Today we’d like to introduce you to Andrea Serrano.
Hi Andrea, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I come from a hardworking Mexican family. My parents always encouraged my sisters and me to never give up on our dreams — to push forward, stay dedicated, and achieve what we set our hearts on. They raised me to be independent, ambitious, and proud of who I am.
I have been in the field of Applied Behavior Analysis (ABA) for nearly 20 years. I started my journey as a behavior technician and quickly knew this was the work I was meant to do. I advanced to become a BCaBA and later earned my BCBA certification in 2017. Over the years, I worked for several well-known ABA organizations, learning, growing, and discovering my niche in the profession.
Eventually, I felt called to build something of my own. As a mother and Latina, my vision was to create a play-based ABA company rooted in compassion, empathy, and respect — values that reflect both my personal and professional identity. I recognized the importance of serving the Latino/Hispanic community, ensuring families feel seen, supported, and empowered.
My passion has always been early childhood and school-based services, supporting children during the most formative years of their lives. With that purpose, I founded Florece ABA, a company dedicated to helping children ages 1–5 develop foundational skills through joyful, play-centered learning.
As a parent, a Latina business owner, and a professional devoted to empowering families, I want to give back to my community and show my own children that no dream is too big. With determination, heart, and belief in oneself — anything is possible.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It definitely hasn’t been a smooth road — but I’ve learned that the most meaningful journeys rarely are. My training prepared me to be a strong clinician, but like many in the ABA field, no one teaches you how to become a business owner. Learning the operational, financial, and administrative sides of running a company has been an entire education on its own.
I have also been very intentional about building something different — not just another ABA company, but one grounded in play-based intervention, compassion, empathy, and cultural responsiveness. Creating a business that reflects those values, while also navigating the demands of insurance, regulations, and clinical standards, has been a challenge that requires constant problem-solving and persistence.
As a wife and mother, balancing the time, dedication, and long hours has been another layer of the journey. There are moments of exhaustion and self-doubt, but every step forward reminds me why I started — to make a meaningful difference in the lives of children and families.
Imposter syndrome has also been very real. As a Latina BCBA, I haven’t always seen others in my area pursuing the same vision, and that lack of representation can feel isolating. I questioned whether I belonged in leadership or if I could truly create something bold and new. But that feeling has also fueled my passion — because I want other Latina clinicians to see that they can do this too.
Luckily, I have found support along the way. Other business owners — even outside of ABA — have embraced me, shared knowledge, and reminded me that I don’t have to figure everything out alone. That sense of community has been such a blessing.
The road has been challenging, but every obstacle has made me a stronger leader. And at the end of the day, when I see a child learn a new skill or a family feel empowered, it reinforces that all of the hard work is absolutely worth it.
As you know, we’re big fans of Florece ABA, LLC. For our readers who might not be as familiar what can you tell them about the brand?
Florece ABA is a play-based, family-centered Applied Behavior Analysis provider dedicated to supporting early childhood development for children ages 1–5. We focus on helping children build strong foundations in communication, social skills, play, independence, and confidence through joyful and meaningful learning experiences.
The name Florece means bloom in Spanish — a reflection of growth, hope, and the beauty of seeing each child flourish at their own pace. I chose a Spanish name intentionally. As a Latina and bilingual clinician, it was important to me that my business proudly represents my culture and serves as a welcoming space for the Latino/Hispanic community. Families deserve services where their language, values, and traditions are understood and respected.
What truly sets us apart is our commitment to:
Compassion, empathy, and respect as the core of every interaction
Play-based, naturalistic ABA that prioritizes joy, connection, and child-led learning
Bilingual services for parents and caregivers who prefer to communicate in Spanish
Advocacy and school collaboration, ensuring children succeed across all environments
Culturally responsive care, where families feel seen, supported, and included
We don’t just focus on behaviors — we focus on the whole child, their strengths, and the family systems surrounding them. We are known for building strong relationships, valuing family input, and creating individualized programs that celebrate neurodiversity and empower caregivers through coaching and education.
Brand-wise, I am most proud that Florece ABA stands for something much bigger than a service model. It’s a message to my community: Nuestros niños también pueden florecer. Our children can bloom — beautifully, confidently, and in a way that honors who they are.
What I want readers to know is that Florece ABA is not just a company — it is a passion-driven mission. We are here to uplift families, break barriers to access, and create an inclusive environment where every child has the opportunity to grow, explore, and thrive.
Is there anyone you’d like to thank or give credit to?
Absolutely. I would not be where I am today without the support and love from the people around me.
First and foremost, my parents and my sisters have always believed in me and pushed me to keep dreaming bigger. They taught me the value of hard work and reminded me that no goal is too far out of reach. My husband has also been an incredible source of strength — supporting my vision, cheering me on through every step, and taking on so much so that I could pursue this dream.
I’m also very grateful for my friends and colleagues in the ABA field who understand the unique challenges we face. They have celebrated my wins, helped me problem-solve the tough moments, and reassured me that I’m never in this alone.
I’ve been fortunate to learn from amazing mentors and business owners from different professions who have guided me, shared their knowledge, and encouraged me to step into leadership with confidence. And of course, I have to acknowledge the families and clients whom I’ve worked with over the years — they have shaped the clinician and leader I am today. Their trust and collaboration fuel my passion every day.
Lastly, my team deserves so much credit. The success of Florece ABA is not just mine — it is the result of dedicated people who show up with heart, compassion, and commitment to helping children learn and grow.
I am deeply grateful for every person who has believed in me. Their support has made this journey possible, and I carry their encouragement with me in everything I do.
Contact Info:
- Website: https://www.floreceaba.com
- Instagram: florece.aba
