What minu does

Minu is a Mexico-based B2B2C employee benefits and financial wellness platform founded in 2019 that pioneered Salary On-Demand (earned wage access) in the Mexican market. The company addresses a core pain point in the Mexican workforce: limited liquidity between pay cycles and the high cost of alternative credit. Its platform serves more than 2,000 corporate clients and over 1 million end-user employees ("collaborators") across all 32 Mexican states, with adoption rates exceeding 50% among enrolled workforces. The company operates as a wholly owned subsidiary of Betterfly following a June 2026 acquisition valued at approximately $100 million.

Minu's product surface spans more than 50 modular benefits delivered through a mobile application (iOS, Android, Huawei AppGallery) and a web-based administration portal. Core offerings include Salario On-Demand (the company's flagship, with 20 million cumulative withdrawals as of 2024), Caja de Ahorro (savings box), preferential-rate loans, electronic meal and fuel voucher cards (vales de despensa and vales de gasolina) issued via partner Vale Total, QR-code-based payments through partner Melandas Pay (DAPP), corporate expense cards on the Carnet network, telemedicine, group personal accident and life insurance via Chubb, fitness/meditation content, discount club, financial education, and NOM-035 workplace wellness compliance tooling. The platform holds ISO 27001, ISO 27701, AENOR Cloud Security, and IQNET certifications. Three subscription tiers (Starter with 24-hour no-integration implementation, Total, and Modular for 300+ employee companies) cover SMB through enterprise segments. A 2023 merger with Plerk added 500,000+ affiliated merchant locations and national fuel voucher coverage.

Revenue is generated through tiered monthly B2B subscriptions (Starter, Total, Modular) paid by corporate clients, per-transaction fees on Salary On-Demand advances (paid by the affiliated company), card and voucher program revenue, and optional premium memberships charged to employees. Go-to-market is sales-led enterprise field motion targeting HR and People leaders, supplemented by an inside-sales channel for mid-market, a distributor/reseller network across Mexico, and a flagship GTM partnership with Citibanamex providing distribution to the bank's 5+ million payroll customers. The company has raised approximately $50.5 million across a $6.5M seed (2019), $14M Series A (2021), and $30M Series B (2023), with a further $30M round reported in November 2024. Customer logos include Grupo Modelo, Liverpool, H&M Mexico, Kavak, Gas Rosa, Smart Fit, Rappi, La Haus, Citibanamex, BanCoppel, Neto, and Reserva Santa Fe.

Name

minu

Legal name

MINU Servicios, S.A.P.I. de C.V.

Website

https://minu.mx

Company type

Private

Founded year

2019

Operating status

Acquired

Headcount range

101–250 employees

Short description

Minu is a Mexican B2B2C employee benefits platform founded in 2019 that pioneered Salary On-Demand (earned wage access) in Mexico, serving 2,000+ companies and 1M+ employees with 50+ benefits including on-demand salary, savings, vouchers, telemedicine, and financial wellness tools.

Ownership category

akta.pro rank

Product category

Employee Benefits Platform

NAICS

Professional Employer Organizations (561330), Insurance and Employee Benefit Funds (5251), Administrative and Support Services (561)

SIC

Services-Employment Agencies (7361)

akta.pro primary industry

Benefits Administration (BPACAPAC)

akta.pro secondary industries

Embedded Payroll, Earned Wage Access & Benefits Finance (FSAGALAI), Benefits Administration & Enrollment Support (BPAAAIAB), Payroll, Contractor Payments & SME HR Finance (FSAGAJAI), Ancillary Benefits TPA (Dental/Vision/Life/Accident/Critical Illness) (HLAEALAN)

Keywords

• Earned wage access
• Employee benefits platform
• Salary on-demand
• Financial wellness tools
• Corporate benefits administration

