A new city gives you an apartment in days. A real circle can take years. FINCA turns arrival into belonging — through curated rooms, trusted local access, and a network that remembers you.
3 days
an apartment
→
3 years
a real circle
→
weeks
with FINCA
Before Anything · Your Read
We came to you early — we value experienced judgment.
The opportunity FINCA is building for is simple to describe but hard to solve well: helping people turn a new city into a life. Before we walk through the numbers, we'd value your perspective on three questions:
1Is this a real, paid problem — or just a nice-to-have?
2Where does trust actually create economic value in a city like CDMX?
3If you were building this yourself, what would you avoid doing first?
We're not asking for agreement. We're asking for honest pressure-testing.
1
The Human Problem
A new city gives you an apartment in three days — and a circle in three years.
Arriving somewhere new floods you with the same things — anxiety, the unknown, a hundred tasks, a quiet sense of vulnerability. What every human reaches for next is comfort and trust. Yet the tools you're handed are broken and low-trust, and you assemble your whole world alone:
Facebook expat groupsMeetupWhatsApp chainsImmigration lawyersRealtors & brokersReddit threadsStrangers' restaurant lists"Who do I even trust?"
The competent figure it out eventually. Almost everyone does it slower, lonelier, and worse than they should.
2
Proof of Desire
The pain says it better than we can.
What newcomers keep saying in their first weeks:
Signal overload
“I'm tired of random WhatsApp groups.”
Social friction
“I want to come alone and not feel awkward.”
“I moved here with everything except a circle.”
Trust deficit
“I don't know where the good people actually go.”
“I want local recommendations I can trust.”
This is FINCA's entry window: the first weeks, when newcomers are open, spending, and actively searching for people, places, and trust.
3
See It · The FINCA Feeling
Arrive a stranger. Leave known.
A short film of what FINCA actually feels like — the arrival, the friction of a new city, and the room that turns it into home.
4
Why Now · Why Mexico City
Mexico City is the right beachhead for a global belonging platform.
Three shifts have opened the window — and the curated-belonging lane is still unclaimed. The wave is cresting now; the first mover sets the standard.
Global mobility created the pain
Remote work changed how people move. ~5.5M Americans live abroad; 180,000+ relocated last year. They arrive with income & ambition — but no trusted social infrastructure. FINCA closes the gap between arriving and belonging.
CDMX concentrates the audience
Roma, Condesa, Polanco & Juárez pack internationally-mobile founders, creatives & expats into a small social radius — so we fill rooms, test formats and build brand heat fast. (Mexico: 110M internet users, mobile-first.)
The market is fragmented, not owned
Newcomers stitch together Meetup, WhatsApp, Instagram, Facebook groups, Eventbrite & Maps. No one owns the curated belonging layer. That is FINCA's wedge.
Strong-dollar members + lower-cost premium rooms = efficient unit economics and a cheap 90-day proof. CDMX isn't just where FINCA starts — it's the stress test: build belonging for transient newcomers here, and the playbook travels.
Sources: ~5.5M Americans live abroad (AARO, Oct 2024); ~180,000 US citizens emigrated in 2025 (Pew Research Center); Mexico ~99M social-media identities, 74.9% of the population (DataReportal, 2026); CDMX's foreign inflow visible enough to drive gentrification protests & a city policy response (AP, 2025).
5
The Market · Social Capital
Social capital is the new infrastructure.
In globally mobile cities, access, trust, friendship, opportunity and belonging aren't soft benefits — they're economic infrastructure. FINCA turns that invisible value into a structured membership platform.
Social capital — trusted relationships and belonging — is one of the most under-built assets in modern life. The world has overbuilt digital distribution and under-built trusted community: connection is constant, but rarely meaningful. Loneliness is now a recognized global health risk, and stronger social bonds are associated with better health, resilience and access to opportunity.
1 in 6
people worldwide report feeling lonely — now a recognized public-health risk (WHO)
$7T+
wellness & experience economy — yet almost none built around friendship infrastructure (McKinsey)
1 in 5
teens say social media hurts their mental health — connection online ≠ belonging (Pew, 2025)
Resilience
WHO: stronger social bonds improve well-being, reduce preventable deaths & support economic resilience
The opportunity: turn fragmented attention into real-world trust. FINCA makes social capital something you can build on purpose — online and in the room.
Sources: WHO Commission on Social Connection (2025); WHO, "Loneliness & isolation — the hidden threat to global health" (2025); Pew Research Center, Teens, Social Media & Mental Health (2025); McKinsey (social & economic opportunity).
6
Market Size · A Beachhead, Not A Billboard
We don't need the whole world — just a slice of one dense city.
TAM
Global premium urban belonging — curated city discovery & membership-led community spend. Large, but we don't lead with it.
SAM
CDMX & top Mexico metros — a ≈21.8M-person metro with a dense expat, nomad, founder & premium-local base. The first market we can win.
SOM · where we anchor
A few thousand high-intent members + event & partner revenue in phase one — a focused niche with a repeatable playbook.
Convert even a small fraction of CDMX's internationally-minded, premium population into members — plus events & partner commerce — and FINCA is a highly efficient local network business, with a playbook that travels.
Context: Greater Mexico City ≈21.8M people; Mexico 47.8M international tourists / ≈$31.7B revenue (2025). Market context, not FINCA projections.
7
The Market · Growth Trends
Growth trends are moving in our favor.
47.8M
international tourists to Mexico in 2025 — a record, up ~6% YoY
+13.6%
total international visitors YoY — 98.2M entered Mexico in 2025
$34.99B
international visitor spending in 2025, up 6.2% — demand & wallets both rising
And the region keeps expanding: Latin America travel & tourism is projected to grow from ≈$110B (2025) to ≈$152B by 2030.
As more internationally-mobile people enter Mexico and regional demand rises, trusted discovery, curated community & local social infrastructure become more valuable — especially in CDMX.
Everyone clusters at the edges. The curated middle is open.
Map the category by price and the white space is obvious: free, low-trust groups at the bottom; asset-heavy luxury clubs at the top. No one owns the $25–$100/month curated-belonging middle — the band a premium-without-pretension club lives in.
The only thing near the middle today is niche (art memberships ≈ $37) — not a curated, portable belonging club. That's the lane.
Pricing points are public, anonymized reference anchors; named competitor mapping is held internally.
9
What FINCA Is
Not an event group. Not a directory. Not a relocation agency. The trusted layer between all of them.
The membrane between you and an unfamiliar city — where you land, meet people worth knowing, find services you trust, and feel like a regular within weeks, not within a year.
Most clubs organize by status. FINCA organizes by belonging.
10
What FINCA Replaces
One trusted layer for everything you used to juggle.
