ATAX, Latino Tax Pro, and Loyalty Brands Align

tax training

In an unprecedented move Loyalty Brands, ATAX, and Latino Tax Professionals (LTP) have partnered to create an educational and training system that will revolutionize the ability for individuals to become experienced tax preparers ready to serve the US population as tax season 2020 approaches. 

Loyalty Brands and ATAX have merged to create a leveraged opportunity to share resources, collaborate and ultimately streamline all of the brands under the Loyalty Brands franchise umbrella to create synergistic partnerships for all of their franchisees.  Under the Loyalty umbrella are ATAX, Loyalty Networking, Loyalty Trade Exchange, First Choice Business Broker, and soon a small business accounting brand.

According to CEO and Founder of Loyalty Brands, John Hewitt, “We have struck on a concept layered in complementary businesses that is an exciting departure from the traditional franchise model.  Within our system, we can provide support from brand to brand in business operations, co-marketing, and other managed services.  In addition, our offering allows franchisees to develop a portfolio of our brands to increase revenue and expand services to many demographic groups and businesses.”

Opportunity, a turn-key solution and continuing education

Carlos Lopez, Founder of LTP sees the value that a national franchisor like ATAX brings to both independent operators and those looking to enter the space.  “Many independent tax offices struggle to scale as they lack key internal processes, marketing support, and coaching. We see ATAX as the leader in delivering turnkey solutions for our members.”  The addition of Latino Tax Professionals (LTP) as the training and education team has created a preferred partnership between Loyalty Brands, specifically the ATAX brand. ATAX is endorsed by LTP as the preferred Latino tax and business services franchise opportunity for the tax preparation community. Latino Tax Professionals Is now the preferred education and tax training provider for ATAX.  This allows the two entities to provide the best and most thorough tax training and on-going education available in the tax industry. Preparers have the ability to obtain the designation of Annual Filing Season Program. This designation, while not yet required by the IRS, is a valuable distinction to hold and gives customers peace of mind when having their taxes prepared by an ATAX preparer. 

Rafael Alvarez, CEO and Founder of ATAX commented, “We have worked with Latino Tax Pro for many years.  This partnership signifies a new level of trust and respect that is unparalleled in our industry.”

ATAX will be offering tax classes powered by LTP in their locations throughout the US. In addition, there will be an online class that people can join for free.  Mr. Alvarez will also be teaching a class for Enrolled Agents (EA) to allow people to expand their tax knowledge and gain certain privileges with the IRS that are not available to preparers who are not EA’s.

Arthur Garcia, President of ATAX is excited about this partnership.  “Tax education and continuing education is critical to the success of a tax preparation company as clients are looking for value added services. The Latino Tax Pro education platform allows for many levels of training and tax updates that can’t be duplicated.  We have a variety of learning options for anyone who wants to learn more about income tax, and bookkeeping or wish to start a career as a tax preparer or franchise owner.” More information is available on the ATAX website ( ).

About Loyalty Brands

Headquartered in Virginia Beach, Virginia, Loyalty Brands is an umbrella franchise company founded in 2018 by serial entrepreneur John Hewitt.  The Loyalty Brands consist of ATAX Tax Service and Franchise opportunities, First Choice Business Brokers, Loyalty Networking, Loyalty Trade Exchange, a future small business accounting concept and added services (focusing on the Hispanic market)   The company maintains a community first outlook, meaning that involvement in local communities and giving back is a core value. The multi-brand concept involves businesses that are synergistic and compatible, so potential franchisees could possibly own one or more of the brands for additional customer acquisition and co-marketing opportunities. Visit for more information. 

About ATAX

Founded by Rafael Alvarez in 1986 his mission was to offer tax preparation services to the Washington Heights, NY community. After starting with $200, 2 computers and a fax machine the company became one of the largest tax preparation providers in New York. In 2007, Mr. Alvarez launched ATAX Franchise Inc., and began expanding along the East Coast of the US.  The company sees the opportunity to create a place where our customers can get access to a number of services by trusted advisors and in the language, they feel comfortable speaking.

About Latino Tax Pro

Founder and CEO Carlos C. Lopez is excited to partner with long time friends and customers to create a synergy between Latino Tax Pro, ATAX, and Loyalty Brands.  LTP started in 2009 as a tax preparer representative organization for Spanish speaking tax preparers who were having issues with the IRS and the California Franchise Tax Board.  When the Registered Tax Return Preparer (RTRP) program started in 2010 the mission of LTP included a tax training program uniquely designed to focus on Spanish speaking tax professionals and the management of their tax businesses.

In 2014 LTP decided to hold its first national convention (Latino Tax Fest) in Las Vegas after a successful run of 5 regional seminars around the country.  In less than 6 years attendance has grown from 500 attendees to almost 3,000 at the MGM Grand in Las Vegas, Nevada.  Latino Tax Fest is now the premier tax conference in the United States.

LTP’s educational focus includes Immigration, Taxes, Visas, Bookkeeping and business growth continuing education.  The partnership is the ideal platform for all 3 companies to offer the ideal turn-key solution to those entrepreneurs who are looking for guidance, experience, and most of all leadership.  Look for great things happening in our industry, coming soon!