Headquarters

HQ city

Cuauhtémoc

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Salary On-Demand Transaction Fees: Commission charged to employees for accessing their earned salary early. The commission is set and notified through the Application and is paid by the affiliated company.
2. Subscription Plans: Tiered subscription model with Starter, Total, and Modular plans for companies managing employee benefits
3. Voucher and Card Management: Meal vouchers, fuel vouchers, reward cards, and corporate expense cards with 0% service commission during promotional periods
4. Premium Memberships: Memberships providing additional benefits charged to employees through the application

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Minu operates a B2B employee benefits and compensation platform for Mexican companies, providing over 50 benefits centered on Salario On-Demand (earned wage access), savings accounts, meal and fuel voucher cards, corporate expense cards, telemedicine, insurance, financial education, and wellness programs. The offering is delivered via a mobile application and web-based administration portal, with companies activating benefits through subscription plans (Starter, Total, Modular) and employees accessing them through the Minu app.

Product overview

Minu is an employee benefits and compensation platform serving the Mexican market, founded in 2019. The platform operates as a unified ecosystem combining a mobile app with a web-based administration portal, offering over 50 distinct benefits across financial wellness, health, and physical/mental wellbeing. The core product is Salario On-Demand (on-demand salary access), complemented by financial products including Caja de Ahorro (savings box), preferential loans, and corporate expense/voucher cards. The benefits portfolio extends to health services (telemedicine, insurance, medical assistance), lifestyle benefits (fitness, meditation, discount club), and HR tools (surveys, communications for NOM-035 compliance). The platform offers three subscription tiers: Plan Starter (entry-level, 24-hour implementation), Plan Total (comprehensive with secure integration), and Plan Modular (customizable for enterprises with 300+ employees). Benefits are delivered through electronic cards and mobile/web applications, with electronic wallets provided through Vale Total S.A. de C.V. and payment processing via Melandas Pay (DAPP). Minu merged with Plerk in 2023 and was subsequently acquired by Chilean-Bermudan unicorn Betterfly in June 2026 for approximately $100 million.

Differentiator

Problem solved

Functional benefit

Products and services

• Salario On-Demand (On-Demand Salary) Core product offering on-demand access to earned wages for Mexican employees before payday, reducing financial stress and the need for high-cost credit. Sold to companies as part of Minu's subscription benefits plans and delivered through the Minu mobile app.
• Caja de Ahorro (Savings Box) Employee savings account with attractive yields and preferential interest rates, designed to promote financial health by offering better returns than traditional Mexican banks. Provided to employees through the Minu app.
• Tarjeta de Vales de Despensa (Meal Voucher Card) Electronic meal voucher card accepted at more than 5,000 affiliated merchants for grocery purchases, providing 100% tax deductibility for employers and 0% service commission during promotional periods.
• Tarjeta de Vales de Gasolina (Fuel Voucher Card) Fuel voucher card with national coverage for fleet management optimization and tax benefits. Offers 100% tax deductibility with no service commission during promotional periods.
• Tarjeta de Recompensas (Reward Card) Card used by companies to disburse gifts, bonuses, or commissions to employees and business allies, supporting reward distribution programs that drive motivation and commitment.
• Tarjeta de Gastos Corporativos (Corporate Expense Card) Debit-style corporate expense card for controlling office expenses, travel per diems, and petty cash, with real-time expense tracking and 0% service commission during the first 12 months.
• Telemedicina (Telemedicine) Free online medical consultations for employees with general practitioners and specialists in psychology, nutrition, sexual health, pediatrics, and veterinary services, delivered through the Minu app.
• Seguros y Asistencias (Insurance and Assistance) Group insurance coverage including accident coverage up to 20,000 pesos, accidental death coverage up to 200,000 pesos, funeral assistance, discounted medical consultations, one free annual medical check-up, one free annual dental appointment, and two free ambulance services per year, provided through partnership with Chubb Seguros México.

Quantifiable outcome

• Reduce talent turnover by 20%
• +4 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core.

