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  • Get to Know Tania Perez

    Posted by on December 11, 2017

    Continuing our get-to-know series, this blog post features Tania Perez, client support specialist for Coopera.

    How did you end up working for a company focused on helping credit unions serve the Hispanic market?

    As a Latina, I have always wanted to work in a position where I would be able to help my community. When my friend reached out to me about this position, I didn’t hesitate to apply. Credit unions care about their members, and working for a company that works with credit unions to serve the Hispanic community is not only remarkable; it’s something that really stood out to me.

    What gets you out of bed in the morning?

    My family. I have always strived to make my parents proud. They have done so much for me, more than I will ever be able to repay them for. I also want to be a good role model for my younger brother. I want to show him that happiness comes in the form of doing what you love and that anything is possible.

    What does your typical day look like?

    In my role, I ensure Coopera’s products and services are properly delivered and fulfilled. This includes assessing and reporting, consulting, training, marketing and translating. Still being new to the Coopera family, I am learning a lot about the company, our clients… and plenty of acronyms!

    What’s the best business advice you’ve ever received?

    Never be afraid to speak up. Communication is key to making sure everything runs smoothly in a workplace. Whether it’s a complaint or an idea you have to improve something, always speak up and express yourself.

    What excites you the most about the future of financial services in the Hispanic market?

    Everything! With the Hispanic market growing, I see a lot of opportunity for the community to have more access to products and services that would help them financially. These are complex topics, and knowing that things will be more accessible to the community is exciting.

    Where do you go/what do you do to get inspiration?

    I’m proud to say I tend to get my inspiration from friends and mentors. I am lucky to be surrounded by individuals who are striving to be the best they can be. I have friends who are in the process of taking the LSAT, applying to the Peace Corps, studying to be nurses and serving as activists for the community. Mentors from school or previous employers have also been extremely helpful and continue to show they care about my future. All these individuals inspire and truly motivate me to be the best I can be every day.

    What is something unique about you most people wouldn’t know?

    I love doing activities that involve a huge amount of adrenaline. For example, I have participated in bungee jumping, canyon swinging, zip-lining and rappelling. My parents tell me I was never afraid of heights as a child, so they think that’s where it comes from. Paragliding is next on my list!

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    Connecting with Hispanics in Your Community This Holiday Season

    Posted by on December 2, 2017

    As in most cultures, shopping and gift-giving are important parts of the holiday season for many Hispanics. According to recent research by ThinkNow Retail, 33 percent of Hispanics say they will be spending more this holiday season than they did last year, compared to 30 percent across all markets. Some other interesting findings from the study include:

    –About 41 percent of Hispanics plan to pay for most of their holiday purchases with a debit card, higher than any other market. Cash and credit tie for second among Hispanics at 24 percent each.

    –Smartphones will be the most commonly used device for making online holiday purchases among Hispanics. About 62 percent of Hispanics will use a smartphone, compared to 50 percent across all markets. Laptops, on the other hand, will be the device used the most overall across all markets.

    –On average, Hispanics plan to buy about 35 percent of their holiday purchases online and about 46 percent in-store.

    For credit unions serving Hispanic communities, it’s important to understand holiday purchasing behaviors to better tailor marketing offers, as well as products and services. Even more important, however, is the understanding of specific motivations. That level of intelligence allows your teams to create a deeper connection between the credit union and its community.

    In the Hispanic culture, most holidays have their origins in religion, specifically Christianity. Approximately 77 percent of Hispanics are Christians, with the overwhelming majority identifying as Catholic.

    As such, Christmas is one of the most popular Hispanic holidays, and there are many traditions associated with it. Here are a few favorites:

    Tamale-making parties – Tamales are holiday staples in many parts of Latin America. Because making tamales is a time-consuming task, many people participate in tamaladas, where participants bond over recipe swaps and bulk prep of the holiday favorite.

    Christmas Eve feastNochebuena is a very special celebration shared with family and close friends on Christmas Eve. Food plays an important role during this celebration. Each country, and even certain regions within a specific Latin American country, has a special dish.

    Re-enactments and plays – Posadas are re-enactments of Mary and Joseph looking for a place to stay before Jesus was born. Many posadas start at church services. Las pastorelas are plays that retell the Christmas story.

    It’s clear religion and family are at the heart of the Hispanic holiday experience. Whether it’s partnering with a local community center or church to support a tamalada or posada, having a drawing for a pork roast, a common centerpiece of the Nochebuena meal, or simply sharing holiday family fun ideas on your website and social media channels, there are a variety of ways credit unions can connect with Hispanics in their communities this holiday season.

