Today we’d like to introduce you to Larry Salazar.
Hi Larry, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
Our story really begins with two people—each driven by a shared belief that the path to owning a home changes lives.
Cheri has been an entrepreneurial spirit her entire life. Before entering real estate, she owned and operated a dance studio, channeling her creativity into building something from the ground up. A few years later, she became a Realtor, and with a trail of successes behind her, she decided to open her own brokerage—RE/MAX LIGHTHOUSE. In just a short time, it became Utah’s fastest-growing RE/MAX brokerage, earning recognition as Best of Utah 2024 Real Estate Brokerage and RE/MAX Brokerage of the Year 2024.
Her passion for helping people reach the dream of owning a home runs deep. She believes a home isn’t just a roof over your head—it’s a reflection of who we are and a cornerstone of lasting financial wellness.
As for me, my background has been rooted in the corporate world—working with organizations like Boeing, 3M, Kaplan, HealthEquity, and SailPoint Technologies—leading marketing, communications, and product strategy. During my time at HealthEquity, I had an idea that would later become foundational to what we’re building today: a home savings account that employers could offer as a workplace benefit. I believed that beyond HSAs, FSAs, and 401(k)s, companies could empower employees to build long-term stability through homeownership. And in turn, it could strengthen retention, productivity, and loyalty. But at the time, the concept only foreshadowed the future.
A few years later, as Cheri and I brainstormed ways to help her agents grow their business, we began exploring how to reach more potential buyers and sellers. The answer, surprisingly, was through employers. At first, the idea focused on real estate relocation services, but as we thought more deeply, the potential impact became much broader. We realized we could create something that benefited employees, employers, and real estate professionals alike.
That realization led to the creation of NestSTEPS™, a company that turns the dream of owning a home into a structured employee benefit. In just six short years, we’ve gone from stepping into real estate for the first time to building a successful brokerage and now, an employee benefit that combines a SaaS platform and professional services to redefine how homeownership and financial wellness is achieved.
We officially launched NestSTEPS in late January, and since then, we’ve signed our first client, formed a partnership with Paychex—a billion-dollar leader in the payroll and benefits space—and entered discussions with several other prospective partners and employers. It’s been an incredible journey so far, and we’re only at the beginning.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Not at all. Starting a business is never easy—starting two within just a couple of years of each other is even harder.
Cheri launched RE/MAX LIGHTHOUSE only three years after becoming a Realtor, and we introduced NestSTEPS™ two years after that. Both ventures were born from conviction, but they came with very real challenges.
As we began developing NestSTEPS, I made the decision to focus my time and energy entirely on bringing the vision to life. At the same time, the real estate market was tightening, with higher interest rates leading to fewer buyers and reduced brokerage revenue. That meant we had to take a scrappier, more creative approach to building this business from the ground up.
Sales and marketing were among the first hurdles. Because the idea of turning homeownership into an HR benefit was new, we had to educate people at every stage of the process. HR professionals loved the concept, but they, in turn, had to educate others within their organizations to gain internal buy-in. It wasn’t an easy sell—it required persistence and patience.
And then there was the reality of limited resources. Early on, our marketing efforts were purely guerrilla-style: social media, direct outreach, and tapping into personal networks for introductions. It was a lot of work, but it helped us sharpen our message and learn how to connect the concept to real employer needs.
Technology presented another major challenge. We originally planned to license an existing third-party platform—sufficient in the short term but not ideal for long-term growth. We quickly realized it wouldn’t scale or deliver the kind of behavioral impact we envisioned. That realization forced a major pivot: we decided to build our own platform from scratch. It was a huge leap for a startup with minimal funds, especially since it required hiring developers and finding the right Banking-as-a-Service partner to handle the financial infrastructure. Those partnerships didn’t come easily, but each obstacle refined our strategy and strengthened our foundation.
And, of course, there was the capital challenge. In the beginning, we bootstrapped the business using personal income generated through our brokerage—during one of the toughest real estate markets in recent years. We spoke with countless people, explored every option, and learned a lot about perseverance and faith along the way. Eventually, we were able to secure committed investment—something we don’t take for granted. Our investors have been absolute blessings: they believe in us, share our passion, and are as committed to this mission as we are.
Looking back, every roadblock forced us to innovate and keep our mission front and center. The road hasn’t been smooth, but it’s been purposeful—and incredibly rewarding.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
ABOUT OUR BUSINESS:
NestSTEPS™ transforms home savings and homeownership into an employee benefit—giving employers a high-impact, measurable way to retain talent and reduce turnover. At the same time, it helps employees reduce financial stress, increase productivity, boost loyalty, and achieve long-term financial wellness through real estate.
Our program builds on proven results. Years ago, organizations like Fannie Mae and a large Wisconsin-based health system both offered housing assistance benefits—and each saw their turnover rates drop by more than 50%. We’ve taken that proven concept further by creating a modern, scalable solution designed for today’s workforce and employers.
We achieve this through a comprehensive, three-part approach:
– Technology & Systems – Financial management technology and automated cashflow system that accelerates savings and fosters healthy financial habits.
– Contribution Model – Each plan is customized with the employer to create measurable ROI through reduced turnover and higher employee engagement.
– Education & Coaching – Live workshops led by licensed home and financial professionals help employees prepare to buy their first home and guide current homeowners in building long-term financial security. Personalized coaching ensures every employee has a clear path forward.
WHAT SETS US APART:
NestSTEPS™ is the first and only plug-and-play solution that turns homeownership into a structured HR benefit. While many mortgage lenders or real estate professionals may offer discounts or workshops, they’re not built as part of a true employee benefit system—and they don’t integrate employer contribution models, education, and financial automation under one umbrella.
Our 3-tiered framework is purpose-built to drive results: helping employees reach financial wellness through one of life’s most powerful assets—homeownership—while helping employers strengthen retention, reduce turnover costs, and drive productivity.
We’re most proud that NestSTEPS™ is more than a benefit—it’s a movement. It represents a shift toward helping employees achieve real, lasting financial progress while giving employers a way to make a tangible difference in people’s lives.
What are your plans for the future?
We’re focused on growth—strategic, thoughtful, and mission-driven growth.
In the near term, our priority is expanding partnerships with employers, benefit brokers, and payroll providers who share our vision of improving financial wellness through homeownership. We’re continuing to enhance our platform, scale our workshops, and strengthen the data-driven tools that make the NestSTEPS™ experience both measurable and meaningful.
Long term, our goal is to make housing benefits as common and accessible as health or retirement plans—so that every employee has a realistic path to homeownership and long-term stability.
Contact Info:
- LinkedIn: https://www.linkedin.com/company/neststeps/posts/?feedView=all
- Youtube: https://www.youtube.com/@NestSTEPSBenefits
