Retail investing is gaining momentum in Mexico, as fintech platforms, high-yield digital accounts, and broader access to financial advice reshape how people manage their money. Since late 2023, a “rate war” sparked by Sofipos and neobanks has attracted millions of new users, expanding financial inclusion and transforming the country’s investment landscape.
“The shift began in late 2023, when new players launched aggressive savings products that ignited the so-called rate war,” said Ana Sofía Moya Torres, Director of Savings and Investments, Crediclub. “We are now seeing people who had never considered investing actively building portfolios.”
Platforms like Nu Mexico, Ualá, Mercado Pago, and Stori offered annual yields as high as 15% in their early months. While rates have since declined following cuts from Mexico’s central bank (Banxico), returns remain above those of traditional instruments like CETES.
“More people now understand that letting money sit idle, whether in a bank or under a mattress, is a missed opportunity,” said Pedro Rivas, General Director, Mercado Pago, in a press release last year.
Users are drawn to the combination of above-market returns, regulatory safeguards, and deposit insurance. But trust remains key. “Many are still wary of putting their savings in unfamiliar places, especially without a clear understanding of how investing works,” Moya Torres explained. She emphasized that financial education plays a vital role in long-term user retention. “Whether you’re new to investing or managing an established portfolio, you need guidance at every step.”
That’s where firms like GBM Advisors come in. The company is expanding its network of certified financial advisors to meet growing demand for structured investment support. According to the Mexican Association of Stock Market Institutions (AMIB), Mexico has around 10,000 authorized advisors—far fewer than Brazil’s 70,000.
“We are committed to strengthening Mexico’s investment culture,” said Luis Felipe Madrigal Mier y Terán, Director, GBM Advisors. “Our goal is to make professional financial advice more accessible so that more people can make informed, strategic decisions.”
GBM currently works with over 270 advisors across 26 states, with strong growth in areas like Jalisco, which ranks third nationally in investment accounts and contributed 7.4% to Mexico’s GDP in 2022.
“Jalisco has a vibrant entrepreneurial spirit and a new generation that’s eager to make smarter financial choices,” added Eduardo Yglesias Aspe, Director of Advisor Development, GBM Advisors.
Technology is also playing a key role. GBM blends artificial intelligence with human expertise, allowing robo-advisors to handle repetitive tasks while professionals focus on personalized strategy. “AI gives us more time to do what matters most: helping clients make meaningful financial decisions,” said Yglesias.
As uncertainty persists, firms are emphasizing the need to build financial resilience. “We must foster smarter financial behavior across all income levels,” said Moya Torres. “It is not just about high returns—it is about building long-term peace of mind.”
“In the journey toward investment democratization, technology is proving to be a powerful equalizer,” added Yglesias.