The universe of digital payments is constantly evolving, driven by technological innovations, changes in consumer habits, and the search for more practical and secure solutions. By 2025, the sector promises significant advancements, with the consolidation of existing methods and the emergence of new technologies.
According to Alex Tabor, CEO of Tuna Pagamentos, a leading Brazilian fintech and reference in payment orchestration, “the coming year will be marked by a combination of expansion, personalization, and challenges that will continue to transform the market.” With data from the Pix Management Report, released by the Central Bank, the expert highlights five trends that, in his view, will impact digital payments in the coming year.
- Consolidation of existing methods
Pix is one of the major highlights of the Brazilian market, moving over R$ 11 trillion in the first half of 2024, according to the Central Bank. “Its functionalities, such as Pix Withdrawal and Pix Change, expanded its reach and contributed to financial inclusion, allowing more people to access digital services,” says Tabor.
Additionally, the contactless technology, already accounting for 50% of card transactions in Brazil, continues to gain momentum. Its integration with digital wallets has boosted e-commerce and streamlined the shopping experience in apps and physical stores.
The digital wallets also stand out, with 40 million users in the country, offering new services such as loyalty program integration and personalized benefits.
- Popularization of emerging technologies
“The adoption of contactless payments (NFC) is expanding. Currently, 60% of Brazilian retailers already accept this technology, which is starting to be used in sectors like public transportation, with examples in cities such as Brasília,” notes the expert.
Another growing innovation, according to him, is biometry, which is increasingly being used for payment authentication. Besides simplifying the user experience, it reduces fraud by up to 70%, according to the Central Bank.
In the field of emerging technologies, blockchain and cryptocurrencies continue to attract attention, despite regulatory challenges. Their potential to transform the financial sector is undeniable, especially in markets where transparency and decentralization are valued.
- Personalization with Open Banking
O Open Banking is one of the most promising bets for 2025. The expectation is that the number of users will reach 20 million by the end of 2024, enabling financial product personalization and fostering competition among institutions.
“Data sharing is enabling the creation of offers more aligned with consumer needs, enhancing the experience in the financial sector,” explains Alex Tabor.
- Transformation of the experience with Embedded Finance and invisible payments
The integration of financial services into non-financial apps and platforms, known as Embedded Finance, is simplifying the consumer journey. Invisible payments—those that occur automatically without direct customer action—are also gaining prominence, especially in retail and subscription services.
Additionally, the growth of instant payments, globally, is making transactions faster—a key factor for e-commerce and business-consumer relationships.
- Security challenges
Security is one of the sector’s main challenges. Digital fraud causes annual losses exceeding R$ 5 billion in Brazil, highlighting the need for more robust technologies and greater financial education for consumers, according to Tabor.
Financial inclusion is also a key objective. The Central Bank estimates that the population’s participation in the formal financial system could grow by 30% in the coming years, thanks to the expansion of digital services. However, to ensure sustainable progress, regulations must keep pace with innovation, balancing consumer protection and technological advancement.
Thus, in 2025, trends of consolidation, innovation, and sustainability promise to further transform the financial ecosystem. The challenge will be to balance the adoption of new technologies with overcoming regulatory and security issues, ensuring a more efficient, inclusive, and consumer-focused market.
