Luisa Herrera

The LatinX population is projected to become one fourth of the US population in the next few decades, meaning that banks and credit unions must think about their strategy to engage with their LatinX communities for membership, products and services. Luisa Herrera will present her experience with how staffing strategies can play a pivotal role in expanding LatinX membership, from hiring practices to cultural awareness training and community engagement. She will discuss how intentional staffing decisions—such as recruiting bilingual staff, promoting diversity at leadership levels, and fostering a culture of inclusion—can drive greater connection with LatinX members. Attendees will get insight into real-world examples of how, by building these meaningful relationships, institutions can unlock significant opportunities for growth and create a lasting impact on their customer base.  

• Learn how targeted recruitment strategies can increase LatinX representation and connection. 
• Discover the importance of cultural awareness and how to educate staff on effectively engaging with LatinX customers. 
• Gain insights into offering products that align with the needs and preferences of LatinX communities. 
• Understand how inclusive staffing strategies build stronger, lasting relationships with LatinX members.