“Can a 40-year-old Argentine credit card brand reinvent itself as the country's leading consumer-and-SMB fintech against Mercado Pago and Ualá?”
Founded 1985 in Córdoba as Tarjeta Naranja, Argentina's largest private-label credit card issuer. Repositioned in 2017 as 'Naranja' (multi-product platform) and again in 2021 as 'Naranja X' — a full fintech with accounts in ARS/USD, remunerated accounts, personal loans, MEP-dollar trading, QR/PIX/Tap acceptance for merchants, and insurance distribution. Now operating two regulated entities (Tarjeta Naranja S.A.U. for cards, Naranja Digital Compañía Financiera S.A.U. for loans/accounts), Naranja X is competing with Mercado Pago and Ualá to be the financial OS for Argentine consumers and small merchants, while experimenting with blockchain collateral to expand credit access to the ~3.5M applicants it rejects annually.