Chartway Credit Union opened its first fully bilingual branch in its Virginia market after its location on Ferrell Parkway in Virginia Beach underwent a floor-to-ceiling remodel.
The branch reopened at the end of April. Along with a new look and modern feel, members will be met with Spanish signage, brochures and a 100% bilingual staff.
“Our purpose is to unlock the potential of individuals and families so they can thrive,” said Melissa Cade, Chartway’s chief retail officer.
The investment marks Chartway’s commitment to helping Hispanic and immigrant consumers navigate the U.S. financial system, the credit union said. Chartway, founded in Virginia in 1959, has 16 branches located in Suffolk, Virginia Beach, Chesapeake and Norfolk.
A Juntos Avanzamos or “Together We Advance” celebration was held on April 24 with music from local Spanish radio station La Selecta, games and a selection of authentic Mexican fare.
The bilingual status will help close gaps and remove barriers while providing financial inclusion and empowerment, Cade said. Historically, immigrants have been an underbanked group.
Roy Spencer, who is both Puerto Rican and Honduran, became branch manager at Chartway’s Ferrell Parkway location in October 2023. As a Spanish-speaking person, he understood the intimidation felt by some members hesitant with transactions because of the language barrier.
Now that all six of the branch’s employees are bilingual and available to assist Spanish-speaking consumers, things are turning around, he said.
“It’s going to help the financial wellness in the Latino community,” he said. “It gives them full access to build their credit, buy a home and purchase a vehicle too.”
Chartway’s Spanish website landing page, Tu Perteneces Aqui (You Belong Here), guides consumers to its bilingual branches in Virginia, Utah and Texas. It includes details about joining and the credit union’s products and services. There is also a toll-free member services number that connects to a Spanish-speaking member.
Members can also access financial coaching and personalized banking, checking and loan products, including Individual Tax Identification Number mortgages to help increase homeownership in the Hispanic community.
Sandra J. Pennecke, 757-652-5836, sandra.pennecke@pilotonline.com