WhatsApp groups
Instagram
Meetup
Facebook groups
Eventbrite
Google Maps
Airbnb / housing
Expat forums
Reddit threads
➞
FINCA
Social Club & rooms›
Social calendar›
Directory · Atlas›
Soft-landing housing›
Passport & perks›
Nine fragmented, low-trust tools collapse into one curated layer — belonging, discovery, housing & events in a single trusted app.
11
FINCA Is The Answer
Two needs. One trusted layer.
People need
Friends & belonging
Trusted local services
Housing & a soft landing
The places worth knowing
→
FINCA
supplies people to businesses, and trusted businesses to people — and takes a share of the value it creates.
→
Local businesses need
Customers & footfall
A qualified, premium audience
Brand exposure & activation
Trusted distribution to newcomers
Demand for the venue. Trust for the newcomer. FINCA is the trusted middle — earning a take-rate on commission, sponsorship & placement. A flywheel, not a feature.
12
Category Proof · Proven In Pieces
The need is proven — no one has built the modern Latin-American version.
Asia proved the demand
Premium curated city / lifestyle / trust brands (e.g. Tatler) scaled across 8+ Asian markets — evidence that curated city access scales regionally.
Legacy stopped short
Those players were largely media-, listings- & directory-led — not community-, product- & network-led. Information, not a living trust graph.
LatAm is still fragmented
People stitch together Instagram, WhatsApp, Facebook groups, Maps & event pages. No premium, tech-enabled, membership-led belonging layer exists.
We're not inventing demand for curated city belonging — we're rebuilding the category for a mobile, membership-driven, tech-native generation. Mexico first, Latin America next.
Tatler Asia operates across Hong Kong, Singapore, Malaysia, the Philippines, Taiwan, Thailand, Vietnam & Indonesia (tatlerasia.com). "Media/listings-led" is our characterization of the legacy model.
13
Our Unfair Distribution
We start with a network, not a cold list.
Michelle and Mike bring deep, established personal networks that span the globe — primarily Europe, Asia, North America, Latin America and the Middle East — and we're partnering with someone of the same calibre of reach. All third-culture and multilingual: we are the people FINCA is built for. This is distribution we own from day one — warm contacts, not a cold list.
Languages between us
English · Spanish · German
We meet newcomers in their own language — and their own culture.
Reach between us
Europe · Asia · North America
Latin America · Middle East
A high-trust, multilingual seed audience for the first rooms — and a bridge into every city after.
Warm reach we can activate today
Michelle — Instagram: 7,870
Michelle — LinkedIn: 3,659
Michelle — phone: 1,441
Mike — Instagram: 708
Mike — LinkedIn: 249
Mike — phone: 1,000
Verified — Michelle's & Mike's channels, May 2026. Channels overlap (same people across platforms), so shown per channel rather than summed — combined reach is five-figure and heavily warm.
We're not guessing what newcomers need — we've lived it. The network is the seed for the first room, and the runway into the next.
14
The Founders · Michelle van Eck
MV
Michelle van Eck
Co-Founder · Strategy, Brand, Growth & Experience
A multi-award-winning global strategist, brand architect and growth leader — 15+ years across luxury, real estate, design, fintech, healthcare, art, hospitality & technology. A globally-mobile life across Singapore, Hong Kong, Australia, Canada, Dubai & London gives her deep cultural intelligence and a lived understanding of building belonging across cities.
A warm, intuitive and charismatic leader with a rare ability to connect across cultures — shaped by a family background in diplomatic, governmental & International Labour Organization (ILO) work. She studied Communications & Political Science at Simon Fraser University — Canada's top comprehensive university and #1 in Canada for innovation.
She has worked directly with CEOs, founders and leadership teams — building brand platforms, marketing systems, event strategies, customer journeys, partnerships and operating frameworks, turning fragmented ideas into structured, scalable platforms. Recognized with a Kindness Award from the Government of Singapore, her lifelong commitment to giving back and to social impact is why FINCA Impact is built in from day one.
At FINCA she leads the strategic vision: brand, product, member journey, partnerships, the investor narrative, experience design & global-expansion architecture — ensuring FINCA becomes trusted social infrastructure for global citizens, not just an event brand.
Co-Founder · Business Development, Partnerships & Commercial Growth
Mike brings FINCA a proven sales record, international commercial experience, and the relationship-led energy required to build a membership business from the ground up. One of the youngest people Liebherr selected for a special expatriate package to Latin America, he helped grow regional sales operations — firsthand experience in international business development, corporate partnerships and trust-based selling.
A graduate of one of Germany's leading business universities — an institution known for producing many of the country's top CEOs, founders and managers. Having lived across Germany, the United States, Ireland, Latin America and with a family base in Spain, he understands the expat, founder and global-citizen mindset because he has lived it himself. High-energy, charismatic and naturally relational.
In a social-club model the founders are part of the trust layer — and Mike is the one who turns a conversation into a partnership, a venue into a recurring home, a guest into a member, and a sponsor into a long-term collaborator.
At FINCA he activates the network and builds the repeatable sales & partnership systems that let the brand scale city by city — without losing the human trust that makes the community work.
Business developmentPartnerships & sponsorsVenue relationshipsMember acquisitionLocal-market activationFounder-led sales
MM
16
The First Commercial Unit
One repeatable unit: the Saturday Open House.
Inputs
Venue · one sponsor · founder invites · hosted room
→
The Room
A free, recurring Open House — up to 300+ guests as we grow
→
Revenue
F&B consumption commission + sponsor fee
→
The Asset
Owned audience, proof & repeatable playbook
That asset is the foundation for everything after it: membership, partner directory, soft-landing services, Passport, and the next city.
This turns "an event" into an investable operating model.
17
The Belonging Journey
Stranger → recognized → regular. By design, not by luck.
The "magic" of a FINCA room is engineered. Each visit has a job — and the number that matters isn't attendance, it's how many strangers become regulars.
First event · Stranger
"I hope this isn't awkward."
We welcome, introduce, and place them in the room. KPI · first-event satisfaction
Second event · Recognized
"They remembered me."
We reconnect, deepen, and invite them back. KPI · return attendance
Third event · Regular
"I'm becoming part of this."
We convert them — member, smaller room, directory. KPI · third-event conversion
Every Saturday feeds the loop — building an owned, portable asset, not rented attention. This loop is the company.
19
Revenue Architecture
Earns now. Stacks next. Compounds later.
4
Future products
Soft landing · goods · media
3
Membership platform · App & Website
Exclusive access & member benefits — incl. the Passport that travels
2
Directory & partner value
Featuring businesses on the app & website — by membership or commission
1
Events & experiences
Commission, ticketed & sponsored gatherings
We earn from the room before we ask anyone for a membership fee. Start simple at the base; layer complexity later. Nothing that was free becomes paid.
