Introduction
From Louis Barajas
I grew up in Boyle Heights, East Los Angeles. My father, Agapito, ran an ornamental iron business on Whittier Boulevard. My mother, Sarah, held our family together with the kind of strength and perseverance that no financial textbook has ever been able to measure. They did not struggle. They overcame. They faced predatory lending, lack of access, lack of financial and business education, and every obstacle a system could place in front of a working Latino family.
In 1990, I became a Certified Financial Planner® because I knew our community deserved the same access to financial guidance that wealthy families in Beverly Hills took for granted. But the more I worked in this industry, the more I saw a truth nobody wanted to say out loud: the financial planning system was never designed for us.
This white paper exists because I wrote Finances Con Corazón: The Latino Journey to Financial Dignity to change that. Before any of us can change a problem, we have to see it clearly. These pages lay out the data plainly and honestly, without sugarcoating, so journalists, policymakers, educators, and community leaders can understand what we are up against — and why the work of financial dignity is urgent.
The numbers here are not abstract. They are the stories of 68 million Americans who are building a $4 trillion economy for this country, and who still cannot access the same financial guidance as the families they work alongside. That is not a failure of hard work. That is a failure of access, education, and a system that wasn't built with us in mind.
Louis Barajas, MBA, CFP® — Author, Finances Con Corazón.
Executive Summary
What This Research Reveals
This report draws on data from the U.S. Census Bureau, Federal Reserve, Pew Research Center, Bank of America Institute, Urban Institute, Brookings Institution, Bankrate, the Latino Donor Collaborative, UCLA, and the CFP Board to document five interconnected crises facing the Latino community in America today.
of Latinos rate their finances fair or poor
Pew Research Center, 2025
of full-time Latino workers struggled to pay rent
Pew Research, 2025
of Certified Financial Planners are Hispanic
CFP Board, 2022
Five Key Findings
- 1Financial Stress: 63% of Latinos rate their financial situation as only fair or poor. 30% of full-time Latino workers struggled to pay rent or a mortgage last year.
- 2The Wealth Gap: Median White family net worth is $284,000. Median Latino family net worth is $62,000. The mean gap exceeds $1 million.
- 3Poverty: Latino poverty rates remain nearly double the White rate, even as the community drives record economic growth.
- 4Industry Exclusion: Most wealth managers require $500K–$5M in assets. The median Latino household has $62K. The industry was not built for our community.
- 5The Representation Crisis: Latinos are 20% of the U.S. population. Only 2.8% of Certified Financial Planners are Hispanic.
Finding 01
Financial Stress in the Latino Community
Across every major measure of financial well-being — income, savings, housing stability, and self-reported financial health — Latino families in America are under profound and persistent financial stress. This is not about effort. Latinos are among the hardest-working people in this country. This is about a system that was never designed to help them succeed.
“63% of Latinos rate their own financial situation as only fair or poor — even as they drive record economic growth for the entire United States.”
| Measure | Figure | Source |
|---|---|---|
| Latinos rating finances fair or poor | 63% | Pew Research, 2025 |
| Full-time Latino workers who struggled with rent/mortgage | 30% | Pew Research, 2025 |
| Latinos who borrowed from family or friends last year | 36% | Pew Research, 2025 |
| Latinos worried about losing pay if they miss work | 40% | Pew Research, 2025 |
| Latinos who struggled to afford food, medical care, or housing | 1 in 4+ | Pew Research, 2025 |
Perhaps the most revealing data point of all: Latinos who work full time are just as likely as unemployed Latinos to struggle paying for food, medical care, and housing. Employment is not the problem. The system is the problem.
Finding 02
The Wealth Gap: A $1 Million Divide
The most revealing measure of economic inequality is not income — it is net worth. Net worth captures everything a family owns minus everything it owes. It is the foundation of financial security and the engine of generational wealth.
| Group | Median Net Worth | vs. White Families |
|---|---|---|
| Asian Households | $320,900 | Highest |
| White Households | $284,000 | Benchmark |
| Hispanic / Latino Families | $62,000 | 22% of White |
| Black Families | $44,000 | 15% of White |
Source: Federal Reserve Survey of Consumer Finances 2022; Urban Institute
When measured by average (mean) wealth — which captures the ultra-wealthy at the top — the gap between White and Hispanic families exceeds $1 million. The Urban Institute called this a historic high in 2022.
