BuildingFintechFromZero

I owned the full brand identity and designed the product's early versions — every release and iteration through its first two years.

DINN · 2019 – 2021 · Founding Team

Impact

500K+

Users from zero in 2 years

0.41%

Monthly churn vs 1.8% target

+60%

AUM growth YoY

The Problem

Actinver's digital investment app for first-time investors in Mexico. DINN 1.0 was functional and almost a year live, with near-zero users. No one had asked young Mexicans why they weren't investing — or how they wanted to.

Hypothesis — Before research

“Young people don’t invest because they don’t have money or prefer to spend it.”

Assumed lack of money was the barrier

Assumed spending preference over saving

Assumed complexity was the deterrent

Finding — After research

“The barrier wasn’t money or interest. It was an educational problem.”

72% of young Mexicans 18–35 already save

68% keep savings in a bank — not invested

70% said they don't know enough to start

The Research

After 50+ user interviews, several focus groups and a benchmark of 20+ fintechs, we defined two main targets:

Segment A

70%

Achievers

4 million people · NSE C

Motivated by money and status. They want to see their progress and feel they're winning.

Segment B

30%

Avant Garde

500,000 people · NSE C+

Early adopters, influence-driven, skeptical of mass culture. They need to understand before they act.

The Emotional Territory

Every competitor was talking about rates and features. We positioned DINN at the intersection of simple (emotional) and earning (educational): "Simple + Your money earns."

DINN 2.0 — Wireframes

Process

I designed the brand and the product in parallel. The product is where I was most hands-on. A second UX designer focused on research, and every element went through user testing before development.

The product became the simplest in the market: sign up, deposit, and your money is automatically invested.

App v1 onboarding — 100% digital account opening

On brand I ran creative direction across every channel — campaigns, media, email, motion design — with an illustrator on the DINN characters.

Brand House

PurposeCreate the habit of investing

RoleHelp people with their financial growth

TerritorySimplicity — understanding what you're doing and why

PersonalityMentor — wisdom, trust, security, honesty

Tagline"Que tu dinero crezca contigo" — Let your money grow with you.

No minimum investmentNo fees100% digital — intuitive by design

The Second Fund

About four months after launching, we tested the appetite for a second fund with users. The response was positive, so we shipped it — and a short set of questions in the app helped each person understand which fund fit them.

DINN Debit Card

In early 2020 we launched the DINN debit card, so users could spend their money day to day.
I designed the card and its packaging.

New Investment Options

In 2021 we grew the offer from two funds to four, adding an aggressive and a currency strategy. The goal was to make the product earn more per user — but we tested the appetite before building it, the same way we had with the second fund. People wanted it.

As we added features to the product, we started redesigning the navigation and the way people moved through it.

Digital Media Campaigns

All of it ran alongside acquisition campaigns. I directed the creative and every material that came out of it — producing assets and animating some myself, and directing freelancers for the rest.

Outcome

From near-zero to 500K+ users. The work behind it: 50+ interviews and a benchmark of 20+ fintechs, a brand house with two personas, a product thesis that cut everything except three actions, an identity system built from scratch, and a first version of four core flows validated with users before development started.

The same insight drove all of it: meet people where their behavior already is, and try to remove the barrier, not the product.

By the end of 2021, monthly churn held at 0.41% against a 1.8% target, which is the part that told us the product was doing right.