Pilou is the first wealth-tech platform led by women, for women in Latin America, offering personalized investment solutions and financial education to empower women towards financial independence. Founded in 2020, it now has 1,200 customers and is poised for growth, having gained $850K in pre-seed funding and being named Female Economy of the Year in the 2024 Alliance Hack.
The Alliance spoke with Founder and CFO, Patricia Florencia, about Pilou’s vision to address the massive investing gender gap in Latin America and empower women to take control of their financial futures.
Alliance: Tell us about Pilou, who is your target customer and what is your customer value proposition?
Patricia Florencia: Pilou is the first wealth-tech platform in Latin America created by women, for women. Our target customers are banked, tech-savvy women in Latin America and Latinas in the U.S. who seek financial independence but lack the time, knowledge, or confidence to invest on their own. Our value proposition is to provide accessible, personalized investment services and financial education that empower women to take control of their financial future.
Alliance: Do you think there are behavioral differences between men and women when it comes to wealth management?
PF: Yes, there are notable behavioral differences. Women tend to be more risk-averse, prioritize long-term financial security, and value financial education and advice over quick gains. They often seek personalized guidance and are more likely to invest with a focus on achieving specific life goals, such as retirement or family security.
Alliance: How have you designed or adapted your sales funnel to reach, attract, and bring more women through?
PF: We’ve tailored our sales funnel to focus heavily on education and trust-building. We start by engaging women through financial seminars, podcasts, and community events where we provide free educational content. From there, we offer personalized consultations to guide them through our platform. Our onboarding process is designed to be supportive and user-friendly, ensuring that women feel confident and empowered throughout their investment journey.
Alliance: What prompted you to found Pilou?
PF: The idea for Pilou came from the lack of tailored financial services for women in Latin America. Throughout our 30 years of combined industry experience in wealth management, we noticed a significant gender gap in financial autonomy, with less than 1% of women in the region owning an investment account. This gap, combined with our passion for financial inclusion, motivated us to create a platform specifically designed to empower women to take control of their financial future.
Alliance: What advice do you have for other female entrepreneurs looking to start a fintech?
PF: Start with a clear mission and a deep understanding of your target market’s needs. Don’t be afraid to build something new and challenge the status quo, especially in male-dominated industries like fintech. Surround yourself with a strong support network, and be persistent—fintech can be complex, but the impact you can create is worth the effort. Stay focused on creating value for your customers, and don’t compromise on your vision.
Alliance: You recently participated in the Alliance Hackathon 2024 and were named the Female Economy Fintech of the Year. What did winning the Hack mean to you and how did the Hack add value to your fintech?
PF: Winning the Alliance Hackathon was an incredible honor. It validated the work we’ve been doing to empower women through financial services and gave us a platform to showcase our impact. The recognition has helped us build credibility, opened doors to potential partnerships, and connected us with a network of mentors and investors. The Hack also provided valuable insights into scaling our business and creating a bigger impact across Latin America.