Wealth is largely passed from one generation to the next, which is why the gap persists. Only 4% of Hispanic families expect to receive an inheritance, compared to 17% of White families. Without inherited wealth, each Latino generation must start from scratch.
| Group | Estimated Lifetime Earnings (born 1960–1964) |
|---|---|
| White Men | $2.9 million |
| White Women | $1.7 million |
| Hispanic Men | $1.7 million |
| Hispanic Women | $883,000 |
| Black Men | $1.8 million |
| Black Women | $1.3 million |
Source: Urban Institute, 2024
Finding 03
Poverty: Progress and Persistent Pain
The good news: Latino poverty rates have been declining. Between 2023 and 2024, the Hispanic poverty rate fell from 16.6% to 15.0% — real progress that reflects the hard work and resilience of the community. But the gap with White Americans remains wide and stubborn.
| Group | Poverty Rate (2023–24) | Context |
|---|---|---|
| Hispanic / Latino | 15.0% | ~2x White rate |
| Black / African American | 17.9% | Highest rate |
| White (Non-Hispanic) | 7.7% | Benchmark |
| Asian | Lower | — |
Source: U.S. Census Bureau 2024; Pew Research, 2025
Finding 04
Built for the Top 10%: How the Industry Leaves Latinos Out
Here is a fact that rarely makes headlines: the financial planning industry was designed — structurally, economically, and culturally — to serve Americans who are already wealthy. That design has consequences for 68 million Latinos.
| Advisor Tier | Typical Asset Minimum | Services |
|---|---|---|
| Robo-advisors / entry-level | $0 – $25,000 | Digital only, limited guidance |
| Standard financial advisors | $50,000 – $500,000 | Basic planning services |
| Full-service wealth managers | $500,000 – $2,000,000 | Comprehensive planning |
| Premium wealth management | $2,000,000 – $5,000,000 | Full team, tax, estate, legacy |
| Elite private wealth (Goldman Sachs) | $10M – $20M | Ultra-high-net-worth only |
Source: SmartAsset; BAS Financial; Wealthfront, 2025
“The financial planning system was designed for families who already have wealth. Most Latinos are not in that category — and no one in the industry is saying it loudly enough.”
Finding 05
The Face of Financial Advice: Who Latinos See
Research consistently shows that people are more likely to seek guidance from someone who shares their cultural background. By that measure, the profession is failing the Latino community.
| Category | Hispanic | Black | Asian | White |
|---|---|---|---|---|
| U.S. Population | ~20% | ~13% | ~6% | ~60% |
| CFP® Professionals | 2.8% | 1.9% | 4.1% | ~88% |
| Finance & Insurance Workforce | 11% | N/A | N/A | 72%+ |
| Financial Advisors (all types) | ~9.5% | 5.6% | 8.3% | 72.1% |
Source: CFP Board 2022; BLS 2025; Cerulli Associates
There are currently 109,238 Certified Financial Planners in the United States. If CFP® professionals reflected the population they serve, there would be over 21,800 Hispanic CFPs. Today there are fewer than 3,100.
Finding 06
The $4 Trillion Paradox: Massive Power, Massive Underservice
“The U.S. Latino economy has reached $4 trillion — the fifth-largest in the world if measured independently. Larger than the United Kingdom. Larger than France. And yet 63% of Latinos rate their own finances as only fair or poor.”
- U.S. Latino GDP reached $4 trillion in 2023, growing to $4.4 trillion in 2024.
- Latino GDP is the second-fastest growing major economy in the world, trailing only China.
- Latino purchasing power stands at $4.1 trillion — growing 2.4x faster than the national average.
