We were lucky to catch up with Juliana Hicks recently and have shared our conversation below.

Juliana, thanks for joining us, excited to have you contributing your stories and insights. One of the most important things small businesses can do, in our view, is to serve underserved communities that are ignored by giant corporations who often are just creating mass-market, one-size-fits-all solutions. Talk to us about how you serve an underserved community.

Yes, Latinx LIFE is committed with passion to serving an under-resourced population — Latinx students in North Carolina, particularly first-generation college students and DACA recipients. These students all too often face barriers such as a lack of exposure to higher education resources, no guidance, and ineligibility for federal student aid.

This project matters because representation at the college level shifts entire families and communities. Latinx LIFE is here to close those gaps, economically, emotionally, and socially, so that our community survives not just barely but thrives.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m Juliana Hicks, the CEO of Latinx LIFE, a nonprofit based in North Carolina focused on expanding educational access and resources for Latinx students. My path to this work was deeply personal. As a self-made Latina, I’ve lived through many of the same systemic barriers our community faces. That lived experience became the foundation for Latinx LIFE.

Our core services are leadership development programs, scholarships, and mentorship programs. We’re not unique in what we do, but how: with trust, cultural competency, and authenticity that reflects the very community we serve. We’re a small but mighty crew!

I’m most proud of the impact we’ve had on students who were told college or leadership was out of reach—watching them thrive and give back is the real reward. If there’s one thing I’d want readers to know, it’s that Latinx LIFE exists to uplift voices that are often overlooked and to turn dreams once considered impossible into reality. A lot of our interns remain with us because they are so passionate about our mission and it is really fulfilling to see how we all share such a vital purpose to continue elevating our community.

Can you tell us the story behind how you met your business partner?

Latinx LIFE began as a shared dream among six Latinas, including myself, who came together at UNCG (Go Spartans!). We were all fiercely committed to education, equity, and empowering our community—but we noticed a tremendous gap: no organizations were reaching or talking to Latinx students in our area.

Our friendship emerged from enjoyable times at the G—following community events, and even founding the Latin dance team there, a brainstorming discussion over a meal became a shared mission. We merged our individual talents—some in education, others in communications, social work, and nonprofit management—to establish Latinx LIFE as a collective movement for change.

It was a partnership built on mutual respect, grassroots passion, and an unshakeable belief in what we could achieve together. That early sisterhood still drives how we work and serve today.

Can you talk to us about how you funded your business?

Constructing Latinx LIFE was indeed a labor of love. As a team, we bootstrapped the organization from the ground up. There wasn’t a seed grant or deep-pocketed investor—only our combined passion and collective resources. We each contributed what we could from personal funds, and we relied extensively on our families’ support. We were so blessed to have had such great support from them from the very start.

Our first major funding milestone came from local fundraising—small-dollar donations from friends, family, and community who believed in our vision. We organized events, began online campaigns, and earned trust in our vision.

Assisting our very first scholarship was a heavenly and emotional experience—it was everything we had hoped for. Each dollar donated was a story of hope, resilience, and determination of young Latinx students. Today, we have been able to provide scholarships to seven students in North Carolina.

Contact Info:

• Website: https://www.thelatinxlife.org/
• Instagram: https://www.instagram.com/thelatinxlife/?hl=en
• Facebook: https://www.facebook.com/thelatinxlife/
• Linkedin: https://www.linkedin.com/company/latinxlife/?viewAsMember=true
• Youtube: https://www.youtube.com/channel/UCLd7-mAwTheyT6sWTI1LBnQ