There is a large productive wage-earning population in Mexico, a large portion of which is unbanked, and has no access to unsecured consumer credit (credit cards, etc.). There exists an opportunity to make unsecured micro-loans to this population, distributed via point-of-sale locations such as mobile phone stores where the vast majority of transactions (including phones, minutes, etc.) are currently done in cash.  

Lower regulation in Mexico results in high, market-driven APRs. Deregulation of the industry in 2006 allows for significant operating freedom in underwriting and collections. Due to prior regulation, micro-loans are under-penetrated in Mexico compared to Bolivia and Chile. Industry comps show profitable enterprises and significant exits.  

Finestrella has already partnered with several of the largest mobile phone distributors in Mexico, to offer micro-loans with a half-page loan application, at the point of sale.