We all know that wealth is power. The top 10% of Americans control 67% of the nation’s wealth. These are the ones called to influence policy, power and business decisions across the country. And, while Hispanic households have tripled their wealth since 2014, only $1 of every $4.47 in financial investment assets belongs to Latino families. That’s not just a statistic.

That’s $4 trillion in economic power waiting to be unlocked.

The Reality Check

Here’s what keeps me up at night: Here’s what drives the urgency: Hispanic homeowners derive 66% of their net worth from home equity alone. This real estate overconcentration creates dangerous vulnerability. When housing markets shift, entire communities across the country feel the earthquake. We’ve seen this movie before in 2008.

Only 44% of Latino families own non-cash financial assets, compared to 68% of all U.S. households. These are the wealth-accelerating tools that compound over decades. That said, it is not only the overexposure on real estate, but in general, the Hispanic community is leaving money at the table and with that their chance to shape policy, markets, government and corporations and build a legacy of influence.

This invisibility is part of what’s holding the community back from having a seat at every table.

The Opportunity That’s Staring Us

By 2060, Hispanic Americans will represent 29% of the U.S. population. But the transformation is happening right now. One in five affluent Gen Z Americans is Hispanic compared to just one in fifteen affluent Boomers.

The HENRY cohort (High Earners, Not Rich Yet) earning $200K+ is exploding. Hispanic business formation outpaces every other demographic group. These aren’t future trends, they’re today’s reality.

Where Traditional Finance Gets It Wrong

Translating brochures into Spanish isn’t cultural competence. It’s ignorance.

Real cultural insight means understanding that wealth-building for Latino families isn’t about individual gain; it’s about generational legacy. It’s about protecting what matters most while building what comes next.

The most successful brands in financial services will be the ones embedding authenticity into their DNA. They’re partnering with community organizations like ALPFA, creating content that resonates with cultural values, and designing advisory models that speak to both the heart and the spreadsheet.

The Bottom Line

Influence is the currency of opportunity. And right now, the Hispanic community represents the largest untapped reservoir of financial influence in America.

The question isn’t whether this demographic shift will reshape wealth management. The question is how many brands in financial services as truly ready to be the partner that earns their trust and leads the way.

Sources: Federal Reserve Survey of Consumer Finances (2022), NAHREP Hispanic Wealth Project (2023), TIAA Institute Financial Wellness Report (2024), U.S. Census Bureau Population Projections