Strive Colombia es un programa liderado por el Centro de Crecimiento Inclusivo de Mastercard que busca fortalecer la resiliencia y el crecimiento de Micro y Pequeñas Empresas MyPEs a través de la digitalización. Reconocemos las herramientas digitales como clave para mejorar el bienestar financiero, optimizar la interacción con clientes, proveedores y empleados, y facilitar el acceso a financiamiento. 

The program promotes the adoption of digital solutions and innovative financial instruments, as well as strengthening the capabilities of financial partners to develop more accessible and effective models. Strive is designed to cater to different types of entrepreneurs, from traditional businesses to those undergoing digital transition or with a high level of digitization. 

The program's objectives are: 

• Promote the adoption and use of digital tools. 

• Promote the use of innovative financial instruments. 

• Strengthen the capacities of financial partners to design innovative financial solutions and models. 

Impact strategy 

Strive combines technological approaches and personalized support to ensure an effective transformation: 

High tech: Use of digital tools, social media, and platforms such as ConHéctor, RedNofus, and Creciendo mi Emprendimiento to facilitate access to information and financial resources. 

High touch: Personalized support through community leaders and strategic alliances with public and private entities and international organizations. 

Digital adoption agents play a key role in connecting entrepreneurs with tools and training in their local communities. 

Impact Goal 

By July 2026, Strive Colombia hoped to connect with 80,000 micro and small businesses in the country, promoting the adoption of digital tools that strengthen their growth and sustainability. However, by February 2026, it had already reached its goal, with 80,041 businesses connected. Over the coming months of implementation, it hopes to continue reaching new micro and small entrepreneurs.