What Tuhipoteca does

Tu Hipoteca Fácil (THF) is a Mexico City-based mortgage advisory firm founded in 2006 by Fernando Soto-Hay and operated through the legal entity GRUPOTUHIFAMEX, SA DE CV. Operating under the registered designation 'Asesores Patrimoniales Hipotecarios', THF positions itself as a long-term patrimonial advisor rather than a transactional broker, helping Mexican consumers and foreign nationals identify and secure mortgage products from a network of 20+ banking institutions including HSBC, Santander, BBVA, and Scotiabank. Over 19 years the firm has advised 17,000+ families and placed more than $17 billion MXN in cumulative mortgage credits, with $950 million MXN placed across approximately 700 families in 2022.

The company's central technology asset is PAT (Plataforma de Asesoría y Trayectoria), a proprietary CRM platform launched in 2021 that manages the full mortgage application lifecycle — document collection, SAT and Buró de Crédito validation, real-time status tracking, and direct submission to 20+ lenders. PAT is also distributed at no cost to real estate developer partners, embedding THF's advisory workflow into developer sales processes and creating a B2B2C channel that the firm is actively scaling.

THF's revenue model is commission-based, paid by financial institutions upon successful loan origination rather than charged to borrowers. Go-to-market combines direct-to-consumer digital acquisition (website pre-qualification, WhatsApp, masterclass events), sales-led personalized advisory from certified Patrimonial Mortgage Advisors, and channel partnerships with real estate developers and Mexican banks. The firm invests heavily in thought-leadership content — 7+ ebooks, a podcast series, and recurring founder-authored columns in Expansión, El Economista, El Universal, Milenio, Reforma, and Forbes — to position the founder as the de facto public authority on Mexican mortgages. A specialized foreign-buyer program targets US, Canadian, and EU citizens purchasing property in Mexican expat destinations.

Name

Tuhipoteca

Legal name

GRUPOTUHIFAMEX, SA DE CV

Website

https://tuhipotecafacil.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Mexico-based mortgage advisory firm that matches individual homebuyers and foreign nationals with mortgage products from 20+ Mexican banks via personalized advisor-led consulting and its proprietary PAT CRM platform, earning commission on successful loan placements.

Ownership category

akta.pro rank

Product category

Mortgage Advisory Services

NAICS

Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Loan Brokers (6163)

akta.pro primary industry

Retail Residential Mortgage Brokers (Purchase & Refinance) (FSALABAA)

akta.pro secondary industries

Residential Mortgage Brokerage (Purchase & Refinance) (FSAEAEAA), Mortgage Lead Generation & Marketing Intermediaries (FSALABAI)

Keywords

• Mortgage advisory services
• Home loan advisory
• Mortgage credit brokerage
• Real estate financing
• Patrimonial mortgage advisor

Headquarters

HQ city

Granjas México

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mortgage Commission Revenue: Tu Hipoteca Fácil earns commissions from financial institutions (banks) when mortgage loans are successfully placed with clients. The company acts as an intermediary between borrowers and banks, receiving compensation from the banking partners rather than charging clients directly for advisory services.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Tu Hipoteca Fácil provides personalized mortgage advisory services to individual borrowers in Mexico, acting as an intermediary between consumers and 20+ banking institutions to match clients with optimal mortgage products across categories including home purchase, remodeling, land, liquidity, construction, and credit substitution. The company is paid via commissions from banking partners rather than charging clients directly, and operates a proprietary PAT CRM platform for application management.

Product overview

Tu Hipoteca Fácil (THF) is a mortgage advisory company, not a single product but a service portfolio centered on personalized mortgage advisory. The core offering is Asesoría Hipotecaria (Mortgage Advisory) where certified advisors help clients find the ideal mortgage product for their financial profile. Supporting this is the PAT (Plataforma de Asesoría y Trayectoria) digital CRM platform for managing credit applications with 20+ banking partners. The company offers specialized mortgage services spanning: home purchase, land purchase, land+construction, home remodeling, liquidity credit, credit substitution/condition improvement, bridge/SME credit, and co-financing. Educational content products include 7 ebooks and a podcast series covering mortgage topics. The MASTERCLASS provides live Zoom-based training. A dedicated service targets foreign nationals (US/Canadian/EU citizens) seeking Mexican property with peso-denominated mortgages. The product ecosystem is unified by the 'Asesor Patrimonial Hipotecario' advisory model and PAT technology platform, all focused on mortgage credit acquisition and wealth formation.

