In 2020, during an interview, I stated: ‘Those who didn’t prepare for WhatsApp dropped the ball.’ At that time, it was already evident that the app would become indispensable in Brazilians’ daily lives, given that the average daily usage time was approaching one and a half hours. Today, this prediction has come true: WhatsApp is not just a communication tool but a hybrid space blending 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 app’s largest markets globally, alongside India and Indonesia. WhatsApp has already become essential technology for millions of Brazilians. More than a messaging app, it has transformed into an everyday operating system where deals are closed, customers are served, and transactions take place. That’s why I believe an intelligent financial assistant must be exactly where people already are.
We are witnessing a unique moment in the financial sector. We are seeing an era shift, 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 several technological transformations: the internet era (1995-2000), the cloud computing era, the mobile era, and now, the AI era. In the transition from the mobile era—where usability and design prevailed—to the AI era, we are shifting from a model solely focused on user experience to one also centered on task execution. Google pioneered integrating machine learning into its searches, but OpenAI revolutionized it by turning ‘search’ into ‘answer.’
The way we interact with financial services is changing. Traditional banks still impose bureaucracy and lengthy processes. Fintechs brought innovation, but many maintain monetization models that make little sense for small entrepreneurs, with fees, monthly subscriptions, and excess features that end up underutilized.
What entrepreneurs truly need isn’t a solution packed with technical features but an intuitive, efficient, and above all, accessible service. Instead of navigating complex menus or filling out multiple forms, a user should resolve their financial needs through a simple voice command or text message.o.
The next evolution of conversational platforms in the financial sector isn’t limited to automating customer service but rather creating continuous and integrated experiences. This means a user can start a transaction in a messaging app, continue in a browser, and complete the operation on another device without losing the interaction flow.
This omnichannel connectivity, combined with AI, will make the experience smoother and more efficient, allowing entrepreneurs and consumers to save time, eliminate bureaucracy, 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 leverage technology to work in users’ favor. The trend is clear: money and financial services will become increasingly accessible within the communication platforms already part of people’s daily lives.
As new technologies emerge, the expectation is that these solutions won’t be limited to banking operations but will integrate payments, financial analysis, credit issuance, and investments in a simple and efficient manner.
Traditional banks will need to reinvent themselves. Fintechs that don’t prioritize intuitive experiences will lose ground. True innovation will lie in solutions that genuinely empower users, making finances more accessible, agile, and connected to the real world.
The future has already begun—and it will be conversational.
