Warren Morrow, the president/CEO and founder of Coopera Consulting, an affiliate of the Iowa Credit Union League focused on bringing more Hispanic members into credit unions both nationally and in the Midwest, died of a sudden heart attack Wednesday.  He was 34.

A native of Mexico City, Morrow worked 12 years in the nonprofit and private sectors promoting Hispanics throughout the credit union industry, according to Coopera's website.

In a statement, the Iowa League said the passing of Morrow represented an untimely blow to the industry's ongoing efforts to attract and service members in the Latino community. Coopera, CUNA's Hispanic outreach partner since 2009 and located in Clive, a Des Moines suburb, had recently made new strides in working with the World Council of Credit Unions and CUNA in developing new Central American programs pairing CU professionals in the U.S. with their counterparts most recently in Guatemala and Dominican Republic.