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    4 Credit Unions Apply Grant Funds to People, Partners & Education

    Posted by on November 27, 2017

    In October, I shared the plans of three Warren Morrow Hispanic Growth Fund Grant recipients specific to how they will use the funds earned. This post will take a look at four additional recipients of the grant, which is made possible by Coopera, CUNA and the National Credit Union Foundation. Each of the recipients is a Juntos Avanzamos-designated cooperative, a program taken to the national stage by the Federation.

    Ascentra Credit Union
    Ascentra will use the grant funds to continue growing and evolving its Hispanic outreach program and building community partnerships. This includes translating materials needed for upcoming presentations that will benefit the Esperanza Legal Assistance Center, a low-cost immigration services provider.

    “We have been building and evolving our program to accommodate our successful growth of Hispanic members,” said Alvaro Macias, Ascentra AVP of community development. “We also have an internal group of bilingual staff that meets 3-4 times a year and a community development advisory group that evolved out of our Latino Outreach Advisory Group. Today, we are positioning the credit union to build community partnerships that are mutually beneficial to members, other organizations and long-term sustainability of the credit union.”

    Santa Cruz Community Credit Union (SCCCU)
    With the grant funds, SCCCU will develop a new website and mobile access, offer more financial education sessions and Spanish-language seminars and help local Hispanic nonprofits with their financial inclusion efforts.

    “The Warren Morrow Grant will help us close the outreach gap by supplementing our budget for providing financial education to the Spanish-speaking community,” said SCCCU President/CEO Beth Carr. “Additionally, more nonprofits serving the Hispanic community here are being required by grant funders to include financial literacy and training in their grant proposals and programs. As a Juntos Avanzamos-certified credit union, we feel it is our responsibility to assist our community non-profits.”

     

    DC Federal Credit Union (DGEFCU)
    The grant will allow a young, Hispanic member service representative at DGEFCU to participate in the Cooperative Leaders Scholars Institute at this fall’s National Co-op IMPACT Conference.

    “This enhances our credit union’s current Hispanic growth strategy in a couple ways,” said DC FCU President/CEO Carla Decker. “First, it grows our staff’s professional competency and serves to retain talent. Second, the training will add another resource to a budding partnership opportunity with the potential for tremendous impact and further expansion of DGEFCU’s footprint.”

     

    JetStream Federal Credit Union
    JetStream will partner with a local high school to select a deserving scholarship recipient who is a member of a Hispanic low-income family and meets the following criteria: a 3.7 minimum GPA, a college in mind and an area of interest in business.

    “At JetStream, we feel the need to help the professionals of tomorrow by providing them with the tools they need today for a better future,” said Vanessa Miranda, manager of HR and community outreach for JetStream. “The grant will go directly into the hands of a deserving local Hispanic low-income student.”

    This collective of credit unions is proof the industry sees the Hispanic community as important to the future of the movement. Kudos to each of you for the continued effort to reach and serve this influential and growing segment.

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    Meeting Hispanics Where They Are: Online and on Mobile

    Posted by on November 20, 2017

    Google recently surveyed more than 4,500 U.S. Hispanics ages 18-64 about their preferences related to online sources, digital ads and search. The study found U.S. Hispanics use online sources at a higher rate (54 percent) than the general population (46 percent) throughout the purchase journey. It also found:

    • Hispanic consumers tend to favor online sources over family, radio and TV.
    • 79 percent of those surveyed said they use search engines on a daily basis.
    • 68 percent of the respondents who use search engines at least monthly do so on their mobile devices.
    • More than half of respondents who use online sources use their smartphones specifically to gather information before making a purchase.

    How can credit unions and other organizations dedicated to serving the underserved Hispanic community meet them where they already are – online and on mobile? Below are a few examples of online and mobile resources being tapped by organizations to do just that.

    Crowdfunding
    According to Pew Research, 16 percent of Hispanics have contributed to a crowdsourced fundraising project. Since it launched in 2010, do-it-yourself crowdfunding website GoFundMe has raised more than $4 billion for personal causes from more than 40 million donors. When a licensed clinical social worker was struggling to afford providing low-cost mental health treatment to uninsured Spanish-speaking individuals in Louisville, Ky., for example, she turned to GoFundMe. She is currently well on her way to reaching her $5,000 goal to enable to her to continue providing therapy.

