Diana Acuña

Finance, the hard-way-up kind

My real driver is simple: I want business owners to be happy. Not in the abstract — I want them to see their finances finally make sense, and to watch that turn into results they can actually point to, in the business and in their own lives. Everything else is the mechanism for that. I'm the founder and director of Finance Assembly, a boutique financial and tax advisory firm in Bogotá, Colombia, where I act as fractional CFO for small and medium-sized businesses that need senior financial thinking without hiring a full-time executive.

Where it started

Before the Finance Assembly, I spent ten years inside Bancolombia Group, under the Financial Vice-Presidency, leading the Financial Management Division across Investment Banking, Trust, and Brokerage. I'm a Certified Public Accountant with a focus on financial legislation, an investment mentor at the Bogotá Chamber of Commerce, and I co-founded and ran Zensmart as COO from 2020 to 2024. 

So: spreadsheets, regulation, and boardrooms are native territory.

What I actually believe

Somewhere along the way I stopped treating money as a scarcity problem to manage and started treating it as an expansiveness problem to design for — a shift a mentor of mine helped me see clearly. That's the seed of La Economía de la Vida, the methodology I'm building at the Finance Assembly: a way of measuring financial health that doesn't stop at the balance sheet. Curiosity and think-big-act-small aren't just words I liked on this site — they're roughly how I run my firm.

Off the clock

I'm a triathlete and marathoner, road and mountain, currently training for a 100 km ultramarathon with an eye on eventually toeing the line at UTMB, the 100-mile distance. If you want to know how someone thinks about pacing, patience, and extreme ownership, ask a person who's decided that's a fun way to spend a Saturday.