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The Latin America consumer financial services sector has been grown significantly over the last several years. Compared to more developed markets consumers experience little price competition or product innovation and low levels of customer service. This situation has allowed local institutions to continue to grow exponentially with little real investment in improving their product offerings or operational efficiency all while reaching incredible levels of profitability such as BCI in Chile or Interbolsa in Colombia which have net income margins of 35% and 50% respectively.Rise´s aim is to take advantage of this tremendous growth opportunity while also being part of the solution for consumers by creating true competition building better products using fairer and more transparent pricing and leading the transition to offering financial services online. Starting with our first product offering of a flexible investment product that is created when we help a client determine their risk tolerance and investment goals we believe that we can gain the consumer´s trust in a market full of unfair pricing practices enabling us to build the leading provider of consumer financial services in Latin America one loyal client at a time.Our initial product offering is a simplified mutual fund offered primarily online as a means to minimize startup costs therefore our first clientele will be young well-educated upper-middle and upper-class internet savvy consumers with moderate sized savings. These well informed consumers are first movers capable of recognizing the superior value of our more efficient and transparent cost structure and make their decision to switch from their current savings or investment provider based on logical analysis. Once we´ve gained the trust of these consumers we will leverage the positive experience of these high knowledge consumers to expand into other segments of the market.