Joaquín Francés, CEO of the group, details in an exclusive interview with Diario Las Américas how the corporate unification responds to an international vision oriented toward personalized service and client proximity.
Behind the transformation of Boreal Capital Management into Mora Capital Group lies more than just a new corporate identity. The decision responds to a comprehensive strategy designed to strengthen the firm's international presence, consolidate a culture centered on service, and reinforce a fundamental value in the financial world: trust.
An aligned identity
"The reasons that led us to this transformation are basically consistency, congruence, and efficiency," explains Joaquín Francés, CEO of Mora Capital Group. The old Boreal brand coexisted with the rest of the group's companies, identified under the Mora name, which created a disconnect between the firm's identity and that of the financial conglomerate to which it belongs.
"In a way, keeping Boreal was being a satellite that didn't necessarily communicate the same message or transmit the sense of belonging that the other units have," he notes. The adoption of the new name seeks precisely to reinforce that connection and align with a brand that represents a series of corporate principles and commitments shared by all business areas.
The banker at the heart of strategy
A differentiating element of Mora Capital Group's model is the importance it places on the professional who accompanies each person in managing their assets. While many firms in the sector claim to place the client at the center of their strategy, the group presents a different vision.
"Almost all organizations say the client is at the center. We approach it differently: we place the banker at the center, knowing that if the banker is at the center, so is the client," Francés explains.
A significant part of the corporate strategy consists of providing these professionals with tools, technological resources, products, and specialized support that enable them to effectively respond to each client's requirements.
Beyond investments
Mora Capital Group's proposition is built on four major areas of activity: advisory, management, execution of financial operations, and credit solutions. However, Francés insists that the organization's role goes far beyond recommending investments.
"A person's wealth is not limited solely to investments. Often, our clients' needs require support in different areas: family succession planning, corporate structures, financial planning, liquidity events," he details.
To address these challenges, the institution has a network of professionals specialized in taxation, immigration, corporate structuring, and strategic planning. "We try to help our clients in the broadest sense possible," he emphasizes.
A borderless platform
One of the elements that sets Mora Capital Group apart is its capacity to serve wealth management needs across different jurisdictions. The group has a presence in the United States, Spain, and Switzerland, which allows it to offer solutions tailored to situations that transcend a single market.
"Many of our clients have needs that go beyond the United States. Families with investments in Europe, entrepreneurs developing international projects, parents whose children study abroad," Francés illustrates. "We don't want to limit ourselves to helping only with matters related to this country. We try to do so in a comprehensive way, wherever the need arises."
Credibility as principle
When asked about the principal value that defines Mora Capital Group, Francés returns to a concept that has marked the entire conversation: credibility.
"We are trustworthy. We do what we say we're going to do when we say we're going to do it," he emphasizes. In his view, prestige is not obtained through marketing campaigns or advertising messages, but through concrete actions and genuine concern for the interests of those who place their trust in the organization.
"Our goal is to find solutions that work for everyone and to always act professionally within the corresponding regulatory framework," he states.
Growth and connection
At the close of the interview, Francés is asked to summarize Mora Capital Group's current moment in a single word. After a moment of reflection, he answers: growth. But he immediately adds a second concept that he considers equally important.
"If I'm talking about the company, I would say growth. If I'm talking about our relationship with clients, the word would be connection."
Both concepts summarize the philosophy with which Mora Capital Group faces a new cycle marked by international expansion, closeness, and trust.
Discover the full interview with Joaquín Francés in Diario Las Americas => Mora Capital Group commits to trust as the driver of its growth