In Latin
America, 61% of people do not save, according to data from the Development Bank
of Latin America and the Caribbean (CAF). The same institution reports that the
region’s financial well-being index stands at just 41 out of 100—a situation
that directly affects people’s lives and even their job performance. In fact,
76% of employees say their financial problems affect their work, according to a
report by consulting firm PwC.
These
figures reveal a widespread lack of financial education, despite the profound
impact that personal finance has on both economic and professional development.
In response, Giselle Ramírez (Paraguay, 30) launched Más Money, a digital
platform focused on financial well-being, designed to improve financial
literacy and economic health among individuals and communities across Latin
America.
“We offer
personalized educational content, a virtual financial coach, and a financial
advice API—each powered by artificial intelligence (AI) and neurofinance
principles. These tools deliver guidance tailored to each user’s needs,
behavior, and interests, integrating financial metrics and behavioral economics
to provide specific, accurate, and scalable solutions,” explains Ramírez. The idea
for Más Money came from a personal experience of this industrial designer from
the National University of Asunción (Paraguay).
“I wanted
to optimize my income through investments, but when I looked for options in
Paraguay, there was very little online information. I went to the bank, but the
experience was disappointing. The agent used complex jargon I didn’t understand
and, even though he promised to follow up, he never did,” she recalls.
“That
frustration made me wonder if maybe a 23-year-old woman wasn’t a priority for
the traditional financial industry. Over time, that experience became my
motivation. I asked myself, 'Why not empathetically make financial education more accessible to
young people and with tools that help them grow independently?'”
To date,
Más Money has reached more than 750,000 people, providing financial wellness
education. Its AI algorithm has achieved 78% accuracy, and the platform has
processed over 5,600 queries through its virtual coach. Despite this success,
the company is still expanding.
“We’ve
built strategic partnerships and launched multiple functional products and
services, including a digital financial planning manager, a 24/7 AI-powered
coach, exclusive educational content, a booking system for consultations, and a
personalized financial advice API,” says Ramírez.
Looking
ahead, Ramírez has an ambitious vision. “I see Más
Money as the leading digital platform for financial well-being in Latin
America, impacting both individuals and companies. My goal is to expand our
service offerings and keep innovating in neurofinance integration to deliver
even more personalized and effective solutions. I want Más Money to become
synonymous with accessibility and financial empowerment.”
Through its
value proposition and scalable business model, Más Money aims to raise the
region’s financial well-being index and promote sustainable economic growth
across Latin America, supporting the UN Sustainable Development Goals 4
(Quality Education) and 8 (Decent Work and Economic Growth).
Giselle has
earned numerous scholarships and awards for her entrepreneurial efforts. She
has participated in several incubators and volunteered at over 20
entrepreneurship-related events. In 2018, she won the NASA International Space
Apps Contest in Madrid, and a year later, her project was selected for the
Ibero-American Design Biennial. The Paraguayan innovator is also one of the MIT
Technology Review in Spanish 35 Innovators Under 35.
