YOUR TAXPAYER FIGHTER

FOR BOARD OF EQUALIZATION

California families and businesses are struggling with suffocating tax regulations, rising property assessments, and a system that too often leaves them without answers while Sacramento continues to overlook everyday taxpayers.

Rey Portela is running for the Board of Equalization District 3 to restore accountability, transparency, and fairness.

View Rey's Priorities

About Rey Portela

Rey Portela is a lifelong Angeleno who has built his life around helping others. As a small business owner and community coach, he has spent more than three decades serving the people of Los Angeles with dedication, fairness, and integrity.

In 1993, Rey began his career in the insurance industry and later opened Portela Tax and Insurance Services. Through his business, he helps families and small businesses navigate California’s complex tax and insurance systems with honesty and care. His approach has always been simple: listen to people, treat them with respect, and find real solutions that make a difference.

Beyond his business, Rey has worked with the American Youth Soccer Organization and has served as a coach, referee, and administrator for high school soccer for over 30 years. He has guided hundreds of young athletes, teaching them discipline, teamwork, and confidence both on and off the field. His players and their families know him as a mentor and friend who genuinely cares.

A proud husband, father of four, and a devoted grandfather, Rey believes that strong families and strong communities are what keep California moving forward. He has seen how hard people work to build a better life and how difficult government systems can make that process.

Rey is running for the California Board of Equalization because he believes public service should be about people, not politics. As a local business owner and community leader, he will bring fairness, accountability, and common sense to Sacramento, making sure government serves the people it represents.

Putting People First.

Your Taxpayer Voice.

Why is Rey Running?

Rey is running for the California Board of Equalization because he believes government should serve the people, not the other way around. He has spent his entire career helping Californians through confusing tax laws, unfair assessments, and insurance challenges, and he has seen firsthand how broken the system has become.

When disasters like the Palisades Fires struck, families who lost everything were still expected to pay property taxes. That is completely unacceptable. It is predatory bureaucracy standing in the way of common sense. Coach Rey will fight relentlessly to change that and bring the focus back to protecting the people.

He is running to make sure families, small businesses, and disaster victims are treated with respect and understanding. He believes in a California that works for everyone, where accountability and common sense guide decisions, and where public service means putting people first.

Rey's Priorities

1. Fair & Accurate Property Tax Assessments

California taxpayers deserve a system that is fair, consistent, and easy to understand. As a tax professional with over 25 years of experience, Rey knows inaccurate assessments unfairly burden families and businesses.

On the Board of Equalization, he will work to ensure:

Property valuations are accurate and transparent
Assessors follow the law and equal-value standards
Taxpayers aren’t overcharged due to government errors

Rey will fight for a property tax system that works for people, not bureaucracy.

2. Taxpayer Relief During Disasters

& Emergencies

When disaster strikes — wildfires, floods, or emergencies — families should not face added hardship from confusing tax rules or delayed relief.

Rey will push for:

Automatic and timely tax relief for disaster victims
Streamlined reassessments after property damage
Protection from penalties and unnecessary tax burdens during recovery

In moments of crisis, government should help not hinder.

3. Supporting Property Owners & Small Businesses

As a small business owner himself, Coach Rey understands the challenges of California’s complex tax environment. Small businesses are the backbone of our local economy and deserve a knowledgeable advocate.

He will advocate for:

Clear, simple, and predictable processes
Reduce tax regulations and increases for entrepreneurs and property owners
Policies that support homeowners, families, and local job creators

Rey’s commitment is simple: help businesses grow, not drown in paperwork.

4. Transparent Government

& Accountable Oversight

Taxpayers deserve honesty, clarity, and responsible stewardship. The Board of Equalization has a critical oversight role, and Coach Rey will strengthen it.

He will work to: