Jessica Dorrance–PI. The four-city pilot project tests product, incentive, outreach, and support innovations for encouraging regular savings patterns with a goal of building long-term, beneficial banking relationships anchored on savings accounts for under- or poorly-served Latino households. It will also generate important insights about the challenges and opportunities inherent in offering mainstream banking services to and building financial capability of underserved Latino households. Participants in the Effective Money Management/Manejo de Efectivo program meet one-on-one with financial coaches for one year. The coaching focuses on increasing knowledge, improving budgeting skills, using banking services, establishing and maintaining credit, building savings, using insurance, and protecting assets. Counselors work with participants to assess their current financial situation, help tailor a financial action plan to achieve both short- and long-term financial goals, and track progress over a 12-month period. The ultimate goal is to develop a customer acquisition approach that fosters long-term attachment to mainstream financial institutions and products and to make a significant impact on market practices and to inform policy in this arena.