A bank that operates by voice command, text, or image and powered by artificial intelligence. That’s the proposal of Max, a new Brazilian payment institution entering the market with the ambition to change how people interact with money. The digital bank is 100% operated by generative AI, from the first contact with the customer to decisions about customer service, support, and account management.
Developed by the founders of Appmax, a fintech specializing in payment solutions for e-commerce and digital businesses, Max is born with its own identity and proposal. According to the co-founder and Vice President of New Business at the company, Betina Wecker, the project is more than an expansion. “We are going beyond the traditional logic of digital banks, to break the mold we are used to. Max is not just a bank with an incremental improvement in AI, it is a banking experience built from AI, with fluidity and personalization,” says Betina.
Max allows opening accounts, making payments and transfers, and accessing support in the bank’s application, which works in an unprecedented format, without any buttons. Furthermore, the bank will also have integration with WhatsApp and voice assistants like Siri. “All operations can be done through messages, audio, or images. The AI system understands natural language and learns from customer behavior to anticipate demands, suggest actions, and optimize routines,” explains Betina.
The Vice President of Appmax emphasizes that the app will eliminate the multiple steps and menus of traditional banks. “Technology has ceased to be a differential. What matters now is how it is used to serve people. Instead of offering a display of generic products, Max will function conversationally, making investment recommendations and even purchases based on each individual’s profile,” she highlights.
Robust Structure
Max is born operating as a payment institution authorized by the Central Bank, with its own regulatory structure and robust infrastructure. In the first phase, the bank will be available exclusively to Appmax’s customer base, with a strong focus on digital entrepreneurs, and invitees.
With native integration with the payment platform, Max will facilitate the financial management of sellers and entrepreneurs. According to Betina, the goal is to offer a unified experience, allowing the entrepreneur to manage, in the same environment, both payment processing and finances and cash movements.
In addition, Appmax’s partners’ sites will be automatically integrated into the bank’s application. With this, Max users will be able to make purchases on these e-commerce sites, using the app or through WhatsApp. “I can ask Max to make a purchase for me. For example: Max, buy these pants. Thus, this project consolidates Appmax as a company that operates throughout the payment chain, with solutions ranging from checkout and anti-fraud to digital accounts, focusing on efficiency, control, and performance for digital businesses,” adds.
The second phase foresees a gradual opening to the general public, through a waiting list.
Despite the shared origin, Max has its own brand, domain (max.com.br), and a logic of operation that positions it as a new player in the financial market.
