Guatson

Guatson is a digital accounting and tax compliance platform headquartered in Mérida, Yucatán, serving entrepreneurs, freelancers, and small to medium-sized businesses across Mexico. Launched in April 2023, the company was founded by Brenda Morales and Ernesto, who identified significant pain points in traditional accounting services, including high costs, complex bureaucracy, and lack of transparency around tax obligations. The platform offers technology-driven solutions for invoicing, monthly tax declaration filing, deduction management, and CFDI-compliant electronic invoicing in accordance with Mexican Tax Administration Service (SAT) regulations. Guatson's core value proposition centers on making tax compliance accessible and affordable, eliminating the need for users to navigate complex tax regulations independently or engage expensive traditional accounting firms. The company targets underserved segments, particularly independent contractors, startups, and small business owners who lack in-depth tax knowledge. As of September 2023, the platform reported serving over 500 paying clients and more than 10,000 registered users nationwide. Guatson operates with a freemium model allowing users to create accounts at no cost, with subscription-based pricing for full services. The company has received investment from Icebreaker.vc and employs approximately five team members. While Guatson positions itself as a fintech startup utilizing technology to transform tax declaration processes, its core business function is digital accounting services rather than traditional financial technology services such as payments, lending, or banking infrastructure.