20
Revenue Layer · The B2B Directory
A Yelp the city actually trusts.
Members rate and rank the best of each city — restaurants, wellness, design, services. The places that earn it display the Recommended by FINCA mark in the window. Like Google or Yelp — but it carries real weight, because it's ranked by a community whose taste is the product. Businesses pay to be featured — by membership or commission.
Member-ranked
Rated by vetted members, not anonymous strangers.
A mark worth earning
The decal signals quality — businesses want it.
Recurring B2B revenue
~15 partners ≈ $18K/yr at the unit; ~100 ≈ $120K as the city fills.
Launch threshold: ~100 vetted partners onboarded before the directory goes live in a city — enough density to be genuinely useful from day one.
Yelp tells you what's popular. FINCA tells you what's worth your time.
21
The Economics Start At The Unit
A framework — not a forecast.
One Open House = attendees × blended F&B spend × 15–20% commission
The 90-day sprint starts smaller. This slide shows the economics of a mature recurring room.
Mature Conservative · 150 guests
≈ $14–24K/yr
commission only, 1 room
Mature Base · 200 guests
≈ $18–32K/yr
commission only, 1 room
Mature Upside · 300+ guests
≈ $27–48K/yr
commission only, 1 room
Base case — 200 guests
200 guests × $15–20 spend/head = $3,000–4,000 F&B per Saturday
15–20% commission = $450–800 to FINCA per Saturday
~40 Saturdays/year = $18–32K/yearcommission only
With sponsorship and directory layered on top, a mature room can reach ≈$48–72K/year — before membership or Passport revenue.
Every input is an assumption we test. Early sprint Saturdays target 40–80 guests; 150–300+ is the mature-room range. ~40 Saturdays allows for ramp-up, holidays, travel weeks and intentional dark weeks.
22
The Math · Conservative & Upside
The floor we fund — and the upside it unlocks.
Left is the conservative, Money-Map-aligned base you're funding and proving in 90 days. Right is illustrative upside once the unit proves — no forecast, no commitment.
We ask you to back the floor and prove it in 90 days. The upside is the option you get for free if the room works.
Conservative column is Money-Map-aligned and 90-day-testable. Upside is illustrative only — not a forecast or commitment. Real receipts replace both once the room runs.
23
The 90-Day Proof Dashboard
Investors don't wait a year — we prove it event by event.
We run a focused series of 2–4 Open House events across the 90 days — a controlled proof, not a weekly grind. The columns are 30 / 60 / 90-day checkpoints.
MetricDay 30Day 60Day 90 · target
Events at capacity1st reads fullrepeatsevery event full
Run by two founders + a first operator hire. If a gate isn't met, we stop, fix, or rethink — before spending more.
25
Capital Discipline
We buy proof before we spend.
The 90-day test is engineered to cost almost nothing. We secure the room on commission-only terms — no rent, no minimums, no lease — so the only thing under test is whether the right people show up and spend. Capital doesn't fund the question. It funds scaling the answer.
The test is designed · 1
No rent, no risk
The room is earned through a share of food & beverage, not a lease — near-zero fixed cost while the list is still small.
The test is designed · 2
Clean numbers, fast
Same room, every Open House — a controlled, repeatable test that yields real attendance and spend per head, not anecdotes.
The test is designed · 3
Sized to prove, not impress
A room that reads full at early turnout — density is the signal. We right-size to the proof, then scale the space once it's earned.
By the time we ask capital to scale the unit, its economics are observed — not assumed.
26
The Moat · Why We Win, And Why Now
FINCA's moat is a compounding trust network.
Not "we have a community" — a defensible, compounding mechanism. Every event, introduction and partner relationship makes the network more valuable and harder to copy.
Accumulated trust, not audience size
Each room strengthens FINCA's reputation as the trusted layer for belonging — the network gets more valuable with every interaction.
Real switching costs
Once members have friendships, rituals & trusted access here, leaving means losing social capital — not just another app.
Smarter every interaction
Repeat participation = proprietary insight into formats, hosts, venues & matching → retention, referrals & partner value competitors can't copy.
The window won't stay open. The audience is already here and the pain is already real — but fragmentation is temporary: recurring demand attracts organizers, and trust, rituals & venue relationships compound. The race isn't to host the first event — it's to become the brand people trust to belong.
27
What Unlocks Next
From one room to a platform.
Each stage earns the right to the next. We're funding stage one — and showing you the whole road, not pretending it's built.
Phase 1 · Prove the unit
Room repeats
→
Membership test
→
Owned audience compounds
Phase 2 · Build the platform
Partner directory
→
Social calendar & app
→
Soft-landing housing
→
Passport & Goods
Phase 3 · Scale the network
City playbook
→
The next city
→
A connected, cross-border network
Today a club; over time, the trusted city-entry layer for the globally mobile — belonging, local access and soft-landing, city by city.
28
Use of Funds
Where the money goes — disciplined, not decorative.
A small, milestone-based early round funds one thing: proving the CDMX unit. Every line ties to standing up and de-risking the first repeatable room.
90-day CDMX launch sprint
Legal & entity setup
Venue & event operations
CRM, RSVP & app infrastructure
Content & launch engine
First operator / community support
Sponsor & directory sales pipeline
Capital funds proof, not overhead — we don't overbuild the product before the room proves demand.
29
Milestone-Based Raise
Capital is released against proof, not promises.
Tranche 1 · Ready
Venue locked, first Open Houses scheduled, operations & host playbook ready.
Tranche 2 · Running
2–4 Open House events run, with attendance, return-rate & owned-contact (CRM) data captured.
Tranche 3 · Proven
Repeat venue terms, a sponsor & directory pipeline, and a Founding-100 conversion signal.
Each tranche unlocks only when the prior proof lands — so capital follows evidence, and the downside stays small.
30
What We're Looking For
Aligned early capital — and the right people around the table.
Nothing's decided — we're showing the people closest to us first, and asking for honest pressure-testing before anyone else sees it.
We're opening a small, milestone-based early round to prove the CDMX launch and build the first repeatable FINCA city unit. The ask is bigger than a cheque — we want partners who can help us win the market properly.
1 · Strategic capital
A small, milestone-based early round: the CDMX proof sprint, the first recurring room, the owned-audience engine & the city-unit playbook.
2 · Strategic introductions
Venues, sponsors, operators, investors, hospitality partners, brands & family offices — people who open the right doors.
3 · Operating partnerships
Commission-based venue access, sponsor & directory partners, and local collaborators who benefit as FINCA grows.
4 · Judgment & network
Early people who know CDMX, Colombia, global mobility, hospitality & capital — to pressure-test the model before we scale.
