In 2020, during an interview, I stated: "Those who didn't prepare for WhatsApp missed out." At that moment, it was already evident that the app would become indispensable in the daily lives of Brazilians, given that the average daily usage time of the app was approaching one and a half hours. Today, this prediction has come true: WhatsApp is not just a means of communication, but a hybrid space that blends personal and professional interactions. This fusion of personal life and work reflects a unique behavior of the Brazilian market, creating an ideal environment for financial innovation.
We are among the largest app markets 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 become a daily operating system where deals are closed, customers are served, and transactions happen. That's why I believe an intelligent financial assistant should be exactly where people already are.
We are experiencing a unique moment in the financial sector. We are witnessing an era shift, where artificial intelligence (AI) is no longer a distant promise but a practical and accessible tool capable of transforming the way 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 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 it by transforming "search" into "answer".
The way we interact with financial services is changing. Traditional banks still impose bureaucracies and lengthy processes. Fintechs brought innovation, but many maintain monetization models that don't 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 filled with technical features, but an intuitive, efficient, and, above all, accessible service. Instead of navigating through complex menus or filling out multiple forms, a user should resolve their financial need through a simple voice command or text message.the.
The next evolution of conversational platforms in the financial sector is not limited to automation of customer service, but rather to the creation of 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 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 demonstrates that the future will belong to solutions that reduce complexity, optimize processes, and leverage technology to work in favor of users. The trend is clear: money and financial services will become 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 banking operations alone but will integrate payments, financial analysis, credit granting, and investments in a simple and efficient manner.
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 finance more accessible, agile, and connected to the real world.
The future has already begun – and it will be conversational.
