--- title: About Lumina Advisory | Our Story & Approach description: "Meet Lumina Advisory: an operations-first, vendor-neutral technology advisor built on honest guidance instead of sales pressure. Read our story." --- [Skip to content](https://theluminaadvisory.com/about-us#main-content) [![Lumina Advisory](https://theluminaadvisory.com/hs-fs/hubfs/lumina_advisory%20%23FO21B8E384D86%20HORIZONTAL%20REV3-01-1.png?width=3544&height=1044&name=lumina_advisory%20%23FO21B8E384D86%20HORIZONTAL%20REV3-01-1.png)Homepage](https://theluminaadvisory.com?hsLang=en) - [About](https://theluminaadvisory.com/about-us) - What We Do - [Services & Pricing](https://theluminaadvisory.com/services-pricing?hsLang=en) - [Lumina Tech Wheel](https://theluminaadvisory.com/lumina-tech-wheel?hsLang=en) - [Partners](https://theluminaadvisory.com/partners?hsLang=en) - [Lumina Network](https://theluminaadvisory.com/lumina-network?hsLang=en) - [Contact](https://theluminaadvisory.com/contact-us?hsLang=en) [Check Availability](https://cal.com/keeganorellana/discovery-call) - [About](https://theluminaadvisory.com/about-us) - What We Do - [Services & Pricing](https://theluminaadvisory.com/services-pricing?hsLang=en) - [Lumina Tech Wheel](https://theluminaadvisory.com/lumina-tech-wheel?hsLang=en) - [Partners](https://theluminaadvisory.com/partners?hsLang=en) - [Lumina Network](https://theluminaadvisory.com/lumina-network?hsLang=en) - [Contact](https://theluminaadvisory.com/contact-us?hsLang=en) [Check Availability](https://cal.com/keeganorellana/discovery-call) #### 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. ![Headshot-1](https://theluminaadvisory.com/hs-fs/hubfs/Headshot-1.jpg?width=533&height=800&name=Headshot-1.jpg "Headshot-1") ##### 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. ![antigua](https://theluminaadvisory.com/hs-fs/hubfs/antigua.jpg?width=500&height=376&name=antigua.jpg "antigua") ![guatemala](https://theluminaadvisory.com/hs-fs/hubfs/guatemala.jpg?width=500&height=376&name=guatemala.jpg "guatemala") ### 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. ![1-1](https://theluminaadvisory.com/hubfs/1-1.svg) ### 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. ![4-1](https://theluminaadvisory.com/hubfs/4-1.svg) ### 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. ![2-1](https://theluminaadvisory.com/hubfs/2-1.svg) ### 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. ![3-1](https://theluminaadvisory.com/hubfs/3-1.svg) ### 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. ## Check Availability Let's talk about your technology challenges and find solutions that fit how your business really operates. [Book a Free Discovery Call](https://cal.com/keeganorellana/discovery-call) ### LUMINA ADVISORY Lumina Orellana Group, LLC Lafayette, Indiana Serving the U.S. and Canada ### SITE ##### [Home](https://theluminaadvisory.com?hsLang=en) ##### [About](https://theluminaadvisory.com/about-us) ##### [Services & Pricing](https://theluminaadvisory.com/services-pricing?hsLang=en) ##### [Partners](https://theluminaadvisory.com/partners?hsLang=en) ##### [Lumina Network](https://theluminaadvisory.com/lumina-network?hsLang=en) ##### [Contact](https://theluminaadvisory.com/contact-us?hsLang=en) ### CONNECT ##### [Check Availability](https://cal.com/keeganorellana/discovery-call) ##### [Client Portal](https://clients.theluminaadvisory.com/) ##### [FAQ](https://theluminaadvisory.com/faq?hsLang=en)   ### SOCIAL [mailto:hello@theluminaadvisory.com](mailto:hello@theluminaadvisory.com) --- [Privacy Policy](https://theluminaadvisory.com/privacy-policy?hsLang=en) · [Terms of Service](https://theluminaadvisory.com/terms-of-service?hsLang=en) · © 2026 Lumina Advisory. 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