How Hispanic Families Are Building Financial Confidence and Opportunity

Key Takeaways:

• Hispanic financial goals can be shaped by family, community, life stage and individual experiences, with priorities ranging from homeownership and education to supporting family and growing a business.
• Old National Bank bankers Susy Huerta, George Pena and Santiago Rodriguez share how listening to each client’s unique goals helps them provide more relevant financial guidance.
• From financial education and homebuying preparation to building a strong business foundation, small steps and early conversations can help individuals, families and business owners move toward their goals.

Hispanic Heritage Month recognizes the diverse cultures, experiences, and contributions of Hispanic communities across America. It also offers an opportunity to consider the personal journeys behind financial decisions, from saving for a child’s education and helping a parent to preparing to buy a home or growing a business.

There is no single Hispanic financial journey. Goals are shaped by family, community, life stage and individual experiences. For Susy Huerta, Banking Center Manager, George Pena, Community Development Mortgage Loan Officer, and Santiago Rodriguez, Business Banking Director at Old National Bank, helping clients make progress starts with understanding what matters most to them.

How Family and Community Shape Financial Goals

For Huerta, Hispanic Heritage Month is both personal and professional.

“Hispanic Heritage Month is a time for me to celebrate where we come from, the values that have shaped us, and the contributions we make in our families, workplaces, and communities,” she said.

Huerta was born and raised in America and remains deeply connected to her Mexican roots and culture. Her family’s sacrifices have shaped the way she thinks about financial opportunity.

“I have never forgotten where my family came from or the sacrifices and strides they made to provide me and future generations with greater opportunities and a better financial life,” Huerta said.

That desire to create opportunity is often part of the financial conversations she has with clients. Some are thinking about their own futures. Others are focused on parents, children, a first home, a business idea or the opportunities they hope to create for the next generation.

For Rodriguez, his story mirrors that of many Hispanic Americans. He grew up in a family that owned and operated a small business. He saw the work and commitment it took to build something that could support a family and create opportunities for others.

“Financial goals are often about much more than personal wealth. For some, it's creating stability for their children. For others, it's growing a business, creating jobs, supporting family members, or building something that can be passed down to the next generation,” he said.

These financial goals are often connected to one another, but they also reflect the diversity of Hispanic communities. People come from many countries and traditions. They bring different experiences, resources, responsibilities and hopes for the future.

“We come from many different countries, cultures, backgrounds, and experiences. We may share a language or certain traditions, but there is no single Hispanic experience,” Huerta said.

Why Listening Matters in Financial Relationships

That diversity makes listening essential. Someone trying to build everyday financial confidence may need something very different from a prospective homeowner or a business owner preparing to expand.

“For me, it is so important to start every client relationship by listening,” Huerta said. “I want to understand where that person is coming from, what is important to them and what they are hoping to accomplish. I never want to assume that I know what financial success looks like for someone else.”

Her colleague, George Pena takes the same approach. Hispanic Heritage Month reminds him of his family’s journey, hard work and sacrifice. It also reminds him that Hispanic communities encompass many distinct histories and backgrounds.

“We come from different countries, have different traditions, different foods, even different dialects,” Pena said.

The goals he hears often involve financial confidence, a home for a family or a growing business. “Underneath it all, it's about stability and creating opportunity,” he said.

Rodriguez sees the value of listening in every business relationship. One owner may be building a foundation. Another may be managing growth, planning an acquisition or preparing for a transition. Before offering guidance, he wants to understand where the business is today, where the owner wants to go and what they see ahead.

“That's why I believe listening is the most important part of beginning any client relationship,” Rodriguez said. “Before I can provide meaningful advice, I need to understand where a business owner is today, where they want to go, and what challenges or opportunities they see ahead.”

Practical Steps Toward Homeownership and Business Growth

Financial confidence can begin with a conversation. Huerta works to make the branch a place where people feel comfortable asking questions, learning about resources and taking the next step toward a goal.

“As a Banking Center Manager, I believe being a resource for my community starts with being present and building genuine relationships,” she said. “I make it a priority to be involved in the community, serve on nonprofit boards and participate in organizations where I can learn more about the people and businesses we serve.”

Huerta also partners with nonprofits to provide financial education workshops. These settings give people room to ask questions and build confidence without feeling intimidated.

For prospective homeowners, Pena encourages early preparation. Reviewing credit, income and savings, then speaking with a trusted lender before feeling ready to apply, can help buyers understand their options and create a plan that fits their household.

“For clients considering homeownership I encourage them to start early to check their credit, income, and savings, and talk with a trusted lender before they feel ready, so they know their options and feel comfortable moving forward,” Pena said.

For business owners, early work often involves building a strong financial foundation. Rodriguez encourages entrepreneurs to understand their cash flow cycle, separate personal and business finances, build business credit, maintain accurate reporting and prepare before they need capital for a major purchase, expansion or new hire.

“Entrepreneurs often focus on growing revenue, but sustainable growth starts with building a strong financial foundation,” Rodriguez said.

A successful business can benefit more than the owner’s household. It can create jobs, support local suppliers, attract investment and give other aspiring entrepreneurs a model of what may be possible. In that way, business growth can contribute to stronger, more resilient communities.

Start With the Goal That Matters Most

Hispanic Heritage Month celebrates the heritage and contributions of generations of Hispanic Americans and the communities they build and support. It also recognizes the ambitions that move people forward, whether that means managing finances with more confidence, preparing for homeownership or building a business that supports a family and community. For some, the next step may be a question about savings, credit, homeownership or business cash flow. For others, it may be a conversation about an idea that has been taking shape for years.

Old National invites individuals, families and business owners to connect with a local banker, discuss the financial goal that matters most to them and explore resources that can help them and their communities move forward with confidence.