    Putting a twist on the GoFundMe model, PayPal just launched Money Pools, a service that lets people create pages to fundraise for a specific item or effort among family and friends. Could this become a digital tanda? Although the service is too new to have data on usage rates, the focus on family and friends could resonate among many within the Hispanic community.

    Social Media Influencers
    One way for an organization to increase its reach within a certain segment of the population is to connect with those who have influence inside that segment. Consider starting with the top 25 Hispanic influencers on YouTube, Facebook, Instagram and Pinterest. If your credit union has, for example, an important message to share with Hispanic members about helping children save for college, you could simply share with your social media followers. Or, you could try to get it in front of Jorge Narvaez, whose parenting-focused YouTube channel has more than 600,000 subscribers.

    Instagram Stories.
    After just one year in market, Instagram Stories has more than 200 million users – 50 million more users than Snapchat. At this rate, nearly half of all Instagram users will be using Stories by the end of 2018. A large portion of Instagram users, 38 percent, are Hispanic. In August, Instagram declared that JBalvin, an all-Spanish language music star, is the most-viewed Instagram Stories content provider in the U.S.. Brands interested in connecting with Instagram users, and with Hispanic Instagram users specifically, should consider mastering Instagram Stories. Here’s a how-to guide to get you started.

    Connecting with Hispanic consumers online requires not only understanding where they are, but also how they want to be connected with. Google’s study found that including culturally relevant content – food, family and traditions – resonates with U.S. Hispanics online. Consider incorporating content that Hispanic members care about or that which is unique to the Hispanic experience. While not as important as culture, language also matters. For some U.S. Hispanic consumers, Spanish and bilingual content are signals you want to engage with them.

    Photo by Rodion Kutsaev on Unsplash

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    Serving Aging Hispanics and the Family Members They Rely On

    Posted by on November 13, 2017

    Every day, 10,000 Americans turn 65. By 2030, as the last Baby Boomers turn 65, older adults are expected to reach 20 percent of the U.S. population. What’s more, according to the Institute on Aging, 65 percent of older adults with long-term care needs rely exclusively on family and friends to provide assistance, and another 30 percent supplement family care with paid assistance.

    The HuffPost recently called growth of older Hispanics “the most prominent of rapid changes coming to the look and culture of the elderly in America.”

    Not only are Hispanics making up a growing percentage of older Americans, they also tend to be more likely to turn to family and friends first for assistance, before going to outside agencies.

    As one expert on grandparenting writes:

    In part this tendency can be traced to difficulties with English. Almost three-fourths of Hispanics speak Spanish in the home… In addition, Hispanics are more likely than the population at large to live in poverty and to be uninsured. These circumstances also may influence their tendency to seek help from friends and family.

    According to the Census Bureau, Hispanics are less likely than whites, blacks or Asians to live alone. In addition, they are more likely to want to stay geographically close to family members. They are seldom long-distance grandparents by choice.

    Credit unions are well-suited to serve both older Hispanic populations and the family members they turn to for help. Here’s how…

    A study of more than 400 residents of subsidized senior housing concluded that lower-income, older adults desire the following six banking services from their financial institutions (FIs):

    1. Low-cost, low-fee checking accounts
    2. Low-interest lending and credit products
    3. Assistance accessing public benefits
    4. Help avoiding financial abuse and fraud
    5. In-person customer service
    6. Early-intervention retirement planning

    It’s also important for your members who are faced with the responsibility of caring for their aging family members to know your credit union is there to support them. This can be in the form of products and services, such as guardian accounts, that make it easier for them to help their loved ones. It can also be in the form of consultative advice, information and resources, such as on a dedicated page of your website. Here are a few examples:

    Ally Bank
    Grove Bank & Trust
    Redstone Federal Credit Union
    ● SCE Federal Credit Union
    Veridian Credit Union

    As we look for ways to put the people helping people philosophy into action, it can be beneficial to proactively search for the people most in need of that help. Often, this requires getting outside our comfort zone and learning as much as we can about those individuals. Aging people of all cultures and backgrounds have unique needs with far-reaching impact. How can your credit union look more closely at this market to make retirement years some of the best in your members’ lives?

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    Get to Know Kenia Calderon

    Posted by on November 6, 2017

    Continuing our get-to-know series, this blog post features Kenia Calderon, client relations associate for Coopera.

    How did you end up working for Coopera?

