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minu

“Can a Mexico-first earned-wage-access platform become the dominant all-in-one employee benefits OS for mid-market and enterprise employers, embedding financial wellness deeply enough to command category leadership?”

Founded2019
HQCuauhtémoc, Mexico City, Mexico
FoundersNima Pourshasb, Rafael Niell, Paolo Rizzi
Total raised$86.5M
Latest roundSeries B, November 2024
IndustryHorizontal SaaS / HR & Payroll
The story

Founded in 2019 as Mexico's first earned-wage-access (Salario On-Demand) platform, minu quickly expanded from a single EWA benefit into a comprehensive employee benefits marketplace covering 50+ products across financial, physical, and mental wellness. The 2023 merger with Plerk added grocery and fuel voucher cards, transforming minu from a payroll-advance tool into a full-stack benefits platform. By 2024 it was acquired by/merged into Betterfly while continuing to operate independently, having built the leading B2B corporate benefits stack in Mexico with ISO 27701-certified data infrastructure.

Last 12 months
2024-11
2024-10
2024
Product timeline
2019
minu founded as pioneer of Salario On-Demand (earned wage access) in Mexico; raised $6.5M seed round.· banking
2020
Expanded app with payments of services, phone top-ups, and financial education features.· pivot
2021
Diversified benefits offering with insurance, savings (caja de ahorro), and additional wellness products.· insurance
2022
Became the first Mexican startup to achieve ISO 27701 privacy certification, alongside renewed ISO 27001 and 27017.· pivot
2023
Plerk merged with minu, bringing grocery and fuel voucher (vales de despensa/gasolina) cards into the platform.· acquisition
2024
Closed $30M Series B led by QED Investors; surpassed 1 million users across 2,000+ employer clients, nearing profitability.· banking
2024
Acquired by / merged into Betterfly (operating as subsidiary per PitchBook).· acquisition
Acquisitions
Plerk2023
Plerk's grocery and fuel voucher card business merged into minu, enabling minu to enter the vales de despensa and gasolina market via Vale Total, S.A. de C.V.
Regulated entities
3
regulatory licences held by minu
Licence types, jurisdictions and registered entities are in the Embedded Finance Index report.
The stack
4 layers disclosed in minu’s embedded-finance stack
Banking / BaaS
Vale Total
Card issuing
in the full report
Card network
in the full report
Lending
in the full report
Accounting gap: significant
5 more providers across 3 layers, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.