Traditionally, U.S. Hispanics have been under banked, utilizing financial products and services less than the general population. There have long been complaints that few financial firms have shown any willingness, much less eagerness, to address Latinos' needs. That may be changing as some financial firms and technology companies, like, begin spearheading efforts aimed at providing Latinos access to advisors and other tools designed to aid them in making sounder personal finance decisions. serves as a financial supermarket for Latinos, offering products and services such as news and educational guides in Spanish from a medley of financial institutions. The site, launched in August, caters to Hispanics who have lived in the U.S. for less than 10 years or who are still unsure of how to manage their personal finances in this country.

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