We're not raising to brute-force growth — we're raising to prove the first city unit properly: one recurring room, one owned audience, one repeatable model. Help us win Mexico City first — then we scale, city by city. Structure, size & scope, we figure out together.
31
The one line
FINCA turns the chaos of arriving in a new city into a trusted social, local and commercial network — and turns movement into belonging.
Discover the best of every city. Coordinate with friends. Belong wherever you go.
32
◇ FINCA SOCIAL CLUB ◇
New here. Known here.
See the concept, stand in a room, and tell us what you think. Everything else, we figure out together.
33
Appendix · Quick Look
The full archive — jump to any section.
The slides above are the investor story. Everything here is supporting depth — tap a card to jump in.
Not an expat bubble. An international-local bridge.
CDMX is rightly sensitive about foreign inflow. FINCA is built to add to the city, not extract from it — belonging cannot be extractive.
How we build it
Local venues & partners benefit first — footfall, visibility & trusted referrals
Premium, culturally-rooted locals in the room from day one
Bilingual / multilingual hosting where possible
How members show up
Encouraged to participate in the city, not float above it
Vetted impact & volunteer opportunities woven into the calendar
Spend flows to local businesses, not away from them
Belonging cannot be extractive. FINCA helps newcomers enter the city with respect — and gives locals a reason to be in the room.
35
The Promise · One Line
Come alone. Leave known.
The line that solves the biggest emotional barrier in the category.
The Category
The trust-and-network playbook — applied to belonging.
Uber
Added trust + convenience to private cars. Owned the layer, not the asset.
Airbnb
Added trust + a network to spare rooms. Owned the layer, not the asset.
Soho House
Made belonging a membership — premium, recognisable, portable city to city.
Instagram
Made sharing your life a network — where the globally mobile already live.
FINCA combines all four — the trust layer for the lived experience of a city: belong, find the best of each place, get advice you trust, coordinate trips with friends, and meet people like you. Asset-light; the take-rate is commission, sponsorship & placement.
36
Why This Is Not Just Events
Events are how we acquire. Trust is what we sell.
A great Saturday is the easy part. The reason FINCA is a business — not a party series — is what the room produces: trust, an owned audience, and repeat behaviour we can monetise in durable ways.
The acquisition layer
Events bring the right people into the room, cheaply, event by event — the top of the funnel, not the product.
The product
Trust. People return, introduce others, and rely on FINCA's curation — the thing competitors can't copy.
The business model
Membership, sponsorship, directory, concierge & partner commerce — revenue that stacks on a trusted, owned audience.
"Isn't this just a party group?" No. The room is the cheapest way to manufacture trust at scale — and trust is what we turn into a business.
37
The Money Map · A Three-Sided Network
One room creates value for three sides at once.
Members & guests
Pay for access, belonging & trusted discovery.
Event spendMembershipPassportConciergeGoods
Venues & businesses
Pay for qualified, premium footfall & trust.
F&B commissionDirectory placementSponsored rooms"Recommended by FINCA"
Companies & institutions
Pay to land & retain globally-mobile talent.
Team membershipsHR / relocationEmbassy / trade (later)
One room creates value for members, venues & partners — and FINCA sits in the trusted middle, taking a share of the value it creates. A network, not an events line.
38
The Numbers · Illustrative 3-Year Scenario, Not A Forecast
Where the revenue actually comes from.
Revenue line
Year 1 CDMX proof · 1 room
Year 2 Scaled + node 2
Year 3 Multi-city · ~3 rooms
F&B commission (15–20%)
$11K
$36K
$105K
Open House sponsorship
$18K
$40K
$110K
B2B directory
$18K
$35K
$90K
Membership (Founding 100 → scale)
pilot
$70K
$260K
Employer-sponsored & partnerships
—
$25K
$120K
Concierge · housing · goods
—
$20K
$90K
Illustrative total
≈ $47K
≈ $226K
≈ $775K
Illustrative and assumption-driven — not a forecast or guarantee. Built bottom-up from the unit economics on the prior slides: a mature room ≈ $50–70K/yr (commission + sponsorship + directory); membership modeled in the $25–100/mo band still in review; a second city node from Year 2 and ~3 city rooms by Year 3. Costs kept deliberately lean — first operator/content hires funded only as the room repeats. Read as ranges, not points: Y1 ≈ $42–52K · Y2 ≈ $205–250K · Y3 ≈ $0.70–0.85M. We replace these with real receipts once the room runs.
39
What Must Be True
Five things must be true — the sprint tests all five.
We're not asking you to believe FINCA becomes global. We're asking whether five specific, testable assumptions hold in one room — the exact things the 90-day sprint is built to prove.
1 · We can fill the room
Founders fill a recurring room from existing networks — without paid acquisition.
2 · People come back
Guests return without heavy chasing — the loop holds on its own.
3 · Venues repeat
Venues accept repeat, commission-based terms — no rent we carry.
4 · Partners pay
Sponsors & directory partners pay for access to the audience.
5 · Trust converts
Event trust converts into owned audience and membership demand.
The 90-day sprint is designed to test exactly these five assumptions — cheaply, and in public.
40
What We'll Prove
The metrics that matter — not vanity.
A networked consumer product is judged on a repeatable loop: people join, get value, return, and bring others. These are the numbers we track from week one and show at the 90-day mark.
Attendance & trend per event — the master signal
Repeat & return attendance over time
Newcomer → regular conversion
Blended spend per head → commission / event
Owned contacts captured per event
Referral rate — does belonging spread itself?
Sponsor & directory close rate
Venue willingness to repeat
Founding-100 conversion (once opened)
CAC payback — once paid acquisition starts
The 90-day gates we hold ourselves to: ≥30% four-week return · each Open House at capacity · net ≥0 per event. Hit them and the unit is proven; miss them and we've learned cheaply.
Recurrence, density and referral — the loop that proves product-market fit, not follower counts.
41
The 90-Day Validation Sprint
The first proof: a room that fills — and fills again.
One event can be luck, novelty, or social pressure. A short series of 2–4 Open Houses — with people returning between them — proves whether demand repeats, whether a venue relationship holds, and whether turnout can be built from founder networks. Recurrence is the business.
What it proves · 1
Do they return?
Repeat attendance is the master signal — recurrence, not one-off novelty.
What it proves · 2
Does the room hold?
A venue relationship and repeatable, commission-only terms across the series.
What it proves · 3
Can we fill it?
Turnout built by hand from founder networks — no paid ads.
Decision gates at 30 / 60 / 90 — you'll see the room full or you won't, fast. The operating plan that delivers it follows next.
42
Go-To-Market
Win one city completely. Then stamp it.
01 · Seed
Invite 40+ by hand from founder networks — no ads.
