First Cash México

What First Cash México does

First Cash México (legal entity First Cash, S.A. de C.V.) is a Mexican pawnshop operator and wholly-owned subsidiary of US-listed First Cash Inc. (NASDAQ: FCFS). Incorporated in 2021 and headquartered in Monterrey, Nuevo León, the company operates a nationwide network of physical retail branches offering four core products: pawn loans (empeños) collateralized on jewelry, electronics, and appliances with typical 30-day terms and interest-bearing extensions; merchandise sales (ventas) of pre-owned goods including gold/silver jewelry, electronics, appliances, and tools; interest-free installment layaway plans (apartados) requiring a 10% deposit and minimum 10% monthly payments over 90–180 days depending on price tier; and vehicle-title pawn loans (autos) extending up to 70% of vehicle value (cars, trucks, motorcycles) without surrendering the vehicle, with 24-hour disbursement. The business is regulated under PROFECO registry RPCE-0114-2015 and the NOM-179-SCFI-2016 pawn-lending framework.

The company monetizes through transactional interest and fees on pawn loans, merchandise sales (one-time payment, including interest-free credit card installments via Visa/Mastercard), and interest-free layaway where revenue is recognized on each installment. Distribution is omnichannel: physical storefronts remain the primary GTM motion, supplemented by the FirstCash LATAM mobile application on iOS and Android for loan and installment management, a dedicated auto-loans subdomain with Google Ads acquisition, an online branch locator, and a Facebook social presence. Sub-brands — CashYa, Presta Max, and First Cash Autos — extend acquisition across distinct customer segments within the underbanked and value-conscious Mexican consumer market.

Operationally, First Cash México targets individuals excluded from traditional bank credit who need short-term liquidity, value-conscious buyers of pre-owned merchandise, and vehicle owners seeking quick collateralized financing. The underlying technology stack is conventional — a WordPress-hosted marketing site, standard mobile app, and standard payment-processor integrations — with no proprietary platform or AI/ML capabilities disclosed. The competitive moat rests on nationwide physical distribution, regulated status, brand backing by the NASDAQ-listed parent, and capital intensity that sustains store density and lending capacity, while strategic emphasis is on extending the product surface (notably auto loans) and digital engagement via the mobile app and sub-brand portfolio.

Name

First Cash México

Legal name

First Cash, S.A. de C.V.

Website

https://firstcash.mx

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

First Cash México is a wholly-owned subsidiary of NASDAQ-listed First Cash Inc., operating a nationwide network of pawn shops across Mexico offering collateralized pawn loans, pre-owned merchandise sales, interest-free layaway plans, and vehicle-title loans to underbanked individual consumers.

Ownership category

akta.pro rank

Product category

Pawnshop & Consumer Lending Services

NAICS

Sales Financing (522220), Jewelry Retailers (458310)

SIC

Short-Term Business Credit Institutions (6153)

akta.pro primary industry

Traditional Pawn Loans (Pawnbrokers) (FSAKALAA)

akta.pro secondary industries

Electronics & Tools Collateral Loans (FSAKALAD), General Merchandise Collateral Loans (FSAKALAE), Pawn & Collateral-based Jewelry Retail (CRAKAGAL), Luxury Pawn & Collateral Lending (Watches/Jewelry) (CRAKAKAG)

Keywords

• Pawn loan services
• Collateral lending
• Installment sales
• Pre-owned merchandise
• Vehicle title loans

Headquarters

HQ city

Monterrey

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Pawn Loan Interest: First Cash earns revenue through interest charges on pawn loans. Customers receive cash loans secured by personal items (jewelry, electronics, appliances, tools). Loans typically have 30-day terms with option to extend by paying interest.
2. Layaway/Installment Sales (Apartados): Revenue from merchandise sales through the layaway system. Customers make a 10% initial deposit and pay installments over 90-180 days interest-free. The company sells used merchandise including jewelry, electronics, appliances, and tools.
3. Merchandise Sales: Direct sales of pawned and pre-owned merchandise including gold and silver jewelry, cell phones, laptops, desktops, appliances, tools, and white goods. Accepts credit card payments including interest-free installments.
4. Auto Loans: Vehicle financing secured by automobiles, pickups, and motorcycles. Loans up to 70% of vehicle value, processed within 24 hours. Operated through autos.firstcash.mx.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

First Cash México operates physical pawnshop branches throughout Mexico providing collateral-based short-term cash loans (Empeños) against personal items such as jewelry, electronics and appliances, typically for 30-day terms. It also sells pre-owned merchandise (Ventas), offers 90–180-day interest-free installment layaway plans (Apartados), and disburses vehicle-backed auto loans up to 70% of vehicle value within 24 hours through a dedicated platform.

