The Ronald E. Harrison Diversity Award was created to highlight organizations or individuals that have made significant contributions to diversity in franchising, whether it be through their organization or on a larger scope. Javier Solis, CFE, co-founder of Toro Taxes Franchise, is the 2024 recipient of the Ronald E. Harrison Diversity Award.

Javier left Ecuador when he was 22 years old. In 1990, Javier experienced his first tax season, which was the beginning of his entrepreneurial journey. In 2000, Javier opened his first tax office in Brooklyn, and by 2005, he had a few thousand clients by creating a marketing strategy focused on the Latino community.

In 2007, due to the lack of a tax brand for Latino taxpayers, Javier founded Los Taxes Franchise as the first Latino franchise of tax preparation in the nation. For several years, Javier grew the brand on the east coast. In March 2019, Javier and two more entrepreneurs founded his second franchise, Toro Taxes Franchise, which became the largest Latino-owned franchise in the nation in any industry with over 250 units and 300 in development — another milestone in Javier’s life as an entrepreneur. In 2022, Entrepreneur magazine ranked Toro Taxes among the 500 best franchises in the world, and once again, they did it in 2023. Javier is a leading partner for a new Franchise Concept called “Wild Kids Acres.” This is the first farm franchise with a focus on kids’ entertainment.

In 2005, Javier and other real estate professionals in NY started the National Association of Hispanic Real Estate Professionals — NAHREP NYC Chapter — where he served as its president. In 2007, Javier founded the NAHREP Metro DC Chapter, where he served as its president. Javier also served as a member of the NAHREP National Corporate Board of Governors. He also served as the Treasurer and Executive Board member at the New York City Hispanic Clergy Association for Justice, Inc. Javier served as a volunteer guest speaker for several community organizations in several states. Javier was an executive board member of the U.S. Hispanic Youth Entrepreneur Education Foundation Inc. and the current Maryland Hispanic Business Conference President. Javier was Telemundo’s financial advisor for 13 years. He was part of the Evening News Segment “Su Dinero” con Javier Solis.

In 2014, the U.S. Small Business Administration honored Javier Solis with the SBA Small Businessperson of the Year. In 2018, Maryland’s governor appointed Javier to the Maryland State Board of Individual Tax Preparers. In 2018, the Maryland Hispanic Chamber of Commerce awarded Los Taxes as the Small Business of the Year in the State of Maryland. Javier has received awards from The Brooklyn Borough President, the US Senate, the US House of Representatives, the Baltimore County Executive, the City of Baltimore, and many others.

In 2019, Javier completed the Sandford University School of Business’ Latino Entrepreneur Initiative hosted by the Latino Business Action Network. The same year he completed the Montgomery Leadership Program in Maryland. He also earned the Georgetown University School of Business Certificate in Franchise Management and the IFA’s Certified Franchise Executive program. In 2022, after attending the IFA Annual Conference, Javier saw how many Latino concepts were used as franchises, but Latinos owned none of those brands. He addressed the concern with IFA President Matt Haller, and soon, the IFA’s Hispanic Leadership Council was born. Javier is currently the president, focusing on bringing the franchise system to successful Latino entrepreneurs.

In 2020, Javier published his first Book, “Tu Decides,” which became a best seller on Amazon. He is about to publish his second book to legalize the registered mark of the book series “Tu Decides.”

In 2021, Javier entered the tourism industry at his wife’s native country El Salvador, building Mariposa Beach Club, a luxurious beach complex with Santorini architectural style. In 2022, Javier co-founded Grupo SunTech in El Salvador, a Panel Solar company providing services in Central America.

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