02 · One room
One venue, a recurring Open House. Density before breadth.
03 · Launch moment
A launch & media party — press, political & influencer networks ignite the first rooms.
04 · Own it
Capture owned audience; referrals compound the base.
05 · Prove the unit
Commission + sponsor + directory; open membership.
06 · Stamp it
Document the playbook → Bali / Colombia.
Density before breadth. A FINCA member should arrive in the next city already known.
43
Built Today · Still To Prove
The brand is built. Now we prove the room.
We've spent months building the assets so capital funds proof, not setup. Here's the honest split between what's already done and what the 90-day sprint exists to prove.
Built & ready
Full brand system & live website
Member-app prototype & directory design
City-guide layer & brand film
CRM / RSVP & Asana operating system
Venue rubric & launch assets
Still to prove · the 90-day sprint
2–4 Open Houses that hold
Repeat attendance & owned-contact capture
Venue commission receipts
Sponsor & directory-partner demand
Founding-100 conversion signal
The next proof isn't design — it's behaviour. That's exactly what capital funds.
44
See It · Built & Ready
Not a pitch of a product. The product.
The website, the member app, the curated directory, and the brand's social channels — designed end to end. Tap through it — or open the full 18-screen product demo →
fincasocialclub.com
Channels live as @fincasocialclub on Instagram, Facebook & TikTok — with an early following seeded by our founders' networks, not ads. Substack, LinkedIn & YouTube roll out with the launch.
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Trust & Quality
The magic, made a system.
Trust is the product; quality is how it repeats. This is what stops FINCA becoming just another open Meetup or messy WhatsApp group.
Trust architecture
RSVP & guest standards
Host presence in every room
Vetted venues & partners
Code of conduct + safety & moderation
Privacy basics & a clear escalation path
Quality control system
Venue rubric & host script
Arrival ritual · name tags · guest flow
Music, lighting & content-capture standards
Sponsor integration rules
Post-event follow-up & testimonial capture
FINCA's moat isn't events — it's trusted, repeatable social infrastructure.
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Owned Audience Is The Asset
The old way rents attention. FINCA owns the relationship.
From the first Saturday, every room builds proprietary, portable assets — fed by the social channels we're already building across our networks:
International networks across CDMX, Europe, Vancouver, London & Singapore
Firsthand understanding of global mobility & belonging
Deep CDMX hospitality & venue knowledge
Taste — making a room feel right
Activation edge
03 · Still To Prove
FINCA-branded turnout from founder networks
Owned audience capture after every event
Repeat attendance across the Open Houses
Commission-based venue terms
Sponsor & directory partner demand
Founding 100 membership signal
Mexican entity & operating setup
What capital funds
The next proof is behaviour: can we fill the room, earn return attendance, and turn the room into owned audience?
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How We De-Risk It
We'd rather hand you the risks than have you find them.
Risk
Build-from-zero turnout
Mitigation: attacked first by the Open House sprint, seeded from founder networks; growth tracked against gates.
Risk
Quality at scale
Mitigation: "if growth breaks the room, cap the room." The trust & quality system protects the experience.
Risk
Legal & entity setup
Mitigation: forming the Mexican entity is an early priority; until then the venue stays operator of record. Trial events run under the venue's own permits — event insurance isn't a separate requirement in Mexico.
Risk
Founder bandwidth
Mitigation: lean by design; first hires (ops, content, community) funded only as the room repeats.
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Investor Return Logic
What early capital is actually buying.
Not financial engineering — just the path. Early capital buys into the first repeatable FINCA city unit. If CDMX works, FINCA holds the pieces that compound:
A repeatable event format
An owned audience
Proven venue economics
Sponsor demand
Partner & directory revenue
A membership conversion signal
An expansion playbook that travels
If FINCA is wrong, we know in 90 days for very little. If FINCA is right, this is the first unit of a global belonging network — and that's what becomes valuable.
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New here. Known here.
Arrival is easy. Belonging takes longer. FINCA makes it fast.
CDMX is the proof. The region is the opportunity. Tell us where we're wrong — then come stand in a full FINCA Saturday.
FINCA SOCIAL CLUB ◇ fincasocialclub@gmail.com ◇ @fincasocialclub
Mexico City · Built to travel
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Appendix · Expansion Thesis
Expansion thesis & product roadmap.
Future optionality, not current distraction — the product & social app, programming, goods, impact, operations, the expansion detail, and our capital strategy. We prove the room first; these are what it unlocks.
The Platform · Phased, Not All At Once
One company, eight systems — sequenced behind the room.
We're not launching nine products at once. We prove one thing first — a Saturday room people come back to — and add each next layer only once the room has earned it. Every layer runs on the same members, data and venue relationships the room already built, so none of it starts from zero.
Now · Prove the room
Rooms — the Saturday + host guild
Intelligence — the data / CRM trust engine (starts now)
Membership — Founding-100 waitlist
Next · The room unlocks
Membership — Founding-100 conversion
Directory — members + trusted partners
Passport — perks & city access
Concierge — lightweight relocation & intros
Impact — vetted ways to give back
Later · The platform travels
Expansion — the city playbook, stamped again
Corporate / HR — the relocation belonging layer
Intelligence — city belonging reports
The room earns trust → the CRM keeps the audience → the directory connects them to local businesses → Passport & partners turn that access into revenue → the playbook repeats it city by city. One brand, built in order — not eight bets at once.
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The Expansion · A Format That Travels
One playbook. A constellation of cities.
CDMX is home and our proving ground. We're not "coming soon" — early foundations are already forming across our networks (London, Dubai, Madrid, Berlin and more). The unit is designed to stamp into the next city. Click a city · register your interest.
Mexico City — our home base. Where we stand up and prove the first rooms.
Cities shown illustrate the expansion horizon — sequenced only after CDMX proves the unit. Not a commitment to simultaneous launches.
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The Expansion · Government & Diplomatic Strategy
Cities compete for exactly the people FINCA gathers.
Economic-development boards, tourism authorities and talent & immigration programs spend heavily to attract — and keep — the globally mobile: talent, founders and capital. FINCA is the soft-landing and belonging layer that makes them stay. That makes us a natural partner for government backing, sponsorship and diplomatic access — city by city.
What governments want
Attract global talent & capital
Integrate & retain newcomers
City soft power & "stickiness"
What FINCA provides
A trusted soft landing & belonging
The curated face of the city
Community signal & reach
What FINCA gains
Sponsorship, grants & venue access
Institutional credibility
Faster, de-risked city entry
Government partnership turns each new city from a cold start into an invited one.
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Corporate & HR Partnerships
Companies relocate talent. We help them stay.
A high-intent distribution wedge into globally mobile talent.
