Five years after its launch, Pix has become one of the main drivers of financial inclusion and digitalization in Brazil. According to the new study “The New Profile of the Digital Consumer,” conducted by Koin in partnership with the Datafolha Institute, the instant payment system has already reached 84% penetration among online consumers, with R$ 2.4 trillion transacted between January 2024 and January 2025—a significant increase compared to the R$ 1.7 trillion in the previous period.
More than just numbers, Pix has reshaped the role of money in Brazilians’ lives. There are already 836 million active keys, and 33 million people use Pix as their primary financial instrument instead of cards or bank slips. “We are witnessing a cultural shift. Pix has become a behavior, not just a tool,” analyzes Raphael Valente, Risk Director at Koin.
Pix Parcelado: Digital credit and financial autonomy
The study also highlights a second wave of innovation driven by Pix: Pix Parcelado, an alternative that allows consumers to split payments even without a credit card—with instant settlement for merchants and installment payments via direct debit.
Although still underutilized by retailers—with only 33% of businesses claiming familiarity with the feature—Pix Parcelado has already sparked high interest among Brazilian consumers. According to the study by Koin in partnership with Datafolha, 72% of respondents expressed willingness to use Pix Parcelado for future purchases. The solution, which enables installment payments without relying on credit cards, is seen as a more accessible, digital, and CDE-class-friendly alternative.
“By bringing installment payments to Pix, we expand consumer choice, especially for CDE classes, who often lack access to formal credit,” emphasizes Valente. “It’s a silent revolution, allowing Brazilians to buy how they want, when they want, without depending on cards or traditional banks.”
A revolution that crosses borders
Inspired by Pix’s success, countries like Argentina (Transferencias 3.0), Mexico (CoDi), and Colombia (Transfiya) are studying the replication of similar models with support from local central banks. The study highlights that the A2A (account-to-account) system—on which Pix is based—is set to become the standard in emerging markets, as it eliminates intermediaries, reduces costs, and facilitates immediate liquidity.
Koin is already evaluating the integration of Pix Parcelado into regional ecosystems, exploring partnerships with e-commerce players and fintechs in Latin American countries. The goal is to adapt the Brazilian innovation to markets with high informality and low banking penetration—a scenario similar to pre-Pix Brazil.
According to Koin’s Risk Director, “Pix Parcelado isn’t just a way to buy without a card. It’s the realization of a new phase in Brazil’s digital economy. We’re talking about autonomy, access, and scale. Brazil is now a global benchmark in digital payments—and what we’re creating here can be exported across Latin America.”
Key insights from the study:
- Digital penetration: 84% of online consumers use Pix regularly.
- Transaction volume: From R$ 1.7 trillion (2024) to R$ 2.4 trillion (2025)—growth of over 40%.
- Active keys: 836 million (annual growth of +100 million).
- Pix as primary method: 33 million Brazilians use Pix as their main financial channel.
- Pix Parcelado: 72% of consumers show interest; only 33% of businesses know the solution.
- App and instant payment preference: Mobile payments grew by 251% in five years.
- Expanding BNPL: Koin leads in Brazil with a native digital alternative, card-free, and focused on inclusion.
About the study
“The New Profile of the Digital Consumer” is a study developed by fintech Koin in partnership with Datafolha Institute, with data collected in 2025 on payment habits, technology use, financial behavior, and emerging trends in Brazil’s digital landscape. The research includes breakdowns by age group, social class, and purchasing profile, featuring unprecedented data on Pix and BNPL solutions.
