In the crowded world of digital lending, not all fintech models are built the same. While many claim to offer fast credit, few address the deeper challenge: building financing that truly fits the operational reality of businesses and entrepreneurs relying on digital platforms.

This article draws on insights from Guillermo Bravo, Chief Product Officer at R2, who previously led embedded finance initiatives at Amazon. For him, embedded lending is not a new concept — but one whose full potential remains largely untapped in Latin America. As he puts it, “Our vision is to unlock financial services across Latin America. We want to be the invisible bank for platforms.”

This is where R2 is building something different: a credit infrastructure designed to meet the realities of digital platforms and their users.

As a fintech company deeply integrated into the ecosystems of digital marketplaces, restaurants, delivery drivers, and retailers platforms across Latin America, R2’s embedded finance model is not just a lending tool — it’s a lending infrastructure for marketplaces, payment processors, among others. It powers growth, retention, and engagement by aligning financing with how businesses actually earn revenue.

This article explores what makes R2 different from typical lending fintechs and why its model is designed to deliver long-term value to platforms and their partners.

Rethinking digital lending: what most models miss

The traditional digital lending approach — even when digitized — still mirrors the conventional banking model: static credit scoring, complex documentation, risk and underwriting disconnected from user behavior, and rigid repayment structures.

Some of the consequences loan users face, even with most fintech companies, are: time spent (or lost) attempting to obtain a loan and the availability of actually obtaining one. This time is impacted due to standard working procedures, such as:

• Require full applications outside the user’s regular platform.

• Base creditworthiness on limited data snapshots or complex documentation.

• Offer standard loan products, often irrelevant to sector-specific needs.

• Operate separately from the business’ main digital touchpoints.

• Loan repayment requires going to a bank or keeping strict deadlines.

These challenges result in:

• Low uptake rates.

• Higher default risks.

• Poor user experience.

R2 saw a gap — and built a model around solving it.

The LatAm context: why embedded finance is essential

In Latin America, access to traditional credit remains a barrier for millions of small and medium-sized businesses. According to the Inter-American Development Bank, over 45% of SMBs in the region cite lack of financing as their top growth constraint. Many of these businesses operate informally or lack the documentation that traditional banks require.

Even digital-first businesses — like restaurants selling via apps, or merchants on online marketplaces — often face credit rejection because their revenue doesn’t fit the mold of “formal” income.

This is where embedded, data-driven models like R2 come in.

How R2 credit works differently

1. Immediate access to credit

Unlike traditional loans that require paperwork and take days or even weeks to disburse, R2 enables users to access the capital they need—right when they need it. Sellers, restaurants, and other platform users can apply in just a few clicks and receive funds in under 24 hours.

This speed and simplicity are critical during high-demand moments, like inventory restocks before seasonal peaks or urgent equipment upgrades. The process is fully digital, frictionless, and timed to match actual business needs.

2. Financing built into the platform journey

R2 doesn’t offer loans as a separate service — it embeds credit into the natural workflows of users. Whether it’s a seller in a marketplace, a restaurant on a delivery app, or a store using a point-of-sale platform, credit becomes a seamless part of their business environment.

R2 Embedded Finance means:

• Users receive loan offers without leaving the platform.

• Offers are timed with relevant actions (e.g., inventory purchases, high season prep).

• Repayments are automated and connected to real sales or revenue events.

This credit model increases usage, minimizes friction, and reduces risk.

3. Revenue-based underwriting: smarter and more inclusive

Traditional banks evaluate borrowers based on past documentation — often inaccessible or irrelevant to digital workers. R2 evaluates borrowers based on current and projected income, such as revenue trends, order volume, and platform engagement.

“Focusing on income is how we stay fully objective,” says Bravo. “No bias. Just performance.”

R2’s credit model adapts to the user’s revenue flow.

How R2 Credit Works:

• Loans are repaid as a fixed percentage of income.

• No pressure when sales drop — payments flex with performance.

• Cash flow remains balanced, even in volatile months.

This is critical in Latin America, where seasonality, informality, and economic swings demand financing that flexes.

4. Data-rich, real-time

Instead of relying on credit scores or balance sheets, R2 uses behavioral and transactional data from the platform itself.

Alternative data-rich understanding includes:

• Sales history

• Delivery frequency

• Order volume

• Inventory cycles

This enables faster, smarter decisions — and allows platforms to offer tailored credit to users previously excluded by traditional systems.

5. Customizable for each platform

R2 is not a plug-and-play API — it’s a strategic fintech partner. Credit products are adapted to match the business model of each platform.

Benefits of R2 for platforms

• Financing that boosts specific KPIs (e.g., seller retention, supply availability).

• White-label credit flows tailored to UX.

• Flexible integration methods to meet tech stack constraints.
  
  

Whether a platform wants to increase sellers GMV or reduce churn, R2 aligns its credit offers to drive those outcomes.

See how embedded financing is driving platform growth

From microloans for delivery drivers to six-figure capital for mid-sized businesses, explore real examples of how R2’s model empowers digital ecosystems.
Want to explore your platform’s loan potential? Let’s talk.

Built for Scale, Built for Impact

R2’s infrastructure is designed to scale across thousands of users with minimal operational overhead. From underwriting to repayment collection, the process is automated and responsive to platform dynamics.

Key advantages:

• Fast deployment (weeks, not months)

• Minimal lift for platform teams

• Risk-sharing models aligned with performance

• Compliance-ready frameworks across LATAM
  
  

The R2 fintech mindset: beyond credit, toward ecosystem growth

R2 doesn’t just finance — it empowers. By understanding how platform-based businesses operate, it delivers tools that are:

• Faster (disbursed in minutes, maximum a few hours, not weeks)

• Smarter (based on platform data, not paperwork)

• More human (adapted to the real business journey)

While many fintechs offer credit, R2 Fintech solutions focus on impact:

• Growth that scales with performance

• Financing that drives loyalty

• Credit that works with the platform, not around it

Sources

• Inter-American Development Bank. The Role of Capital Markets in Funding MSMEs in Latin America and the Caribbean. IDB, 2023

• World Economic Forum. Embedded Finance: A Disruptive Force for Financial Institutions. WEF, 2025

• OECD, CAF, SELA. SME Policy Index: Latin America and the Caribbean 2024. OECD, 2024

• Helmi Group. Fintech in Latin America: Trends and Opportunities 2023 Q4. Helmi Group, 2023

• América Digital. Why Mexico Will Become the Next Fintech Capital of Latin America.America Digital, 2023

• Entrevista exclusiva con Guillermo Bravo, Chief Product Officer de R2.