Lending as a Service: Personalized credit should become a trend in 2025

Offering personalized loans to customers, integrated into the consumer journey in a way that is agile, automatic, scalable, and without bureaucracy, 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 next year in fintechs and e-commerce. The founder and CEO of Aarin, the first tech-fin hub specializing in Pix, Embedded finance From Brazil, Ticiana Amorim talks about this and other tools that will be highlighted in 2025.

Personalized credit analysis and approval are already a reality, but combined with Open Finance and Artificial Intelligence, they will be further expanded and accelerated. It will no longer be necessary for an analyst to approve a loan for someone buying a refrigerator online, for example. With Open Finance, the sharing of data and the customer's credit history can be analyzed by an AI, which can grant or deny credit almost instantly, without the customer even leaving the page.

Retail credit offerings are well-known, but now they've migrated to the digital realm. This allows customers to obtain a loan without leaving the online store. The use of APIs, combined with Artificial Intelligence and access to the customer's credit history for analysis, will greatly facilitate this process, offering consumers a more complete experience," says the CEO.

APIs are tools that bridge the gap between different systems and software, enabling automation and efficient data exchange between them. Super apps, applications that bring multiple functionalities and services together in a single place, stand out because of them. But this growing integration brings security to the forefront, 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 be the norm. These super apps will consolidate consumers' finances, offering services like payments, credit, insurance, and investments, all in one place," the CEO highlights.

Regulation and Security: More Trends for 2025

Brazil prepares for new regulatory innovations in 2025. The focus will be on the regulation of Banking as a Service (BaaS), Artificial Intelligence (AI), and asset tokenization. These initiatives aim to balance innovation with consumer protection, promoting greater transparency and security in financial services.

The blockchainAlready present in finance since 2019, it is set to gain greater prominence, particularly in areas like real estate and insurance. With advancing regulations, its use will expand, making transactions more secure and traceable, as well as eliminating intermediaries and reducing costs.

In 2025, the Pix payment system will be expanded with new features, such as Pix Offline and Pix International, enabling offline transactions and fast, efficient international payments. This innovation will be particularly beneficial for small businesses and consumers in areas with low connectivity.

Regarding security, while digitization brings an increase in fraud attempts, innovations like biometric authentication and Machine Learning will help prevent and detect fraud in real time, providing greater protection for consumers and businesses. The Know Your Customer (KYC) process will also be crucial in reducing fraud. 

"Innovation, coupled with regulatory progress and increasing digitization, will be key to the success of this new financial era," highlights Ticiana.