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Meet LaToya Owens of Genasis Enterprises in Roanoke

Today we’d like to introduce you to LaToya Owens.

Thanks for sharing your story with us LaToya. So, let’s start at the beginning and we can move on from there.
I started my firm in March 2016 and just celebrated three years. 🙂 I always had a passion to help others and financial counseling seemed to always be the focus for me from family members and friends. I would get calls all the time on interest rates, tax questions, or just general financial advice. I took that as a sign that this was my purpose and my firm was born.

I always had a love for numbers so it came pretty easy for me to do this for myself. I wanted to give back by making sure my generation and the next generation had as much financial knowledge as possible to build wealth for generations to come. 🙂

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
It hasn’t been a smooth road LOL! I definitely learned a lot in the first year by making sure to not trust others so much. I had to learn the hard way that everyone doesn’t have integrity and that is a huge thing for me. I like to be upfront with my clients when mistakes are made and I would like it in return. I learned that business is business and that everyone will not be your client. One of my favorite quotes is “all money ain’t good money” and I make sure to repeat this to myself daily to make sure I am attracting the right clientele to grow my firm even more.

So let’s switch gears a bit and go into the Genasis Enterprises (Pronounced Genesis) story. Tell us more about the business.
I offer virtual accounting services. Business Consulting, bookkeeping, financial counseling, payroll, and tax services. I wanted to make myself a one-stop shop for small to medium size businesses so all of their financial matters are handled in one location.

I am most proud that I took a leap of faith and decided to do this for myself. So many times we can doubt ourselves to the point where we never accomplish our dreams and this is definitely a dream to be able to love what you do and give back at the same time.

What sets me apart from others is that I am a personable person and I like to treat my clients like family. I try my best to treat others the way I would like to be treated. I have clients that have been with me since first opening and they continue to send family and friends to me and that means a lot.

Has luck played a meaningful role in your life and business?
I don’t believe in luck. I believe that everyone has access to opportunities and it is up to you to take advantage of it to make yourself greater. My husband has been my greatest supporter and was the one that said I was ready to do this for myself. I think my start in the Air Force had a great impact on the woman I am today as well. It taught me to always push through and the real meaning of discipline. You can imagine how big I am on being on time LOL!


  • Bookkeeping Services start at $250 per month
  • Tax Services start at $225 per return
  • Business Consulting $40/hour ($20 Travel Fee applies if outside 10 miles of Roanoke, TX)

Contact Info:

Image Credit:
Image Credit for burgundy shirt and burgundy blazer is Chasing Shots Photography

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