Félix Makes Significant U.S. Brand Investment with New “Transfer Tales” Campaign

Félix, the financial technology company building financial services for Latinos in the United States through an AI-powered conversational experience on WhatsApp, today announced the launch of “Transfer Tales,” a new brand campaign supported by a significant U.S. media investment.

The campaign is one of Félix’s first major initiatives following its recent $200 million Series C funding round. It reflects the company’s plans to use the new capital to broaden its reach and deepen its relationship with Hispanic consumers nationwide.

Created by Latinos for Latinos, Félix was built around the needs and behaviors of Latino families in the U.S. who manage money across two countries at once. Rather than requiring customers to download an app or navigate separate products for each financial need, Félix delivers financial services—including remittances and mobile top-ups—through a conversation on WhatsApp, a platform already deeply embedded in how many Latino families communicate.

Developed by creative and media agency Sangría, “Transfer Tales” introduces a brand platform centered on the people and relationships behind cross-border support. The campaign moves beyond the feature- and price-driven messaging common in the remittance category to focus on a simple human truth: every transfer carries a story of care.

Rather than focusing solely on the transaction, “Transfer Tales” brings to life the family dynamics, responsibilities and often humorous moments that inspire people to support loved ones across borders. Each story begins with a recognizable family need or moment, using humor and heart to reveal the “why” behind a transfer before showing how Félix provides a fast, familiar way to send money through WhatsApp—with no separate app download required.

“Félix was created by Latinos who understand firsthand that sending money home is about so much more than a transaction,” said Yona Weisleder, Brand Lead at Félix. “It is an expression of love, responsibility and connection to the people who matter most. As we make a significant investment in building the Félix brand in the U.S., we want our advertising to authentically reflect those experiences. ‘Transfer Tales’ allows us to tell stories our community will recognize while showing there is a simpler, trusted way to support the people they love.”

The campaign speaks directly to U.S. Hispanic adults who support family members in their countries of origin, reflecting the responsibility, care and connection that come with sending money across borders. Spanish-first creative will represent priority markets, nationalities and remittance corridors.

Sangría served as lead creative agency for the campaign. The work was directed by Simón Bross and produced by Sparx Solutions. The first “Transfer Tale” is set to debut on September 15, with additional stories rolling out shortly afterward as part of the ongoing campaign series. The first spot can be viewed here, with additional “Transfer Tales” to follow on Félix’s YouTube channel.

“In a category built on functional claims, we saw an opportunity to differentiate Félix through emotion, humor and the human truths behind why people send money home,” said Sergio Barrientos, CSO at Sangría. “‘Transfer Tales’ takes real, relatable stories and pushes them just far enough to break the fourth wall, creating content built to live natively across formats—from TV to social to out-of-home. It is a platform designed to grow with the brand, telling new stories over time while always connecting back to what Félix delivers.”

“Transfer Tales” will be supported by an integrated media strategy spanning television, social, out-of-home, gas-station video and audio. Long-form storytelling is led by :30 films, supported by :15 and :06 cutdowns, with creative developed natively for each touchpoint.

Designed as an ongoing brand platform rather than a one-time campaign, “Transfer Tales” will give Félix a consistent way to show up during seasonal and culturally relevant moments as the company broadens its offering. Félix plans to use its Series C funding to develop financial products, including lending and savings through third parties, and to expand existing services such as mobile top-ups—all delivered through the same conversational experience.