10 On The Weekend is a weekly (-ish) feature in IMI, the concept of which is simple: Each time, we ask the same ten questions of a different IMI Pro, letting readers get to know the interviewee on a more personal and informal level than they might during the ordinary course of business.
Our guest this week is Heidi Finn, Denver Principal & Strategic Partner at Latitude Group.
How do you spend your weekends?
If I’m not on a plane, I’m usually chasing a bit of altitude or depth; either snowboarding, hang gliding, scuba diving, or logging miles on a trail run with my very energetic nine-year-old in tow.
Weekends are about contrast for me: High-adrenaline adventure balanced with slow, intentional moments; cooking something beautiful, opening a great bottle of wine, and mapping out the next corner of the world we’ll explore.
Quite often, those “weekends” turn into site visits, whether that’s walking beachfront property in the Caribbean or touring golden visa real estate in southern Europe. For me, lifestyle and work are deeply intertwined, and that’s exactly what I help my clients create.
What are your top three business goals this year?
This year is about precision and expansion. The U.S. market is waking up, fast, to the realities of global mobility, especially with the continued tightening of visa regimes and geopolitical uncertainty.
My focus is on scaling intelligently: Building a highly curated client base, deepening relationships with best-in-class developers and government units, and continuing to position Latitude as the go-to for Americans seeking both Plan B and Plan A options abroad.
What’s your biggest business concern right now?
The pace of change, and the misinformation that follows it. We’ve seen major shifts: Caribbean programs increasing minimum investment thresholds under international pressure,
European residency programs like Portugal’s evolving timelines and increased due diligence scrutiny across the board.
For clients, it creates confusion and hesitation. My concern isn’t the change itself; that’s the nature of this industry. It’s ensuring clients are making decisions based on accurate, current intelligence rather than outdated headlines or internet myths.
Which book is on your nightstand right now?
Atomic Habits by James Clear. It focuses on practical systems for building good habits and breaking bad ones by optimizing identity, environment, and small daily actions.
How and when did you first get into the investment migration industry?
Four years ago, I flew to Dubai to attend a migration event and introduced myself to the leadership at Latitude. I told them, very directly, that they needed a presence in Colorado and I was the person to build it.
I had spent decades living internationally, structuring deals, and advising clients on lifestyle and investment decisions. Citizenship and residency by investment felt like the missing piece; the ultimate tool for designing a life without borders. So I created the opportunity. And here we are!
What was your proudest moment as a service provider?
It’s never about the transaction; it’s about the transformation.
One moment that stands out is helping a family secure their second citizenship just months before a major geopolitical shift impacted their home country.
What started as a “maybe someday” conversation became a life-changing decision.
Which investment migration market development has surprised you the most in the last year?
With all the program shifts and changes, it’s fascinating that demand hasn’t slowed; it’s intensified. People aren’t stepping back; they’re stepping in faster.
If you could go ten years back in time, what business decision would you change?
I would have stepped into investment migration sooner; and with even more conviction. A decade ago, I was already living globally and advising clients across real estate, aviation, and cross-border structuring, but I didn’t fully appreciate just how central citizenship and residency planning would become to modern wealth strategy.
Back then, it still sat a bit in the “nice-to-have” category. Today, with the tightening of Schengen access, evolving EU frameworks, and Caribbean programs recalibrating pricing and due diligence standards, it’s very clearly a cornerstone of how families protect optionality.
If I could rewind, I would have built this bridge earlier, connecting lifestyle, mobility, and capital in a more intentional way. That said, the timing I did enter gave me a unique advantage: I arrived with decades of lived international experience, so I wasn’t learning the world of mobility from theory, I was already living it.
What investment migration industry personality do you most admire?
I tend to admire governments and developers who understand that this isn’t just a transaction; it’s a long-term relationship.
Programs that prioritize transparency, strong due diligence, and a clear value proposition stand out. The partners who invest in infrastructure, lifestyle, and long-term economic sustainability, rather than short-term volume, are the ones I align with most closely.
If all goes according to plan, what will you be doing five years from now?
Personally? I’ll likely still be splitting my time across multiple countries, chasing wind currents and dive sites; with a slightly older (but probably still rambunctious) co-pilot beside me.
