In 2020, while operating La Candidieta, we kept noticing the same pattern among friends and family across Latin America: inconsistent spending habits, unmanaged debt, little understanding of investing, and almost no access to trustworthy financial education.

Most financial information available online felt polarized. It either came from banks selling financial products or creators selling courses. Very little was designed to help ordinary people build healthier long-term financial habits.

Capitall was our attempt to close that gap.

My co-founder Melisa and I built the product alongside Daniel, a financial specialist, as a platform focused on spending awareness, debt reduction, investment fundamentals, and financial education tailored specifically for Latin American users.

The platform combined habit tracking, financial operations, OCR receipt scanning, contextual recommendations based on spending patterns, and an educational content layer backed by a relatively complex data model.

From an engineering perspective, Capitall was a turning point for me personally. It was the first project where I had to think about the product as a complete operating system rather than a collection of isolated features.

That shift changed the way I approached software permanently.

We launched, onboarded around 25 users, and it didn't take long to see the real issue: the product was treating symptoms, not the root problem.

Financial behavior doesn't improve simply because a tracker exists. Users who already had healthy habits benefited from the platform. Users who struggled with discipline generally didn't. Tracking behavior wasn't enough to create behavior change on its own.

Around the same time, Tribu Yoga began gaining meaningful traction. We decided to sunset Capitall and focus our energy on the product that was clearly solving a stronger problem.

Capitall taught me one of the most important product lessons I've learned so far:

If your product depends on changing human behavior, it will almost always struggle. The strongest products reduce friction around habits people already have.

That idea has shaped nearly every product decision I've made since.

Tribu Yoga succeeds because studio owners were already running classes and managing students — the platform simply made that work easier. Content Seed works for the same reason: creators already need to publish content, and the product reduces the operational cost of doing it consistently.