Gretter Lara leads customer experience at VetraFi, where she builds the support operations and processes that keep service members, veterans, and their families feeling heard at every touchpoint.

Before joining VetraFi, Gretter spent several years scaling fintech and customer experience teams alongside some of the industry's most respected operators including Bill Harris at Nirvana supporting a 13K+ customer base, Ashish Pandhi at Zurp supporting 30K customers, and Ned Palmer at Panacea Financial serving more than 8K customers.

Across each role, her work centered on building support operations from scratch, scaling teams through periods of rapid growth, and solving problems quickly without losing the human side of customer care. She cares deeply about leadership, culture, emotional intelligence, and creating environments where both customers and employees feel supported.

Gretter lives in Miami, Florida, with her son. Both are singers and enjoy performing at the same shows together. She co-hosted a limited-series podcast and is an advocate for mental health awareness.