Fintech apps in Colombia are entering a new phase of consolidation and strategic expansion, driven by mobile-first financial services. With more than 560 active companies, according to the Fintech Radar Colombia 2025 by Finnovista, the country ranks as the third-largest fintech ecosystem in Latin America, behind only Brazil and Mexico.
The launch of Bre-B, Colombia’s instant payment system developed by Banco de la República, has significantly accelerated financial digitalization. With over 32 million registered users and 84 million payment keys issued, the system has expanded real-time payments and unlocked new opportunities in digital credit, wallets, and B2B financial services.
However, despite regulatory maturity, strong infrastructure, and sustained investment growth, scaling fintechs in Colombia increasingly depends on a strategic factor: trust-building through social media content creators.
Current Landscape of Fintech Apps in Colombia
Colombia’s fintech app ecosystem shows strong indicators of maturity:
- 394 local fintech apps and 169 foreign companies operating in the market (Finnovista, 2025)
- Reduced startup exit rates, signaling greater sustainability
- Revenue expected to double by 2027
- 76% fintech app adoption among Colombians, according to an EY study
- 77.3% internet penetration in 2025
- Financial inclusion above 96%
Despite this progress, structural gaps remain. Only 18% of the population holds a credit card, according to Colombia’s Central Bank, highlighting significant opportunity in digital lending and alternative credit scoring delivered through fintech apps.
Scaling fintech apps in Colombia therefore requires more than infrastructure, it requires behavioral adoption and trust.
The Impact of Bre-B on Fintech App Scalability
Bre-B represents a structural shift in Colombia’s payments market. The system enables instant, 24/7, fully interoperable transfers between banks and fintech apps.
This infrastructure creates opportunities such as:
- Instant digital loan disbursement through fintech apps
- Real-time P2P and P2B payments
- Economically viable microtransactions
- Real-time B2B payments with improved cash flow
With full interoperability in place, fintech apps in Colombia now compete with traditional banks on equal footing in the payments space.
However, instant and irreversible payments also raise the bar for user trust and perceived security.
Security and Trust Challenges
According to a TransUnion study, Colombia saw an 11% increase in suspected digital fraud in 2024 — the highest growth rate among 18 analyzed countries.
Common risks include:
- Social engineering
- Phishing
- AI-powered deepfakes
- Identity fraud
- Fraud in irreversible instant payments
Although 43.9% of Colombian fintech apps already use Artificial Intelligence for fraud prevention (Finnovista, 2025), technology alone does not eliminate user skepticism.
Trust therefore remains a critical competitive advantage for fintech apps operating in Colombia.
The Strategic Role of Content Creators in Colombia’s Fintech Growth
With high social media penetration and strong digital engagement, content creators have become strategic adoption drivers.
In Colombia, creators on YouTube, TikTok, Instagram, and LinkedIn serve three key roles:
1. Digital Financial Educators
They explain:
- How Bre-B works
- How to use digital wallets
- How to apply for online credit securely
- How to avoid digital fraud
Education reduces onboarding friction and increases activation rates.
2. Perceived Risk Reducers
Because Bre-B payments are instant and irreversible, security concerns increase.
Creators help by:
- Demonstrating real-life use cases
- Explaining biometric authentication
- Warning about common scams
- Reinforcing safe digital practices
Peer-based trust often converts more effectively than institutional advertising.
3. Financial Inclusion Amplifiers
According to Finnovista, one-third of fintechs in Colombia explicitly target underbanked or underserved populations.
Creators help translate:
- Alternative credit scoring
- Microcredit solutions
- Buy Now, Pay Later (BNPL)
- Financial management tools for SMEs
Education combined with cultural proximity supports broader financial adoption.
Strategic Framework for Scaling with Creators
Audience Segmentation
Effective strategies target:
- Digital-native youth
- SMEs and entrepreneurs
- Gig workers
- Users outside major cities
- Cybersecurity-focused audiences
Each segment requires tailored communication.
Long-Term Partnerships
Financial services demand consistent trust-building.
Effective models include:
- Brand ambassador programs
- Recurring educational series
- Bre-B usage tutorials
- Anti-fraud awareness campaigns
Consistency strengthens retention and brand credibility.
Marketing-Product Integration
Creators also function as market intelligence sources.
Analyzing audience questions and feedback enables:
- UX improvements
- Onboarding simplification
- Clearer value communication
- Reduced drop-off rates
This integration supports sustainable growth.
Competitive Advantage in Colombia’s New Fintech Cycle
The study Latin America: Global Investors’ New Fintech Frontier, produced by LendIt Fintech and Finnovista, highlighted that ecosystem maturity depends on capital, regulation, and talent.
Colombia’s current environment adds a fourth element: socially constructed digital trust.
With payments infrastructure commoditized, differentiation shifts toward:
- User experience
- Perceived security
- Financial education
- Digital authority
In this context, content creators become strategic growth assets for fintechs in Colombia.
Final Considerations
Fintechs in Colombia operate within a mature infrastructure environment shaped by Bre-B, expanding Open Finance, and increasing AI adoption.
However, sustainable growth requires more than technical innovation.
In a market where instant payments are standard, competitive advantage depends on trust, education, and cultural alignment.
Strategically integrated content creators are emerging as key drivers of scalable fintech growth in Colombia.