Pronto

What Pronto does

Pronto+ is a Uruguayan consumer finance company operating since 1997, structured as two regulated entities: KEDAL S.A. (RUT 21.372848.0012), which originates personal installment loans, and Bautzen S.A., which issues the Visa Pronto+ credit card portfolio. Both are supervised by the Banco Central del Uruguay, and KEDAL additionally operates as a financial correspondent for Scotiabank Uruguay. The product set centers on two lines: personal loans ranging from $5,000 to $600,000 standard (up to $1,000,000 for select products) with 3–60 month terms, offered through multiple specialized variants (vehicle "Sobre Ruedas," family co-applicant, agro, public employee, retiree, 60-day deferred, and online-exclusive tiers); and a two-tier Visa credit card portfolio (Classic and Premium) anchored by the Pronto Premios loyalty program (1 point per $30 spent, redemption catalog, 1,000 welcome points).

Distribution combines 37 owned branches across all 19 Uruguayan departments with a national digital footprint (pronto.com.uy web origination, mobile app, WhatsApp-based virtual assistant at 091 017 800, phone channel at 17800) and a third-party correspondent network spanning Redpagos (Nummi S.A., 1,000+ locations), Abitab S.A. payment points, and Banred ATMs for cash access. Cardholder benefits include merchant discounts (cinemas, fast food, restaurants, Cabify, Colonia Express), a Visa global acceptance layer, MAPFRE Uruguay life insurance bundled on loans and cards, and a Montevideo STM transit integration for municipal mobility.

Revenue mechanics are classic consumer finance: interest income on the personal loan book (rates regulated by BCU, with maximum TEA up to ~129.89% on small non-conventional loans and starting from 23% + IVA for conventional segment products), recurring card interest and fees (maximum card financing TEA 64.91% + IVA), annual card membership fees, cash advance and penalty fees, and bundled insurance premiums routed through MAPFRE. The customer base spans general Uruguayan consumers plus targeted segments — retirees aged 60–82, public sector employees, agricultural workers, and family co-applicants — with no disclosed enterprise or institutional customers.

Name

Pronto

Legal name

KEDAL S.A.

Website

https://pronto.com.uy

Company type

Private

Founded year

1997

Operating status

Operating

Short description

Pronto+ is a Uruguayan consumer finance company operating since 1997, offering personal installment loans ($5,000–$1,000,000) and a Visa credit card portfolio (Classic and Premium) through 37 branches, digital channels, and national correspondent networks (Redpagos, Abitab, Banred).

Ownership category

akta.pro rank

Product category

Consumer Finance

NAICS

Consumer Lending (522291)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

Large Purchase & Lifestyle Personal Loans (Unsecured Installment) (FSAKAAAG)

akta.pro secondary industry

Merchant-Branded Installment Financing (Retailer Private-Label) (FSAKAFAA)

Keywords

• Consumer lending services
• Personal installment loans
• Credit card services
• Consumer finance
• Retail lending

Headquarters

HQ city

Montevideo

HQ country

Uruguay

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Personal Loan Interest: Pronto+ earns interest income from personal loans ranging from $5,000 to $600,000 (up to $1,000,000 for certain products), with terms from 3 to 48 months. Interest rates regulated by Banco Central del Uruguay, with maximum TEA rates varying by loan amount and duration.
2. Credit Card Fees and Interest: Revenue from Visa Pronto+ credit cards including annual fees, interest on financed balances (maximum TEA 64.91% + IVA), cash advance fees, and penalty fees. Cards include Classic and Premium tiers.
3. Insurance Products: Life insurance offered through MAPFRE Uruguay Seguros S.A. with monthly premium of 2.5 per mille on insured balances, providing additional revenue stream.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Pronto+ is a Uruguayan consumer finance provider (operated by KEDAL S.A. for loans and Bautzen S.A. for cards) that issues personal installment loans ranging from $5,000 to $1,000,000 with terms from 3 to 60 months, and Visa Pronto+ credit cards (Classic and Premium tiers). The offering includes tailored loan variants for specific segments (retirees, public employees, agricultural workers, families) and a Pronto Premios loyalty program, delivered through 37 branches, a website, WhatsApp, mobile app, phone, and Redpagos/Abitab networks with rapid 30-second online decisions.

Product overview

Pronto+ is a financial services platform operated by KEDAL S.A. (loans) and Bautzen S.A. (credit cards), both supervised by the Banco Central del Uruguay. The product portfolio consists of two core product lines: (1) personal installment loans ranging from $5,000 to $1,000,000 with terms of 3 to 48 (or up to 60) monthly installments, offered through multiple specialized variants targeting specific segments (Préstamo Personal estándar, Préstamo Familia using a co-applicant's income, Préstamo Sobre Ruedas for vehicle purchases, Préstamo Promo Agro for agricultural workers, Préstamo Empleados Públicos for public sector employees, and Préstamo Jubilados for retirees); and (2) Visa credit cards in two tiers (Visa Pronto+ Classic and Visa Pronto+ Premium), featuring the Pronto Premios loyalty program, merchant discount partnerships across dining, entertainment, travel, retail, and wellness, and supplementary services such as the Mi Cuenta online portal and mobile app. Additional features include a loan simulator, 30-second online approval, WhatsApp-based application channel, deferred first payment (60 días), and cash withdrawal via Banred ATMs and payment via RedPagos and Abitab networks.

