The Texas Stock Exchange has been described as the first fully integrated national exchange to come online in decades. It is based in Dallas, and the cities around it have been quick to read something into that.
Frisco, about 30 miles north, is one of them. The Frisco Economic Development Corporation says more than 300 financial companies now operate in the city, and that more than a quarter of a million finance and business professionals either live there or are within a 30- minute commute.
The Fintech Times put written questions to Gloria Salinas, senior vice president and chief growth officer at the Frisco Economic Development Corporation, on what a Dallas-based exchange changes for corporate location decisions, how the fintech and payments cluster in Frisco differs from Dallas-Fort Worth more broadly, and what would put the trajectory at risk.
1. The Texas Stock Exchange has been described as the first fully integrated national exchange to come online in decades. From Frisco’s vantage point, what practical difference does a Dallas-based exchange make to where financial institutions and fintechs choose to locate?
The significance of the Texas Stock Exchange extends well beyond the exchange itself. It reinforces that North Texas has evolved into a place where financial markets, technology and corporate decision-making increasingly intersect. For financial institutions and fintechs evaluating where to grow, that proximity matters. They want to be part of an ecosystem where capital, customers, talent and strategic partners are all within reach.
And so, the TXSE truly strengthens the value proposition for our region. It adds another layer of credibility to an already thriving ecosystem and signals that North Texas is continuing to mature as one of the country’s premier destinations for financial innovation.
Frisco is well positioned to benefit because organisations locating here gain access to that regional ecosystem while operating in a city intentionally designed for long-term business growth. For instance, 10 mixed-use campuses will be coming online in the years to come, where we expect many FIs to consider locating.
2. More than 300 financial companies now operate in Frisco, including TIAA, FiServ, Fifth Third Bank, Toyota Financial Services and SoFi. Beyond cost and tax, what has actually drawn them, and how much of it comes down to talent versus infrastructure?
Companies increasingly evaluate markets based on their ability to support growth over the next decade or more; and talent is a major differentiator here. Frisco sits within one of the nation’s deepest labour markets for technology, finance and corporate operations. It is supported by outstanding universities, such as UNT-Frisco and neighbouring institutions, along with a steady influx of highly skilled professionals. Today, more than a quarter-million finance and business professionals either live in Frisco or are within a 30-minute commute of the city.
At the same time, companies need infrastructure that enables collaboration and attracts employees. That includes modern office environments, transportation connectivity, reliable utilities, high-quality housing, excellent schools and the amenities that make it easier to recruit and retain top talent.
Frisco has invested heavily in creating that complete environment. Businesses are not simply finding office space, they’re finding a community where employees want to build careers and families, backed by our stellar public school system and intentionally laid out parks, green space and other amenities.
Atop our award-winning quality of life, we will also have 15 million square feet of office space coming online within the next 15 years.
3. How would you describe the fintech and payments cluster forming around Frisco specifically, as distinct from Dallas-Fort Worth more broadly?
The broader Dallas-Fort Worth region offers tremendous scale, but Frisco has developed a particularly collaborative innovation environment. We have a very high concentration of corporate headquarters, technology companies, financial institutions, entrepreneurs and 16 corporate innovation and R&D centres operating here, creating opportunities for partnerships that happen much more organically.
As fintech continues to evolve, success increasingly depends on collaboration across industries. Payments, cybersecurity, AI and enterprise software are becoming more interconnected. Frisco’s ecosystem naturally encourages those connections, allowing companies to innovate alongside customers, partners and investors rather than in isolation. This collaborative culture and interconnectivity is one of our competitive advantages. As just one Frisco success story: payments company Payrix, was acquired by Fidelity just a few
years ago for more than $775 million.
4. What part has economic development policy played in that growth, and what are you doing now to sustain the momentum?
Economic development today is less about recruiting individual projects and more about cultivating an ecosystem where businesses can continue to innovate and expand.
Our approach has always focused on building long-term relationships with companies, understanding where they are headed and helping remove barriers to growth. That means working closely with developers, educational institutions, workforce partners and city leadership to ensure businesses have access to the talent, infrastructure and support they need as their operations evolve.
Looking ahead, we’ll continue investing in initiatives that strengthen Frisco’s innovation economy: from attracting high-value employers to supporting entrepreneurship and ensuring the city remains an attractive destination for both companies and the skilled workforce they depend on.
5. Looking two to three years ahead, what would success look like for Frisco as a financial centre, and what would be the biggest risk to that trajectory?
Success isn’t measured simply by the number of financial companies that choose Frisco. It’s about becoming a place where the industry’s next generation of innovation is created.
Over the next several years, we anticipate continued growth across financial services, fintech and payments, alongside increased investment in emerging technologies like AI and digital infrastructure. We are also excited to see more startups scaling into major employers, while our established companies continue expanding their presence here.
Lastly, one question people often ask is: ‘Can North Texas sustain the growth it’s experienced over the past decade?’ From our perspective, the answer is ‘yes’ but only with careful attention paid to the fundamentals that drive long-term competitiveness.
That’s the approach Frisco has taken; we’ve prioritised talent, infrastructure and quality of life, and we’ve built a business environment where companies can continue to innovate and expand.
The post After the Texas Stock Exchange: Frisco’s Financial Pitch appeared first on The Fintech Times.
