When Diana Holmes reflects on her recent work in finance, she doesn’t think about dollar amounts. What comes to mind is a woman who was brought to tears because advice from Holmes helped her significantly improve her credit. There was also a local business owner who Holmes connected with other experts to help him incorporate more technology into his work. And, she’s grateful for colleagues at JPMorgan Chase and partners in New Orleans organizations who continue to work together in her mission to reduce barriers to financial literacy for all citizens.
“The ultimate reward for me is being able to engage in conversations with individuals about their dreams and goals, and having the opportunity to contribute towards their achievements,” Holmes said. “When people have the right financial education, they realize that their dreams are within reach. Any time I hear from somebody who has accomplished a financial goal, that is the most amazing feeling ever.”
Holmes serves as a Chase Community Manager in New Orleans. The Chase Gentille branch was redesigned in 2020 to include a community space that leverages technology and where Holmes hosts workshops focused on topics including the importance of emergency savings, improving credit, home ownership and entrepreneurship.
“Our goal is to have these no-cost conversations in a place that is accessible to the community,” she said. “We want people to see us as a trusted partner that will provide them information that is accurate and helpful.”
Diana Holmes leads a workshop for young adults about planning for their financial futures.
Much of that work involves Holmes leading financial education workshops at locations where people may feel more comfortable asking questions or having honest conversations about money. For example, Holmes often hosts sessions at The City of Love church, which draw strong attendance numbers and positive feedback. Bishop Lester Love said the church already had begun a financial literacy program on its own, but the expertise from Holmes has helped elevate that education.
“We’ve been able to work with everyone from teens to senior citizens,” Love said. “It’s been an incredibly refreshing experience. I’ve seen a man in his 70s get excited about managing his money. Single mothers now have the knowledge and opportunity to move their families into safer homes. Young people now understand the importance of preparing for the future. They trust us as their church and we trust Diana and JPMorgan Chase. It’s amazing to have one of the world’s leading financial institutions partner with a local church to lift up so many people.”
Chuck Morse, executive director of the nonprofit Thrive New Orleans, said the organization’s relationship with Holmes makes him feel like JPMorgan Chase is a local partner instead of an international conglomerate. Aside from financial education, Morse said Holmes and other team members have helped out in other ways, including assisting in the Hurricane Ida recovery, food drives and school supply donations.
“They’re a local brand in my eyes,” Morse said. “They understand that people have other needs before they can even think about financial literacy. They’re thinking about how to feed and clothe their families, how to find jobs, and how to cope with the challenges that the city can bring. Because of our relationship with Diana, JPMorgan Chase has become a true partner in our efforts to address those needs. They don’t just check boxes. They go deeper and are a part of the community day in and day out.”
Chuck Morse, executive director of Thrive, and Diana Holmes.
The Gentilly location is also a full service Chase branch with a staff on hand to help customers with everything from routine banking transactions to more complex financial needs. In an era when many banks are reducing their location numbers, Holmes said it’s still important to Chase to have physical buildings where people can interact with humans.
“There’s still a digital divide and we know that many individuals have a lack of knowledge or comfort with banking online,” Holmes said. “For us, it’s important to have individual choice. We’re here in person for people that want that service, but we also have a full suite of digital services. Our ultimate goal is to be the bank for all and to be a trusted part of the community no matter how they choose to interact with us.”
The JPMorgan Chase Community Center location in Gentilly.
Holmes is happy to continue to work in her hometown of New Orleans. She initially entered the banking world as a part-time teller while still a college student because the job aligned well with her other commitments. She soon discovered she enjoyed the work, especially the daily interactions with customers. Over the years, Holmes grew her financial career with new roles and increasing responsibilities. When JPMorgan Chase expanded their commitments to being hyper-focused on local communities, the role of Community Manager seemed like a perfect fit to interact with more people, organizations and community leaders.
“By far, this has been my most rewarding role over a 20-year span in the financial industry. I truly am in a position to have an impact,” Holmes said.