Heritage Capital Group is pleased to announce the recent appointment of Fernando Acosta-Rua as a principal and shareholder. A longtime Jacksonville resident, Fernando has built a distinguished career in private equity, corporate leadership, and strategic growth. His ties to the community and dedication to its continued prosperity make him an invaluable addition to Heritage’s leadership team.
With a career spanning both investments and operations, Fernando brings a unique perspective to the firm’s advisory services. He spent eight years in private equity with leadership roles at two Connecticut-based private equity firms where he gained firsthand experience in structuring and executing transactions. He later spent nearly two decades at Pet Paradise, most recently serving as President and CEO, where he led the company’s transformation from a regional operation into a national leader in pet services, expanding to over 60 locations across multiple states. He remains a Pet Paradise Board member and investor. His combined expertise in investment strategy and business operations provides him with the unique insight and experience needed to guide business owners through complex transactions with a comprehensive, value-driven approach.
Fernando’s commitment to Jacksonville extends far beyond business. He is an active community leader, serving as a current trustee and past Board Chair at The Bolles School. He is the current Board Chair of Alivia Care, Inc. (parent company of Community Hospice), and was appointed by Governor Ron DeSantis in 2021 to the Jacksonville Aviation Authority Board where he currently serves. He was a founding Board Member on Jacksonville University’s Public Policy Institute where he served for 11 years. His leadership in these roles underscores his dedication to strengthening Jacksonville’s business and civic landscape. Fernando holds an MBA from Northwestern University’s Kellogg School of Management and a Bachelor of Science in Journalism and Communications from the University of Florida.
“We are excited to welcome Fernando to Heritage as a partner,” stated Bill Sorenson, CEO of Heritage. “Having worked with our firm both as a client and a community steward, he brings a deep understanding of our culture and a strong commitment to our long-term success. His longstanding relationships with Howard Serkin, Don Wiggins, and other senior principals make his integration seamless. Fernando has lived every side of a middle-market transaction, providing unmatched perspective and experience that will greatly benefit our clients. Beyond M&A, he shares our dedication to investing in Jacksonville, making him a great fit for our team.”
“Fernando’s arrival marks an important milestone for Heritage as we continue to expand our expertise and capabilities,” commented Howard Serkin, Chairman of Heritage’s Advisory Board. “His proven track record in scaling businesses, executing acquisitions, and driving strategic growth aligns with our mission to deliver exceptional value to business owners. Fernando will strengthen our ability to provide tailored solutions for clients navigating critical transitions with his extensive experience in private equity, corporate finance, and operational leadership. With private market investments on the rise, business owners need experienced guidance. Fernando embodies that expertise, and we are proud to have him as part of our team.”
“I’ve had the privilege of working alongside many of Heritage’s principals over the past 20 years and have always been impressed by their professionalism and experience,” remarked Fernando. “My background as both a business operator and a private equity investor gives me a unique perspective that will help business owners maximize their company’s value and successfully navigate complex transactions. I look forward to building upon Heritage’s strong legacy and playing a role in its next chapter of growth.”
