About Us

Y-VAS is an innovative business improvement practice. Our approach is collaborative, optimistic and pragmatic; we operate on the premise that value can be harvested by thinking critically, strategically and creatively to find simple solutions. We are industry agnostic in serving corporations, entrepreneurs, and non-profit organizations to address their areas of concern or to take on new initiatives or projects.

We find the best solutions for businesses by analyzing and understanding the origins of an issue, defining the desired behavior, designing and testing, and implementing the solution. We work with driven, nimble collaborators who share our mindset and are subject-matter experts in their fields.


Lia Yaffar
  • filter_dramaOverview
    Lia Yaffar-Pena, Founder and Managing Director of Y- Value Added Solutions, is an independent consultant, specializing in the financial and professional services sector. She is a native speaker/writer in English and Spanish, fluent in French, and has working knowledge of Portuguese.
  • star borderExperience
    Ms. Yaffar-Pena’s experience includes positions of various levels of responsibility in the retail and private banking, brokerage, and investment advisor platforms for various institutions including HSBC Securities, Espirito Santo Bank, and Charles Schwab. She also currently serves as Senior Vice President at Unimar Financial Services which provides specialized discretionary asset management to both individuals and institutions.
  • schoolEducation & Certifications
    Ms. Yaffar-Pena received a Bachelor in Business Administration degree from the University of Miami and a Master’s in Business Administration from George Washington University. She also serves as Director at the Salvadoran American Humanitarian Foundation in Miami. Her certifications include: FINRA Series 4, 7, 9/10, 24, 27, 63, 65 and Agent Insurance License, Florida 2-15 Health & Life.


  • "Lia Yaffar brings a rare blend of experience, compassion, and intellectual brilliance to the work place."

    - Mark North, Director at North Creative
  • "Lia is a hands-on leader who competently tackles big issues in a pragmatic, strategic, and realistic manner."

    - SVP at Global Bank