What HARO does

HARO is a Mexican Welltech platform operated by HARO FINMEX, S.A. DE C.V., a sociedad anónima de capital variable domiciled in Monterrey, Nuevo León, that delivers employee financial, physical, and emotional wellness services through a mobile application on iOS and Android plus an employer-facing backoffice. The platform's core product is Salario On-Demand (Earned Wage Access), allowing employees to access up to 50% of their net accrued salary before payday, combined with adjacent services such as bill payment for utility providers (Telmex, TotalPlay, Dish, municipal water), airtime recharges for major Mexican carriers (Telcel, Movistar, Unefon, BAIT, PilloFon), debt restructuring, financial coaching, financial courses, telemedicine, psychological and nutritional support, dental prevention, ambulance and funeral assistance, life and accident insurance, and a national discount network across nine categories. On the employer side, the application exposes an HR BackOffice dashboard with usage statistics, NOM-035 psychosocial-risk compliance training, HR KPI calculations, climate evaluations, and an internal-communications module.

HARO monetizes through a B2B2C membership model sold to Mexican companies in three tiers: HARO Vital at $59 MXN per collaborator per month, HARO Plus at $99 MXN per collaborator per month, and a customizable HARO Modular option priced via quote. The company is sales-led, reaching HR decision-makers through its website, WhatsApp (81 2442 6876), email ([email protected]), and phone, with a pricing calculator on the website. It markets itself as a no-direct-cost-to-employer benefit (the salary-on-demand fee is borne inside the membership), and benefits for employers are framed around retention, productivity, NOM-035 compliance, and climate-labor improvement. Service operations and salary-on-demand disbursements are handled exclusively by a related operating entity, GONTRE, S.A.P.I. DE C.V., while HARO FINMEX retains ownership of the application and platform infrastructure.

The customer base spans roughly 16 named reference accounts across financial services (Bamex), manufacturing (Tama), healthcare (Hospitaria), chemical (Rot Química), logistics (Envíos Pronto), staffing (InsuCo), technology (Danu), creative agencies (Hand Creative), restaurants (La Comandanta), security (Safe), and nonprofits (Fundación, Canieti, Coendi), alongside mid-market firms such as Kampala and the ISGO group. The company is privately held, bootstrapped (no funding rounds disclosed), operates only in Mexico, and was founded around 2022 with a 1-10 person team. Marketing coverage has appeared in Business Insider Mexico, El Economista, El Financiero, Reforma, and Carlos Mota's TikTok channel.

Name

HARO

Legal name

HARO FINMEX, S.A. DE C.V.

Website

https://haroapp.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

HARO is a Mexican Welltech platform that provides employers with earned-wage-access and employee wellness benefits (financial, physical, and emotional) via a mobile app and HR backoffice, sold to companies through monthly membership tiers.

Ownership category

akta.pro rank

Headquarters

HQ city

Toluca De Lerdo

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Monthly Membership Subscription: HARO charges enterprise companies a monthly fee per employee for access to the HARO app and its suite of wellness benefits. Two main tiers: HARO Vital at $59 MXN/month per collaborator and HARO Plus at $99 MXN/month per collaborator, with a customizable HARO Modular option.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

HARO is a Mexican Welltech platform that delivers earned wage access (salary on-demand up to 50% of accrued net salary) bundled with comprehensive employee wellness services—including financial coaching, debt restructuring, telemedicine, psychological and nutritional support, dental prevention, insurance, ambulance and funeral assistance, bill payment, airtime recharges, and HR tools such as NOM035 training and a KPI calculator. Employers purchase per-employee monthly memberships (HARO Vital, HARO Plus, or HARO Modular), and employees access the bundled services through a mobile app (iOS, Android, web) with no changes required to existing payroll processing.

