Billboard royalty in the making: The Gallardo sisters take over L.A.'s skyline
Traffic in Los Angeles has always offered drivers ample time to glance at the ever-changing landscape of billboards lining the freeways. For years, one face has been nearly impossible to miss: Adriana Gallardo, the CEO and founder of Adriana’s Insurance. With her unmistakable blond hair and signature phone-hand pose, Gallardo has built a marketing empire that now rivals the city’s entertainment giants. But just a few exits down the 10 Freeway, another familiar face is rising — that of her sister and onetime business partner, Veronica Gallardo.
'Adriana Gallardo.'
'Adriana Gallardo.'
'Adriana Gallardo.'
'Adriana Gallardo.'
'Veronica Gallardo.'
'Adriana Gallardo.'
Jen Rosenstein
Their story unfolds like a Hollywood script. It begins with an undocumented border crossing, progresses through financial hardship and entrepreneurial grit, and culminates in a sister-versus-sister standoff that’s captured the imagination of Southern California. Both women have emerged as cultural figures in the Latino community, using billboards as battlegrounds and their own likenesses as brand currency.
Adriana Gallardo launched her insurance business in 1993, at a time when Spanish-language services in the sector were virtually nonexistent. Fluent in both insurance lingo and the culture of her underserved audience, Gallardo tapped into a growing need in the Hispanic community. Her approach was simple yet revolutionary: provide affordable, understandable insurance to Spanish-speaking customers. The brand’s visibility skyrocketed, fueled by relentless outdoor advertising, strategic TV spots, and a clear, bilingual message.
Jen Rosenstein
The success of Adriana’s Insurance positioned her as both a business leader and a media personality. With over 60 offices and 600 employees, her reach now extends from California to Texas. Partnerships with Hollywood, such as a recent campaign for Final Destination: Bloodlines, have cemented her status as a marketing force with an influential Latino audience. Her story of rising from undocumented immigrant to multimillionaire mogul is chronicled in her upcoming book How to Be a Chingona in the Face of Fear.
Jen Rosenstein
Not far behind her in ambition — or real estate — is her sister Veronica. Known for her signature brunette look and her German shepherd mascot, Basko, Veronica has built her own brand, Veronica’s Insurance, with similar tools: striking billboards, relatable messaging, and targeted outreach. What began as a shared venture eventually split into two distinct paths, each sister staking her claim to the same market with subtle jabs and strategic positioning.
Tensions between the sisters remain largely unspoken in public, yet their business history suggests a long-running rivalry. Veronica describes her departure from the original family business as a necessary step toward independence. She insists she helped build the original brand before branching off, while Adriana maintains she laid the foundation for both name recognition and success. Legal documents finalized in 2019 show a settlement that allowed Veronica to rebrand her nearly 20 offices under her own name — a move she likens to rebuilding from the ground up.
Jen Rosenstein
Their paths diverged not only in business but in branding. Adriana presents herself as a poised CEO with connections to major corporate players and an interest in self-help, manifestation, and luxury living. Veronica leans into approachability and humor, often highlighting her dog in ads and tapping into street-level relatability.
Jen Rosenstein
The story of these sisters goes beyond personal rivalry; it mirrors a broader cultural shift. Both have played key roles in shaping the Latino business landscape in Southern California, creating visibility for a community that was once neglected by mainstream financial services. Their billboards, while flashy and competitive, also represent progress — the embodiment of the American Dream advertised in full color above rush-hour traffic.
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Each Gallardo sister represents a different archetype: Adriana, the corporate visionary; Veronica, the scrappy rebel. Their ongoing competition — silent, visual, and constant — has elevated both brands while sparking widespread speculation online. Fans follow their moves with the enthusiasm usually reserved for pop stars or reality TV drama. Their billboard war is less about hostility and more about hustle — a kind of entrepreneurial theatre that only Los Angeles could produce.
