September 15, 2025

LIAM: Celebrating Hispanic and Latin American Heritage Month

The 2024 census shows…

The Hispanic or Latin population, which includes people of any race, was just over 68 million in 2024^1,2. This group grew by 2.9% from the previous year, adding 1.9 million people, a gain larger than that of all other racial and ethnic groups combined¹. The growth was driven by both natural increase and international migration.

Slightly more than half of the total U.S. population growth between 2010 and 2020 came from growth in the Hispanic or Latin population. This trend has continued: in 2024, the Hispanic or Latin population made up 20% of the U.S. population, marking the first time it reached this milestone².

Do you have to be a member of the Hispanic community in order to serve it?

The answer is two-part:

Must you be of Hispanic or Latin American descent? No.
Must you be present and engaged in – a member of – their communities to be successful? Absolutely.

The Hispanic community believes it is very important to build a relationship with a financial professional. They prefer to work with someone who takes the time to get to know them, is visible in the community, and who provides proper education (versus transactional experience) and great service. Although this process may take some time, it also helps increase your chance of being recommended to family and friends – the community’s preferred method of making contact.

Want to know more?

Watch this dynamic conversation about the nuances of and buying power within the Hispanic and Latin American communities, how their unique characteristics and culture shape your interactions, and the magnitude of the opportunity they present within the financial services landscape.