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Turning Determination into Belonging

A hard winter, a language barrier, and the people who showed up and said yes.

Roberto Peña: a dad and a business owner who found a financial home

Roberto came to Rochester at 16 with a promise to himself: work hard, support his family, find his place. Those first years did not always feel welcoming. He was new to the community and looking for people who would truly listen.  

“I was 16 years old when I came here to Rochester. Now I have all my family here, everything here. When I think back, I always kept in mind that I came here to work and do something better.” –  Roberto Peña, First Alliance Credit Union Member 

Watch Roberto’s Full Story in This Video

 

Hard Work That Inspired the Next Generation 

Over a decade later, Roberto had built a simple life in the Rochester area, working mostly in restaurants to support his growing family. Until one day, Roberto’s hard work ethic inspired his 11-year old son, Alex, to ask for a job. Weekends odd jobs, turned into a full-time business, Alex’s Lawn Care and Snow Removal. 

“Well, I started working on my business when my son was 11 years old and he wanted to work with me at the restaurant, but he couldn’t because he was just 11. He said, ‘Find me something to do.’ So, we started knocking on neighbors’ doors and asking to mow their lawns. That’s how we started.” 

 

Roberto driving a company car
 

Overlooked and Unheard 

Running a business and being a parent is never an easy task. To add to the challenges Roberto’s truck went down one snowy Minnesota winter, keeping him from running his business and keeping up with his family. When he turned to a local lender for the funds to fix the truck, he was told “no”.   

“The biggest challenge was when one of my trucks broke down and I needed a replacement as soon as possible. Other places just said, ‘No, you’re approved only for $500,’ and I thought, five hundred is nothing for this kind of equipment.” 

With English as Roberto’s second language, the language barrier made it harder to be heard and Roberto felt overlooked in a time he needed support. 

Roberto meeting First Alliance Member Advisor
 

Building Credit and Confidence Together

As a last resort, he walked into First Alliance Credit Union. Roberto found a community of people who spoke his language, supported his financial goals, and gave him the financial coaching he needed to keep his business and family finances moving forward. Step by step, stress gave way to clarity and decisions got easier.  

“They taught me how to increase my credit score. They gave me one credit card from First Alliance and showed me you don’t have to spend all the money, just use it and pay, and that helps a lot.” 

With First Alliance guiding him, he strengthened his score and secured what his business needed. That steady coaching turned progress into financial confidence. 

Roberto learning about credit
 

A Path to Home with an ITIN

Roberto’s next goal was homeownership, but once again Roberto ran into challenges accessing an affordable and safe ITIN mortgage option. When he first asked about a mortgage with an ITIN, it was not available yet. Instead of a hard no, he got a promise. One month later, the call came, and the door opened to a mortgage that fit his family and his story, right here in Rochester, MN.  

“At first, they didn’t have that option, but First Alliance promised they would work on it. A month later, they called me and said, ‘Okay, we’re ready.’ That was a big deal because I knew they were doing everything they could to help us.” 

First Alliance followed through, and Roberto’s future felt more secure once again. 

Roberto getting an ITIN
 

Belonging and Financial Stability  

Today, Roberto finally feels at home in Rochester. He employs a team, supports local schools and causes, and refers friends and employees to his financial home, First Alliance Credit Union, where he knows they will be supported, in Spanish or English.  

“First Alliance makes me feel at home, happy all the time. Whenever I stop by, I almost know everybody. Everyone there just says hi, and you can feel the happiness.” 

For Roberto, belonging lives in everyday moments at First Alliance branches and in every job his crew finishes. First Alliance helped Roberto turn uncertainty into stability and stability into roots.  

Roberto walking in First Alliance
 

You Deserve Friendly, Helpful Service That Listens to Your Story and Provides Possibilities.

Whether you are building a new life, navigating your first loan, or looking for a place that sees you beyond financial paperwork, First Alliance Credit Union is ready to stand beside you in English or Spanish, every hour, every hurdle, every dream.

 

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