Guama

Guama, which markets its product as the Guamacard, is a Colombian fintech that issues a digital Visa credit card to consumers who lack a traditional credit history. Applicants do not need a credit score: instead of pulling a bureau file, Guama asks users to connect a bank account through open banking (via certified provider Belvo) or to submit bank statements, and evaluates cash-flow signals such as income, recurring payments and savings behaviour with AI-based models. Applicants must be of legal age, hold a valid Colombian ID (CC, CE or PPT) and have an active bank account; a final decision is delivered by email within a maximum of 48 business hours. Because not all banks are connected, prospective users who cannot link their bank join a waiting list.

The product is a virtual Visa card issued free of charge at contract signature, with an optional physical card, support for Apple Pay and Google Pay, in-app spend and payment tracking, installment changes, card blocking, biometric identity verification and real-time cash advances against part of the credit line. Purchases in one installment, or balances paid in full before the statement cut, carry no interest. Guama reports monthly to Colombia's two credit bureaus so users build a credit file. Limits reportedly start at about $50. A loyalty program, Guama Pro, awards points for on-time payments, with tiers unlocking credit-line increases, preferential rates, higher cash-transfer limits and planned cashback at partner merchants; benefits are lost if payments fall behind.

The company positions itself against the "credit catch-22" in Colombia, where the absence of a credit history is cited as a driver of roughly 80% of credit card rejections, and frames its mission as expanding credit access and financial education for people excluded from the financial system.

Founding story

Guama was founded in 2023 by Maria Paula Pinzón (co-founder and CPO), Alfredo Prieto and Víctor Julio, all former Nubank employees, to address the circular problem in which Colombians cannot obtain credit without a history and cannot build a history without credit.

Business model

Guama originates and services revolving consumer credit card accounts, underwriting applicants on bank-transaction data rather than bureau scores, and distributes the card digitally through its app.

Revenue comes from standard credit card economics: interest on revolving balances (28.64% effective annual per the company's fee page; one external write-up cites 24.9% effective annual), a monthly maintenance fee of COP 15,900 charged only in months the card is used, cash-advance commissions of COP 2,500 plus 2% of the amount transferred, and optional charges for physical card delivery (COP 19,000) and digital wallet activation (COP 8,000).

Traction

The company reports more than 20,000 people holding a Guama card, a 97% user satisfaction index and 60% of users accessing credit for the first time. Coverage around the August 2025 seed round cited more than 6,000 active users, over 75,000 applications, about 150,000 purchases and more than $1.6M in transactions processed since launch in 2024, with a stated goal of 100,000 users within 18 months.

Latest developments

Following the August 2025 seed round, Guama stated plans to reach 100,000 users over the following 18 months, continue adding supported banks, and roll out cashback with partner merchants within the Guama Pro program.