Say “bienvenidos” to Todos Unidos.

That’s the name of the Spanish-language brand launched by Allen-based Credit Union of Texas (CUTX) to better serve the state’s largest—and historically underbanked—demographic: the Hispanic community. Designed to provide culturally relevant, accessible financial services, Todos Unidos includes bilingual staff at every CUTX branch and Spanish-language access to all CUTX products, services, documents, and financial education tools—both online and in the app.

“At CUTX, we believe everyone deserves a financial partner who truly understands their journey,” CUTX President and CEO Eric Pointer said in an announcement. “For years, we’ve heard about the challenges the Hispanic community faces in accessing the right financial tools and support. Todos Unidos was built from the ground up—shaped by real conversations, real needs, and a shared vision for a stronger financial future. We’re not just offering banking services; we’re creating opportunities, building confidence, and empowering families in the communities we serve.”

Launched in early 2025 and spotlighted in CUSO Magazine in April, Todos Unidos has already had a significant response. According to a Q&A with Loren Nevius, brand manager for Todos Unidos, CUTX was receiving more than 1,000 Spanish-language requests per month—through calls and in-person conversations—before the launch.

The brand is now available at all CUTX branches and online. It’s also supported by Ria Money Transfer to offer members easy access to global remittances, bill payments, and check cashing across 500,000 locations in 160 countries.

A tailored approach rooted in trust

CUTX said that to develop Todos Unidos, it conducted member focus groups and met with key organizations, including the Greater North Texas Hispanic Chamber of Commerce and the Greater Dallas Hispanic Chamber of Commerce, identifying confidence and autonomy as two of the customers’ greatest needs.

“We know that providing the same CUTX experience to our members whose native language is Spanish is a priority,” Nevius said. “Todos Unidos combines our deep understanding of the unique needs of the Hispanic community with the stability and innovation of CUTX to create a relevant and frictionless financial experience.”

All banking activities—from opening an account to fraud alerts and loan applications—can now be completed entirely in Spanish, whether in person, online, or via mobile.

Todos Unidos also includes Spanish-language access to Credit Climber, a CUTX credit-building tool that offers step-by-step support to help members improve credit scores and build financial confidence.

Community-focused education

As part of its mission, Todos Unidos is also tackling financial literacy. CUTX partnered with AVANCE, a national nonprofit, to launch a two-week financial education course for Spanish-speaking parents—primarily moms—who often face barriers to traditional financial services. While children participate in parallel learning activities, parents are guided through topics like budgeting, saving, and building credit.

As of April, CUTX said it has served nearly 200 Hispanic/Latino families through the program.

The brand is headquartered at CUTX’s North Garland branch, which hosted a grand opening event this spring that drew more than 400 attendees—making it the most successful grand opening in the credit union’s history, according to Nevius in CUSO Magazine.

Founded by a group of Dallas teachers in 1931, Credit Union of Texas has grown to more than $2.5 billion in assets, with branches across North and East Texas. As of 2024, CUTX reported nearly 8,000 employee volunteer hours, partnerships with 140 schools, support for 40 nonprofits, and nearly $20 million donated to local communities—efforts aligned with five focus areas: suburban homelessness, education, women and children in crisis, food insecurity, and the special needs community.

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