Being Bicultural Helped These Latinas Build Their Businesses

Despite not speaking much Spanish, their Latina identity remains central to their success

Latinas have been building Iowa since the early 1900’s. Most of them held on to traditions and values they passed on to their children. Reyna Immerfall and Alicia Peña are proving that bicultural identity is a powerful asset in business success. Though not fitting traditional Latina stereotypes, each one leverages her Mexican roots to serve the community while building thriving enterprises.

Immerfall, a State Farm agent in Ankeny, comes from a family deeply rooted in Iowa's Latino community and Latinas who have made their mark. Her cousin, Lena Robison, founded Latinos Unidos of Iowa, and Immerfall grew up immersed in traditions like tamaladas, where family gathered to make tamales for holidays. "I don't look Latina, and I don't speak much Spanish," she admits, "But once people get to know me, they get it; yea, she's Latina."

Opening her insurance office in 2020, just before the pandemic, Immerfall faced immediate challenges. Her original marketing plan was derailed, but with her family's support, including her nephew who had just graduated college, she adapted and persevered. “It really was the family business I always dreamed of,” she says. Her business motto of "Heart, Head, and Humor" reflects the values she grew up with, guiding her approach to serving clients.

Immerfall strategically chose Ankeny because she recognized that Latinos were significantly under-insured and no one was serving her community there. That love of service, keen business sense, and being able to laugh helped Immerfall through the ups and downs of owning a business and trying to balance life. She lost her nephew and dad shortly after opening. With a broken heart, she kept working hard to keep her team going. "The name on the door is mine. If the bills don't get paid, State Farm doesn't step in to save me," she notes, highlighting the independence and responsibility of her role as an independent business owner, not franchisee.

Alicia Peña's journey to becoming a licensed mental health counselor showcases similar resilience. Coming from a Mexican American father and German American mother, Peña takes pride in using her Latinidad to help patients feel welcome. She left home at sixteen due to family challenges with alcoholism. After various low-paying jobs, she pursued education, eventually becoming the first college graduate in her family at age 37, earning her Master of Science in Counseling from Drake University.

Today, Peña's practice, Tree of Life Therapy and Counseling Services in Des Moines, primarily serves Latina clients. "I don't speak Spanish, but it doesn't matter. I understand them. They feel safe in my office to talk about how racism has affected them," she explains. As a trained EMDR consultant, she specializes in treating trauma and is passionate about removing barriers to mental health care in the Latino community.

Both women emphasize the importance of community service in their business models. During the pandemic, Immerfall's team helped Latino families access food through Knock and Drop of Iowa. Peña advocates for more Latina representation in mental health services and accepts Medicaid to ensure accessibility. "If you're going to be a therapist and don't take Medicaid, you're not a real therapist. I've been there and I know the stereotypes and they're not true," she asserts.

Their success stories highlight how embracing bicultural identity can be a powerful tool in business.

Despite not speaking much Spanish, both women understand the nuances of their community's needs and create spaces where clients feel understood and valued.

Their businesses go beyond providing services; they're building bridges and breaking stereotypes.

For Immerfall, it's about creating a welcoming environment where the Latino community can find understanding and protection. For Peña, it's about helping "women who start as victims become survivors and learn to thrive." Both entrepreneurs prove that success in business isn't just about what you do, but about who you are and how you serve your community.

Through their work, these Iowa Latinas are not just building businesses; they're creating legacies that honor their cultural roots while paving the way for future generations of bicultural entrepreneurs.