- Latino consumer spending grew 4.9% per year — more than double the rate of non-Latinos.
- Latinos accounted for 28.3% of total additions to national GDP between 2017 and 2022.
- With a median age of 31, Latinos are the youngest and fastest-growing workforce segment.
| Metric | Value | Source |
|---|---|---|
| U.S. Latino GDP (2024) | $4.4 trillion | UCLA / Cal Lutheran, 2025 |
| Latino Purchasing Power | $4.1 trillion | Latino Donor Collaborative, 2025 |
| Median Latino Net Worth | $62,000 | Federal Reserve SCF, 2022 |
| Latinos with Retirement Accounts | 28% | Federal Reserve, 2022 |
| Latinos Rating Finances Fair/Poor | 63% | Pew Research, 2025 |
Finding 07
The Invisible Investor: Latinos and the Stock Market
The stock market is the single most powerful wealth-building engine in American history. And Latinos are nearly shut out of it — not by law, but by a combination of limited income, lack of financial education, distrust of institutions, and a system that never marketed itself to them.
| Group | Own Any Stock | Share of Stock Value | Median Holdings |
|---|---|---|---|
| White Adults | 70% | 88% | $51,000 |
| Black Adults | 53% | 0.7% | $12,000 |
| Hispanic Adults | 38% | 0.7% | $11,000 |
Source: Gallup 2024–2025; Motley Fool / Federal Reserve
“Despite making up nearly 19% of the U.S. population, Hispanic Americans own only 0.7% of all stocks by value — a share that is actually lower today than it was in 1989.”
Finding 08
Real Estate: The Bright Spot with Serious Barriers
If there is one area where the Latino community is building wealth at scale, it is real estate. Latino homeownership has been growing steadily for over a decade and hit record numbers in 2025.
| Group | Homeownership Rate | Gap vs. White Families |
|---|---|---|
| White (Non-Hispanic) | 73.1% | Benchmark |
| Asian Americans | 63.2% | 10 pts below White |
| Hispanic / Latino | 49% | 24 pts below White |
| Black / African American | 44% | 29 pts below White |
Source: Urban Institute 2024; NAR 2025; NAHREP 2025
The Record-Breaking 2025 Numbers
- Latino households added 441,000 new homeowners in 2025 — the largest annual gain on record.
- Total Latino homeowners reached a historic 10.2 million households.
- Latinos drove 92.6% of all new household formation in the U.S. in 2025.
- Latinos are projected to account for 70% of all net new homeowners by 2040 (Urban Institute).
“Latinos are buying homes at record rates. But they still face mortgage denial rates 55% higher than White applicants. The door is opening — but it's not fully open.”
Finding 09
The Knowledge Gap: Financial Literacy
You cannot build wealth with tools you were never taught to use. On financial literacy, the Latino community has been consistently and measurably underserved.
| Group | Correct on P-Fin Index | Context |
|---|---|---|
| Asian Americans | 54% | Highest |
| White Americans | 53% | Benchmark |
| All U.S. Adults | 48% | National average |
| Hispanic Americans | 37% | 16 points below White |
| Black Americans | 36% | Lowest |
Source: TIAA Institute-GFLEC Personal Finance Index, 2024
“The financial system was never designed to educate our community. When you don't know the rules of the game, you lose — not because you're not smart, but because nobody taught you how to play.”
Finding 10
Locked Out: The Unbanked and Underbanked Crisis
Before a family can save, invest, build credit, or even pay bills safely, they need a bank account. For millions of Latino families, that basic access does not exist.
| Group | Unbanked Rate | Context |
|---|---|---|
| White Households (same income) | 1.7% | Benchmark |
| All U.S. Adults | 6% | National average |
| Hispanic / Latino Households | 8.4% | 5x the White rate |
| Latino + Underbanked Combined | 43% | No full banking access |
| Black + Underbanked Combined | 47% | Highest combined rate |
Source: Federal Reserve 2024; Brookings; UnidosUS Banking in Color
Without a bank account, families are forced into a parallel, high-cost financial system: check cashers, money orders, payday lenders, and predatory loan products. Every transaction costs more. Every emergency becomes a crisis.