HR can move the job, the visa and the apartment. FINCA moves the harder thing — the person's circle, routines and sense of belonging. That gap quietly drives weaker integration, lower retention and higher relocation failure; FINCA turns it into a retention program a company can actually buy.
Relocate
HR, global mobility, embassies & consultancies move people in.
→
Land
New city, no trusted circle, high social friction.
→
Integrate
Curated rooms, directory, concierge & trusted local access.
→
Stay
Retention, wellbeing, qualified members & recurring B2B revenue.
Companies can move the job. FINCA helps move the life.
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Where The Audience Already Works
Illustrative target employers in Mexico City.
A few examples — illustrative market context only, not partners or commitments.
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The Partnership Offer
The room is already being relocated. FINCA becomes the retention layer.
How FINCA helps companies support relocation, retention, belonging & soft landing.
CDMX hosts regional headquarters and major operations across technology, consulting, finance, logistics, automotive, media and diplomacy. These employers already move executives, consultants, founders, diplomats and senior operators into the city — and leave integration to chance. That is our distribution: we ride the existing HR relocation pipeline instead of acquiring every member one ad at a time.
Senior expats and executives — highly connected global professionals.
Embassies & international institutions
Diplomatic families, rotating postings, an urgent need for trusted community.
Logistics & automotive
Regional operators, relocation-heavy leadership, real corporate mobility budgets.
Media, entertainment & consumer brands
Creative talent, partnership upside, cultural relevance in CDMX.
Company relocates talent → FINCA integrates them → the member stays, connects, spends & belongs.
Illustrative target-account categories — not partners or commitments: global tech, the Big Four consultancies, international banks, logistics & automotive majors, and media brands with CDMX operations.
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The Expansion · Where FINCA Enters
FINCA enters at the moment belonging breaks.
We don't compete with nightlife, dating apps or Meetup. FINCA sits at one specific, repeatable moment in the relocation journey — the social gap that opens once the logistics are done.
A trusted door into housing — not a listings site.
Housing is the newcomer's hardest problem and the one FINCA is built to de-risk — without becoming a rental marketplace. We stay the trusted layer on top, asset-light, earning a referral take-rate on the value we create.
Trusted housing directory
Vetted landlords, relocation agents & serviced / co-living partners earn the "Recommended by FINCA" mark — we take a referral commission.
Member sublet & swap
Members sublet, swap or hand off a lease inside a vetted circle — the high-trust layer Airbnb and Facebook groups can't replicate.
Concierge placement
A Passport-tier perk: the team lands top members through the partner network — white-glove, high-margin.
Path A · Build our own stack
A lightweight FINCA housing layer — vetted directory, member sublet & swap, concierge placement. We own the demand data and the full referral take-rate.
Path B · Partner with an incumbent
Plug into an existing platform (e.g., Airbnb) for inventory while FINCA stays the trusted curation & soft-landing layer on top — faster, asset-light, no marketplace to build.
Either way FINCA stays the trusted layer — every arrival is a recurring funnel of real housing demand in exactly the markets our partners know best. A roadmap layer that opens once the room proves out.
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Appendix · Capital Strategy
How & where we raise — after the proof.
Discipline first: we lead with friends & family and our warm corridor, then work the rooms below once the 90-day CDMX unit is proven. We prioritise impact capital, angels & family offices over large PE/LP — right stage, right thesis.
FLII 2026 · BEST FIT
Feb 24–26 · Mérida, MX. LatAm impact summit — aligns with FINCA Impact, close to home.
The relationships that change a life don't form in crowds or feeds. They form in specific, low-noise rooms — long tables, private views, rooftops at golden hour, quiet mornings. Most people spend years quietly finding their way in. FINCA curates those rooms — and opens the door.
The Long Table
Triple-introduction dinners where no one is a stranger by dessert.
Private Views & Salons
Galleries, Idea Rooms, culture nights — small rooms, conversations that echo.
Rooftops & Sundowns
The Saturday Open House and golden-hour tables above the city.
Quiet Mornings
Wellness walks, coffee-shop day parties, founder & women's breakfasts.
Signature Weekends
Valle, Oaxaca — the retreats where one weekend reshapes your circle.
The Door, Opened
Passport access, the member directory & partner venues — the city, curated.
An apartment takes three days. A real circle takes three years — or one FINCA membership.
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The Ecosystem
Not nine businesses. One app, one membership.
Everything FINCA does lives inside a single product — one login, one membership. Nine layers, each making the others more valuable.
fincasocialclub.com · one app · one membershipFINCA OS
Social Club
Curated, recurring gatherings & rituals — the membership heart.
Events & flagship rooms
The rhythm — Open House, Long Tables, rooftops — up to the Passport Ball.
Directory · Atlas
Member-vetted best-of-city: places, people, services & the "Recommended by FINCA" mark.
Social Calendar
Curated events across the globe, synced to your own calendar. CDMX first.
Soft-Landing · Housing
Trusted housing referrals + a member sublet & swap board. Asset-light.
Passport · roadmap
Tiered access & belonging that travels city to city. Register interest today.
A brand you wear & carry — high-margin, and it markets the club city to city.
App + Publication
The digital city layer + an editorial culture journal.
One product, nine layers — each makes the others more valuable, and the room is the engine that powers all of them.
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The Signature Experience
The FINCA feeling — the same wherever you go.
Like the best global clubs, FINCA's edge is a consistent, recognisable experience: walk into any FINCA room, in any city, and it feels like FINCA. That consistency is the brand — and the moat.
The signatures (consistency)
"Come alone, leave known" welcome
Host rules: No Lost People · Third Event Rule · Known by Name
City guides & trips — member-vetted best-of-city; coordinate with friends.
Passport & member card — access that travels city to city (roadmap).
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The Social Tech · The Intelligence
The intelligence underneath.
The member graph — people, interests, languages, cities & trusted ties — the asset that compounds.
Matching & ranking — introductions & rooms ranked by affinity and trust, not engagement bait.
The trust layer — vetting, RSVP standards, moderation & the "Recommended by FINCA" mark.
Owned, first-party data — RSVP, attendance, spend & referrals from day one. No rented audience.
Privacy by design — member-controlled visibility; trust is the product.
Every gathering makes the network more valuable — and harder to copy. That's the moat.
The stack: Next.js + React · Expo / React Native · Supabase (Postgres, auth & the member graph) · Stripe + Mercado Pago · WhatsApp & lifecycle email · MVP in build.
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The Social Tech · The Heart
Not a feed. A way to become known.
The app doesn't replace the room — it remembers it. It moves a member, gently, along the arc that real belonging follows:
Arrive
→
Recognized
→
Friendship
→
Contribution
→
Belonging
Rituals, not mechanics
The Arrival Interview, "Help me arrive," and the Third-Event Rule — welcomed → recognized → integrated.
