About Ruben Coto

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Born in Costa Rica to Cuban parents who fled the Castro regime, Ruben arrived in the United States as an infant. He has lived in Florida his entire life, spending more than three decades in the beautiful town of Surfside. It is in this state that Ruben and his wife, Lea Baruch, chose to raise their two sons, Joseph and Gabriel.

Vision for Florida

Leveraging his background in real estate, finance, and insurance, Ruben is focused on actionable statewide economic goals designed to lower the cost of living for all Floridians. His key priorities include:

• Stabilizing  the Property Insurance Market: Driving down soaring premiums through      transparent, market-stabilizing reforms that protect homeowners instead of      special interests.
• Making  Florida Affordable (Again): There are too many people in and coming to      Florida who are competing for limited resources. We need to stop importing new Florida residents      and first take care of the ones who live here now. Slash government fees, costs and fines, phase      out property taxes for homesteaders and current renters who will buy. Tolls and HOV lanes will be eliminated,      saving drivers time and money.
• Cutting  Red Tape for Small Businesses: Eliminating burdensome regulations and      hidden costs that prevent local entrepreneurs from thriving.
• Protecting  Taxpayer Dollars: Ensuring strict fiscal accountability and      responsible spending so tax dollars are reinvested directly into      infrastructure, flooding defense, and community safety.

A lifelong entrepreneur, Ruben built and operated multiple successful businesses in the mortgage and real estate industries for over 15 years. For the past 13 years, he has continued his business leadership in the insurance sector as the owner of Coto Industries LLC, specializing in health and life insurance. This deep professional background gives Ruben firsthand knowledge of the economic needs, financial responsibilities, and hard work required by Florida's families and small business owners.

Ruben’s passion for civic engagement is rooted in a proven track record of local leadership, highlighted by his service across two terms as a Surfside Town Commissioner. During his tenure on the commission, he fought to protect his community from overdevelopment, championed equal code enforcement, and worked directly to resolve critical infrastructure and flooding issues.

A strong advocate for education, Ruben helped establish a local education committee that brought volunteers together to provide tutoring and academic support for young residents. His extensive local involvement also includes serving on Parks and Recreation committees, the Surfside Business Association, and working with public information programs focused on flood education and safety. Additionally, guided by 13 years of service as a Cub Scout and Boy Scout leader, Ruben operates with a strict code of being helpful, trustworthy, and courteous.