When it comes to understanding the needs of the Hispanic market, the Credit Union of Texas gets it. That’s why it launched Todos Unidos early last year, a Spanish-language brand aimed at gaining the trust of area Hispanics and attracting their patronage.
The official launch of the brand took place at the credit union’s headquarters in Allen, Texas, on February 12, 2025.
“For years, we’ve heard about the challenges the Hispanic community faces in accessing the right financial tools and support,” said Eric Pointer, the President and CEO of the Credit Union of Texas or CUTX for short. “Todos Unidos was built from the ground up, shaped by real conversations, real needs, and a shared vision for a stronger financial future.”
Trying to reach and serve the Hispanic market, there’s no doubt, makes big sense. According to the latest demographic information, over 2.3 million people of Hispanic origin live in the Dallas-Fort Worth Metroplex. Based on 2022 U.S. Census figures, the DFW Metroplex is the fifth largest Hispanic metro area in the United States.
Another important statistical fact: approximately 1.7 million Hispanics speak Spanish at home in the Dallas-Fort Worth area. That’s more than seventy percent of that demographic segment of the population, if you do the math. Which brings us back to the decision made by the Credit Union of Texas to reach Hispanics in the language they prefer.
“We know that providing the same CUTX experience to our members whose native language is Spanish is a priority,” said Loren Nevius at the time of the official launch of Todos Unidos. She is the Spanish Brand/Virtual Branch Manager of the Credit Union of Texas.
Ms. Nevius added that CUTX had decided to combine its deep understanding of the unique needs of the Hispanic community with the credit union’s demonstrated stability and its fondness for innovation because it made sense. She explained that the launch of the special brand was done with one main end in mind: to help Hispanics “gain financial wisdom and earn financial freedom.”
It’s been almost a year since the official launch of Todos Unidos. Based on research related to the matter of fulfilling the banking needs of the DFW Metroplex Hispanic population, the Credit Union of Texas stands out among its competitors. According to that market information, CUTX offers a bilingual staff in every branch, translated materials, and an online app access in Spanish, which helps it better serve that demographic segment of the DFW population.
“Todos Unidos came from a recognition that serving the Hispanic community couldn’t be an afterthought or a translation exercise,” says Verónica Rivera, Community Engagement Officer of the brand. “It had to be authentic and built from within.”
Ms. Rivera, incidentally, has plenty work on her plate as she champions the Todos Unidos brand. She does it participating in public events, in educational seminars, and via charitable causes. One recent event took her to the Marcus Leadership Academy in Dallas where she conducted, with the help of the group Avance, a seminar on personal financial matters in Spanish.
“Events are important, but they’re just one part of the strategy,” explains Ms. Rivera. “What really matters is what happens before and after someone walks through the door, or visits us online.”
According to Ms. Nevius, Todos Unidos is also about building generational relationships.
“The vision is to be a trusted financial partner for Hispanic families across every stage of life,” she says, “from first accounts and first auto loans to home ownership and beyond.”
Based on what CUTX has done so far via its unique brand Todos Unidos, the future looks quite promising for that credit union. Its novel approach to serving the banking needs of the DFW Hispanic market has a lot to do with it. And it won’t be long before it gets to build those sought after generational relationships mentioned often by its marketing team.
It will be done. For sure. In both English and Spanish.
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