SOCIETY AND CULTURE Building stronger futures for small businesses

Small and micro businesses (SMBs) are the backbone of local economies globally and in Latin America. However, SMBs do not always have access to the resources, mentorship, and knowledge that they need to thrive in the digital economy. Visa and Visa Foundation are committed to providing access to capital, financial education, and partnerships that catalyze innovation and scale impact where it matters most.

At the core of Visa Foundation’s efforts to uplift small businesses are partnerships with organizations that deeply understand entrepreneurs’ needs at the local level. For the past eight years, Visa Foundation has worked with over 150 organizations worldwide, reaching an estimated 12 million SMBs and supporting 14 million jobs in our local communities. Organizations like Pro Mujer, a social enterprise supporting women-owned businesses in Latin America, are critical in driving meaningful support and impact.

Building for the communities we serve

In 1990, two educators from Bolivia recognized that the needs of women entrepreneurs in their local communities were not being met and founded Pro Mujer. What began as an organization focused on health and human resources quickly grew to meet the ambitions of the promising entrepreneurs they were serving. Pro Mujer began offering microfinancing via small loans that helped owners start their businesses. Today, Pro Mujer remains a leader in Latin America, having disbursed over $4 billion in small loans and provided more than 10 million health support services, impacting over 2 million women and their families.

Leveraging their 35+ years of experience with financial education, Pro Mujer designed Emprende Pro Mujer, a digital, on-demand platform for women entrepreneurs at every stage of their journey. Launched with support from Visa Foundation, the program provides flexible access to entrepreneurship, financial, leadership, negotiation, and sales skills, alongside mentorship and connection opportunities. By 2027, this initiative will reach an estimated 250,000 entrepreneurs across 23 countries in Latin America.

Impact in action: María Elena’s story

María Elena is one of the thousands of entrepreneurs who has grown their business after participating in the Emprende Pro Mujer training. She is a deeply talented popotillo artist whose entrepreneurial journey started 30 years ago when she began selling her art at local fairs. As the first in her family to practice this craft, popotillo was not only a powerful way for María Elena to express herself artistically, but also an economic lifeline. She decided to dedicate herself fully to her business, but like many entrepreneurs in Mexico and across Latin America, María Elena faced challenges finding the support she needed to scale her small business. Self-development opportunities like structured business courses were not readily available. Everything changed when she found the Emprende Pro Mujer platform. Through the Emprende courses, María Elena gained vital new business skills, for example accounting and raw material management, that allowed her to efficiently structure and organize her business to grow.

Applying what she learned had a profound impact on her business and her community. In the last two years, María Elena reports an increase in sales of 230%, helping her expand her team from three to nine employees. When asked about her business, she attributes her success to Pro Mujer and the Emprende platform. “It all started with a course. Though I am getting used to calling myself an entrepreneur, I know I need to encourage others to follow their passions, find the support they need, and make their dreams a reality.”