulfilling anymore. She wanted to help everyday business owners, like her dad, who needed financial expertise to protect their businesses.”

With that realization, Emma took the bold step to start her practice, supported by Jeff, who initially wasn’t involved in the day-to-day but helped by introducing her to clients in his network. Emma’s background with Fortune 500 companies attracted small business owners who now had access to the same high-level tax strategies at a fraction of the cost.

The Power of Teamwork: Growing Together

As the business grew, the couple recognized that their complementary skills could potentially elevate the company. Jeff, with his background in marketing and sales, joined the business full-time in early 2025. “Emma was doing all the heavy lifting, but I felt I could help her scale by creating our branding, marketing campaigns, and sales processes,” Jeff explains. This collaboration appears to have strengthened both their business and their relationship.

Working together, they’ve learned to communicate more effectively. “It’s seemed to help both our marriage and our business grow,” Jeff shares. Balancing business and personal life, however, requires clear communication, which the Zelayas have worked to master. They prioritize defined roles to prevent stress from bleeding into their family life, a key step in maintaining harmony between business and home.

Building a Legacy: Entrepreneurship for the Next Generation

The Zelayas have sought to instill entrepreneurial values in their children, who are already learning about the importance of hard work and contributing to the family’s success. “Our kids see us working together, and they understand that everything we do is for the family,” Jeff says. Their 11-year-old son, a budding chef, helps with cooking, learning the value of dedication and teamwork. “We want our kids to see the possibilities. They’re learning skills now that could potentially lead to their own businesses in the future,” Jeff adds.

While their business is still in its early stages, the Zelayas are growing steadily. “We’re focusing on businesses that are growing and need tax and financial guidance,” Jeff explains. “But we’re ensuring we have the right processes in place to scale effectively.” The couple has chosen to add clients at a steady pace, allowing them to maintain quality while growing their business.

Real Estate and Financial Growth

The Zelayas lead by example in their real estate investments. “We advise our clients on real estate investments as a way to optimize their tax strategies,” Jeff says. “So, we want to lead by example, reinvesting our profits into real estate and using those strategies ourselves to manage our tax liability.” Their vision goes beyond business success—they’re committed to teaching their children the same principles they apply to their investments.

Creating a Lasting Legacy

At the heart of their success is the desire to create something that will last for generations. “It’s all for the family,” Jeff says. “We want to build something that our kids can carry forward. We want them to see what’s possible when you take risks, work hard, and support each other. That’s what keeps us going.”

The Zelayas’s journey suggests that family can be both the foundation and fuel for entrepreneurial success. By combining their skills, supporting each other, and maintaining a strong sense of purpose, they’re not just building a business—they’re creating a legacy. Their story demonstrates that with dedication and clear communication, entrepreneurs can often achieve both personal and professional success, all while staying true to their family values.

Disclaimer: This content is for informational purposes only and is not intended as financial advice, nor does it replace professional financial advice, investment advice, or any other type of advice. You should seek the advice of a qualified financial advisor or other professional before making any financial decisions.

Published by Zane L.