The Challenge
Finanz Butik is a boutique real estate investment platform that offers hand-picked access to top-tier U.S. developments — carefully selected from thousands of deals they review every month.
Their strength lies in curation: only a handful of opportunities make the cut, and they’re tailored for a specific audience — Latin American investors seeking long-term value and confidence in the U.S. market.
Historically, FB worked with high-net-worth individuals through a white-glove, bespoke model. Clients were used to a deeply personalized approach and trusted FB to open the “big doors” — exclusive access to the best real estate in the U.S.
But now, FB wanted to reach a new, fast-growing segment:High earners in LATAM — professionals with disposable income and a desire to diversify internationally, but who didn’t yet consider themselves HNW.
The question:
How do we engage this emerging investor segment without diluting the trust, clarity, and quality FB is known for?
The Approach
We started by focusing on the real job this new segment was trying to get done:Get exposure to the U.S. real estate market from LATAM.
This job goes far beyond “buying a property.”
It includes the full journey of discovery, evaluation, trust-building, decision-making, and follow-through — across multiple formats (from direct purchases to lending and development options).
We dug deep into the process and identified:
• The key actions and decisions that were particularly hard to take
• What caused people to delay or procrastinate
• Where the experience broke down or defaulted to informal, friend-and-family-based support
The Insight
Four critical insights emerged:
1. Exposure ≠ ownership.
Getting into U.S. real estate didn’t always mean buying a property outright. Many prospective investors were more interested in getting started, learning the system, and building confidence — before taking on full ownership.
2. Access was incredibly limited.
Most LATAM investors could only access U.S. real estate through personal connections. Their “entry point” was whatever their friends or relatives could offer — far from professional or scalable.
3. The entire process was informal and fragmented.
From evaluating deals to wiring funds, most steps required a patchwork of support from people they knew. There was no structured, trustworthy path — just loose networks and guesswork.
4. Cost of entry was a major friction point.
What mattered wasn’t just how much it cost to get in — it was how the cost felt.
Anything that looked like a “white-glove service” triggered hesitation. No matter how justified the price, a high-touch model felt excessive to this audience.
What they needed was access without escalation — simple, transparent products that didn’t feel like luxury services.
The Innovation
We helped Finanz Butik shift from a bespoke, service-heavy model to a clear, structured product tailored for this new segment.
Instead of “selling flexibility,” we packaged the offer into three simple pathways:
• LEND – participate in secured lending opportunities
• BUY – directly invest in curated properties
• DEVELOP – co-invest in premium development projects
Each path was designed to align with the risk appetite, goals, and confidence levels of emerging investors — helping them build exposure without feeling overwhelmed.
And critically, the entire experience was designed to build trust, signal quality, and create a sense of clarity and control from the very first interaction — while avoiding the friction of high-touch, high-cost positioning.
The Outcome
The repositioning helped Finanz Butik unlock a new growth channel without compromising on their core promise of exclusivity and confidence.
They went from bespoke service to packaged product Gen X actually buys — and in doing so, created a scalable, structured offer for a wider base of Latin American investors eager to step into the U.S. real estate market on their own terms.