"As soon as they see the flag … automatically we start having really fantastic conversations," says Johan Solar, Washington Park Branch Manager in Providence, Rhode Island. "A lot of individuals, when they come from different countries, feel very intimidated when it comes to speaking the language. We provide confidence in making sure our community feels comfortable with the individuals in front of them."

By creating an environment where customers feel at ease, branch employees can engage in meaningful conversations about financial needs and help empower their customers to meet their goals. "A customer needed help to pay off some expenses," explains Marck Recinos, a banker at the Washington Park branch. "She came to me and said, 'Necesito ayuda (I need help).' I said, 'I'm going to help you,' and guided her through the process. I showed her one of the many ways she can help better budget her expenses. We were able to secure lending for her so she could pay off the debt."

These individual interactions are not just transactions. They build the foundation for lasting relationships that extend beyond the branch and into the broader community, fostering a sense of trust and connection. "I sometimes run into my customers when I'm out in the community doing my errands," says Recinos. "There's moments where they thank me for the service I provide them, and it feels very fulfilling to know that they can come to you for any sort of help or advice."

Being a champion for small business

The Small Business Administration counts 5 million Hispanic-owned businesses in the U.S. These companies collectively employ one million people and contribute $800 billion annually to the economy.

As way to bolster the businesses that have a positive impact in both their communities and local economies, Citizens created the Small Business Community Champion Awards. These awards provide $10,000 grants to 30 minority-owned and other qualified businesses each year to help aid their growth and continue support for their communities.

Terrart NYC was one of our 2023 winners. A family business that started in Caracas, Venezuela, in 1984, Charly Uzcategui opened his New York shop in 2019. “I feel that I achieved something very important," Uzcategui says. "I'm bringing my family legacy to New York and brining a unique product to everyone here."

With the $10,000 grant from Citizens, Uzcategui has been able to expand his onsite classes — a practice he finds integral to staying connected to the community. "Community is really important for us because we are sharing our knowledge and sharing our experience," he says.

Building the workforce of the future

Hispanic and Latino students make up about 20% of all postsecondary school enrollment. Seven in 10 are first-generation college students, who may experience some additional challenges when it comes to completing school, finding work after graduation and gaining financial confidence.

In line with our commitment to building the workforce of the future, Citizens has been a longtime partner of Year Up. This nonprofit provides professional and technical job training as well as career pathways for young adults between the ages of 18 and 24.

Through Year Up, Citizens hosts interns, guides students through mentorship and coaching, provides career development opportunities and offers financial literacy classes. In 2022, 65% of Citizens interns hosted through Year Up identified as Hispanic or Latino. Citizens has also hired several rising young professionals who graduate from the program.

Internally, Citizens is committed to fostering an environment where all colleagues experience a sense of belonging and feel empowered to drive innovation and social change.

PRISM, Citizens’ multicultural employee business resource group, helps build awareness and offers insight into multicultural customers and communities, with a goal of ensuring equal opportunity, access to professional growth and economic development.

Through PRISM, employees have a channel for sharing insights gathered from conversations with diverse customers in order to better guide tools and support for Spanish-speaking customers.

Currently, over 1,200 Citizens colleagues take advantage of this program.

Partnering for financial literacy and education

Citizens colleagues also share their expertise as a part of our financial education and empowerment program through several collaborations with local nonprofit organizations.

Through one of these partnerships, colleagues help deliver financial literacy programming at the Detroit Hispanic Development Corporation. The courses help participants establish the foundation to reach their goals through a series of financial literacy workshops.

Additionally, working with Citizens colleague volunteers, Progreso Latino provides workshops, classes and one-on-one coaching to individuals and business owners throughout the community. These programs blend introductory courses about the consumer credit system, banking and household financial management with small-group mentoring.

Strengthening our connection to all communities

Citizens remains committed to serving as a trusted partner and advocate for inclusion. By aligning with the needs and interests of the communities where we live and work, we strive to build a more diverse and sustainable future for all we serve.