Good article from the Credit Union Times
discussing the "real v. perceived" Hispanic market opportunity for credit unions. The notion that Hispanics in general are a disadvantaged and not profitable segment for financial services institutions continues in the minds of many marketers from financial services institutions like credit unions. Not so with large national banks or even retailers like Wal-Mart who continue to actively pursue both Hispanic retail and business banking customers.
From an industry perspective, however, the trend is toward serving all facets of the Hispanic market segment as the NCUA recently announced its MyCreditUnion.gov
website is now available in Spanish
. While the site seems to be a direct translation rather than a cultural transcreation, it is a start.