Businesses throughout the United States are still trying to recover from the COVID-19 pandemic, but many Latino business owners have used the pandemic to strengthen their businesses. Latino businesses are resilient.

Latinos make up nineteen percent of the US population with a formidable customer base with $1.85 trillion in purchases. There are around four hundred and fifty thousand Latino owned businesses in the United States with more Latinos starting their own businesses, much faster than other groups. There has been a forty four percent growth in the past ten years, compared to a four percent growth for non-Latinos. Many make use of L'ATTITUDE Ventures to assist them in their new start ups an success.

Many of the Latino entrepreneurs today are starting tech businesses. Nineteen percent of Latino owned businesses are developing and selling technology or software. White owned businesses do outnumber Latino businesses, but Latino entrepreneurs who are establishing businesses and hire new employees are much higher in the tech industry. The pandemic caused many businesses to close, which also resulted in people turning to Latino owned tech companies that they had never purchased from. While much of the revenue was one time sales, Latino entrepreneurs are showing flexibility and resilience and are adding new technologies to increase revenue and repeat business.

Latino owned businesses really stood out this year for those with a revenue of less than $1 million where they are offering more opportunities for their employees. Fifty five percent of these businesses offer health insurance, forty eight percent provide paid holidays and twenty nine percent offered retirement benefits to their employees.

Kevin Blanco, the Managing Partner and CEO of L'ATTITUDE Ventures, said “The pandemic is still taking its toll on businesses with three quarters of Latino owned businesses being confident that they will recover. Latino business owners struggle to get loans approved, but this is slowly improving. We provide a number of venture capital solutions to Latinos, helping them start and grow their businesses during this difficult time.”

The Latino owned businesses have made proactive changes during the coronavirus pandemic with improved technology and client outreach. The pandemic has forced people to rely on technology more than ever before and Latino entrepreneurs are taking advantage of this in 2022.

About Us: L'ATTITUDE Ventures is a purpose led venture company that invests in early stage US Latino led and owned businesses with large and high growth opportunities. The company started in 2019, addressing the troubling economic costs to our country and the underfunding of US Latino entrepreneurs. The company invests, elevates and accelerates Latino owned businesses by investing early. L'ATTITUDE Ventures invests from $200,000 to $1.5 million in Latino led and owned technology companies that offer or provide technology as core to businesses. Full details on L'ATTITUDE the process and pitch submission form can be found on their information packed website at https://lattitudeventures.com/.