Pitzi, a Brazilian insurtech specialized in electronics protection, announced the arrival of a new CEO. The company positions itself as a strategic partner of retail by taking the lead in a process that traditionally is not part of the core of these players: the structured offer of protection services. With its own technology, it connects the tips and simplifies the experience for the retailer and the final consumer.
The chosen to lead this new phase is Felipe Mendes, an executive with more than 30 years of experience, whose trajectory is marked by leadership positions in multinationals and the transit between consumption, retail and market intelligence. Before accepting the invitation of Pitzi, he founded and directed the Brains & Bytes consultancy, focused on business transformation and invested in technology-based startups.
Throughout his career, he held leadership positions in different multinationals.He was vice president for Latin America at NielsenIQ, in the technology and durable products segment, and worked at GfK as general manager for Latin America and then as country manager in Brazil.He also integrated Unilever as marketing director in Mexico and Chile, building a repertoire that combines strategic vision, large-scale operations management and conducting complex growth processes.
“I see a huge potential impact on the company's model, which combines technology, close relationship with retail and a clear purpose to improve the consumer experience. It is a challenge that motivates me and that has everything to do with my” trajectory, says Mendes, highlighting the opportunity to strengthen the insurtech partnership with major electronics sales networks in Brazil.
Thriving Retail Sector and New Opportunities for Pitzi
The arrival of Felipe Mendes coincides with a highly favorable scenario. In 2024, the electronics industry in Brazil grew 29%, reaching 117 million devices sold, the best performance of the decade, according to data from the Ministry of Development, Industry and Commerce.
Founded in 2012, the company was born with the proposal to protect the most important devices in the lives of consumers and today acts as a strategic partner of retail. Its model encompasses from sales training and operational management to real-time support to boost sales of financial solutions. Tools such as the Pitzi Ninja & App that gamifies the offer of services and rewards engagement & the application of artificial intelligence to expedite the approval of claims show how insurtech bets on technology to offer convenience and increase margins for retailers.
The company also advances on new fronts, such as the management of electronics used in its own technical laboratory, facilitating consumer access to state-of-the-art smartphones in subscription models.With more than 3 million customers protected and an ecosystem that combines user experience and value generation for retail, Pitzi consolidates its position as one of the main references in digital solutions for the electronics lifecycle.
For Felipe Mendes, this is the ideal moment to enhance the presence of the company.“Electronics retail is undergoing an accelerated transformation, and Pitzi has the differential of delivering an ecosystem of solutions that strengthen margins, retain customers and increase the competitiveness of our partners.Our commitment is to support retail in what we are experts: to offer protection and financial services so that each consumer has a more complete and safe shopping experience.”, concludes the new CEO.