Differentiator

Problem solved

Functional benefit

Brands

• PAT (Plataforma de Asesoría y Trabajo): CRM platform for real estate developers and THF associates to manage and track mortgage credit operations, client file management, and loan application status in real-time across over 20 banking institutions.

Products and services

• Asesoría Hipotecaria (Mortgage Advisory) Core personalized mortgage advisory service where certified Patrimonial Mortgage Advisors help clients find the ideal mortgage credit product from 20+ banking partners based on their financial profile. Service covers pre-qualification, credit bureau analysis, income documentation, bank comparison, application submission, and ongoing support through closing.
• PAT (Plataforma de Asesoría y Trabajo / Trayectoria) Proprietary digital CRM platform enabling real-time tracking of mortgage credit applications, document management, validation with SAT and Buró de Crédito, direct contact with 20+ banking institutions, and automated notifications. Provided free of charge to real estate developers, alliances, and their sales forces.
• Crédito para Compra de Vivienda (Home Purchase Credit) Mortgage credit service for purchasing homes or apartments, positioned as the starting point for clients' wealth-building process through property equity.
• Crédito para Remodelación (Home Remodeling Credit) Mortgage credit service for home remodeling and beautification projects, designed to maintain or increase property value.
• Crédito para Terreno (Land Credit) Mortgage credit service for purchasing land plots as a wealth-building strategy.
• Crédito de Liquidez (Liquidity Credit) Credit using home equity for liquidity purposes, allowing clients facing financial difficulties to access capital for debt consolidation, emergencies, or educational expenses.
• Crédito Terreno + Construcción (Land + Construction Credit) Combined mortgage credit service for purchasing land and constructing a new home, leveraging favorable mortgage conditions for wealth growth.
• Mejora de Condiciones (Credit Substitution / Condition Improvement) Credit substitution service allowing clients to obtain better conditions by paying off existing credit and securing a second credit with fairer interest rates, reducing rates by up to 1%.
• Crédito Puente / Pyme (Bridge / SME Credit) Business startup credit leveraging home equity to obtain capital for entrepreneurs to launch projects or SME ventures.
• Cofinanciamiento (Co-financing) Co-financing services combining multiple income sources from co-borrowers to enable mortgage qualification for clients who could not qualify individually.
• MASTERCLASS - Compra casa o depa Live Zoom-based educational course taught by Fernando Soto-Hay covering mortgage credit strategies, credit bureau understanding, INFONAVIT/Cofinavit/FOVISSSTE products, fraudulent credit identification, housing ladder concept, and the full mortgage process from analysis to signing. Limited enrollment of 12 participants with personalized advice, autographed book bonus, private group access, and assigned mortgage advisor.
• Hipotecas Mexicanas para Extranjeros (Mexican Mortgages for Foreigners) Specialized mortgage advisory service for US, Canadian, and EU citizens purchasing property in Mexico, particularly in expat destinations including Chapala, Los Cabos, Mérida, Tulum, Puerto Vallarta, and San Miguel de Allende. Features peso-denominated mortgages benefiting from MXN depreciation, with HSBC or Santander as banking partners.

Quantifiable outcome

• Over $17 billion pesos in mortgage credits placed in 19 years
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/tuhipotecafacil
• YouTubeyoutube.com/user/thffernando
• Facebookfacebook.com/thftuhipotecafacil
• Instagraminstagram.com/tuhipotecafacil
• LinkedInlinkedin.com/company/tu-hipoteca-facil

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 Tuhipoteca