trii GTM brain

category

market profile

• text: Retail investors in Colombia can access local and international shares, ETFs and funds through digital channels.
• text: Local brokerage partnerships and regulatory oversight are central to execution and customer trust.
• text: The platform competes with bank brokerage and other consumer investment apps for retail trading and savings.

personas

• title: First-time Colombian retail investor
  pains:

  • Traditional investing can feel complex and difficult to access.
  • A small investment can be sensitive to trading fees.
• title: Self-directed retail trader
  pains:

  • Wants a convenient way to buy local and US shares without juggling multiple services.
  • Needs to understand different commission schedules before trading.
• title: Long-term saver diversifying a portfolio
  pains:

  • Needs accessible options beyond a single stock or savings account.
  • Must understand the role and oversight of the broker executing orders.

icp

• text: Consumers in Colombia seeking self-directed investing in domestic shares, US equities, funds, ETFs or CDs.
• text: Spanish-speaking Latin American retail investors who want an accessible local investing experience; availability varies by country.

message pillars

• text: Make investing approachable for more people.
• text: Offer a range of investments through a single digital experience.
• text: Emphasize accessible and transparent pricing.

objections

• objection: Is my order handled by a regulated financial intermediary?
  response: Explain the role of Acciones & Valores and its Colombian supervision, and direct the investor to current terms.
• objection: Fees could eat into a small trade.
  response: Show the local fixed and percentage tiers, US trading fees and applicable taxes before the user places an order.
• objection: Investing feels too complicated for me.
  response: Offer beginner education and clear product explanations while making investment risk visible.

competitors

• name: Hapi
  why: Retail app enabling Latin American investors to access US stocks.
• name: Interactive Brokers
  why: International brokerage alternative for access to US securities.
• name: Tyba
  why: Colombian investment app competing for consumer savings and investment accounts.
• name: Bancolombia eTrading
  why: Bank-affiliated channel for local and international equities and ETFs.

influencers

• name: Esteban Peñaloza Guzmán
  url: https://co.linkedin.com/in/esteban-penaloza-guzman
  why: trii co-founder and retail investing advocate.

keywords

• invertir en acciones Colombia
• comprar acciones bolsa Colombia app
• invertir en ETF desde Colombia
• comisiones trii
• app invertir bolsa Colombia
• fondos de inversión Colombia

voice

• Accessible and encouraging
• Spanish-language and consumer friendly
• Focused on democratizing investment

signals

• text: A consumer is researching their first local stock purchase or comparing brokerage fees.
• text: An investor wants to diversify from domestic holdings into US stocks or funds.

pricing

motion

channels

• mobile app stores
• SEO
• financial education
• YouTube
• press
• LinkedIn

confidence

Founders

• name: Carlos Guayara
  title: Founder
  role: Founder
  bio: Entrepreneur for the past five years, co-founder of 3 startups focused on the financial markets inclusion with one previous exit - Economist and Business Administrator, with emphasis on capital markets. -Ex Citi- Chief Operating Officer for companies in the financial markets sector.