Warm, consent-based intros
"FINCA suggests…", never "the algorithm matched you." Human-curated, opt-in, low-friction.
Quiet by design
No feed · no swipes · no follower counts · no cold DMs · no popularity metrics.
The app isn't the product. The room is. The app makes the room remember.
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The Product · The Social Calendar
The city's social calendar — synced to yours.
A living social calendar in the app and on the web, linked to your own calendar — Google, Apple or Outlook. It surfaces FINCA rooms and curated, member-vetted events across the city, and as FINCA travels, across the globe. RSVP in a tap and it lands in your week; see where your people will be. Starting in Mexico City.
Synced to your calendar
Two-way with Google · Apple · Outlook. RSVPs auto-land in your week — never double-booked.
Curated, not a firehose
Member-vetted events ranked by your taste and circle — not every party in the city.
See where your people are
Friends' RSVPs surface, so you can coordinate tables, nights out and trips.
Global, city by city
CDMX today; every FINCA city as we expand — plan a visit around the calendar.
Most apps show you everything. FINCA shows you where to be — and who'll be there.
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FINCA Passport · Roadmap
Membership that travels — and unlocks.
Think Amex Gold to Black, for belonging. The FINCA Passport is tiered access and perks that compound and travel city to city — priority tables, partner privileges, concierge, and doors that open the moment you land. A concept on our roadmap; register your interest today.
Passport
The room, the directory & city guides — wherever FINCA opens.
Stripe + Mercado Pago — commission, tickets, membership.
Content
Every Saturday feeds the content engine automatically.
Run by two founders + a first operator hire: Michelle (brand, experience & product) and Mike (revenue & partnerships) — with Asana as the single source of truth.
Owned audience & clean data from day one — the asset, not an afterthought.
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How We Operate · The Operating Brain
Not a plan in someone's head. An operating system.
The whole business already runs in Asana — the partner & sponsor pipeline, the event calendar, decisions, and the directory build. Structured, moving, and ready to scale.
An 11-stage partner pipeline, an event calendar and a decision log — already live in our operating brain.
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◇
Product & Build
The app, the architecture — and the discipline behind it.
Product & Build · Philosophy
We build behind proof — not ahead of it.
FINCA is not an app company on day one. It is Rooms + CRM + Partners — run manually first, then productized in the exact order behaviour proves out.
1 · Manual OS — Day 0–60
Waitlist, onboarding, RSVP, Come Alone Mode, check-in, recaps, warm intros, Passport, Atlas — run by hand on Airtable, Tally, WhatsApp Business and Stripe links. Behaviour first, software second.
2 · Technical Foundation — Month 2–3
A proper backend on Supabase: Postgres, Auth, Storage, Edge Functions — with Row-Level Security enforcing privacy from the first record.
3 · Internal OS First — Month 2–3
An ops dashboard (Retool) before a member app. Make the team powerful before the product is pretty — members feel the quality either way.
4 · PWA Private Beta — Month 3–6
A lightweight, installable member app around workflows already proven manually. Native comes later — only once behaviour has earned it.
The app productizes what is already working — it doesn't go looking for it.
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Product & Build · Version Roadmap
Six versions — each unlocked by a success signal, not a date.
"I'm coming alone" → comfort questions → host flag → pre-arrival guide → a planned first hello.
3 · Check-In
QR or host check-in → attendance saved → Passport updates → post-event flow arms itself.
4 · Recap
Within 24h: who you met → intro requests → next-room recommendation → feedback.
5 · Warm Intro
Request → consent from both sides → host sends context → 7-day follow-up tracked. No open DMs.
6 · Partner Perk
Trusted Place → save or redeem → QR logs it → partner dashboard → monthly report.
7 · Regular Status
Return within 45 days · accept an intro · visit a partner → Regular score → next belonging step surfaced.
The Output
Stranger → recognized → regular — by design, not by luck. The journey slide, made executable.
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Product & Build · The Heart
The whole build centers on three magic moments.
Before the room
"I'm coming alone."
→ You're expected. Your host knows you're coming. We'll help with your first hello.
After the room
"You met three people."
→ Want a warm intro to Ana? Your next room is Thursday's Creative Table. You're one step closer to being known in CDMX.
In the city
"You're at a Trusted Place."
→ Save it, use your perk — or tell us if this should become one of your regular spots. This is where the Atlas becomes commercial.
If a feature doesn't serve one of these three moments, it waits.
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Product & Build · See It
Eighteen screens, already designed.
The member PWA exists as a full designed walkthrough — onboarding, Arrival Style, rooms, Come Alone Mode, check-in, recap, warm intros, Passport, Atlas and perks. Not wireframes — the product, in brand.
The condensed Supabase/Postgres schema — the start of the Belonging Graph. Full field lists live in the build tickets.
users
identity · city & neighborhood · newcomer / local / visitor · arrival date · interests · social comfort · privacy mode · consent status
member_profiles
bio & intent · preferred rooms & neighborhoods · intro preferences · visibility · regular status · passport level
rooms
format · venue & host · capacity · energy tags · first-timer & come-alone friendly · price · sponsor · status
rsvps
status · coming alone · arrival window · intro request · checked in · no-show · payment status
checkins
member · room or venue · type · timestamp · privacy level
hosts
host level · room types · score · training status
host_notes
note type · content · visibility — the judgment layer software can't fake
venues / partners
category & neighborhood · partner status · trust tags · perk · QR code · renewal status
partner_redemptions
member · venue · perk · timestamp · source · value — the proof partners pay for
warm_intros
requester · recipient · host · reason · consent A and B · follow-up status
passport_activity
activity type · city · room / venue / intro · weight · timestamp — belonging, quantified
feedback
felt welcomed · would come alone again · intro quality · safety flag
proof_library
quotes · media · permission status — consented proof for partners & investors
Row-Level Security on every table. Consent and visibility are columns in the schema — the FINCA Data Promise, enforced at the database layer.
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Product & Build · Detail — Sequence & Team
The exact build order — and who builds it.
The build order — nothing skips the queue
1 Waitlist → 2 CRM → 3 Partner tracker → 4 Host tracker → 5 First rooms, run manually → 6 Track return & intros → 7 Internal ops dashboard → 8 Manual Passport + Atlas → 9 PWA around proven workflows → 10 Host tools → 11 Partner portal → 12 Living City Map → 13 Cross-city Passport → 14 AI City Companion — last.
Manual MVP · now
Founders · city/event operator · designer · no-code builder. No engineers required to prove the room.
PWA · month 3–6
Product lead · UX/UI · full-stack or FlutterFlow builder · Supabase dev · QA · privacy advisor.
