Our founder, Abel Soares III, is a Certified Public Accountant (CPA) who has earned his Certified Financial Planner and Personal Financial Specialist credentials. Abel is amongst the only 1% of CPA’s nationwide who hold the Certified Financial Planner designation. After working at regional and international CPA and Consulting firms for several years, Abel envisioned building his own company with member firms that would serve to improve his clients’ financial and overall well-being. Along the way, Abel noticed that the biggest factor of effective financial management, aside from financial education, was the individual's mindset. Aware that he needed someone with expertise in addressing the human psyche to provide a more holistic approach to financial planning, Abel partnered with his wife, Sadé, a licensed clinical psychologist. Together, they made Abel’s vision a reality by incorporating both financial and life coaching; and Hui Malama Advisors LLC was born. As a Native Hawaiian, Abel understands the importance of history and cultural well-being; and he is intent on building a legacy for his community, family and clients. Abel has supported the establishment of and continues to invest in several Native-Hawaiian-owned and local small businesses. Above all else, Abel is a devoted husband and father of two young boys. 

Sadé is a licensed Clinical Psychologist, a West Point graduate, wife, and mother of two. A native of Trinidad and Tobago, Sade’s passion for living a financially and emotionally healthy life stemmed from her early life experiences as an immigrant in New York City. Watching her mother work multiple jobs to provide the best care for Sade and her sister, against the backdrop of a particularly challenging environment, taught Sadé the importance of education, financial savviness, and emotional well-being to ensure an abundant and self-determined life. Throughout her psychological training, Sadé became increasingly aware of the reciprocal impact of financial challenges on mental health. Through partnering with her husband, Abel, Sadé utilizes her many years of psychological training to coach others toward a financially and emotionally healthy life. Sade utilizes a “whole” person approach to coaching, in which she explores clients' concerns in the context of their cultural, racial, familial, and other backgrounds as well as their multiple identities. Sadé has invested in Indigenous-owned small businesses and is excited to be joining the world of entrepreneurship herself! 

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