Product overview

First Cash México operates a multi-service pawn and retail platform offering four core products: pawn loans (Empeños) against jewelry, electronics, and appliances; merchandise sales of pre-owned goods; installment payment plans (Apartados) of up to 180 days; and auto pawn loans for vehicle title loans. The company operates physical branch locations throughout Mexico and maintains a mobile application for customer access.

Differentiator

Problem solved

Functional benefit

Brands

• CashYa: Cash loan service offered by First Cash
• Presta Max
• First Cash Autos

Products and services

• Empeños (Pawn Loans) Collateral-based short-term cash loan service where customers pledge personal items such as jewelry, electronics, and appliances in exchange for a cash loan, typically for 30-day periods with the option to extend by paying interest and the ability to redeem items upon repayment. Targeted at individual consumers who need immediate cash without a credit check.
• Ventas (Merchandise Sales) Direct retail sale of pre-owned merchandise in branch, including gold and silver jewelry, cell phones, laptops, desktop computers, home appliances, tools, and white goods at discounted prices. Payments can be made by cash or credit card (Visa and Mastercard), including interest-free installments. Targeted at value-conscious individual consumers.
• Apartados (Installment Payment Plans) Interest-free installment layaway plan allowing customers to reserve merchandise with a 10% initial deposit and complete payment over 90 to 180 days by making minimum 10% payments every 30 days. Plan length is tiered by merchandise price ($1–$3,600: 90 days; $3,601–$4,800: 120 days; $4,801–$6,000: 150 days; $6,001+: 180 days). CAT promedio 0.0% sin I.V.A. Targeted at individual consumers who want flexible payment options for higher-value purchases.
• Préstamo de Auto (Auto Pawn Loans) Vehicle-backed loan product that allows customers to borrow up to 70% of their vehicle's value (cars, pickups, motorcycles) using the vehicle as collateral while retaining use of it. Loans are processed within 24 hours and require vehicle registration, circulation card, proof of tenure, and verification documents. Targeted at vehicle owners needing quick financing in Mexico.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Banco Compartamos: Banco Compartamos is a Mexican microfinance institution serving low-income and underbanked consumers with small-ticket loans. It addresses a similar customer need for short-term credit access but through a microfinance rather than pawn model.
• Grupo Elektra (Banco Azteca): Grupo Elektra is a Mexican retail and financial services conglomerate whose Banco Azteca subsidiary provides consumer credit and layaway to underbanked Mexican households through a large physical branch and store network, making it a broad incumbent in the same customer segment.
• First Cash Inc. First Cash Inc. (NASDAQ: FCFS) is the US-listed parent of First Cash México and operates pawn shops across the US and Mexico. It is the direct parent and a broader incumbent in the same pawn category.

Direct peers

• Nacional Monte de Piedad: Nacional Monte de Piedad is a long-standing Mexican pawn institution offering collateral-based loans against jewelry, vehicles, and other items. It is a direct domestic competitor with a similar core pawn-lending model.
• Cash Converters International: Cash Converters International operates a global franchise of pawn and second-hand retail stores across multiple countries. It is directly comparable in product mix (collateral-based lending plus resale of pre-owned goods).
• EZCORP: EZCORP (NASDAQ: EZPW) operates pawn shops in the United States and Latin America under EZPAWN and related brands, offering collateral-based loans and merchandise sales. It is the closest publicly traded peer to First Cash México in terms of business model and geographic footprint.
• Presta Prenda: Presta Prenda is a Mexican pawnshop chain providing short-term collateral loans against jewelry and other valuables. It competes for the same pawn customer base within Mexico.

Regional players

• Provu: Provu is a Brazilian online pawn and consumer credit platform offering collateral-based lending in Latin America. It represents the regional digital pawn model that could compete with traditional players.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/FirstCashMexico
• LinkedInlinkedin.com/company/firstcash-oficial

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 First Cash México