From Silicon Valley to São Paulo, Pedro F. Moura is proving that fintech can scale with purpose. As the CEO and Co-Founder of Flourish Fi, Moura is building a category-defining platform that fuses gamification, behavioral science, and financial education, all in service of creating better money habits. With roots in both Brazil and the U.S., Moura is leading a financial wellness movement for the underbanked and digitally underserved.
Flourish Fi: From Savings App to SaaS Powerhouse
Launched in 2018, Flourish Fi began as a direct-to-consumer savings app. But Moura made a decisive strategic shift in 2020, pivoting to a B2B SaaS model. That pivot, now taught as a case study at UC Berkeley Haas, transformed the company into a fintech infrastructure provider for banks and credit unions across Latin America and beyond.
Today, Flourish Fi powers loyalty-infused financial journeys that reward users for saving, paying down debt, and building stronger money habits, turning positive financial behavior into customer engagement tools for financial institutions.
“Empowering individuals and creating meaningful, measurable improvements in financial wellbeing,” Moura says, reflecting on the platform’s mission.
Global Recognition and Strategic Expansion
Under Moura’s leadership, Flourish Fi earned recognition as an Inclusive Fintech 50 winner, formed a strategic partnership with Mastercard, and expanded its client base across multiple LATAM countries. Their platform, which incorporates AI-powered nudges and gamified UX, is transforming how financial institutions engage users.
Moura’s approach combines tech innovation with a clear social mission. His team focuses not only on adoption rates and ROI, but on impact metrics, like improved savings frequency and decreased financial stress.
Building Ecosystems Around Inclusion
A dual citizen with a B.A. in Economics from UC Davis and an MBA from Berkeley Haas, Moura has long operated at the intersection of innovation and equity. He completed the Executive Leadership in Inclusive Finance program at Harvard Business School, grounding his fintech work in inclusive systems thinking.
As a speaker at events like VentureTech, Money20/20, and Mastercard’s Inicio Awards, Moura is one of the loudest voices in inclusive fintech. He’s particularly active in Latinx/e founder ecosystems, serving as a role model for multicultural leadership in tech.
A Platform That’s Changing Classrooms, and Lives
Flourish Fi’s evolution has even entered the academic world. The company is featured in a Berkeley Haas Social Impact Case Series, used by professors to explore the tradeoffs between scale and impact in venture-backed social startups.
Moura’s voice resonates well beyond boardrooms and campuses. With 13,500 LinkedIn followers, he regularly shares insights on inclusive fintech, leadership challenges, and startup resilience.
“This is cool! … Our work at Flourish Fi has been featured in the University of California, Berkeley Haas School of Business Social Impact Case Series,” Moura shared proudly.
Why Pedro F. Moura Matters
Pedro F. Moura isn’t just building software, he’s creating a financially inclusive future. By putting user empowerment and engagement at the core of the fintech experience, Flourish Fi is becoming an essential partner for banks, cooperatives, and community lenders.
As fintechs race to optimize conversion, Moura’s team is optimizing behavioral change. The result? A smarter, fairer financial system that works for everyone, not just the elite.
