Trii is changing how people in Latin America think about investing. The company offers an app that lets users buy and sell stocks with minimal friction. What makes it different is not the technology alone, but the way it removes long-standing roadblocks—high minimums, complex onboarding, limited information—that have kept many out of the market.
Esteban Penaloza Guzmán, the company's founder and CFO, understood this gap early. He grew up watching how financial systems in the region served the few, not the many. With Trii, he wanted to create something that didn’t require users to know jargon or commit large sums. He wanted people to be able to open the app and see that investing wasn’t just for the wealthy.
Rebuilding Trust in Financial Systems
In countries where inflation, currency swings and financial crises have left scars, Trii faces a deeper challenge than just building features. It has to earn trust. Esteban says the team spends as much time listening as they do coding.
They have built their product around customer feedback, particularly from young users who want transparency. The platform offers plain-language explanations, real-time updates and a community forum where users can ask questions and share experiences.
Trii also avoids pushing users toward risky products. Unlike platforms that gamify investing or steer users into derivatives, Trii keeps its approach clean. The goal is long-term engagement, not short-term gains.
Building for Regional Scale
Trii began in Colombia, where it first partnered with the local stock exchange. That collaboration gave it the regulatory clarity and credibility it needed. After gaining momentum, it expanded to Peru and Chile.
Esteban says the team learned quickly that each market required adjustments. Regulations differ, payment systems vary and user behavior shifts. But the core idea of giving people easy, low-cost access to listed equities has remained consistent. The infrastructure is being built to support more countries over time.
Trii’s growth has come with patience. Rather than burn through capital chasing downloads, the company has focused on retention. Many of its users invest modest sums, but they stay. They come back each month, check performance, and gradually build their portfolios.
Financial Literacy as a Feature
Trii treats education not as an afterthought but as part of the product. The app features short explainers on terms like dividends and volatility. It nudges users to read before they invest. Esteban believes that education drives better decisions and fewer complaints. It also gives users a sense of control, which has long been missing from how Latin Americans interact with finance.
The company runs workshops, hosts live Q&A sessions and publishes market summaries tailored to new investors. This attention to context sets Trii apart. It's not just about showing users how to click. It's about showing them why it matters.
Built to Last, Not Just to Launch
Trii has avoided the pitfall of many fintechs that scale too quickly, burn cash and struggle to adapt. The company runs lean. It iterates slowly. And it keeps its focus tight. Esteban says they’re not interested in adding dozens of features just because they look good on a pitch deck. Every change is evaluated for whether it helps people invest better.
Revenue comes from modest fees, not ads or upsells. The team believes that if they align incentives with users, they will win loyalty over time.
Esteban and his co-founders are betting that trust, patience and a clear sense of purpose can build something lasting. They are not chasing trends. They are meeting a long-standing need.
Trii still faces headwinds. Financial inclusion is complex. Policy can shift quickly. And global downturns always impact investor behavior. But the company is not trying to game the cycle. It's trying to give people tools to weather it.
For Latin Americans who have been told that investing is not for them, Trii is offering a different message. One that says, with the right support, everyone deserves a shot.
Esteban Penaloza Guzmán, Founder & CFO, Trii
