Barabra L. Martinez, MA, AFC®

Accredited Financial Counselor®

About Me

Barbara is a soulful visionary and a passionate advocate for financial education and inclusion, especially for low-income and marginalized communities. Her experience working with not-for-profit and multiple think tanks, financial institutions, and governmental organizations, combined with her ardor and commitment to financial equality, fuels her drive to cultivate better opportunities for all.


She actively contributes her market insights to local initiatives like Bank On Illinois and Financial Inclusion for All Illinois and national organizations like the AFCPE because she believes advancing a more financially equitable society takes coming at it from every angle.


Barbara's insights on financial challenges faced by low-income populations have been recognized in national forums, including the Urban Institute and The New York Times. 2024 marks a pivotal year for Barbara as she steps into leadership on the AFCPE (Association for Financial Counseling and Planning Education®) Board of Directors.


Work Experience

Heartland Alliance

In her current role at Heartland Alliance, Barbara leads the Community Partnerships & Asset Building Programs. She oversees financial coaching programs that deliver personalized financial coaching, asset-building opportunities, and financial education. Barbara has trained hundreds of practitioners across Illinois in Financial Coaching best practices, particularly for low-income populations, re-entry individuals, people with disabilities, immigrants, refugees, and domestic violence survivors. Over the past decade, she has developed and mentored numerous university interns and teams of financial coaches. Committed to widespread financial literacy, Barbara conducts monthly free financial education webinars accessible to all.


Barbara's commitment to economic justice extends beyond direct financial coaching. She actively participates in coalitions such as Bank On Illinois and Financial Inclusion for All Illinois. Collaborating with other economic justice organizations, Barbara brings her on-the-ground experience with low-income families to the forefront. Her work focuses on collaborating with university researchers to pilot innovative solutions like universal basic income, FinTech, and legislative measures to close the racial wealth gap and foster equity. This advocacy aligns seamlessly with her role as one of the 13-member commission of BankOn Illinois, where she champions accessible and equitable financial services.


Work Experience

Advocacy

As one of the report writers, her role in the Bank On Illinois Financial Empowerment Task Force was instrumental in conducting year-long research into the state's financial education and capability field. The report submitted to Governor J.B. Pritzker underlines Illinois's untapped potential in financial education resources. It details these communities' challenges and suggests solutions for creating a more inclusive and empowered financial environment.


Nationally recognized, Barbara's insights have been featured in interviews with the Urban Institute and The New York Times, addressing challenges in financial inclusion for low-income Latinos and the impact of 'Buy now, pay later' loans. She also contributed to the Aspen Institute's Financial Security Program report, "The Price of Entry: Banking in America," demonstrating her expertise in financial inclusion for low-income populations.


Holding a Master's in Public Relations from the University of Northern Iowa, Barbara's educational background has been vital in her journey as an advocate for financial empowerment. 2024 marks a pivotal year for Barbara as she steps into leadership on the AFCPE (Association for Financial Counseling and Planning Education®).


Thought Leadership

Barbara expertise shines through in identifying and addressing the unique financial challenges faced by different segments within the Latino community.


Barbara's advocacy for policy changes and private-sector reforms highlights her role as a key influencer and thought leader in fostering financial literacy and empowerment among marginalized groups.


Barbara L. Martinez is recognized for her contribution as a professional expert in the Aspen Institute's report on "The Price of Entry: Banking in America." As an interviewee, her insights into the barriers to financial services that disproportionately impact marginalized communities are integral to the report.



Barbara Martinez, played a key role in the Governor's Task Force for Financial Empowerment, advocating for the essential integration of financial literacy into education. Her insights were instrumental in shaping the task force's progressive recommendations aimed at fostering financial competence and confidence from an early age.

leadership roles & leadership positions

Designer drawing with stylus on graphic tablet

Leadership Positions

Board Member of the AFCPE® Association for Financial Counseling and Planning Education

BankOn Illinois Commission Member



Education

Master of Arts in Public Relations, University of Northern Iowa, IA

Bachelor of Arts in Business Administration, University of Northern Iowa, IA

Accredited Financial Counselor AFC®


Media Spotlight:

Financial Expertise in Action

Barbara L. Martinez, featured for her expertise in a key The New York Times article on 'Buy Now, Pay Later' loans, showcases her deep understanding of consumer credit challenges.


Working with Heartland Alliance in Chicago, she highlights the risks of modern credit practices, especially for low-income Americans. Barbara's insights, drawn from direct experience, emphasize the importance of financial literacy and prudent decision-making, affirming her status as a respected financial counselor and expert in the field.

Barbara L. Martinez

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