• BetterflycoreStrategic or Co-development Partner · 15 June 2026Betterfly, a Miami-based insurtech and healthtech unicorn founded in Chile, acquired Minu for approximately $100 million. The acquisition combines Minu's financial wellness capabilities with Betterfly's wellbeing platform, strengthening Betterfly's position in Mexico and enabling U.S. market entry planned for 2027.
• CitibanamexcoreGTM or Marketing Partner · 7 June 2023Partnership established in 2023 to offer Salary On-demand benefit to Citibanamex's more than 5 million payroll customers. Minu's service integrated with Citibanamex's customer base for distribution.
• PlerkcoreStrategic or Co-development Partner · 20 February 2023Plerk merged with Minu in 2023, absorbing meal voucher and fuel voucher benefits. Plerk had over 500,000 affiliated merchants. This merger expanded Minu's offerings to more than 500 companies and integrated Plerk's voucher infrastructure.
• Vale Total, S.A. de C.V.coreTechnology or IntegrationElectronic wallet provider for meal vouchers (vales de despensa), fuel vouchers (vales de gasolina), reward cards, and corporate expense cards. Commercializes electronic wallets for Minu's voucher programs.
• MINU Beneficios, S.C. de A.P. de R.L. de C.V.coreTechnology or IntegrationRelated entity providing savings and loan services through the application, operating as a Savings and Loan Cooperative.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• DailyPay: U.S.-based earned-wage-access (EWA) platform offering on-demand pay and financial wellness tools to employees of corporate clients. Direct competitor to Minu's Salary On-Demand product with overlapping B2B2C distribution model.
• PayActive: EWA provider serving U.S. and Canadian employers with earned wage access and related financial wellness benefits. Closely comparable to Minu's flagship Salario On-Demand offering and target customer base (HR/People leaders at mid-market and enterprise employers).
• Even: EWA and budgeting app originally focused on hourly workers; now offers broader employee financial benefits. Comparable to Minu in combining on-demand pay with savings and financial wellness for the same HR-buyer persona.
• Up Sí Vale: Mexican-based voucher and benefits provider offering electronic meal and fuel vouchers with corporate distribution similar to Minu. Direct competitor in the Mexican vales de despensa and vales de gasolina market.
• Zenda (formerly Zenda.la): Latin American fintech offering on-demand pay and employee financial wellness benefits to corporate workforces. Comparable B2B2C EWA model targeting Spanish-speaking employers and workers across the region.

Broad incumbents

• Edenred: Global leader in meal, fuel, and gift vouchers with significant operations in Mexico through Ticket Restaurant / Ticket Car. Directly competes with Minu's meal voucher (vales de despensa) and fuel voucher (vales de gasolina) products via established corporate relationships.
• Pluxee (Sodexo Benefits & Rewards): Pluxee is the Sodexo spin-off specializing in employee benefits and vouchers, with a strong presence in Mexico. Competes directly with Minu's voucher modules and is a broad incumbent in the same employer-sponsored benefits category.
• Betterfly: Miami-based insurtech and healthtech unicorn (originally from Chile) that acquired Minu in June 2026. Overlapping employee-wellbeing and benefits value proposition for employers across Latin America and now the U.S., making it both a parent and a category peer.

Regional players

• Caju Benefícios: Brazilian employee benefits platform providing flexible meal, food, culture, and wellness vouchers via a corporate card model. Comparable product architecture (multi-benefit card, app, corporate distribution) but operating in Brazil rather than Mexico.

Emerging players

• Swile: French employee benefits and meal voucher company with a corporate card-based platform expanding internationally. Comparable technology model (employee card + app + corporate SaaS) and similar B2B2C distribution to Minu, though active in different geographies today.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/minu_mexico
• LinkedInlinkedin.com/company/minuservicios
• Instagraminstagram.com/minumexico
• Facebookfacebook.com/minumovement

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds8 records

Investors24 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about minu