We’ve already written about Ditch: Pay Off Debt Faster, the personal‑finance app built to help users pay off debt more efficiently.
But we hadn’t talked about one of the app’s strongest growth assets, its founder, Luis Aldino.
Luis runs the TikTok account @notluicho, still in its early phase but already hitting 1M views. His goal isn’t to promote Ditch directly.
Instead, he documents what it actually feels like to build a startup the good, the bad, and the absurd.
Every video follows the same structure:
- close‑up shot
- speaking directly to the camera
- raw, founder‑perspective storytelling
At the end of last year, he posted a video wearing a Ditch beanie to introduce himself and the app.
“We built the Tinder for your purchases.”->3.6M views
This year, his engagement rate increased significantly.
“The art of performing as a startup founder”->588.6K views, 969 comments
Luis also posts videos about the negative side of building Ditch:
“The part that nobody sees is the part that matters most”->499.4K views, 783 comments
These videos work because they add credibility, spark comments. People trust founders who show the struggle, not just the success.
In February, he hit his first fully organic 1M+ views by combining both themes:
- building the app (startup)
- dealing with debt, the exact problem Ditch solves
“The beautiful absurdity of startups and venture capital” → 1.3M views, 2,635 comments
This video proved that founder‑led storytelling can drive organic reach without ever mentioning the app directly.
Leave a Reply