REWORTH

# Reworth: Building Latin America's Financial Media Network

High-Level Overview

Reworth is a fintech infrastructure company that transforms banks into high-ROI media platforms by embedding merchant-funded cashback offers directly into banking apps.[3][5] Founded in 2020 and based in Mexico City, the company operates at the intersection of fintech, advertising, and data—what it calls the Financial Media Network (FMN) category.[3] Reworth's core product connects financial institutions with merchants through an API that surfaces personalized, card-linked offers to bank customers, enabling merchants to acquire and retain customers while helping banks monetize their customer relationships and improve wallet share.

The company serves a dual-sided marketplace: financial institutions gain a performance marketing channel with no upfront investment costs, while merchants access bank customers through a simple onboarding process with a business model requiring no employee training.[2] Reworth has raised $6.6 million in funding from investors including FJ Labs, Actyus, and JAM Fund, and operates with approximately 30-43 employees.[3][4]

Origin Story

Reworth was founded in March 2020 by Raphael J. Kappeler (CEO) and John P. Falcón (CTO), with Kappeler bringing banking and finance expertise from his background at Zurich University of Applied Sciences and Falcón contributing full-stack software engineering capabilities.[3] The company emerged from recognizing a gap in how banks and merchants connect—specifically, the opportunity to leverage payment data and banking relationships as a distribution channel for targeted merchant offers.

The founding team identified that traditional loyalty programs rely on point-based systems that create friction for both financial institutions and consumers. By contrast, Reworth's cash-based approach eliminates complexity: consumers access rewards automatically through their banking app without additional registration or behavioral changes, while merchants benefit from direct access to bank customers without operational overhead.[2]

Core Differentiators

• Cash-Based Rewards Model: Unlike point-based loyalty programs, Reworth delivers direct cashback, reducing administrative burden for financial institutions and eliminating consumer friction.[2]

• Zero Merchant Friction Onboarding: Merchants require no employee training or system changes; the purchasing process remains identical to their everyday operations, accelerating adoption.[2]

• API-First Infrastructure: The platform integrates seamlessly into banking apps through a simple API, removing barriers to consumer participation—cardholders gain access to offers the moment they receive their banking card.[2]

• Performance-Based Pricing: Financial institutions pay only when they generate revenue, removing entry barriers and aligning incentives across the ecosystem.[2]

• Native In-App Integration: Offers appear natively within bank apps rather than requiring external platforms, maximizing visibility and conversion rates.[3]

Role in the Broader Tech Landscape

Reworth operates within a larger fintech trend: the monetization of banking relationships through embedded financial services and data-driven marketing.[3] As banks face pressure to diversify revenue streams beyond traditional lending, they increasingly seek to become media platforms—leveraging their customer relationships and transaction data to create new revenue channels.

The timing is particularly favorable given Latin America's rapid digital banking adoption and the region's underserved merchant ecosystem. Reworth's positioning as "Google Ads for banks" reflects a broader shift toward performance marketing embedded directly into financial infrastructure, where merchants can reach high-intent customers at the point of transaction.[3] This approach also addresses a critical gap: traditional digital advertising channels (Google, Meta) lack the transaction context that card-linked offers provide, making Reworth's solution uniquely valuable for merchants seeking measurable customer acquisition and retention.

The company's success also signals growing recognition that financial institutions are becoming distribution platforms, not just service providers—a trend reshaping how fintech companies build go-to-market strategies in emerging markets.

Quick Take & Future Outlook

Reworth is well-positioned to become the category-defining infrastructure layer for financial media networks in Latin America and beyond.[3] The company's expansion will likely depend on deepening penetration with major regional banks, expanding merchant partnerships, and potentially extending the model to other geographies where banking infrastructure is mature but merchant-bank connectivity remains fragmented.

Key trends to watch: regulatory evolution around data usage in financial services, the consolidation of banking apps as primary commerce platforms, and whether traditional payment networks (Visa, Mastercard) develop competing offerings. Reworth's advantage lies in its early-mover status and deep understanding of Latin American banking dynamics—but sustained growth will require maintaining product simplicity while scaling operational complexity across multiple banking partners and merchant verticals.