# An independent treasury consulting firm built around financial discipline and execution. Source: https://firmaadvisory.com/about Last updated: 2026-10-01 TYPE html> About Our Independent Treasury Firm | FIRMA Advisory [Skip to main content](#main) FIRMA Advisory was established to address a specific need: the absence of an independent advisor able to operate across financial strategy, banking, treasury, and operational execution as a single discipline. [Federico Lleonart](https://firmaadvisory.com/federico-lleonart), founder and Head of Treasury Advisory. Former J.P. Morgan and Barclays banker. - Former J.P. Morgan and Barclays - Five languages - United States, Europe and Latin America We work where financial complexity, banking relationships, and operational execution converge. We support CFOs, founders, and investors in environments where structure, speed, and precision are non-negotiable. ## Positioning FIRMA Advisory is an independent advisory firm. It is not a bank, broker, asset manager, or investment advisor. The firm provides consulting and advisory services focused on treasury, liquidity, banking strategy, cross-border financial structuring, financial infrastructure, and operational execution. The firm is headquartered in the United States, with experience spanning Latin America, Europe, and global banking environments. Engagements are designed around specific financial and operational outcomes, rather than open-ended consulting work. Our role is to bring senior-level financial expertise to organizations where complexity has begun to outpace internal structures, and to remain involved through implementation, not only at the strategy layer. Independence is a deliberate choice. The firm is not tied to financial institutions, products, or transactions, and is structured to give clients advice that is genuinely on their side of the table. ## The basis on which we work ### Independence No affiliations, commissions, or product incentives. Our advice serves one party: the client. ### Discretion Engagements are confidential by design. Client names are not disclosed without explicit consent. ### Rigor Recommendations are grounded in analysis, benchmarks, and direct experience with the relevant institutions and structures. ### Execution The work extends from strategy into implementation. Recommendations that are not implemented are not finished. ### Seniority Engagements are led by senior practitioners, working directly with CFOs, founders, and investors. ### Practicality Frameworks are designed to operate in the real conditions of the business, not in idealized form. ## Senior expertise across banking, treasury, and execution FIRMA Advisory was founded by Federico Lleonart, who leads its treasury advisory practice, together with a co-founder focused on product and execution. Both work directly with CFOs, treasurers and finance teams. Founder, Head of Treasury Advisory ### [Federico Lleonart](https://firmaadvisory.com/federico-lleonart) At J.P. Morgan in Brussels and Amsterdam, Federico Lleonart rose from Analyst to Vice President in Cash Management and Treasury Services. He then joined Barclays in Amsterdam as Vice President Cash Management Sales. He now advises CFOs and private equity firms from the client’s side of the table. - J.P. Morgan, Brussels and Amsterdam: Analyst to Vice President, Cash Management and Treasury Services - Barclays, Amsterdam: Vice President Cash Management Sales - Clients with USD 50M to 2B in revenue across the United States, Europe and Latin America - Works in English, Spanish, Portuguese, Italian and French [Read Federico Lleonart’s full profile](https://firmaadvisory.com/federico-lleonart) Co-Founder: Product, Execution & Transformation ### Senior background in financial products, product management, and operational transformation Career focused on financial product design, product management, and the operational execution of complex financial initiatives. Experience leading cross-functional implementation across treasury, banking, SaaS, and data-driven solutions, with a strong record of translating financial strategy into working operating models. - Senior product management and product ownership in financial and SaaS environments - Project leadership and business analysis for complex financial implementations - Agile delivery experience across treasury, payments, and reporting initiatives - Operational transformation work bridging strategy, technology, and execution ## International by design FIRMA Advisory operates from the United States and supports clients with cross-border operations and financial structures across multiple regions. ### United States Headquartered in the US, with experience supporting US-headquartered companies, private equity firms, and international subsidiaries. ### Europe Direct experience with European banking relationships, multi-currency operations, and treasury structures for European SMEs and multinationals. ### Latin America Deep experience across Latin American banking systems, currency dynamics, and cross-border financial flows. ## Discuss your financial priorities with us. A brief, confidential conversation is the most efficient way to determine where FIRMA Advisory can support your organization. [Book a 30 minute call](https://firmaadvisory.com/contact) [contact@firmaadvisory.com](mailto:contact@firmaadvisory.com)