In 2020, during an interview, I stated: ‘Those who were not prepared for WhatsApp dropped the ball.’ At that moment, it was already clear that the application would become indispensable in Brazilians’ daily lives, given that the average daily usage time of the app was approaching an hour and a half. Today, this prediction has come true: WhatsApp is not just a means of communication but a hybrid space that mixes personal and professional interactions. This fusion between personal life and work reflects a unique behavior in the Brazilian market, creating an ideal environment for financial innovation.
We are among the largest markets for the app in the world, alongside India and Indonesia. WhatsApp has already become an essential technology for millions of Brazilians. More than a messaging app, it has turned into an everyday operating system, where business deals are closed, customers are served, and transactions take place. That is why I believe an intelligent financial assistant should be right where people already are.
We are experiencing a unique moment in the financial sector. We are witnessing a shift of ages, where artificial intelligence (AI) is no longer a distant promise but a practical and accessible tool capable of transforming how we manage our finances.
Over the past decades, we have witnessed various technological transformations: the internet era (1995-2000), the cloud computing era, the mobile era, and now the AI era. In transitioning from the mobile era, where usability and design prevailed, to the AI era, we are moving from a model focused solely on user experience to one also centered on task execution. Google was a pioneer in integrating machine learning into its searches, but OpenAI revolutionized by turning ‘search’ into ‘answer’.
The way we interact with financial services is changing. Traditional banks still impose bureaucracies and lengthy processes. Fintechs have brought innovation, but many maintain monetization models that do not make sense for small entrepreneurs, with fees, monthly subscriptions, and an excess of features that end up being underutilized.
What entrepreneurs really need is not a solution full of technical resources, but an intuitive, efficient, and, above all, accessible service. Instead of navigating complex menus or completing multiple forms, a user should address their financial needs through a simple voice command or text message..
The next evolution of conversational platforms in the financial sector is not limited to customer service automation but rather to creating continuous and integrated experiences. This means that a user can start a transaction in a messaging app, continue in the browser, and complete the operation on another device without losing the flow of interaction.
This omnichannel connectivity, combined with AI, will make the experience smoother and more efficient, allowing entrepreneurs and consumers to save time, eliminate bureaucracies, and reduce operational costs.
The growth of conversational platforms in the financial sector shows that the future belongs to solutions that reduce complexity, optimize processes, and put technology to work for users. The trend is clear: money and financial services will be increasingly accessible within the communication platforms that are already part of people’s daily lives.
As new technologies emerge, the expectation is that these solutions will not be limited to just banking operations but will integrate payments, financial analysis, credit granting, and investments in a simple and efficient way.
Traditional banks will need to reinvent themselves. Fintechs that do not prioritize intuitive experience will lose ground. True innovation will be in solutions that truly empower the user, making finances more accessible, agile, and connected to the real world.
The future has already begun – and it will be conversational.
