Jesse James Cooley V. Llamado, RFP®, is a dynamic business leader and licensed real estate broker whose career reflects a powerful blend of financial expertise, entrepreneurial drive, and a commitment to organizational growth. As the Co-Founder and Chief Growth Officer of JML2 REALTY since 2018, he has been instrumental in scaling the firm’s presence, leveraging a strong foundation built as a freelance broker and a tax accountant at Procter & Gamble Philippines.
Discovering RFP and Building a Planning Driven Money System
“I first encountered the Registered Financial Planner (RFP) program through my spiritual and finance mentor, Randell Tiongson, while I was still a student.
When I became a working professional, I pursued RFP with one clear goal: to master financial planning not only in theory but in real life. That decision permanently changed the way I handled money.
I began budgeting with discipline, saving with intention, and investing with clarity. More importantly, I became deeply interested in the psychology of money. I wanted to understand how emotions, habits, and beliefs influence financial decisions. I realized that financial success is not determined by income alone. It is shaped by behavior.
I mapped out my own financial life using the frameworks I learned from the program. I created an automated Excel tracker to monitor my expenses and savings, which helped me become intentional with every peso I earned. Financial awareness became part of my daily discipline.
As my confidence grew, I began sharing my learnings at work and encouraging colleagues to save and invest. I developed a detailed five-year financial plan before marriage and revised it again after getting married. I am grateful to share that we achieved those goals. That experience strengthened my conviction that financial planning works when applied consistently and with commitment.
Over time, I was invited to become a resource speaker for schools and companies, teaching students and employees the fundamentals of financial planning. I was also invited on radio, podcasts and tv programs like the 700 Club on GMA, Light TV Network, Tee Radio, Bounceback network to share my insights on financial planning. Friends and clients also sought my guidance in making sound financial decisions.
Today, my wife and I conduct annual dream planning sessions where we align our finances with our faith, family goals, and long-term vision. For us, financial planning is not just about building wealth. It is about stewardship, intentional living, and creating a legacy that honors God.
The RFP journey did not simply expand my financial knowledge. It transformed my mindset, strengthened my discipline, and shaped my mission to help others take control of their financial future. ”
Using RFP Frameworks for Better Investing and Wealth Building
“RFP equipped me with the tools and frameworks that strengthened my confidence in building my own wealth and in guiding others to build theirs. It gave me clarity, structure, and discipline in making financial decisions.
As a leader in my household and in my company, I recognize that sound financial management is not optional. It is essential. Understanding how money works, how it grows, and how it must be stewarded wisely is crucial to sustaining and expanding both family and business. When finances are managed with intention and strategy, growth becomes deliberate rather than accidental.”
Staying Anchored to Values and Practicing Discipline Daily
“The most valuable lesson I learned from RFP is the importance of knowing your values when it comes to money and staying anchored to them as you build your wealth. Wealth without values can easily lead to distraction, comparison, or poor decisions. Values create direction. They define what truly matters.
RFP taught me that financial discipline is the bridge between goals and results. Dreams alone are not enough. Strategy alone is not enough. Consistent discipline is what turns plans into progress.
There are no shortcuts to financial freedom. It is built through clarity, commitment, and daily decisions aligned with your long-term vision.”
Recommending RFP and Getting the Real Return on Investment
“Yes, definitely!
RFP is both a personal and professional investment. Like any meaningful investment, its true return is realized only when it is applied. The value of the program is not confined to the classroom.
The real return on investment is seen when the principles are practiced in your own life first. When you apply what you learn, you gain clarity, confidence, and credibility. And when your own financial life reflects discipline and direction, you are better positioned to guide and influence others.”