Valley First Credit Union Secures Juntos Avanzamos Designation for Hispanic Financial Inclusion

Valley First Credit Union has secured the Juntos Avanzamos designation, a move that signals a deepening of financial inclusion efforts for Hispanic and immigrant populations in California. For fintech and banking professionals, this highlights the growing necessity of localized, culturally competent service models in capturing underserved market segments and meeting rigorous community standards.

What was announced

Valley First Credit Union (VFCU) has officially obtained the Juntos Avanzamos ("Together We Advance") accreditation, a recognition reserved for credit unions that demonstrate a profound dedication to serving Hispanic/Latinx and immigrant communities. To mark the achievement, the institution will host a Juntos Avanzamos proclamation celebration on Thursday, October 10, 2024. The event is scheduled to take place from 4:30 pm to 7:00 pm at its downtown Modesto branch located on J Street.

The designation follows a rigorous application process that evaluated VFCU’s operational capacity to serve the Hispanic market effectively. A cornerstone of this effort is the credit union’s staffing model; all member-facing functions, including physical branches, the contact center, lending departments, and collections, are staffed by bilingual employees. VFCU continues to actively recruit bilingual financial specialists and tellers to ensure that language barriers do not impede access to financial services.

Beyond human capital, the credit union has integrated a language line to support staff when interacting with members who speak languages other than English or Spanish. The Juntos Avanzamos framework also highlights VFCU’s comprehensive suite of financial education initiatives and inclusive lending practices. These products are designed to address the specific financial hurdles faced by immigrant populations, such as establishing credit or navigating the American banking system for the first time. The Juntos Avanzamos flag will be shared as a symbol of this ongoing commitment to financial inclusion.

"This designation is a testament to our unwavering commitment to fostering an inclusive environment where every member feels welcomed and valued. Our goal is to provide financial solutions that meet the unique needs of our diverse community, ensuring everyone has the opportunity to achieve their financial dreams. Every member has a unique story, and our role is to listen and provide the support they need to thrive. We are changing lives by offering understanding, education, and genuine financial solutions. Seeing our members achieve their goals is the ultimate reward."

Kathryn Davis, President and CEO at Valley First Credit Union.

The companies involved

Valley First Credit Union is a member-owned financial cooperative headquartered in Modesto, California. Operating via its primary digital hub at valleyfirstcu.org, the institution serves a diverse member base across the Central Valley. Unlike traditional retail banks, credit unions like Valley First are structured as not-for-profit entities, where profits are returned to members in the form of better rates and lower fees. This structure often allows for more flexible lending criteria and a focus on community development that aligns with the needs of underserved populations.

The Juntos Avanzamos program is a national initiative led by Inclusiv, an organization based at inclusiv.org that empowers community development credit unions (CDCUs). Inclusiv provides the capital, advocacy, and technical assistance necessary for these institutions to provide responsible financial products to low-income and minority communities. Pablo DeFilippi, Executive Vice President at Inclusiv, oversees the expansion of this network, which now includes a growing number of designated credit unions across California serving millions of consumers. By participating in this program, Valley First Credit Union joins a specialized tier of lenders recognized for their ability to bridge the gap between traditional finance and the Hispanic/Latinx community, a demographic that remains a critical driver of economic growth in the California region.

What this means

The Juntos Avanzamos designation for Valley First Credit Union reflects a significant shift in how regional financial institutions must compete for market share. In a landscape where digital-only neobanks often struggle with the nuances of immigrant financial needs—such as non-traditional credit scoring or multi-language support—traditional credit unions are leveraging high-touch, bilingual service models to maintain relevance. This move puts pressure on larger commercial banks in the Central Valley to improve their own cultural competency. The challenge for the sector remains whether these localized inclusion efforts can be scaled effectively without losing the personal trust that defines the credit union model.