A bank operated by voice, text, or image commands and powered by artificial intelligence. This is the concept behind Max, a new Brazilian payment institution entering the market with the ambition to change how people relate to money. The digital bank is 100% operated by generative AI, from the first customer interaction to decisions regarding 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 purpose. According to Betina Wecker, co-founder and VP of New Business at the company, the project is more than an expansion. “We are going beyond the traditional logic of digital banks to break away from the model we’re used to. Max is not just a bank with incremental AI improvements—it’s a banking experience built from the ground up with AI, with fluidity and personalization,” says Betina.
Max allows users to open accounts, make payments and transfers, and access support through its app, which works in an unprecedented format—with no buttons. Additionally, the bank will also integrate with WhatsApp and voice assistants like Siri. ‘All operations can be performed via messages, voice notes, or images. The system’s AI understands natural language and learns from customer behavior to anticipate demands, suggest actions, and optimize routines,’ explains Betina.
The Appmax VP emphasizes that the app will eliminate the multiple steps and menus of traditional banks. ‘Technology is no longer a differentiator. What matters now is how it’s used to serve people. Instead of offering a showcase of generic products, Max will operate conversationally, making investment and even shopping recommendations based on each user’s profile,’ she highlights.
Robust infrastructure
Max launches as a payment institution authorized by Brazil’s Central Bank, with its own regulatory framework and robust infrastructure. In its first phase, the bank will be available exclusively to Appmax’s customer base, with a strong focus on digital entrepreneurs and invited users.
With native integration with the payment platform, Max will simplify financial management for sellers and entrepreneurs. According to Betina, the goal is to offer a unified experience, allowing business owners to manage payment processing, finances, and cash flow all in one place.
Additionally, websites of Appmax partners will be automatically integrated with the bank’s app. This means Max users can make purchases on these e-commerce platforms directly through the app or WhatsApp. ‘I can ask Max to make a purchase for me—for example: Max, buy these pants. This project consolidates Appmax as a company operating across the entire payment chain, with solutions spanning from checkout and fraud prevention to digital accounts, all focused on efficiency, control, and performance for digital businesses,’ she adds.
The second phase involves a gradual rollout to the general public through a waitlist.
Despite the shared origin, Max has its own brand, domain (max.com.br), and a unique operational logic that positions it as a new player in the financial market.
