Las Juntas

In remote regions of Peru, millions of women remain excluded from the formal financial system. To change that, Financiera Confianza created “Las Juntas Finance”: credit based not on paperwork or collateral, but on a woman’s word and the support of her community. Field advisors travel for hours to meet these women where they are—building trust through real human connection. Led by the voices and stories of actual entrepreneurs, the campaign chose authenticity over idealization, evolving into a movement for empowerment and inclusion.