Serra is not a family office. We work with family offices as clients: we source and diligence opportunities against their mandate, and we build their AI workflows. We never act as a family office ourselves. The work is non-discretionary: custody, execution and every decision stay with you and your existing structure.
No. Serra never holds custody. Assets stay in your name, at your existing custodian and broker, and Serra prepares and reviews its work around that.
No. Serra's work is consulting: origination, due diligence and AI workflows. It is never a personal recommendation or regulated investment advice, and every decision stays with you. Where an opportunity is a financial instrument, Serra presents the diligence findings, not a recommendation to buy, and tells you before you decide about any capital of its own in the deal or any fee from another party.
Daniel Martinez — Founder & CEO, Serra Wealth
Daniel Martinez is the founder and CEO of Serra Wealth, the independent, non-discretionary origination, diligence and AI partner he started in 2025 for family offices, wealth firms and financial advisers. Serra sources and diligences opportunities and builds AI workflows inside the tools firms already use; it holds no custody, sells no funds, and leaves every decision with the client. If Serra also invests in a deal, it discloses that first. Daniel has picked stocks on fundamental and technical analysis since 2014, managed his own crypto and public-equity portfolios since 2016, and worked in finance professionally since 2021. He studied business at Esade and holds a Professional Investment and Risk Management certification. He is a professor at The American College of the Mediterranean (ACM/IAU), a collaborating professor at UPF Barcelona School of Management, and a guest lecturer at Esade, and was previously a professor at the Instituto de Inversiones Bursátiles y Trading (IBT), where he earned his Investment and Risk Management certification. He speaks regularly at industry conferences and coordinated the Hult Prize at Tecnológico de Monterrey (2019). A founder-operator specialised in community ventures, he also runs Serra's Investor Club. He works from Barcelona.