Amplify! | Challenging Stereotypes to Build a Legacy

In accounting, building personal brand authority and overcoming industry barriers is no small feat. Gilbert (Gil) Vasquez, managing partner and founder of Vasquez + Company has done just that, establishing one of the largest minority-owned CPA firms in the U.S.

The most recent season of AAM’s Amplify! podcast is all about proving your worth. In Standing Out and Standing Up, Vasquez shares how perseverance, leadership and authenticity can pave the way for success. He shared invaluable lessons on building brand authority, overcoming stereotypes and the role of community involvement in professional growth. All of which helped him break down barriers to success.

Overcoming Barriers Through Determination

Vasquez’s journey into accounting was anything but conventional. Coming from East Los Angeles, he initially had no knowledge of what an accountant was. Encouraged by his aptitude for math, he pursued accounting. However, upon entering the workforce, he quickly encountered an “unwritten rule” that firms simply did not hire Latinos, women or other minorities at the time. Undeterred, he interviewed 13 times before securing a role with a small Jewish CPA firm that gave him his start. This determination laid the foundation for his success.

Rather than allowing barriers to define his trajectory, Vasquez used them as motivation. He understood that proving himself meant working twice as hard, demonstrating resilience and focusing on his strengths. His persistence ultimately led him to establish Vasquez + Company, where he set out to challenge the very norms that once excluded him.

The Power of Community and Board Involvement

One of the most striking aspects of Vasquez’s career is his deep involvement in community and professional boards. Over the years, he has served on over 40 boards, including the executive committee for the 1984 Olympic Games, corporate boards and organizations dedicated to advancing diversity in the profession.

His motivation? Visibility and impact.

By taking on leadership roles, Gil positioned himself as a trusted expert, expanding his network and creating opportunities — not just for himself but for others. His work with ALPFA (formerly the American Association of Spanish-Speaking CPAs) is a prime example of this. What started as a small group of professionals has grown into an organization with over 100,000 members, advocating for a more inclusive accounting industry.

For professionals looking to build their own brand authority, Vasquez suggests getting involved. Sitting on boards, volunteering in professional organizations and taking on leadership roles create visibility and establish credibility.

Challenging Stereotypes by Demonstrating Excellence

A recurring theme in our conversation was Vasquez’s belief that “bigness is greatness” in America. He deliberately built Vasquez + Company into a large, successful firm to challenge stereotypes about minority-owned businesses. By setting a high standard of excellence, he ensured that his firm would be perceived not just as a minority firm but as a top-tier firm, period.

His approach to growth was strategic, combining hard work, technical expertise and relationship-building. He also embraced innovation, opening an office in the Philippines to offer offshore services, putting Vasquez + Company in a select group of firms with global capabilities.

His story is a testament to the fact that the best way to challenge stereotypes is by excelling beyond expectations.

The Role of Diversity, Equity and Inclusion in Firm Success

While the accounting industry has made strides in diversity, Vasquez emphasized that there is still work to be done. Using the example of hospital procurement contracts in California, he highlighted that despite Latinos making up 42% of the population, Latino-owned businesses receive less than 1% of procurement opportunities.

For him, DEI initiatives aren’t just about fairness — they are about expanding opportunities and creating a more inclusive economy. At Vasquez + Company, 75% of the team, including partners and directors, are women. This is a reflection of his commitment to equity and a recognition that talent exists in all demographics.

Personal Branding: The Key to Influence and Success

Vasquez’s personal brand is synonymous with leadership, integrity and impact. Here is his advice to professionals looking to establish their own brand authority:

1. Confidence is Key – Believe in yourself and your abilities.
2. Get Involved – Join boards, committees and professional organizations to expand your influence.
3. Stand for Something – Build a reputation around the values and principles that define you.
4. Work Hard and Stay Positive – Success requires effort, but maintaining a positive mindset is just as critical.
5. Differentiate Yourself – Find ways to stand out, whether through expertise, community leadership or innovative business strategies.

His philosophy of “kind of fair” encapsulates his approach to leadership — acknowledging that while life isn’t always fair, striving for equity and opportunity benefits everyone.

Obstacles Don’t Define You

Vasquez’s journey from a determined young accountant facing industry barriers to the leader of a nationally recognized firm is a story of resilience, leadership and authenticity. His success proves that breaking barriers requires more than just skill. It requires vision, hard work and a commitment to lifting others along the way.

For those looking to establish themselves as leaders in the accounting industry, follow his lead. Stay true to your values, take on leadership roles and never let obstacles define your path.