Product overview

HARO is a Mexican Welltech platform offering a unified app and membership tiers (HARO Vital at $59 MXN/month, HARO Plus at $99 MXN/month, and HARO Modular) that combine earned wage access (salary on demand), financial wellness tools (debt restructuring, financial coaching, courses, personalized plans), health services (telemedicine, psychological support, dental, ambulance, funeral assistance), and HR management tools (NOM035 training, KPI calculators, climate evaluations, internal communication). The core platform (HARO App) is available via iOS, Android, and web. Employers subscribe to membership tiers that bundle these services for their workforce, while individual employees access features through the mobile app. The product integrates with utility providers (Telmex, TotalPlay, Dish) and telecom carriers (Telcel, Movistar, Unefon, BAIT, PilloFon) for bill payment and airtime recharge services.

Differentiator

Problem solved

Functional benefit

Brands

• HARO Plus: Premium membership at $99 pesos monthly per collaborator, including salary on-demand, payment of services, airtime recharges, prepaid cards, debt restructuring, personalized financial plan, financial coaching, life and medical expense insurance, discount network, psychologist, nutritionist, dental prevention, medical check-up, telemedicine, financial education, and HR tools.
• HARO Vital
• HARO Modular

Products and services

• HARO App Mobile application (iOS/Android) and web platform that serves as the delivery vehicle for all HARO membership features: salary on-demand, bill payment, airtime recharge, financial wellness tools, health services, and HR employer tools. Purchased by employers as the delivery vehicle for HARO Vital, HARO Plus, or HARO Modular memberships.
• HARO Vital

Quantifiable outcome

• Disposition of up to 50% of net earned salary available to employees
• +3 more outcomes

Named customers17 records

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature4 records

Partnerships

One partnership is on record.

• GONTRE, S.A.P.I. DE C.V.coreStrategic or Co-development PartnerGONTRE is the exclusive operator of the HARO platform and services. The privacy notice states GONTRE has exclusive use of the HARO FINMEX platform and application. GONTRE handles service delivery including salary on-demand disbursements and collection, while HARO FINMEX owns the platform infrastructure.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Even: US earned wage access provider integrated with employer payroll. Comparable on EWA mechanics and employer-sponsored go-to-market, though without HARO's bundled welltech layer.
• DailyPay: Largest US-based EWA platform with employer-sponsored distribution. Comparable core product and target buyer (HR/payroll decision-makers), relevant for benchmarking scale and enterprise sales motion.
• Payactiv: US-based earned wage access platform sold through employer partnerships as an employee benefit. Directly comparable to HARO's core EWA feature and B2B2C distribution model.
• Dalia Empodera: Mexican employee financial-wellness platform offering salary advances and benefits to workers via employer partnerships. Closest direct competitor to HARO given overlapping geography, customer segment, and product mix.

Broad incumbents

• Nu México: Mexican subsidiary of Nubank, one of the largest digital financial services platforms in Mexico. Represents the principal well-capitalized incumbent that could bundle EWA and benefits at scale, threatening HARO's positioning.
• Wellhub: Global employee wellness benefits platform (formerly Gympass) sold to enterprises. Comparable on the multi-vertical wellness bundle and B2B2C distribution, though anchored on fitness rather than financial wellness.
• Modern Health: Global mental health benefit platform for employers combining therapy, coaching, and self-guided content. Comparable to HARO's psychological support and coaching modules sold at the worksite.
• Headspace for Business: Employer-sponsored mental wellness and meditation benefit. Comparable as a worksite-delivered emotional-wellness benefit, overlapping with HARO's psychological and EAP-like services.

Emerging players

• Brightside Financial: Employer-sponsored financial wellness platform offering coaching, planning, and debt support to employees. Comparable on the financial-coaching and debt-restructuring features HARO bundles.

Regional players

• Klar: Mexican neobank offering credit, savings, and payments to consumers and SMBs. Comparable as a Mexico-based digital financial services platform with potential to encroach on the EWA/wellness space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/miharoapp
• LinkedInlinkedin.com/company/miharoapp

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about HARO