    In 2014, I participated in the Latina Leadership Initiative, a leadership program for young Latina women in Iowa. Miriam De Dios Woodward, Coopera’s CEO, presented about the opportunities in the underbanked and unbanked Hispanic market. I could relate to her presentation, as I grew up in an underbanked household. I was intrigued by the topic and by her personal story.

    I reached out to Miriam because I was interested in learning more about Coopera and her career path. I was a sophomore in college, unsure of what I wanted to do after graduation, and meeting Miriam gave me hope of someday finding a job that would make a positive impact in the Hispanic community. She was looking for a summer intern at the time, and I applied. Fortunately, I was offered the internship, and I’m still here, now serving as a client relations associate!

    What does your typical day look like?

    I work to ensure we are exceeding our partners’ and our own expectations. Assisting our clients through their Hispanic Growth Strategy is by far my favorite part. This comes in different forms, such as helping them find local resources, sharing my personal experiences and expertise during a consulting meeting or working together to create new staff training materials.

    I am constantly learning about our clients’ needs, objectives and culture. My daily goal is to help our clients get a step closer to becoming the preferred financial service provider for their local Hispanic community.

    What’s the best business advice you’ve ever received?

    “It’s a marathon, not a sprint.”

    This is a great reminder for someone like me who likes to be challenged and embraces change. My mind is always running too fast for my body to keep up. Therefore, I need to remind myself to slow down and ensure that I have the necessary resources, health and energy to keep going on this marathon called life.

    What gets you out of bed in the morning?

    My love for life and humanity. I’ve always devoted my time and energy to causes that matter. My position at Coopera is no different because we help our partners grow their organizations and improve the lives of my Hispanic community. Fortunately, I found a job that I love and enjoy every day.

    I also can’t stay still for very long, so staying in bed all day is not an option.

    What excites you the most about the future of financial services in the Hispanic market?

    The impact credit unions have yet to make. By meeting the needs of Hispanics in their communities and becoming their preferred financial services provider, credit unions will not only help Hispanics reach economic stability, but credit unions, themselves, will experience growth in membership, product usage, market penetration, etc. The opportunity is knocking on their doors; it is up to them to embrace this community in need.

    Where do you go/what do you do to get inspiration?

    Remember how I said I couldn’t stay still? Well, I coach an eighth-grade volleyball team, direct a Hispanic youth choir, volunteer with immigrant service organizations and meet with Hispanic high school students to talk about their college plans.

    I’m active in my local Hispanic/immigrant community because it took a village for me to graduate from college. Therefore, it is my duty to give back and invest my time in the future generation of Hispanic leaders. My community inspires me to continue moving forward as we reach new opportunities together.

    What is something unique about you most people wouldn’t know?

    I have a great appreciation for art. When I was younger, I took any opportunity I had to create things with my hands from pottery to paintings. My senior year in high school, I made All-State in Iowa for my diverse art portfolio. Art is the one aspect of my life that I enjoy the most as it forces me to slow down and relax. Most of my pieces showcase my culture, life experiences and Salvadoran background.

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    These Are the Social Platforms Most Important to Hispanic Consumers

    Posted by on October 30, 2017

    There’s no question social media is an important channel for engaging Hispanic consumers. According to recent research by Viant, nearly 50 percent of Hispanic shoppers reported they had either discussed a brand online with others or used a brand’s hashtag in social messaging (this compared to 17 percent of non-Hispanic shoppers).

    Analyzing social media habits by channel, Viant said Hispanic Millennials are more active on Twitter and Instagram compared to non-Hispanic Millennials. However, the amount of time spent on Facebook is relatively similar between the two groups.

    Another platform that should not be discounted is video. In its report How Hispanic Consumers Engage with YouTube, Google shares some interesting insights:

    — 75 percent of Hispanics go to YouTube first when they want to learn more about a product or service by watching a video

    — Nearly 1 in 2 Hispanic smartphone video viewers look for video content relevant to them as Hispanics and are more likely to watch ads that contain aspects of Hispanic culture

    — Of U.S. Hispanics who visit YouTube at least once a month, 60 percent watch videos in English always/most of the time; 28 percent watch videos in English and Spanish equally; and 12 percent watch videos in Spanish always/most of the time.

    — 83 percent of Hispanic video viewers will read or post comments, watch recommended videos or like or rate videos

    BEST PRACTICE: To achieve the best results when engaging Hispanic consumer segments through YouTube and other social media channels, ensure the content is culturally relevant and language appropriate.

