Rate, a leading fintech mortgage company, has announced a multi-year collaboration with Alianza, naming Rate the Official Mortgage Lending Partner of the nation’s largest grassroots soccer platform serving Latino communities. Building on a successful inaugural partnership in 2025, the expanded agreement will span the 2026 and 2027 seasons and activate across eight major U.S. markets, connecting with hundreds of thousands of families through trusted, community-driven soccer events.
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Through this partnership, Rate will engage directly with families at Alianza events nationwide, delivering bilingual homeownership education, financial guidance, and access to mortgage resources designed to support first-time buyers and long-term financial stability. By meeting families in familiar and welcoming spaces, Rate aims to make financial education more accessible, practical, and culturally relevant.
Victor Ciardelli, CEO of Rate, emphasized that trust and language are critical to effective financial education. He noted that Alianza’s events bring families together through sport, culture, and community, creating the ideal environment for Rate to offer tools and resources that help families build long-term financial confidence.
Alianza events draw more than 200,000 attendees annually and serve as a cornerstone of Latino youth soccer and family engagement. At each event, Rate will host dedicated activation spaces staffed by bilingual specialists, offering short educational sessions and connecting families with digital tools available through the Rate App and Rate.com.
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The collaboration expands on a successful 2025 pilot program across Chicago, Los Angeles, and New York City, extending Rate’s presence deeper into Alianza’s year-round grassroots soccer ecosystem and into additional high-growth Latino markets. On-site activations will run from May through September each year, aligning with peak attendance and community participation.
Rate will also integrate its Language Access Program into the partnership, reinforcing its commitment to serving Spanish-speaking consumers across mortgage, insurance, and digital financial services. Spanish-language resources within the Rate App will be promoted through joint communications, ensuring families can access education and support beyond event days.
The timing of the partnership coincides with rising Latino homebuyer demand and growing national attention on soccer as the United States prepares to host the FIFA World Cup. As soccer continues to grow across the country, Alianza remains a trusted platform at the intersection of sport, culture, and opportunity.
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Steven Powell, Vice President of For Soccer, Alianza’s parent company, said the partnership aligns closely with Alianza’s mission to create opportunity for families through soccer. By working with Rate, he added, Alianza can extend that mission beyond the field and into financial education and homeownership resources that support long-term stability.
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