New Story GTM brain

New Story combines philanthropy and impact investment to expand land ownership and housing finance for underserved Latin American families.

category

Affordable housing and impact investment

market profile

  • text: New Story develops serviced land, enables title through payments, and seeks to unlock home finance using land as collateral.
  • text: The model brings together families, developers and municipal partners with separate donor, corporate partnership and investor pathways.
  • text: The OECD describes gaps in housing access and provision in Mexico, supporting the broader problem context without validating New Story's impact claims.

personas

  • title: Impact investor or family office principal
    pains:
    • Needs a credible pipeline that pairs measurable housing outcomes with financial returns.
    • Must assess land development, credit, currency and local execution risks.
  • title: Corporate social impact or partnerships director
    pains:
    • Needs a housing partner with clear outcomes and an actionable employee or brand partnership story.
    • Must demonstrate how corporate funds translate to community impact.
  • title: Major donor interested in housing
    pains:
    • Wants durable ownership and financial inclusion rather than a one-time output alone.
    • Needs clarity on where donations go and how results are measured.
  • title: Underserved prospective landowner
    pains:
    • Formal land and home financing can be difficult to access.
    • Unstable or informal tenure can make it hard to plan and build wealth.

icp

  • text: Family offices and impact investors with affordable housing or financial inclusion mandates and interest in Latin American land development.
  • text: Corporate partners and philanthropists focused on housing and poverty; the Builders community specifies a three-year commitment of $50,000 or more.
  • text: Low-income families excluded from conventional pathways to secure land and home finance, especially in Mexico and El Salvador.

message pillars

  • text: Turn underused land into communities.
  • text: Establish land ownership as a path to credit.
  • text: Pair social impact with investor returns.

objections

  • objection: How does the model create durable outcomes?
    response: Explain the land, title and finance sequence, share current independently assessed outcomes and distinguish claimed results from projections.
  • objection: Is this a donation or an investment?
    response: Explain the separate philanthropic and investment pathways, including risk, eligibility and reporting for each.
  • objection: Can local families actually afford the program?
    response: Review local payment terms, title conditions and family outcomes for the specific project; avoid extrapolating across communities.

competitors

  • name: Habitat for Humanity
    website: https://www.habitat.org/lac-es/where-we-build/mexico
    why: Housing nonprofit serving low-income families and seeking partners in Mexico.
  • name: TECHO
    website: https://mexico.techo.org/
    why: Works on housing and habitat in underserved Latin American settlements and competes for attention and donations.
  • name: ÉCHALE
    website: https://www.ikeasocialentrepreneurship.org/en/social-enterprises/echale
    why: Mexican social enterprise helping low-income families build and improve homes.

influencers

  • name: Catherine Colyer
    url: https://www.newstoryhomes.org/blog/catherine-colyer-named-new-storys-chief-executive-officer
    why: Named CEO in 2026 and a relevant voice on the current strategy.
  • name: Brett Hagler
    url: https://press.praxis.co/p/brett-hagler-wants-to-build-100-hometowns
    why: Co-founder and former CEO who has discussed the shift toward market-based housing.

keywords

  • housing impact investing
  • Latin America affordable housing nonprofit
  • land ownership financial inclusion
  • housing charity corporate partnership
  • Mexico affordable land financing
  • housing philanthropy

voice

  • Hopeful and empowering
  • Impact-oriented
  • Entrepreneurial

signals

  • text: An investor announces an affordable housing or financial inclusion allocation in Latin America.
  • text: A company or foundation launches a Latin American housing or community development initiative.

pricing

model: unknown

motion

hybrid

channels

  • corporate partnerships
  • impact reports
  • newsletter
  • content
  • donor fundraising

confidence

high

Founders

  • name: Brett Hagler
    title: Founder/CEO
    role: CEO
    bio: Co-Founder and CEO at New Story.
  • name: Matthew Marshall
    title: Founder
    role: Founder
    bio: Co-founder and Chief Business Officer of New Story.  New Story pioneers solutions to end global homelessness through a market-driven approach and since starting 8 years ago we've raised over 50M+ and built 37 communities (100-150 homes per project) in Latin America. Our goal is to house 1M individuals by 2030 through sustainable and scalable affordable housing models by blending a mixture of philanthropy, impact investment, and technical expertise.

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