Alberto J. Ortiz
CEO
Alberto J. Ortiz has worked in the tax industry for 18 years, gaining practical knowledge at H&R Block for 10 years. His experience ranged from District General Manager, Regional Director and Vice President of Latin Operations supporting more than 2,700 offices. Alberto is now the CEO and President of ATAX, a tax and business services franchise serving our local communities.
ATAX’s mission statement: Having Fun, Improving Lives!
And it's vision is to be the largest Tax Franchise in the United States by 2032!
April 16, 2026
The Role of Empathy in Leadership with Alberto J. Ortiz
Alberto Ortiz, CEO and President of ATAX, joins The Bliss Business Podcast to show how leading with empathy at scale, through availability, get-to-know-you sheets, and a willingness to say yes, built a 2,700-office franchise culture.
Guest: Alberto J. Ortiz