Differentiator

Problem solved

Functional benefit

Brands

• Pronto Premios: Loyalty program where customers accumulate points with each purchase (1 point per $30 spent) and can redeem for prizes.

Products and services

• Personal Loans (Préstamos Personales)
• Visa Pronto+ Classic Credit Card
• Visa Pronto+ Premium Credit Card
• Vehicle Loan (Préstamo Sobre Ruedas)
• Family Loan (Préstamo Familia)
• Agro Promo Loan (Préstamo Promo Agro)
• Public Employees Loan (Préstamo Empleados Públicos)
• Retiree Loan (Préstamo Jubilados)
• 60-Day Deferred Payment Loan (Préstamo 60 Días)

Quantifiable outcome

• Loan approval decision in 30 seconds
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability2 records

Partnerships

Eight partnerships are on record, tiered core, minor and supporting.

• KEDAL S.A.coreChannel Partner/ Reseller/ DistributorKEDAL S.A. (RUT 21.372848.0012, branded as PRONTO+) is the primary loan issuing entity. It operates as a financial institution supervised by Banco Central del Uruguay, offering personal loans through web applications and branches. KEDAL S.A. is also a financial correspondent for Scotiabank Uruguay S.A. and Bautzen S.A.
• Bautzen S.A.coreChannel Partner/ Reseller/ DistributorBautzen S.A. is the issuer of Visa credit cards under the Pronto+ brand. It is supervised by Banco Central del Uruguay and provides the credit card infrastructure, terms and conditions, and insurance arrangements.
• Redpagos (Nummi S.A.)coreChannel Partner/ Reseller/ DistributorRedpagos (Nummi S.A.) serves as a financial correspondent for Pronto+, offering payment locations and cash disbursement services. Customers can pay loans and collect cash at Redpagos locations throughout Uruguay.
• Abitab S.A.coreChannel Partner/ Reseller/ DistributorAbitab S.A. operates as a financial correspondent providing payment and cash disbursement services for Pronto+ customers across Uruguay.
• Scotiabank Uruguay S.A.minorChannel Partner/ Reseller/ DistributorKEDAL S.A. operates as a correspondent for Scotiabank Uruguay S.A., providing information on addresses, phone numbers, fax, service hours, and SAR claims procedures.
• VisacoreTechnology or IntegrationVisa is the payment network partner for Pronto+ credit cards. The partnership enables international acceptance, global security features, purchase alerts, and access to Visa promotions and merchant networks.
• MAPFRE Uruguay Seguros S.A.supportingOthersMAPFRE Uruguay provides life insurance for Pronto+ loan and credit card products. For loans, policy 189566 offers 2.5 per mille monthly premium on insured balances. For credit cards, policy 189336 provides life insurance coverage.
• BeneficiasupportingOthersBeneficia provides assistance services for Visa Pronto+ cardholders, offering comprehensive assistance programs as part of the card benefits package.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Nubank: Latin American digital bank with growing presence in consumer credit and credit cards. Represents the digital-native competitive threat that Pronto+'s 30-second online decisioning is partly built to defend against.

Broad incumbents

• BBVA Uruguay: Uruguayan subsidiary of BBVA offering consumer loans, credit cards, and digital banking. Competes for the same mass-market personal loan and card customer as Pronto+.
• Scotiabank Uruguay: One of Uruguay's largest commercial banks offering personal loans and credit cards across the country. KEDAL S.A. operates as a financial correspondent for Scotiabank Uruguay, evidencing direct overlap in consumer credit products.
• Banco Itaú Uruguay: Major Uruguayan commercial bank with a national branch network offering personal loans, credit cards, and consumer finance products that compete directly with Pronto+'s offering.
• Banco República Oriental del Uruguay (BROU): Uruguay's state-owned commercial bank with the largest national footprint, offering personal loans, credit cards, and pensioner/jubilado products that overlap materially with Pronto+'s segment-tailored loan variants.
• HSBC Uruguay: International bank operating in Uruguay with consumer credit and card products targeted at salaried and professional segments that overlap with Pronto+'s customer base.
• Banco Santander Uruguay: Uruguayan arm of a global bank offering personal loans and Visa/Mastercard consumer credit products to Uruguayan individuals, including segment-targeted offerings similar to Pronto+'s portfolio.

Others

• Visa: Card network partner whose infrastructure underpins the Visa Pronto+ Classic and Premium cards. While not a competitor, Visa defines the acceptance, rewards, and feature envelope that Pronto+'s card products compete on.

Regional players

• Crefisa: Brazilian consumer finance company specializing in personal loans to salaried workers and retirees with payroll-deduction mechanisms, closely analogous to Pronto+'s segment-based lending approach.
• Covalto (formerly Consubanco): Mexican consumer and SME lender operating a similar business model of targeted personal installment loans to salaried and segment-specific borrowers. A useful regional benchmark for Pronto+'s consumer finance unit economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ProntoUy
• YouTubeyoutube.com/user/ProntoUruguay
• Facebookfacebook.com/prontouruguay
• LinkedInlinkedin.com/company/pronto-
• Instagraminstagram.com/prontouruguay

Compliance2 records

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 Pronto