Offering personalized loans to customers, integrated into the consumption journey in an agile, automatic, scalable, and bureaucracy-free manner, seems like something from the future, but the service already exists and is called Lending As a Service (LaaS). The digital credit service is one of the trends for the next year in fintechs and e-commerce. The founder and CEO of Aarin, the first tech-fin hub specialized in Pix and embedded finance in Brazil, Ticiana Amorim, talks about this and other tools that will stand out in 2025.
The analysis and approval of personalized credit are already a reality, but combined with Open Finance and Artificial Intelligence, they will be expanded and accelerated. It will no longer be necessary for an analyst to authorize a loan for someone buying a refrigerator online, for example. With Open Finance, the sharing of this customer’s data and history can be analyzed by AI, which can grant or deny credit almost instantly, without the customer even leaving the page.
“Credit offerings in retail are well-known, but now they have migrated to digital. They allow obtaining a loan without leaving the online store. The use of APIs, with Artificial Intelligence and connected to the customer’s history for credit analysis, will be a major facilitator of this process, offering consumers a more complete experience,” says the CEO.
APIs are tools that bridge different systems and software, enabling automation and efficient data exchange between them. It is through them that super apps stand out—applications that combine multiple functions and services in one place. But this growing integration puts security in focus, especially in financial solutions; technologies like AI and multi-factor authentication will be directly integrated into payment APIs to protect consumers and businesses.
“For consumers, Embedded Finance will enhance and personalize the shopping experience with various financial and non-financial services on a single platform. And this will become the norm. These super apps will consolidate consumers’ finances, offering services like payments, credit, insurance, and investments, all in one place,” highlights the CEO.
Regulation and Security: More Trends for 2025
Brazil is preparing for new regulatory innovations in 2025. The focus will be on regulating Banking as a Service (BaaS), Artificial Intelligence (AI), and asset tokenization. These initiatives will seek to balance innovation with consumer protection, promoting more transparency and security in financial services.
The blockchain, already present in finance since 2019, is expected to gain more prominence, especially in areas like real estate and insurance. With advancing regulations, its use will expand, making transactions more secure and traceable, while also eliminating intermediaries and reducing costs.
In 2025, the Pix payment system will be expanded with new functionalities, such as Pix Offline and Pix Internacional, enabling transactions without internet connection and international payments quickly and efficiently. This innovation will be especially advantageous for small businesses and consumers in areas with low connectivity.
Regarding security, although digitalization brings an increase in fraud attempts, innovations like biometric authentication and Machine Learning will help prevent and detect fraud in real time, providing more protection for consumers and businesses. The Know Your Customer (KYC) process will also be fundamental in reducing fraud.
“Innovation, along with advancing regulations and increasing digitalization, will be the key to success in this new financial era,” emphasizes Ticiana.
