MX and Viva First tie up for financial wellness of Latino community

Karthik Subramanian

MX, one of the large companies focussed on modern connectivity and data enhancement, has tied up with Viva First to power the mobile banking app of Viva First.

Viva First is a digital bank startup based out of Texas that has focussed on banking for the Latino community in the US by focussing on a Spanish-first approach.

With more and more financial startups coming up on the horizon all over the world, each of them needs to find their niche to stay relevant and compete with the other well-established companies. In this, the niche can come about by the use of specific technology or by the way that they market themselves.

“Our number one goal is to build financial wellness within the Latino community; we needed a partner who could help us build a powerful, customized mobile experience — taking our users from having few tools to having an entire tool kit at their disposal,” said Jim Simpson, Co-Founder of Viva First. “We saw from early on that our vision and goals best aligned with those of MX.”

With MX, Viva First hopes to provide the required tools for its consumers for financial management and they would be able to personalize their financial goals and looks for tools and features that would help them to achieve their financial well-being.

MX also has major growth plans for expansion of its services through the US and other countries as well and as part of that, it had hired Ms. Lexi Hall as Director of Public Policy to maintain its relationship with the government and its associated arms. Its flagship product of MoneyMap with Pulse is an industry-leading money management tool that helps many financial firms to augment and categorize their financial data.

“We’re thrilled to be working with Viva First on a digital banking experience that will include delivering accurate, personalized financial advice for the Latino community,” said Nate Gardner, Chief Customer Officer at MX. “Partnering together, we’ll strengthen Viva First’s engagement with their customers as they advocate for their financial success in the short and long term.”

Viva First is carrying out the alpha testing of its services and it is expected to launch its mobile app sometime in 2021 and it would be looking to provide bank account along with debit cards with a focus on the Latina community in the US.

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