Cristina Etcheberry: Revolutionizing Payment Solutions in Latin America
Meet Cristina Etcheberry, a rising star in the world of finance technology, who is transforming how businesses in Latin America handle payments. As a co-founder of Toku, a platform she launched in 2020, she is making waves by facilitating seamless, recurring payment collection for companies throughout the region. Toku manages an impressive $8 billion annually, partnering with over 500 corporate clients including major names like Chevrolet and significant insurers such as Zurich and MetLife.
How Toku is Changing the Payment Landscape
Businesses often face the considerable challenge of keeping up with payment collections, especially when they rely on disconnected systems that can lead to missed bills and confusion. Etcheberry recognized this issue and set out to create Toku with the goal of simplifying these processes. Her platform allows companies to avoid the tedious work typically associated with chasing down payments and matching records, paving the way for improved cash flow and operational efficiency.
From Santiago to Mexico City: Rapid Expansion
Etcheberry’s drive to expand Toku quickly was evident when she decided to enter the Mexican market, moving there just days after making the decision. This quick move highlights her entrepreneurial spirit and ability to seize opportunities. As Toku continues to grow, it has raised substantial funding—$48 million in a Series A round that marked a significant milestone as the largest ever for a woman-led startup in Latin America.
The Role of Technology in Toku’s Success
In March 2026, Toku launched an innovative AI agent designed to assist companies with payment collection. This intelligent assistant communicates with clients via WhatsApp, email, or voice, providing a user-friendly interface for managing debts. One of the key features of this AI is its ability to arrange repayment plans, which has reportedly halved the amount of unrecoverable debts for its clients. This technological leap not only streamlines the payment process but also introduces a level of personalization that can enhance customer relationships.
Local Impact: What It Means for Communities
For residents in the Grand Strand area, including Myrtle Beach, North Myrtle Beach, and surrounding towns, the growth of companies like Toku presents new opportunities. As businesses become more financially robust through services that simplify payment collection, the local economy can thrive. This growth can lead to more job opportunities, better services, and increased community investment.
What This Means for Future Entrepreneurs
Etcheberry's story serves as an inspiration for aspiring entrepreneurs in the Grand Strand and beyond. By taking risks, leveraging technology, and building networks, individuals can create solutions that not only solve local issues but also have broader implications. The experiences of women like Etcheberry demonstrate the power of innovation and determination in the face of challenges. As more female-led initiatives gain traction, it sets a precedent that diversity in leadership can lead to significant advancements in various sectors.
Call to Action: Join the Payment Revolution
As Toku's success illustrates, innovation in technology can pave the way for better business practices. If you're a local entrepreneur or business owner in the Grand Strand area, consider how technology can enhance your operations and audience engagement. Staying up-to-date with emerging trends can open doors to improved financial health and community growth. Engage with local tech initiatives or workshops to learn more about how you can leverage technology in your own ventures.
Write A Comment