Vero Financial Group

Vero Financial Group is a financial planning and employee benefits firm based in Rochester, NY, operating as a district agency of New York Life. The company was founded by Melissa Siesto, who has worked in the financial services industry since 2014. The firm's name draws from the Italian word "vero," meaning "truth," reflecting its stated mission to help individuals, families, and businesses find clarity and confidence in their financial decisions. Vero Financial Group is a member of the Greater Rochester Chamber of Commerce and maintains offices in both Rochester and Victor, NY.

Vero Financial Group provides services across several categories:

• Employee Benefits — Dental and vision coverage plans, guaranteed-issue voluntary benefits, and other group coverage options designed to supplement employer health insurance programs
• Retirement Plans — Plan selection and benchmarking across profit sharing, 401(k), defined contribution, and defined benefit structures
• Business Solutions — Executive benefit packages, funding for non-qualified plans, supplemental employee retirement plans, and split dollar arrangements aimed at attracting and retaining employees
• Personal Solutions — Wealth protection, accumulation, and legacy planning for individuals and families at various life stages

As a New York Life district agency, the firm's agents are licensed to sell insurance through New York Life Insurance Company and offer securities products and services through NYLIFE Securities LLC.

Vero Financial Group has built its practice around combining employee benefits strategy with broader financial planning under one roof. The firm works with both businesses seeking retirement plan benchmarking and benefits program design, and individuals navigating wealth protection and legacy planning. Its affiliation with New York Life — one of the largest mutual life insurance companies in the United States — provides access to a range of insurance and investment products.

The Rochester office is located at 205 LaGrange Ave, Suite 202, in the Maplewood neighborhood on the city's northwest side. Maplewood Park and Edgerton Park are both nearby, and the area is served by several bus lines, though most errands require a car. The firm also operates from a second location in Victor, NY, east of Rochester. The Rochester office can be reached at (585) 337-0969.