Mobility in Latin America is undergoing a profound transformation. In cities like Bogotá, Medellín, and Mexico City, millions of people move through sprawling urban environments every day, often through disjointed systems that don’t speak to one another. The user experience is defined by friction: cash-focused toll booths, paper tickets, multiple apps for every service, and little transparency across the system.
In this complexity, GoPass saw an opportunity. and we are now excited to support them in their mission to bring order, efficiency, and great user experience to urban mobility in Latin America.
A large and fragmented market
The Latin American mobility market is enormous. More than 200 million people live in urban areas in the region, with car ownership on the rise, particularly in the emerging middle classes - in Colombia alone, there are over 17 million registered vehicles.
What’s more, the market is highly fragmented. Many of the systems that govern how Latin Americans move operate independently, often with outdated or analog infrastructure. There’s no unified mobility experience, and no platform that connects the dots in a user-centric way.
Yet there are growing precedents that it can be done.
In Brazil, companies like SemParar have built widely adopted solutions for automatic toll payments, growing into a billion-dollar company with over 5 million users. Zapay has simplified the process of paying fines and renewing vehicle documents. And Gringo has built a rapidly growing user base by helping drivers manage their cars via a mobile-first, friendly interface.
These cases show that drivers are eager to adopt digital tools that reduce friction, save time, and help them manage the complexity of vehicle ownership in Latin America. Also, they show the exit potential of the segment, since all these three companies were acquired by Corpay - and Groupe Michelin and Edenred have also acquired mobility startups in the country.
We believe similar outcomes can be achieved in other markets in Hispam such as Colombia and Mexico, where GoPass is already starting to operate. These markets may differ in infrastructure, but the user pain is strikingly consistent.
Building a platform
This is where GoPass stands out. Rather than building a narrow tool or feature, the company is taking on the hard but valuable challenge of creating an integrated mobility super app.
The GoPass platform already allows users in Colombia to, amongst other things:
By integrating all these services under one single app, GoPass has become a daily product for drivers, and a connective tissue between siloed pieces of public and private infrastructure. Over time, this approach creates a data and services platform with room to grow, adding more services and potentially expanding to other verticals.
A regional approach
Having built a strong foundation in Colombia, GoPass is now expanding to Mexico, another major market with very similar mobility pain points. With a strategy centered on forging the correct partnerships with local players and beginning with a B2B model, GoPass has been showing very positive early signs of adoption in the country.
The vision for a mobility super app in Latin America is ambitious, but the need is real, and the roadmap is grounded in strong early execution. We believe GoPass has the potential to become a leading player in the segment, driven by a great product and a fantastic team. In addition to this, GoPass has developed a strategy of establishing important partnerships with companies operating toll roads, gas stations, shopping malls parking spaces, vehicle insurance companies, banks and several others, accelerating go-to-market and distribution by allying with the main incumbents surrounding the mobility space. This strategy has proven quite a success in Colombia and, although still just beginning to be rolled out in Mexico, is already bearing positive fruits.
A fantastic team
The GoPass founders impressed us not with hype, but with focus. This is without a doubt a thoughtful, execution-driven team that has built deep integrations with hard-to-access partners (toll road operators, municipalities, parking systems) and grown steadily while staying lean.
Jorge Miguel, Felipe, Alvaro and Felipe have managed to earn their clients’ trust, solving real problems and scaling with discipline, all while building a result-oriented culture.
Looking Ahead
We’re excited to partner with a team that understands the market, values sustainability over hype, and has already shown what’s possible when you bring simplicity to complexity, as well as partnering with Kaszek, Qualcomm Ventures and Actyus in this journey. This is also our first investment in Colombia and fourth in Latin America, deepening our commitment and bullishness on the region.
Leadwind, Kfund’s early growth fund, is designed to invest and boost Southern Europe’s and Latin America’s scale ups, with a specific focus on businesses developing enabling technologies to help them not only grow but also scale internationally. GoPass is a great example of the companies we are looking for. For more information, reach out to Miguel (marias@kfund.vc), Pablo (pablo@kfund.vc) or Gustavo (guribas@kfund.vc).
