The Power of Local Leadership: How JETAs Fuel JUST’s Growth in El Paso and Beyond

JUST has now invested over $40 million across Texas — and recently hit a major milestone: $1 million loaned in El Paso. It’s a big number. But the real story is how we got there. 

Our growth isn’t because we built great technology. And it’s not just because our model works across geographies. 

The secret to our growth is that we’re hyper-local.

The JETA Innovation

At the heart of our model is a simple but powerful innovation: JETAs.

JETAs — JUST Entrepreneur Trust Agents — are local women trained to lead and grow lending groups in their own neighborhoods. They aren’t outsiders dropping into communities — they’re from the communities themselves. They know the language, the culture, the fears, and the dreams. They don’t just teach trust — they are trusted.

“We don’t have to prove we care — our communities already know we do.” — JETA, El Paso

JUST doesn’t scale programs. We scale people. JETAs make that possible.

Why Local Leadership Works

We invest in local leadership because it works. Research shows that peer-led programs are more likely to gain trust, drive participation, and produce long-term results.

JETAs understand the context and complexities of the communities they serve — and that makes them more effective at everything from outreach to support to strategy.

Because they come from the same neighborhoods as their clients, JETAs show what’s possible through their own example. Their leadership is lived, not theoretical.

“When I see a woman succeed, I can say, ‘She’s just like me.’ That changes everything.” — Client, El Paso

And perhaps most importantly, local leaders create spaces where clients can be fully themselves. That sense of belonging creates the conditions for real growth.

Celebrating $1M in El Paso

We celebrated this milestone at the opening of El Paso Start-Up Week — alongside entrepreneurs, city leaders, community partners, and our clients who made it possible.

The event was more than a milestone — it was a moment to honor the power of proximity, the role of trust, and the entrepreneurs who show up week after week to lead.

A New Investment in Local Leaders

We were proud to announce at the event a $550,000 grant from the Wells Fargo Foundation, which will help expand access to savings tools, credit building, and long-term financial stability across Texas.

This grant is a direct investment in local leaders and the communities they serve.

Read the press release

What’s Next

The $1M milestone is just the beginning. El Paso JETAs are already building what comes next — with new groups, new leaders, and new dreams.

Follow us on LinkedIn and Instagram to hear inspiring stories of change.

Because when trust leads, growth follows.