Modelo Prolab: Finanzasmas, propuesta de negocio que promueve la educación financiera

• Autores: Salas Guillen, Adriana Milagros, Portocarrero Torres, Mayra Rosa, Luján López, Eric, Ramírez Bernardo, Joshep Edgard
• Formato: tesis de maestría
• Fecha de Publicación: 2025
• Institución: Pontificia Universidad Católica del Perú
• Repositorio: PUCP-Tesis
• Lenguaje: español
• OAI Identifier: oai:tesis.pucp.edu.pe:20.500.12404/30111
• Enlace del recurso: http://hdl.handle.net/20.500.12404/30111
• Nivel de acceso: acceso abierto
• Materia: Educación financiera--Perú; Finanzas--Estudio y enseñanza; https://purl.org/pe-repo/ocde/ford#5.02.04

According to the ‘Encuesta de Medición de Capacidades Financieras Perú 2022’ (SBS & CAF, 2022), six out of ten Peruvians understand basic financial concepts, such as inflation, but only two out of ten understand the concept of diversification. Additionally, four out of ten adults have savings goals, and five out of ten have incurred debt to cover expenses. Furthermore, six out of ten prefer spending over long-term saving, and three out of ten would be unable to cover their expenses for more than a month if they lost their primary income source, indicating low financial resilience and limited financial planning. This thesis proposes an alternative to improve the financial literacy of Peruvians by focusing on three key dimensions: knowledge, behavior, and attitudes. To accomplish this, an educational program is offered to users through a web platform with a mobile version, which will allow them to access all the available options in the Peruvian market in one place. Through a basic diagnostic tool aimed at measuring financial knowledge and identifying areas for improvement, users will be guided to transform potential weaknesses into strengths. The educational process will begin with educational videos designed to strengthen financial knowledge. Based on the diagnostic results, users will be directed to specific sections: financial education, financial planning, financial health, technology and others, in order to assist in addressing issues such as debt management, financial habits, and planning for education and retirement. The business model was validated through surveys and website interactions, demonstrating that 94% of potential users, from a sample of 491, expressed interest in improving their financial literacy. The model demonstrates strong financial viability, with a Economic Net Present Value (NPV) of PEN 1.6 million and an Internal Rate of Return (IRR) of 49.19%, indicating profitability and sustainability over time, positively impacting users and their families.