    How One Credit Union is Engaging Members on YouTube

    Ascentra Hispanic Youtube channelAscentra Credit Union in Bettendorf, Iowa, is leveraging the power of YouTube to engage consumers through a video series called Ascentra Making Cents. New videos focused on financial topics like credit scores, the home buying process, spending plans, tax returns and the credit union difference, are available monthly on Ascentra’s YouTube channel.

    The credit union is currently in the process of adding Spanish subtitles to the videos using funds it received from the 2017 Warren Morrow Hispanic Growth Fund Grant for Hispanic Outreach.

    “This will give us some content in Spanish that we can share on social media to interact in a new way with current members, future members and any Spanish-speaking individuals worldwide,” said Alvaro Macias, Ascentra’s AVP of community development. “These videos will be shared with our community partners, such as Habitat for Humanity Quad Cities, Esperanza Legal Assistance Center and the Floreciente Neighborhood Association – a predominantly Hispanic neighborhood in Moline, Illinois, for them to share through their networks.”

    Ascentra also has a highly successful Facebook page, with nearly 2,500 followers and frequently updated content focused on Ascentra’s community involvement, as well as product and service updates.

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    3 Credit Unions Set Sights on Next-Level Community Outreach

    Posted by on October 16, 2017

    The 2017 Warren Morrow Hispanic Growth Fund Grant will help seven credit unions continue their Hispanic outreach and community impact efforts. Named in honor of the late Warren Morrow, who dedicated his life and career to helping the underserved and empowering the Hispanic community, the grant is made possible by Coopera, CUNA and the National Credit Union Foundation. Each of the grant recipients is a Juntos Avanzamos-designated cooperative, a program taken to the national stage by the Federation.

    This post details how three of the grant recipients plan to allocate the funds. We will cover plans of the remaining four recipients in an upcoming post.

    Members Credit Union (MCU)
    With its grant funds, MCU will purchase two Spanish electronic seminar kits from CUNA and materials for financial education sessions with Hispanic youth. The credit union will then partner with local organizations to conduct the seminars.

    “Along with financial education, we will bring opportunity for membership in a safe, Hispanic-friendly financial cooperative where they will receive low-cost services that are relevant to their lives and financial counseling to help them meet their goals,” said Kathy Chartier, MCU president/CEO. “We often see members and potential members who are taken advantage of by large banks and predatory lenders. This program is specifically directed toward the Hispanic community with the goal of helping them improve their financial understanding and well-being.”

    Nueva Esperanza Community Credit Union (NECCU)
    NECCU will use the grant funds to serve more of the Hispanic population within its community, including expanding outreach efforts to local schools and local organizations to help promote financial education.

    “NECCU offers a comprehensive level of bilingual financial services to impact the needs of our target market,” said NECCU President/CEO Sue Cuevas. “We integrate financial services with education to improve members’ financial competency. In addition to basic financial services, staff deliver one-on-one orientations to new members when they inquire about share savings or share certificates of deposit. This empowers members with tools to understand their financial situations, set goals and develop paths to asset building/ownership.”

    Point West Credit Union
    Point West has partnered with a local organization serving Hispanic families with a range of programs. The grant funds will allow a Point West employee to hold regular hours at the organization’s headquarters to assist Hispanic clients with account opening, lending needs and basic financial services and fiscal management.

    “Point West is endeavoring to engage the local Hispanic community where they live, work, socialize and seek assistance and services, while also testing a branching model outside of the traditional brick and mortar solutions,” said Steve Pagenstecher, Point West vice president of member experience. “By providing a full-service ATM coupled with an experienced and educated Point West employee, the goal is to increase access to an underserved community while driving Hispanic membership growth and financial outcomes for the community.”

    Please join me in congratulating each of these cooperatives for recognizing that serving the Hispanic community is not only the right thing to do, it’s smart business, as well.

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    Serving a Consumer Powerhouse: Younger Hispanic Women

    Posted by on October 9, 2017

    A Nielsen report released last month details the growing consumer power and influence of Hispanic females living in the U.S. According to the report, Latina 2.0: Fiscally Conscious, Culturally Influential & Familia Forward, this demographic grew 37 percent between 2005 and 2015, compared to 2 percent for their non-Hispanic White counterparts and 11 percent for total women in the U.S. Younger Hispanic women are also outpacing the rest of the nation in buying power.

    Below are a few key findings in the report, along with actions credit unions should consider – especially as we close out another successful National Hispanic Heritage Month.

