Today’s Hispanic/Latino population is the largest minority population in the United States. Hispanic origin individuals account for almost one out of every five individuals in the United States. As the U.S. continues to become more racially and ethnically diverse, financial institutions need to recognize that the Hispanic/Latino population is not homogeneous.

Regulatory, technological, and cultural forces have united to drive overdraft income downwards. Many financial institutions have relied on this fee income to bolster their revenues or to allow them to offer free checking and other products for the mass market. With that fee source drying up, many institutions are asking whether they can serve the mass market at all.