7 must-know Latino market insights to shape your 2025 strategy
As planning season accelerates, leaders across industries are conducting SWOT analyses and scanning for emerging trends to inform their strategic processes. These practices are important for shaping both short- and long-term goals. Having facilitated and participated in numerous strategic planning sessions, I have seen firsthand the significant impact of insights gained from these exercises—such as identifying key market trends, understanding the evolving needs of current and prospective clients, partners, and stakeholders, and uncovering untapped growth opportunities. Through strategic questioning and valuable market feedback, one opportunity stands out as particularly promising for all organizations, especially in the credit union sector. If your credit union aims to grow membership, stay competitive, and achieve sustainable growth, engaging with one of the largest, fastest-growing, youngest, and most financially underserved markets in the U.S.—the Latino market—is essential. Here are seven must-know insights about the Latino market and subsequent strategic questions to incorporate in your 2025 strategic planning process. Happy planning!
1. At 19% of the total US population, Latinos are the largest minority in the U.S. and accounted for over half of the population growth from 2010 to 2022.[1]
Q: How representative of the Latino community is your credit union’s staff, leadership, and membership?
2. 33% of Latino households in the U.S. are either unbanked or underbanked.[2]
Q: In what ways are your products and services designed to be accessible to new members with limited or no experience with traditional financial institutions?
3. Latinos are expected to make up 78% of net new workers between 2020 and 2030.[3]
Q: How are you attracting and retaining Latino talent at all levels of the organization?
4. Latino entrepreneurs are starting small businesses faster than the rest of the startup population with five million businesses across the U.S. collectively generating over $800 billion in annual revenue. [4]
Q: How can you better support Latino entrepreneurs in accessing funding and business resources?
5. Nearly 60% of Latinos seek out brands that acknowledge their culture’s unique traditions.[5]
Q: How is your communication, marketing and outreach connecting with existing and prospective Latino members?
6. Latino consumers have a higher adoption rate than the total population on most leading social media platforms. [6]
Q: How can you leverage the higher adoption rate of social media among Latino consumers to enhance your marketing strategy and effectively engage with the market?
7. Revenue from Latino customers in banking, insurance and wealth management will increase by more than 50%, from about $155 billion in 2022 to about $240 billion in 2030.[7]
Q: What strategies should you implement now to capture the projected revenue from Latino consumers in the financial services space?
[1] Pew Research Center. (2023, September 22). Key facts about U.S. Latinos for National Hispanic Heritage Month.
[2] Federal Deposit Insurance Corporation (FDIC). (2021). National Survey of Unbanked and Underbanked Households.
[3] Latino Donor Collaborative. (2024). Comprehensive Handbook on U.S. Latinos.
[4] McKinsey & Company. (2023, December 11). The economic state of Latinos in America: Advancing Financial Growth. Retrieved from
[5] Kantar. (2023, November 10). Creating Marketing Impact with the Hispanic Community.
[6] eMarketer. (2023, September). Forecast.
[7] Hispanic Executive. (2023, February 27). Top Five Latino Business Trends for 2023.