Finding 11
Targeted and Trapped: Predatory Lending
- Latinos use predatory loans at double the rate of White Americans, even after controlling for income and credit risk.
- Payday lenders are disproportionately concentrated in majority Black and Latino neighborhoods.
- Payday loan interest rates regularly exceed 300% annually. Nearly 80% are rolled over within two weeks.
- Payday lenders extract over $8 billion per year in fees — taken almost entirely from low-income families of color.
- Hispanic families lost 44% of their total wealth between 2007 and 2010 due to subprime mortgages — a wound that has never fully healed.
“The same community that Wall Street ignores is the one that payday lenders never miss. That is not a coincidence. That is a business model built on financial exclusion.”
Finding 12
The Entrepreneurial Giant Held Back by Capital
No group in America starts businesses at a faster rate than Latinos. And no group faces steeper barriers to accessing the capital that would allow those businesses to grow.
- Over 5 million Hispanic-owned businesses contribute more than $800 billion to the economy annually.
- Latino-owned employer businesses grew 35% between 2019 and 2024 — vs. just 6% for all businesses.
- 80% of Latino business owners say their business grew last year — 7 points above the national average.
- If Latino-owned businesses matched White-owned business revenue, it would add $1.1 trillion to the U.S. economy.
| Metric | Value | Context |
|---|---|---|
| White owners receiving full funding requested | 40% | Benchmark |
| Latino owners receiving full funding requested | 21% | Nearly half the rate |
| McKinsey estimated lending gap (Latino vs. White SMEs) | $200B | Annual capital denied |
| VC funding for Latino-led startups (2024) | $3.4B | All-time high — still tiny |
Source: Stanford SLEI 2024; McKinsey; HispanicPro 2025; SBA
“Latino entrepreneurs are outperforming. They are outworking. They are outgrowing. And they are being systematically underfunded. The $200 billion lending gap is not a market inefficiency. It is a choice.”
The Solution
What We Are Doing About It: Finances Con Corazón
Finances Con Corazón: The Latino Journey to Financial Dignity is Louis Barajas's sixth book and the most important work of his 30-year career. It is the culmination of a lifetime spent in the barrio — as a son, as an advisor, as an educator, and as a member of the community these numbers represent.
What the Book Offers
- A culturally grounded framework for financial dignity, rooted in real Latino family experience.
- The 3M's: Mindset, Money, and Meaning — a framework Louis has used with clients since 1991.
- Plain-language financial education, written for real people, not finance professionals.
- A movement, not just a book — the Finances Con Corazón community is growing nationwide.
- Practical tools to move from surviving to building — regardless of where you are starting from.
“Financial dignity is not a luxury. It is a right. And it is time the financial industry — and this country — acted like it.”
Connect with Louis Barajas
Take the full research with you.
Download the full 20-page Latino Financial Dignity Gap whitepaper and share it with your community, your team, or your policymaker.
Book: Finances Con Corazón: The Latino Journey to Financial Dignity · Available July 15, 2026
Data Sources
U.S. Census Bureau · Federal Reserve Survey of Consumer Finances (2022) · Pew Research Center (2025) · Bank of America Institute (2025) · Urban Institute (2024) · Brookings Institution · Bankrate / YouGov (2024) · Latino Donor Collaborative (2025) · UCLA / California Lutheran University Latino GDP Project (2025) · CFP Board Center for Financial Planning · Gallup Economy & Personal Finance Survey (2024–2025) · National Association of Realtors (2025) · NAHREP State of Hispanic Homeownership (2025) · TIAA Institute-GFLEC P-Fin Index (2024) · FINRA Investor Education Foundation · UnidosUS Banking in Color Report · Stanford Latino Entrepreneurship Initiative SOLE 2024 · McKinsey & Company · U.S. Small Business Administration · UCLA Latino Policy & Politics Institute.
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