Kredi GTM brain

category

market profile

• text: Kredi targeted Mexican residential mortgage customers with online applications and document submission.
• text: The current homepage says new loans are unavailable; historical acquisition positioning should not be treated as a current offer.

personas

• title: Existing mortgage borrower
  pains:

  • Needs to check loan information and find the right servicing channel.
  • Needs to understand the financing terms and ongoing obligations.
• title: Prospective homebuyer in Mexico, historical target
  pains:

  • Comparing the total cost of mortgage options is difficult when fees and insurance differ.
  • Document collection and bank visits can make an application slow.
• title: Existing homeowner considering mortgage improvement, historical target
  pains:

  • Wants to compare a current mortgage against potential refinancing terms.
  • Needs to judge fees alongside the headline interest rate.

icp

• text: Existing Kredi borrowers in Mexico who need account access and loan servicing.
• text: Historically, consumers seeking to buy a home or improve a mortgage in Mexico; new lending is currently paused.

message pillars

• text: Direct existing borrowers to their loan information.
• text: Communicate that new credit is unavailable.
• text: Frame the published cost example as informational and comparative.

objections

• objection: Can I get a new mortgage?
  response: The homepage says new loans are not currently offered. Confirm any change directly with Kredi before pursuing an application.
• objection: What will a mortgage cost?
  response: The homepage contains a 2023 illustrative CAT and rate, not a current offer. Review all fees, insurance and taxes in any actual agreement.

competitors

• name: Yave
  why: Mexican digital mortgage provider and named Kredi competitor.
• name: Morgana
  why: Listed among comparable Mexican residential mortgage services.
• name: Banamex
  website: https://www.banamex.com/personas/creditos/credito-hipotecario
  why: Bank offering residential mortgage products in Mexico.

keywords

• crédito hipotecario México
• hipoteca digital México
• comparar hipotecas
• CAT crédito hipotecario
• refinanciar hipoteca
• consultar mi crédito Kredi

voice

• Direct and factual
• Consumer financial disclosure focused

signals

• text: Existing borrower needs to inspect account details or understand loan costs.
• text: If lending resumes, a buyer is actively comparing mortgages and assembling purchase documents.

pricing

motion

confidence

Founders

• name: Javier Aldape
  title: Founder
  role: Founder
  bio: Cofounder & CEO @ kredi.mx
• name: JC Mercado
  title: Founder
  role: Founder
  bio: Co-founder & CTO @ Kredi.mx, Ruby/Elixir Dev with more than 15 years of experience, result oriented, dog lover, music producer
• name: Fernando Nader Giacoman
  title: Founder
  role: Founder
  bio: Cofounder at Kredi