“The backbone of OMNi is finance, because when money flows, people and the economy prosper.”

MEXICO CITY — In the spring of 2023, Bankaool faced a pivotal moment. The 300-employee institution carried a D credit rating and operated in an intensely competitive market. The regional bank needed to make decisive changes to compete effectively with Mexico's major financial institutions and rising fintech challengers.

Across Latin America, the race to build the region's first true super app is accelerating. According to a study from the Inter-American Development Bank and Finnovista, the total number of fintechs operating in Latin America increased 400% between 2017 and 2023. The expansion has upended traditional banking and raised the competitive stakes for every institution in the market.

After transforming Bankaool, the OMNi chairman is betting that his turnaround strategy can revive Marzam and Jüsto—and power a cross-industry Super App in Mexico.