Platform · later
CTO · mobile · data & analytics · trust & safety · city ops — funded by proof, not hope.
Kept in-house: product vision · room quality · host standard · member trust · partner relationships · data principles · brand voice. Outsourced: the first PWA build, visual polish, analytics setup — with one technical advisor close to stop us building the wrong thing.
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Product & Build · Detail — 12-Month Sequence
Twelve months, sequenced — with a readiness gate before launch.
Private-beta PWA with the Founding 100 · trusted places live · host dashboard · partner reporting.
Month 7–12
Public brand launch → product launch if the gate passes · CDMX scale decision · city playbook · raise-or-bootstrap decision.
The readiness gate — we don't launch on vibes
300–500 qualified waitlist · 100+ people through at least one room · visible second-visit return · ≥1 host-led success · 5–10 partner relationships with first redemptions · safety tested · recap loop working · proof library full.
Rooms create trust. Return proves belonging. Hosts make it scalable. Partners fund the system. Passport makes it portable.
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Choosing The Home
We choose venues on data, not vibes.
The rubric
Hard gates (pass/fail): commission-only / no rent · all-weather · right capacity · non-binding, organizer-level terms
Scored 1–10 → out of 50: brand fit · room feel & light · neighbourhood · F&B economics · repeatability
Behind the Saturday Open House sits a deep, tested pipeline: 14 locked signature formats, a ~20-concept library, member-led micro-rituals, and tentpole instances — already mapped in our operating system. The format is the product; we drop the right room into any city.
14 locked formats
Long Tables (the Triple Introduction), Sundown Rooftops, Day Party, Gallery Series, Idea Rooms, Culture Night, After Dark, Salsa Night.
~20-concept library
Themed instances ready to stage — House of Strangers, the Silence Dinner, the Lost City Supper, Field Notes Live, Time Travel Nights.
Micro-rooms & rituals
Founder Breakfast, Women's Table, Spanish-Practice Walk, the Quiet Table — plus belonging rituals: Arrival Interview, First Friend, Threshold Toast.
CDMX as theatre
Above the City, Dawn Over the Pyramids, Floating Fiesta (Xochimilco), Fight Night (Lucha Libre), Heritage Evenings — experiences only this city can stage.
B2B & sponsor rooms
Founder Offsite, Brand Activation, Executive Table, Conference After-Hours — the revenue formats that fund the free room. Plus founder & Bitcoin nights for our crypto-native networks.
Tentpole moments
Zona Maco (4× Long Tables), Fintech Week Founders Table, F1 "Reset" brunch, El Grito Salsa Night, and seasonal city moments.
Soho House sells a building. We sell a feeling that repeats — the same FINCA warmth, wherever you walk in.
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The Programming Engine · The Flagship Tier
At the top of the house — where the room becomes an occasion.
Above the regular rooms sits a flagship tier built for the highest-value members, patrons and sponsors — rare, by-invitation, high-margin nights that turn belonging into status. These anchor the premium Passport Noir tier and command the deepest sponsorships.
The Passport Ball
The annual flagship — black-tie, the calendar's marquee night, the room everyone wants in.
The Velvet Masquerade
By invitation, anonymity by design — the city's most coveted table.
Dinner in Impossible Places
One night, one extraordinary location money alone can't book.
Above the City
Penthouse & rooftop, skyline at golden hour — the view as the guest of honour.
The Masked Founders Table
High-level founders, off the record — capital and ideas, no name tags.
The Executive Table
Private dining for principals & sponsors — the room where deals get warm.
The free Saturday opens the door. The flagship tier is where belonging becomes the most valuable thing money can't quite buy.
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Decision Discipline
When we pause or pivot.
Most founders only show the accelerator. Here are our brakes — the signals that tell us to stop, fix, or rethink before spending more.
The founders can't personally generate 40 real attendees.
A venue won't agree to repeat terms after the first test.
Attendees don't come back.
The room photographs well but doesn't convert into owned contacts.
Sponsors show no interest after direct outreach.
The room needs too much manual effort to repeat.
Unit economics don't clear venue + ops costs.
Legal / compliance can't be cleared at reasonable cost.
Low downside, clear gates: if the unit doesn't work, we find out in weeks — for very little money.
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The Expansion · One Network, Many Cities
From one city — a network that crosses borders.
CDMX is home and our proving ground. The same format, the same feeling — designed to stamp into the cities our networks already reach.
Our founders grew up alongside the team behind Expat Singapore — a newcomer community they started and scaled into a trusted institution, earning Singaporean government backing and corporate sponsorship.
It's direct proof that a trusted belonging network becomes a partner governments want to fund — and our access to that playbook is personal, not theoretical.
Founder-built
Started & scaled by people in our closest circle.
Government-backed
Won official support & institutional credibility.
Sponsor-funded
Corporate sponsorships underwrote the community.
The model is proven. We're building the same government-partnership play into FINCA from day one.
Example reflects the founders' personal relationship with the Expat Singapore team; figures and naming to be confirmed before external use.
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FINCA Goods · A Brand You Wear
A collection for every city.
Like the great global brands, FINCA Goods turns belonging into something you carry — limited city collections, seasonal drops and partner collaborations. Each city wears its own landmark in gold. Tap a city.
Mexico City
Home base · the first collection
Caps, totes, the Santal & Vetiver candle, journals and the Passport notebook — each carrying the CDMX cathedral in gold.
New drops & limited collabs each season — a soft, high-margin line that markets the club every time it's worn, and travels with the member from city to city.
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FINCA Goods · The Line
Belonging you can hold.
A considered, high-margin product line — apparel, objects, and a signature non-alcoholic Welcome Serve aperitif. Every piece quietly markets the club, and travels with the member from city to city.
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FINCA Goods · A Product Launch
The first product: a non-alcoholic aperitif.
Welcome Serve — a non-alcoholic agave botanical aperitif (Jamaica, cacao, tamarind, lime & chile). It opens every FINCA room: "the first serve is on us." It's also the clearest path to a high-margin product line — because we're not creating demand from scratch.
It's far easier to launch into a market that already exists when you own the audience and the distribution. The non-alcoholic drinks category is booming; we have the network, the rooms and the brand to seed it — every Saturday is a tasting, every member a first buyer.
An existing market
NA spirits & aperitifs — one of the fastest-growing drinks categories.
Owned distribution
Our rooms, members & directory are the launch channel — no cold start.
Built-in buyers
The network is the first customer base; the Saturday is the tasting room.
Easier to build products inside a market that already exists — with buyers who already trust you.
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FINCA Impact
Belonging that gives back.
One thread among many — not the headline. Vetted local partners and the occasional room with a purpose, so members plug into the city rather than float above it.
A quiet layer of contribution — never the pitch, always the practice.
