Founder
Enrique Flores
Founder, Paula Inc.
I started Paula in 2023, after a decade inside financial services. I spent the early part of my career at a leading boutique wealth management firm that served ultra-high-net-worth investors, then moved to a financial research business and built the digital and operational infrastructure from scratch.
I learned what these firms actually care about, how their clients evaluate them, where they get stuck digitally, and what it costs them when they get it wrong. Paula is the agency I would have wanted to hire in those years.
Team structure
A senior team that’s been here from the beginning
Design
Designers who elevate, not just execute.
SEARCH & AEO
Specialists who build to be cited, not just ranked.
AI INFRASTRUCTURE
Architects who treat AI as infrastructure, not as a feature.
STRATEGY
Strategists who plan for what gets used, not what looks good in a deck.
Paula isn’t a traditional agency... It’s a senior network of people I’ve worked with for years. What clients see is consistent: senior people on every call, finished work on every delivery, and the depth of a much larger team without the layers.
A quality-obsessed boutique team with deep marketing and technical expertise, and a multi-year track record servicing leading Canadian and US financial services firms.
How We Work
The architecture comes from us.
AI doesn’t drift on Paula’s work because we don’t ask it to do too much at once. The architectural calls — how a wealth manager’s website should be structured for the audience evaluating it, how a payments firm’s brand should signal credibility to regulated counterparties, how a CRM should function end-to-end for an asset manager’s sales team — come from senior people who’ve spent careers in this industry. The decomposition is where the rigor lives. Most agencies skip this step.
Design is human.
AI can produce a competent first pass on most things. Design isn’t one of them — at least not at the level financial services firms expect. Capturing the premium feel and sophistication these brands need still takes a designer’s hand and judgment. That work runs through Santiago, who has shaped every brand we’ve built.
AI complements the execution.
Once the architecture is set, AI handles the build: drafting, coding, configuring, researching at depth a single person couldn’t match. The work runs through whichever tool fits — Claude, HubSpot, Framer, Clay. Senior people edit the output heavily toward what financial services audiences actually respond to, not what AI assumes they will.
Senior review on every output.
Nothing ships without a human read, and in financial services that read isn’t optional. It’s what catches what AI doesn’t know it doesn’t know — voice consistency, factual accuracy on regulated content, citation integrity, design judgment, the small details that hold up to compliance and vendor scrutiny.