Despite the recent controversy about the possibility of the government taxing PIX transactions, the reality is that PIX fees are already authorized by the Central Bank since 2020 (Resolution No. 30/2020) and often take significant percentages from merchants’ and service providers’ profits. Aiming to reduce this cost related to processing these transactions, a trend is emerging to set a fixed amount per operation instead of linking the fee to a percentage of the sale.
This is the possibility offered by ‘RAPIDINHA PIX EDAN,’ a POS device consisting of a solution developed by EDAN Finance Group that has just entered the market. The fintech’s equipment sets a fixed rate of R$ 0.50 per instant payment transaction, making the process much more economical while also speeding up transaction reconciliation for merchants and service providers.
EDAN Finance Group’s Co-Founder & CEO, Eduardo Sgobbi, explains that by fixing the cost per transaction at just R$ 0.50, RAPIDINHA PIX offers undeniably cheaper processing for the market. ‘This becomes clear if we imagine a business that currently pays 1% per sale. If they make a thousand sales of R$ 100.00 each in a month, they’ll pay R$ 1,000.00 in fees. But if they use ‘RAPIDINHA PIX EDAN,’ they’ll pay R$ 500.00, meaning a 50% savings,’ he explains.
The executive states that, in addition to advancing this trend, ‘RAPIDINHA PIX’ is at the forefront of a new generation of POS devices with solutions designed to offer the market the full benefits made possible by Pix innovations.
In this regard, he cites another functionality of the device: the possibility of using Pix to enable cash withdrawals for customers at the store’s checkout. For this, simply click the ‘Pix Saque’ option on the device. The merchant must provide the amount requested by the customer without additional costs, as determined by the Central Bank, and hand over the requested cash. Their earnings will be paid by the customer’s financial institution and credited to the store’s account.
‘This directly increases revenue from the service provided and enhances security by reducing physical cash in the establishment,’ he says.
Eduardo Sgobbi highlights that in 2024, Brazil reached about 64 billion Pix transactions, totaling around R$ 26.4 trillion. ‘At EDAN, with the launch of ‘RAPIDINHA PIX,’ we estimate reaching about 13 million monthly transactions in 2025, with an average ticket of R$ 50.00—meaning a monthly volume of R$ 650 million, or R$ 7.8 billion annually,’ he says.
He also notes the device’s evolution in usability and merchant management. ‘The seller gets payment confirmation as soon as the money hits the establishment’s account, without needing to ask the customer to show a receipt on their phone, send it via WhatsApp, or wait for the Finance Department’s confirmation,’ he emphasizes.
Additionally, the receiver can view the statement of all transactions processed through their ‘RAPIDINHA PIX EDAN.’ ‘The store’s financial team can monitor all payments made via ‘RAPIDINHA PIX EDAN’ devices across multiple stores in real time, track credits to their account, and reconcile with banking transactions—all quickly, reliably, and with advanced technology,’ he explains.
According to him, there are about 4.4 million commercial establishments in Brazil, and EDAN Finance Group’s goal is to reach 1% of this base in the next 3 years—about 44,000 establishments. ‘Long-term, we aim to place at least three devices per establishment—132,000 RAPIDINHA PIX EDAN units in circulation. We strongly believe in Pix as a settlement method, not just in Brazil but also for Brazilians abroad,’ he concludes.
