In a conversation with Adriana Alaix, Head of Retail Hispanic Segment at PNC Bank, its notable her dedication to advancing the financial well-being of the Hispanic community is unmistakable.
Her career at one of the most respected financial institutions in the U.S., aligns with the bank’s commitment to inclusivity and empowerment. Founded in 1865, PNC Bank has grown from a regional bank into a national leader, with its efforts to support the Hispanic population reflecting both its heritage and forward-thinking mission.
Adriana plays a crucial role in this vision, spearheading efforts to ensure the Hispanic community has access to the financial resources necessary to thrive in an increasingly complex economic landscape. Her focus is on tailoring PNC Bank’s offerings to meet the unique needs of this market, and what she values most about her role is the tangible impact she can have. “What I enjoy most is the ability to help clients achieve their financial goals and empower them with the tools and services they need to succeed,” she shares. For Alaix, this work goes beyond a career—it’s a personal commitment to helping others unlock their potential.
Throughout her time at PNC Bank, Alaix has benefited from the guidance of leaders who have supported her development. “The mentors at PNC Bank have helped me grow and provided me with various opportunities across the organization,” she notes. This support has fueled her desire to give back—not only to her clients but also to the broader community.
As an industry leader and a Hispanic herself, Adriana recognizes the responsibility to mentor the next generation, particularly young Latinos aspiring to careers in finance. Her advice is practical, based on both experience and wisdom. “To excel in your career, it’s important to build connections, expand your network, and continually learn,” she emphasizes. Beyond these skills, she stresses the importance of empathy in financial services. “Regardless of your role, approach every situation with empathy, putting yourself in the client’s shoes,” she advises. This client-first approach is at the core of PNC Bank’s banking philosophy, with Alaix confident that prioritizing clients naturally leads to better business outcomes. “The client’s interests always come first,” she affirms.
Adriana also encourages young Latinos to take pride in their heritage. “Enjoy your job and be positive,” she advises. “Don’t forget to be proud of being Latino and make your abuela proud!”
Strength in Numbers
The Hispanic community represents a significant growth opportunity for PNC Bank. According to the Latino Donor Collaborative, this demographic currently contributes $3.6 trillion to the U.S. GDP, with growth outpacing the rest of the economy.
Despite this economic strength, many remain unbanked or underbanked, a challenge PNC Bank is working to address. “We are expanding access to services for Hispanics based on feedback from clients and the community,” she explains. PNC Bank’s efforts focus on providing financial education and resources to empower Hispanic clients to make informed financial decisions.
As part of this initiative, PNC Bank has made significant investments to improve the experience for Spanish-speaking customers. Adriana highlights key efforts, such as the launch of the Financial Wellness Journey app in Spanish, which provides a comprehensive overview of personal finances, empowering clients to confidently plan for their future. In addition, PNC Bank has introduced a language certification program for its employees, ensuring that Spanish-speaking clients can receive service in their native language. “We have nearly 2,400 team members certified in Spanish, ready to serve our clients,” Alaix proudly shares.
Beyond language services, PNC Bank also recognizes the importance of international remittances for many Hispanic families who support relatives abroad and has developed reliable money transfer options for clients sending funds to Latin America.
Many of these initiatives were driven by a 60-employee task force that PNC Bank established after its acquisition of BBVA US, with the goal of enhancing the client experience for their Hispanic customer base. Adriana was entrusted with leading this effort. “It was an incredible experience to lead a talented group aligned with a common goal,” she shares proudly.
Through initiatives that improve accessibility, provide financial literacy, and deliver personalized service, PNC Bank is helping Hispanic individuals and families build stronger financial foundations. Alaix’s work exemplifies the power of inclusivity and the importance of giving back to the communities that shape us. “At the end of the day, it’s about building trust and showing our clients that we are here for them every step of the way. When we empower individuals and families with the tools they need to succeed, we’re not just changing their financial futures—we’re strengthening our entire community.”