Mobility in Latin America is undergoing a profound transformation. In cities like Bogotá, Medellín, and Mexico City, millions of people move through sprawling urban environments every day, often through disjointed systems that don’t speak to one another. The user experience is defined by friction: cash-focused toll booths, paper tickets, multiple apps for every service, and little transparency across the system.
In this complexity, GoPass saw an opportunity. and we are now excited to support them in their mission to bring order, efficiency, and great user experience to urban mobility in Latin America.
A large and fragmented market
The Latin American mobility market is enormous. More than 200 million people live in urban areas in the region, with car ownership on the rise, particularly in the emerging middle classes - in Colombia alone, there are over 17 million registered vehicles.
What’s more, the market is highly fragmented. Many of the systems that govern how Latin Americans move operate independently, often with outdated or analog infrastructure. There’s no unified mobility experience, and no platform that connects the dots in a user-centric way.
Yet there are growing precedents that it can be done.
In Brazil, companies like SemParar have built widely adopted solutions for automatic toll payments, growing into a billion-dollar company with over 5 million users. Zapay has simplified the process of paying fines and renewing vehicle documents. And Gringo has built a rapidly growing user base by helping drivers manage their cars via a mobile-first, friendly interface.
These cases show that drivers are eager to adopt digital tools that reduce friction, save time, and help them manage the complexity of vehicle ownership in Latin America. Also, they show the exit potential of the segment, since all these three companies were acquired by Corpay - and Groupe Michelin and Edenred have also acquired mobility startups in the country.
We believe similar outcomes can be achieved in other markets in Hispam such as Colombia and Mexico, where GoPass is already starting to operate. These markets may differ in infrastructure, but the user pain is strikingly consistent.
Building a platform
This is where GoPass stands out. Rather than building a narrow tool or feature, the company is taking on the hard but valuable challenge of creating an integrated mobility super app.
The GoPass platform already allows users in Colombia to, amongst other things:
By integrating all these services under one single app, GoPass has become a daily product for drivers, and a connective tissue between siloed pieces of public and private infrastructure. Over time, this approach creates a data and services platform with room to grow, adding more services and potentially expanding to other verticals.
A regional approach
Having built a strong foundation in Colombia, GoPass is now expanding to Mexico, another major market with very similar mobility pain points. With a strategy centered on forging the correct partnerships with local players and beginning with a B2B model, GoPass has been showing very positive early signs of adoption in the country.
The vision for a mobility super app in Latin America is ambitious, but the need is real, and the roadmap is grounded in strong early execution. We believe GoPass has the potential to become a leading player in the segment, driven by a great product and a fantastic team. In addition to this, GoPass has developed a strategy of establishing important partnerships with companies operating toll roads, gas stations, shopping malls parking spaces, vehicle insurance companies, banks and several others, accelerating go-to-market and distribution by allying with the main incumbents surrounding the mobility space. This strategy has proven quite a success in Colombia and, although still just beginning to be rolled out in Mexico, is already bearing positive fruits.
A fantastic team
The GoPass founders impressed us not with hype, but with focus. This is without a doubt a thoughtful, execution-driven team that has built deep integrations with hard-to-access partners (toll road operators, municipalities, parking systems) and grown steadily while staying lean.
Jorge Miguel, Felipe, Alvaro and Felipe have managed to earn their clients’ trust, solving real problems and scaling with discipline, all while building a result-oriented culture.
Looking Ahead
We’re excited to partner with a team that understands the market, values sustainability over hype, and has already shown what’s possible when you bring simplicity to complexity, as well as partnering with Kaszek, Qualcomm Ventures and Actyus in this journey. This is also our first investment in Colombia and fourth in Latin America, deepening our commitment and bullishness on the region.
Leadwind, Kfund’s early growth fund, is designed to invest and boost Southern Europe’s and Latin America’s scale ups, with a specific focus on businesses developing enabling technologies to help them not only grow but also scale internationally. GoPass is a great example of the companies we are looking for. For more information, reach out to Miguel (marias@kfund.vc), Pablo (pablo@kfund.vc) or Gustavo (guribas@kfund.vc).
