What began as a fintech startup focused on helping young professionals tackle credit card debt has evolved into something much bigger for co-founders Joyce Medeiros and Laura Muriel Texidor at Investrio. Today, the Miami-based startup is building an AI-powered financial platform designed specifically for solopreneurs and small business owners navigating the increasingly complex world of entrepreneurship.
The shift didn’t happen overnight. In fact, Medeiros describes the company’s pivot as both strategic and necessary.
“We started in a direct-to-consumer way and were helping people get out of credit card debt,” Medeiros explained. “But macroeconomics were one of the main reasons that we pivoted.”
As interest rates climbed over the past few years, the original business model became increasingly difficult to scale. The founders realized that competing with major financial institutions on debt refinancing simply wasn’t sustainable. Instead of forcing a model that no longer fit the market, they took a step back and listened more closely to their users.
What they discovered changed the trajectory of the company entirely.
After speaking with hundreds of users, a recurring theme emerged: many of the people struggling with debt were solopreneurs or “businesses of one” trying to manage growing side hustles or independent ventures without proper financial systems in place.
“They were using personal bank accounts to run their businesses and really had no structure,” Medeiros said. “That became our ‘aha’ moment.”
The realization led the founders to completely rebuild the company during their time in the Techstars accelerator program in 2024. Instead of accelerating their original idea, they essentially started from scratch, developing a new AI-powered platform focused on bookkeeping, invoicing, tax readiness, and financial organization for entrepreneurs.
The product officially launched publicly in mid-2025 after an initial beta rollout, and the response has been strong among freelancers, creators, and small business owners looking for a more approachable alternative to traditional accounting software.
Unlike other financial tools that often feel designed for accountants rather than entrepreneurs, Investrio aims to simplify the experience through automation and AI-powered insights.
“The simplicity has helped people overcome a lot of that anxiety,” Medeiros said. “Finances are emotional, and we want to build a very human-centric fintech experience.”
Users can onboard by connecting their bank accounts, allowing the platform to automatically categorize expenses, track cash flow, generate invoices, identify potential deductions, and organize bookkeeping records in real time. The company also offers additional services such as CFO support, bookkeeping cleanups, and tax assistance for users with more advanced financial needs.
One feature that users are really enjoying within the platform is the company’s tax-ready reporting system. Investrio structures profit-and-loss statements to closely mirror Schedule C tax forms, making it easier for eligible LLC owners to file taxes independently without hiring an accountant.
For many solopreneurs, that accessibility can make a huge difference.
Medeiros believes the timing is right for a platform focused on independent workers, especially as layoffs, remote work, and shifting corporate culture push more professionals toward entrepreneurship and side businesses.
“We call it the future of work,” Medeiros said. “People want ownership. They want something they can build for themselves.”
Still, the journey hasn’t been easy. “Funding for women-owned startups is still incredibly difficult,” she said. “We picked one of the hardest categories possible.”
Despite those obstacles, the founders continue to refine the platform based on customer feedback. Users regularly request new integrations, payment methods, and educational resources, which the team quickly implements.
The startup is also exploring partnerships with community banks and credit unions to better serve small business owners who often struggle to access traditional lending opportunities because of inconsistent bookkeeping or unconventional income structures.
As Investrio grows, Medeiros sees the company as part of a larger shift happening across both fintech and entrepreneurship culture – a shift where smaller, independent businesses are becoming increasingly central to the economy.
“I think this is the resurgence of small businesses,” she said. “Big companies have had their time. Right now, people want tools that actually support the way they work today.”
Photo at top of post: Investrio co-founders Joyce Medeiros, CEO, left, and COO Laura Muriel Texidor.
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