Why I Started Fraietta Financial Group

I've spent 16 years in merchant services and banking. For most of that time, I worked inside a large institution — helping business owners understand their payment processing, navigate their options, and make decisions that were right for them.

I was good at it. And for a long time, I believed the institution made me better at it. The infrastructure, the resources, the credibility of a recognized name. Those things matter when you're trying to earn a business owner's trust.

But over time, I started to notice the gap between what business owners needed and what I was positioned to offer them. Not because the products weren't good — many of them were. But because working inside a large organization means you're always operating within constraints. There are products you can recommend and products you can't. Conversations you can have and conversations you can't. And business owners who could genuinely benefit from a different solution, but whose situation doesn't fit neatly into what your employer offers.

After 16 years, I decided to close that gap.

What Fraietta Financial Group is

Fraietta Financial Group is my independent advisory practice. I work with business owners on the financial infrastructure that keeps their businesses running — payment processing, business loans and financing, business banking, payroll, and more.

The difference is that I work for you, not for a product. Being independent means I can have an honest conversation about what actually makes sense for your situation, match you with solutions that fit, and stay involved as your needs change. I'm not here to close a deal and hand you off to a call center. I'm here to be the person you call when you have a question.

I'm backed by the resources and infrastructure of one of the nation's leading business financial platforms — which means my clients get the reach and capability of a national organization with the personal access of working directly with me.

Who I work with

I work with independent business owners across every industry. Retail, restaurant, professional services, healthcare, construction, e-commerce — I've spent 16 years working across all of them, and the financial questions that come up tend to rhyme regardless of the industry.

The business owners I work best with are the ones who want a relationship, not a transaction. They want to understand what they're paying and why. They want someone who knows their business — not just their account number. And they want to know that when something comes up, there's a real person they can reach.

If that's what you're looking for, that's exactly what I built this practice to provide.

Why now

Leaving a 16-year career isn't a small decision. I thought carefully about the timing, the structure, and what I wanted this practice to look like before I made the move.

What gave me confidence was knowing that the need is real. Business owners are underserved when it comes to honest, independent advice on the financial side of running a business. Most of the professionals they work with — their CPA, their attorney, their commercial banker — are specialists in their own lane. Nobody is sitting across from a business owner and looking at the full picture.

That's the role I want to play. Not as a product salesperson. As a trusted advisor who knows this space, knows the options, and is accountable to the business owner — not to a quota.

Fraietta Financial Group is open. If you'd like to have a conversation, I'd be glad to start one.

Reach out directly: diane@fraiettafinancialgroup.com  |  fraiettafinancialgroup.com