LaVerra Cruz, 37, of Raeford, is the founder and CEO of Your Financial & Marketing Desires LLC and Heaven Under Business.
She was nominated for 40 Under 40 because “LaVerra Cruz is a dynamic and visionary leader whose work bridges entrepreneurship, financial literacy, and mental health advocacy,” nominator Earlene Harper writes. “From publishing a children’s book on financial education to organizing mental health and empowerment events, LaVerra has made a profound impact on both businesses and communities. Her passion and innovation set her apart as a true changemaker.”
Here’s what else you should know about this member of Fayetteville’s 40 Under 40 Class of 2025.
Who are your immediate family members?
Wilson Cruz (Husband), NaVerria Flowers, Nalani Cruz, Eleina Cruz, Johnathan Cruz
What does your job entail?
I wear a lot of hats, but they all lead back to one purpose: helping people grow and thrive to reach their desires of success.
As CEO of Your Financial & Marketing Desires (YFMD), I help individuals and small businesses build stronger financial futures and stronger brands. Whether it’s designing a website, mapping out a marketing plan, or creating a financial game plan, I’m there to guide the process and make the vision real. I work one-on-one with clients to bring clarity to their goals and connect them with tools that create lasting results.
At Heaven Under Business (HUB), the business incubator I founded, I focus on creating a safe and empowering space for entrepreneurs. Especially women, minority and small community business owners. We host workshops, offer mentorship, and provide everything from virtual addresses to community networking events. It’s truly a space built to help others build.
Through Jai6 Youth Foundation, I lead programs that support our youth, especially those facing tough life challenges. We offer mentorship, a structured environment, educational resources, mental health support, and community events to show young people that they matter, they belong, and they have a future worth fighting for.
What community and professional groups are you affiliated with?
I’m actively involved in several community and professional organizations that align with my mission to uplift and empower others. I serve as President of Jai6 Youth Foundation, founder of HUB (Heaven Under Business), and CEO of YFMD. I’m a proud member of the Raeford-Hoke Chamber of Commerce, Rockfish Chamber of Commerce, and engaged with the Cumberland County & Hoke County business community.
I also collaborate with NCWorks, PWC, local businesses, local schools, and nonprofits. I’m the founder of a powerful networking and inspiring event called Iron Sharpens Iron, connecting faith based to impact and grow the community.
What is one thing you wish people knew or understood better about your profession?
First, know that where I am right now was a journey, a hike and darkness, in which God built brick by brick. However, Jesus didn’t give up on the imperfect and that allows His gift to pour into me and use my profession to pull up others. That said, I wish people understood that my work goes far beyond marketing, finance, or business development. It’s about transformation and purpose. Every person I work with has a vision, a story, and a gift. My job is to help them uncover that gift, believe in it, and build something real with it.
Whether I’m helping someone clean up their finances, launch a business, or guide a young person through our Jai6 programs, I’m not just providing a service, I’m pouring into people so they can rise, break cycles, and create legacy.
At the heart of everything I do is a desire to inspire others and help them grow the gift they’ve been given because when people step into their purpose, it changes everything.
What’s the best advice you’ve ever received and/or the worst advice you’ve ever followed?
The best advice I’ve ever received was to embrace the gift God gave you. That reminder gave me the courage to stop shrinking myself and to start walking in purpose. I realized that my voice, my vision, and my ability to uplift others weren’t just talents, but they were assignments. Once I accepted that, I stopped hiding and started building.
The worst advice I ever followed was to stay quiet and not be seen. I was told to play it safe, to blend in, and not make too much noise. But silence doesn’t serve purpose. I’ve learned that my story, my truth, and even my struggles are meant to be shared because someone else’s breakthrough might be waiting on my boldness.
What goal have you already achieved, and how did you make it happen?
One of the most meaningful goals I’ve achieved is breaking through personal trauma to build platforms that create change and a new legacy for my children. I come from a background where silence, struggle, and survival were common. But I made a decision: that my story would not end in pain, but in purpose.
Through faith, resilience, and a deep desire to break generational cycles, I built YFMD, HUB, and was drawn into Jai6 Youth Foundation. Each area designed to uplift others, offer healing, and provide the tools I once needed myself. I turned my wounds into wisdom and created spaces where others could rise, dream, and believe again.
This journey hasn’t been easy, but it’s been worth it. I’m not just building businesses, I’m building legacy, impact, and freedom for my children and for the communities I serve.
If you weren’t in your current profession, what would you be?
I’d probably be a youth counselor or financial coach, still guiding people, especially young adults through healing, purpose, and financial freedom. I’ve always been passionate about helping others grow, I’d still be inspiring people to rise above.
What are five things (not people or pets) you can’t live without?
I can’t live without my Bible and journal, my vision board and my laptop with Wi-Fi. I also need a calming cup of herbal tea to recharge or coffee, and sticky notes/notepad. Each of these keeps me balanced, focused, and in alignment with my purpose.
What’s something you do outside of work to enrich yourself?
Outside of work, I take time to pour into my spirit through bible studying, prayer, journaling, and quiet reflection. I love gardening, which helps me slow down, reconnect with nature, and find peace in the process of growth. Traveling also feeds my soul. It gives me new perspectives, inspiration, and the reset I sometimes need to keep dreaming big.
What’s a song that always makes you happy or that motivates you?
“Big” by Pastor Mike Jr. is my go-to anthem! Every time I hear it, I’m reminded that what God has in store is bigger than anything I can imagine. It lifts my spirit, recharges my faith, and reminds me to keep dreaming boldly because something BIG is always on the way. It’s more than a song, it’s a declaration of hope, favor, and purpose.
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