Financial
Surfside Capital Advisors
Led by JC Morales, Founder & CEO. Founded in 2015.
You get planning, part-time CFO leadership, and help getting ready to raise or sell.
About Surfside
Who you’ll work with.
Whatever is changing in your business, Surfside brings finance and people strategy under one roof: Surfside Capital Advisors for the numbers and Surfside Human Capital Solutions for your people. We work in English or Spanish.
Finance and people
One team, one vision.
Human Capital
Surfside Human Capital Solutions
Led by Yuisa Pérez, Managing Partner.
When a people issue lands on your desk, we help you move from reaction to readiness, alongside your employment counsel.
The numbers and your people call for different work. When a moment touches both, we work on it together. Each company provides its own services and engages with you separately.
Surfside Capital Advisors, in numbers
$100M+
$100M+
In closed deals since 2025
In closed deals since 2025
100
100
Advised companies
Advised companies
30+
30+
Years of experience
Years of experience
18
18
Active CFO / FP&A engagements
Active CFO / FP&A engagements
Active engagements as of October 23, 2026.
Who you’ll meet
The team behind Surfside.
Surfside Capital Advisors
JC Morales
Founder & CEO
Surfside Capital Advisors
JC Morales founded Surfside Capital Advisors in 2015. Before that, he was chief financial officer of State Street Global Advisors, global CFO of TIAA Global Asset Management, and president and CEO of BNY Mellon Mexico. He co-founded the Latino Legacy Fund at the Boston Foundation and the Boston chapter of ALPFA.
LinkedIn
Richard Cole
Financial Services
Surfside Capital Advisors
Richard Cole is part of the Financial Services team at Surfside Capital Advisors, where he works as a fractional (part-time) CFO and M&A advisor for growing businesses. He is a former Managing Director and Global Head of FP&A at Nuveen Investments, where he directed financial planning for TIAA’s $938 billion asset manager.
LinkedIn
David Prieto
Financial Services
Surfside Capital Advisors
David Prieto is part of the Financial Services team at Surfside Capital Advisors, where he works with business owners on a sale or an acquisition, from the valuation and the quality of earnings to the deal structure and the closing numbers. He also builds the financial systems behind a deal: FP&A (financial planning and analysis), reporting, and part-time CFO work. He leads deals in the $5 million to $30 million range, builds AI-powered reporting systems, and prepares Quality of Earnings analyses.
LinkedIn
Surfside Human Capital Solutions
Yuisa Pérez
Managing Partner
Surfside Human Capital Solutions
Yuisa Pérez leads Surfside Human Capital Solutions as Managing Partner. She was the first Chief People Officer of the Museum of Science, Boston, from 2021 to 2024, and earlier Senior Director of Human Resources at Family Health Center of Worcester. Her background spans more than 20 years in human resources and education, including public-school teaching in Connecticut and Massachusetts.
LinkedIn
How it works
One team, two ways of working.
Financial and Human Capital each show how they work with you, step by step, on their own page.
In their words
What clients say about working with Surfside.
Surfside Capital Advisors
“They are a part advisor and part therapist.”
Surfside Capital Advisors
“More than a trusted advisor, they care about the company and me.”
Surfside Capital Advisors
“Anticipation is power.”
Surfside Capital Advisors
“The Surfside Capital team are rapid learners, savvy strategic thinkers, experienced financial analysts and collaborative.”
Some of the businesses we’ve worked with
Free consultation
Tell us what’s changing.
Book with Financial or Human Capital, whichever fits what you’re facing. The first consultation is 30 minutes, free, with no obligation.
Financial
Surfside Capital Advisors
Getting ready to raise, selling or buying, tight cash, or a plan that has outgrown the spreadsheet.
You’ll talk with
JC Morales and David Prieto
A 30-minute conversation
On Zoom
In English or Spanish
Free, with no obligation
We work on the numbers behind your decision: cash, forecasts, valuation, and deal structure.
Not sure which one fits? Write to us on the contact page.
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