Nearly 400,000 Chase Customers Choose To Receive Bank Statements in Spanish

New service appears to resonate with the Hispanic community.

Responding to a new offering, nearly 400,000 customers have opted to receive their monthly checking and savings account statements in Spanish from Chase.

"It is essential for consumers to understand what the bank is telling them about their money," said Rebeca Vargas, head of Multicultural Marketing. "Providing Spanish-language bank statements further demonstrates Chase's commitment to helping this community with their financial matters."

Chase also made the following efforts to let customers know about the option of Spanish-language statements:

It ran a Spanish-language TV spot about the Spanish bank statements on Univision and TeleFutura during World Cup coverage in 10 U.S. markets: Chicago, Dallas, Houston, Los Angeles, Miami, New York, Orlando, Phoenix, San Diego and San Francisco.

It used radio and print advertising. It sent direct mail to customers in Hispanic areas and with Hispanic surnames. The bank also launched a series of financial guidance vignettes appearing on Univision's top morning show until September, including a Spanish servicing vignette. Chase also creates special promotions around holidays and events, such as Cinco de Mayo — commemorating Mexico's victory at the Battle of Puebla in 1862 — and Hispanic Heritage Month in October. Customers have responded, sometimes generating sales increases of more than 100%.

"We listen to our Hispanic customers, and we understand how much they value receiving information, materials, assistance and offers that are relevant and respectful of their language and cultural needs," Vargas added.