Bank of America Launches Web Site Focused On Hispanic Consumers.

As part of its ongoing commitment to helping Hispanic consumers achieve their dreams, Bank of America has, for the first time in its history, launched a Web site entirely in Spanish, located at http://www.bankofamerica.com/espanol.

Easily accessed through a link on the bankofamerica.com home page (which currently receives 21 million hits per month), the new Bank of America Spanish Web site presents information about products, as well as online resources tailored to Hispanic consumers, who generally prefer to receive online information in Spanish.

Products highlighted on the Web site include SafeSend, the company’s international remittance product that provides a convenient, safe way to send money to friends and relatives in Mexico. With special offers such as waiving the first transfer fee (through the end of 2002) and several service enhancements made in response to consumer feedback, SafeSend continues to lead the way in meeting the remittance needs of the Hispanic segment.

“Hispanic use of the Internet is growing three times faster than all other customer groups and is expected to overtake the general market usage by mid-2003,” said John Rosenfeld, Bank of America e-Commerce executive. “Today, about 15.8 million American-Hispanic consumers access the Internet and spend about 55% of their online time visiting Spanish-language Web sites. While we’re aware that many Hispanic consumers are using the Internet to stay in touch with friends and relatives, we want them to discover that it is also a very effective tool for managing finances.”

In recognition that financial education is an important stepping-stone to achieving financial dreams, the site is also dedicated to providing resources and educational information in Spanish about the benefits of using the bank’s products. To help consumers clearly understand the mortgage process and terminology, the site includes a step-by-step guide to the home buying process, complemented by a glossary of mortgage terms in Spanish.

“At Bank of America, we’re very focused on helping the individual Hispanic consumer manage personal finances and achieve his or her dreams,” said Chris Butler, Bank of America Hispanic Segment Marketing manager. “This means providing useful product and educational information in Spanish to help build a broad base of financial knowledge within the Hispanic community. We’ll continue to add online information about savings, loans and financial products, financial tools and calculators in Spanish, as well as tips on how to manage credit, open an account, use credit cards, debit cards and much more.”

Skip to content