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ABOUT

About Lumina Advisory

Founded by Keegan Orellana in Lafayette, Indiana, Lumina Advisory exists because good businesses kept making expensive technology decisions with bad information.

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Hey, I'm Keegan.

"I kept watching good businesses make expensive technology decisions with bad information, not because they weren't smart, but because the people advising them had something to sell. I don't."

Lumina Advisory exists because most businesses don't need more technology. They need clearer thinking about the technology they already have, and an honest partner who isn't focused on steering them toward a particular vendor. Lumina was built to be that partner. Vendor-neutral. Commission-transparent. Grounded in how businesses actually operate.


Keegan Orellana, Founder & Lead Advisor

Mission, Vision, & Values

MISSION

Lumina Advisory is a technology advisor that brings businesses of all sizes the deep vendor relationships and buying power needed to get real value from their tech stack. Whether you need a comprehensive audit, targeted procurement support, a one-time platform build, or ongoing strategic guidance, we manage the vendor relationships and take the headache off your plate so leadership can focus on growth. Our advisory is backed by hands-on optimization and training for our core supported platforms.

VISION

To build a technology advisory practice known first for relationships that last, where businesses of all sizes have access to the same deep vendor relationships and buying power, backed by honest guidance and absolute transparency.

People-First Leadership

Prioritizing the human element in every technical decision. We lead with empathy and honest guidance, choosing what's best for the client and the team over blind agreement.

Clarity Over Complexity

Translating intricate technology into straightforward, manageable strategies. We skip the industry jargon to deliver clean roadmaps and real systems that teams actually use every day.

Roots & Longevity

A venture built for the long term, reflected in relationships that last well beyond a single engagement. Rooted in Guatemalan heritage and immigrant family values of resilience and discipline, we make decisions with a longer horizon in mind for our clients, our partners, and the next generation.

Continuous Growth

Committing to relentless learning and staying sharp. Because the technology landscape never stands still, we continuously expand our expertise so clients always have access to the best insights and modern vendor solutions.

No BS

Operating with total honesty regarding vendor fits, pricing, and structures. We provide straight answers and complete clarity so partners always know exactly where they stand and what they're paying for.

Our Approach

Three things that don't change, no matter the engagement.

Operator Background

We understand how businesses actually run. Built from inside operations, not consulting theory.

Vendor-Neutral by Design

We advocate for fit, not products. Commissions never drive a recommendation — and every one we earn is disclosed in writing, before we say a word about a vendor.

Franchise-Fluent

We speak the language of multi-unit growth, at both the franchisor and individual franchisee level.
A family venture, built for the long term.

The Guatemalan heritage and immigrant-family roots behind Lumina show up in how the business operates, resilient, disciplined, and built toward something that outlasts this year's revenue.

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Education

B.S. Business Administration, Purdue University Global, Magna Cum Laude

Operations Experience

A decade across franchise operations, implementation, and customer success

Based in Indiana

In-person across the Lafayette–Indianapolis–Chicago corridor

Fully Remote

Serving clients across the U.S. and Canada

 

The Rest of the Team

Every good advisory firm has a support team. Ours just happens to be furry.

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Gus

Chief Morale Officer

Been by Keegan's side through every move, job change, and life pivot. Turned 10 in 2026 and has absolutely earned the title.
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Maya

Head of Resilience

Living with epilepsy taught the whole household how to stay calm through uncertainty and adjust plans on the fly. Honestly, she's taught Keegan more about running a business than most books have.

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Clarke

Director of Selective Availability

Ignores everyone all day, then appears the moment a client call starts, walks across the keyboard, and disappears again. House diva. Respected.
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Zoey

VP of External Affairs

Monitors the birds outside with total focus and chirps at them loudly during any quiet moment. High energy. Zero chill. Deeply lovable.

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Let's talk about your technology challenges and find solutions that fit how your business really operates.

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