For many residents, financial challenges extend beyond managing a checking account or applying for a loan. Pasadena Federal Credit Union says its mission is to help community members navigate those challenges through financial education, outreach and expanded access to banking services.
That work is being led in part by Ricardo Flores, the credit union’s Social Impact Manager, whose role centers on connecting underserved populations with financial resources and guidance. Flores said Pasadena Federal Credit Union has focused particular attention on immigrant families, students and working-class residents who may face barriers to traditional banking.
One of the organization’s most visible initiatives is a branch located inside John Muir High School, where students are introduced to banking and financial literacy at an early age. Flores said the experience has highlighted how younger generations increasingly prefer mobile banking and digital financial tools.
“What we’ve noticed is that they pretty much do everything on their phone,” Flores said. “Mobile banking is something that they have taken to.”
The credit union has also sought to address financial access issues facing immigrant communities. Through its participation in the Juntos Avanzamos program, Pasadena Federal Credit Union offers services designed to help individuals who may not have traditional forms of identification typically required by financial institutions. Flores said the program allows eligible individuals to open accounts using alternative forms of identification, helping them avoid reliance on payday lenders and check-cashing businesses.
“We’ve also changed a lot of our marketing materials to be bilingual,” Flores said. “Our website can be translated in Spanish, so we offer cultural and language inclusion as well as fair-priced and responsible products and services.”
Financial education remains a major component of the credit union’s outreach efforts. Flores regularly conducts workshops in partnership with nonprofit organizations throughout the region.
He recalled working with one workshop participant who was relying on credit cards to cover monthly expenses despite having steady employment. After reviewing her finances and identifying opportunities to reduce recurring costs, she lowered several household expenses and ultimately freed up about $400 per month to put toward debt reduction and savings.
“For someone that was using credit cards just to make ends meet … to be able to now save $400 and put that toward paying down some of her credit cards and putting some money away also for emergencies, that to me was incredible,” Flores said.
The credit union’s community role expanded further following the Eaton Fire, which displaced thousands of residents in Altadena and surrounding communities. Flores said Pasadena Federal Credit Union initially served as a donation site and introduced a low-interest emergency loan program to help affected residents. As recovery efforts evolved, the organization shifted toward supporting nonprofit groups engaged in long-term recovery work.
Beyond direct services, Flores believes partnerships with trusted community organizations are essential to reaching residents who need assistance.
“I think there’s a ton of organizations out there, nonprofits that are doing the work already,” he said. “They’re out there in the communities. They have that trust from the communities.”
For Flores, the work is personal. Raised in a low-income immigrant household, he said he witnessed firsthand how difficult it can be to navigate the financial system without guidance.
“I grew up in a poor home,” Flores said. “My mom was a first-generation immigrant and so she didn’t understand the banking system here, much less credit system.”
Today, he sees Pasadena Federal Credit Union’s mission as helping residents build financial stability while strengthening connections throughout the community.
“We’re really positioning ourselves to be mission-driven and community-focused,” Flores said. “We truly are here for our members.”
