Banking on the Hispanic dollar: how US banks are courting Hispanic consumers

Ivan Castano

Not long ago U.S. banks targeted Hispanic savers with half-hearted bilingual brochures and poorly-managed Spanish-language call centres.
Banking on the Hispanic dollar

Banking on the Hispanic dollar

How US banks are courting Hispanic consumers

Ivan Castano

Not long ago US banks targeted Hispanic savers with half-hearted bilingual brochures and poorly-managed Spanish-language call centres. More recently they have courted this fast-growing demographic with integrated and more culturally-sensitive marketing campaigns. How have they changed and why?The Market Opportunity It's easy to see why banks are chasing the Hispanic dollar. First, the target audience is large and growing:

  • Some 41 million or 14 percent of the US population are Hispanic. By 2020, that percentage is expected...

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