How Financial Services Brands Can Earn Hispanic Consumer Trust
Hispanic consumers are actively engaged in their financial futures—yet the traditional financial services landscape often fails to reflect their values, behaviors, and expectations. If you’re a financial brand looking to deepen market relevance and drive growth, the Hispanic segment offers a major opportunity—but only if approached with cultural fluency and respect.
Download our exclusive excerpt from the Hispanic Financial Confidence Report to uncover more insights
Why This Segment Matters Now
Our latest research reveals that 79% of Hispanics have already made changes to prepare for potential price increases—a clear sign of financial engagement. Despite this, Hispanic consumers remain underserved by brands that don’t align with their cultural values or communication preferences.
Financial decisions in this segment are not purely transactional. 84% of Hispanic consumers say it’s important to know their family will be taken care of if anything ever happens to them. This sense of familial responsibility shapes how they assess financial products—from insurance to retirement planning.
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70%of hispanics
have already made changes to prepare for potential price increases.
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84%OF HISPANIC CONSUMERS
say it’s important to know their family will be taken care of without them
Insight #1: Family-First Finances
For Hispanic consumers, finances are a family affair. They don’t just want products—they want financial experiences that align with personal values and offer peace of mind for loved ones. Nearly 50% manage their finances in person, and nearly half say they prefer in-person service. Brands that can connect on an emotional and communal level have a distinct advantage.
Brand Takeaway
If your financial brand wants to stay relevant in a competitive market, cultural understanding is no longer optional—it’s a growth strategy.
To resonate, you must:
- Embrace bilingual education and storytelling.
- Offer tools that support communal decision-making.
- Build trust through values-driven content, not just products.
It’s time to rethink your Hispanic consumer strategy.
Download our exclusive excerpt from the Hispanic Financial Confidence Report to uncover more insights, including how to close gaps in access, build loyalty, and demonstrate true cultural fluency.