    Entrepreneurship
    The steep rise in the number of Hispanic women attaining higher education and entering the workforce is fueling a boom in Latina entrepreneurship. Hispanic females outpaced the total U.S. population for new business creation. Also, the total number of Hispanic female majority-owned firms grew more than three times the rate of total female majority-owned firms and more than two times the rate of Hispanic male majority-owned firms.

            Credit union actions: Consider starting a program to provide young entrepreneurs access to capital, mentorship and networking opportunities – with a special focus on Hispanic women.

    Cultural Ties
    Ties to culture and language remain important to many Hispanic women in the U.S. In fact, 74 percent over the age of five speak a language other than English at home. Although at least 81 percent of U.S. Hispanic females speak English well, 95 percent of those who are foreign-born and 59 percent of those who are U.S.-born speak at least some Spanish at home.

            Credit union actions: Ensure your products, services and marketing materials are culturally relevant and language appropriate for Hispanic members.

    Use of Mobile
    For many Hispanic women, communication is paramount, and smartphones are the tech device of choice. This demographic spends, on average, 22 hours weekly watching videos and using apps or the Internet on their smartphones. Hispanic women over-index against non-Hispanic white women by 15 percent for smartphone ownership and spend more time watching videos on their smartphone than women in general.

            Credit union actions: When planning your mobile banking and payments strategies, recognize Hispanic females as a key audience. Consider holding focus groups or other forums for getting feedback from a cross-section of members. When possible, incorporate video into your Hispanic-focused communications strategy.

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    Get to Know Miriam De Dios Woodward

    Posted by on October 2, 2017

    Although they have taken their own paths to get to Coopera, all of our employees share a common passion: reaching and serving the Hispanic market. Hear their stories and learn what makes them tick through this series of get-to-know blog posts, starting with our CEO, Miriam De Dios Woodward.

    How did you end up working for Coopera?

    By happenstance. I was working at John Deere Financial when I received a call from my former supervisor at State Farm Insurance. Her husband had started a company working with credit unions, and he was recruiting for the company’s first open position. I applied for the job, and that’s when I met Warren Morrow, Coopera’s founder. Warren’s vision for the future of Coopera was so captivating I felt I needed to become a part of what he was building. I was hired as the first employee of Coopera more than 10 years ago, and the rest is history.

     

     

    What does your typical day look like?

    My days can vary quite a bit, which I love. I might be traveling to visit one of our clients to facilitate a planning session with their leadership team. Or I might have a couple conference calls with our clients or one-on-one meetings with my team. I might review some of our communications drafts before they are published or talk to a reporter. I have exposure to all aspects of our business. I also really enjoy the time I have to think about the company’s future. How we can continue to stay ahead of our clients’ needs is always on my mind.

    What’s the best business advice you’ve ever received?

    I’ve received lots of great advice over the years. Some of my favorites have been: Be a selfless leader.Be humble.Remember that as a leader, people are always watching you. Have fun.

    What gets you out of bed in the morning?

    Sometimes it’s our cat meowing at the crack of dawn. Joking aside, it’s knowing that it’s a new day in which I have the opportunity to make a difference. I am fortunate to work for a mission-based organization where I can see how our work impacts the lives of people every day. My presentation to an organization can spark someone’s interest in becoming a champion for inclusion. Our consulting advice can prompt a client to offer a new lending program that serves people not served before. Possibilities like this motivate me.

     

     

    What excites you the most about the future of financial services in the Hispanic market?

    The vast opportunity at hand. Although we have worked with a variety of organizations over our decade of service, we really have yet to scratch the surface. Access to financial services is the key to empowering our Hispanic community, and we have a lot of work to do. Credit unions continue to have a unique disposition to serving the Hispanic community and becoming the preferred financial services provider for the Latino community. I am excited to help our industry pick up the pace and position credit unions as leaders in this space.

    What do you do to get inspiration?

    I love to travel with my husband, especially outside of the country. Going somewhere new inspires me to step outside of what I do every day, try new things, think more clearly and be more curious. I also like to read and listen to all sorts of content, from Simon Sinek’s daily notes to inspire to the Harvard Business Review’s publications. I also love to meet people for tea or lunch and connect with them, especially people outside of my industry.

    What is something unique about you most people wouldn’t know?

    Growing up, my family moved close to 20 times as we settled from our move from Jalisco, Mexico, to the U.S. Through my travels, I’ve been fortunate to see Pope Francis, climb a volcano, walk on a glacier and ride in a helicopter, among other adventures. On my bucket list is visiting every continent at least once.

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