
Key Takeaways
- Wells Fargo and Operation HOPE opened two new HOPE Inside for Small Business centers in Los Angeles and Charlotte in May 2025.
- As part of Wells Fargo's Banking Inclusion Initiative, the effort hopes to reach 50 markets in the U.S. by 2026.
- The initiative can help grow demand for advisory services and credit products, opening doors for fintechs and lenders.
Small businesses form the lifeblood of local economies, but many require more financial information and tools for expansion. That shortage has narrowed thanks to a partnership between Wells Fargo and Operation HOPE.
The most recent installment in that association came at the May 2025 openings for two new HOPE Inside for Small Business locations in Los Angeles (Baldwin Hills and Van Nuys) and in Charlotte, North Carolina.
The new locations expand a nationwide deployment of HOPE Inside for Small Business, an initiative that rolled out in 2022 to deliver one-on-one, customized support.
Through coaching specifically designed for underserved communities, the program seeks to fill key gaps in knowledge that are often holding back successful entrepreneurs.
All the centers offer free business planning assistance, credit building, budgeting guidance, and preparation for capital availability. These services are conducted in Wells Fargo bank locations but are available to anyone, not just those bank customers. The model is intended to make coaching accessible and actionable.
For subprime lenders, community banks, and credit counselors, this in-branch financial coaching model provides both competition and inspiration. This means that more consumers — and more entrepreneurs — may be entering the economic mainstream and becoming more able and creditworthy than ever.
Community-Based Coaching at No Cost
The newly opened centers provide in-person coaching sessions, workshops, and tools for entrepreneurs to create business plans, enhance credit ratings, manage finances effectively, and prepare loan applications. The services are provided for free and do not require you to become a Wells Fargo customer.
This open-door approach promotes access and can help Wells Fargo grow its presence in underbanked segments. The HOPE Inside footprint today has 30 sites operating within more than 100 locations, serving over 11,000 customers since 2022.
An Inclusion Strategy with Staying Power
The expansion is part of Wells Fargo’s overall Banking Inclusion Initiative, launched in 2021 in response to unbanked and underbanked households. The collaboration strengthens Operation HOPE’s tested model of culturally responsive coaching.
Wells Fargo Small and Business Banking Head April Schneider commented, “This kind of continued community investment showcases how important small businesses are to our communities and our commitment to help them thrive.”
Operation HOPE founder and CEO John Hope Bryant stated that what the program is about is “meeting [entrepreneurs] where they are and helping them build a future rooted in financial confidence and success.”
Industry Implications: A Wake-up Call and a Playbook
This growth may be disruptive, but in a positive way. With larger institutions moving in on the hybrid branch-and-digital model of coaching and education, smaller players in the subprime space can expect pressure to make changes.
DIY credit apps and rigid business loan products won’t suffice for small business owners who require one-on-one guidance in making complex decisions.
But the program also provides a model for local banks, community development financial institutions, and fintech lenders who seek to enhance retention and deepen relationships. Integrating advisors into the customer experience, even remotely, can enhance results and foster loyalty.
The effort also increases the market: better-prepared borrowers translate into more robust applicants that lower lender risk.
For financial service providers targeting credit-building customers, the program provides a partner. Operation HOPE counselors refer customers to suitable resources, and in doing so, they have the potential to drive qualified demand for responsible credit products, insurance, and advisory services.
A New HOPE
Wells Fargo and Operation HOPE are offering more than information through HOPE Inside for Small Business — they are creating infrastructure for financial mobility. Small business owners benefit from clarity and guidance. The financial sector sees a shift toward broader engagement in which lending and coaching go hand in hand.