Digitalization of the agricultural buying journey is rapidly advancing in Brazil, and the partnership between YANMAR and Broto, the Banco do Brasil's digital platform, is a key driver of this transformation. Together, the companies are enhancing access to compact, high-efficiency machinery for rural producers – particularly small-scale producers – by combining innovation, simplified credit, and a purchasing journey increasingly connected to the realities of the countryside.
Since the partnership began in 2024, seven YANMAR machines have already been sold through Broto, generating nearly R$1,794,800. Among the equipment acquired are tractors ranging from 24 to 75 horsepower, and even mini-excavators – traditionally focused on the construction sector, but increasingly present in agricultural applications. Sales were made to producers in São Paulo, Minas Gerais, Mato Grosso, Santa Catarina, Bahia, and Pernambuco, demonstrating national reach and the appeal of digitalization in the agricultural sector.
According to a second survey conducted by Broto, involving over 100,000 rural producers, 431,000 of those surveyed already use marketplaces as a source of information about agricultural products and services. This indicates a significant shift in behavior: even when the purchase isn't finalized online, the digital environment directly influences the producer's decision.
"The partnership with YANMAR has been quite special. It's a company that, like us, has technology and sustainability in its DNA – essential pillars for the evolution of family-run agribusiness. For Broto, it's crucial to have partners who combine innovation, efficiency, environmental impact mitigation, productivity, and food security for the population," highlights Francisco Roder Martinez, executive director and one of the founders of the Broto platform."
He adds: "Unsurprisingly, YANMAR is one of the companies for which we generate the most opportunities on our marketplace. The volume of leads generated from January to April 2025 exceeded the amount registered in the last quarter of 2024 by more than 10%."
In addition to facilitating access to machinery, the platform offers producers digital credit services, such as financing simulations, working capital requests, CPR and Pronaf applications, all done in a practical and secure manner. Another differentiator in the digital journey promoted by Broto is its infrastructure: the platform was considered the fastest in Brazilian agriculture based on tests conducted by [omitted]. Google PageSpeed Insightsand boasts state-of-the-art technology for data security and transactions.
The partnership has been particularly relevant in YANMAR's relationship with family farm producers, a profile that constitutes a large portion of Broto's base. These producers seek efficient mechanization, but with an accessible cost-benefit ratio and technologies that truly meet their needs.
"This partnership with Broto brings YANMAR even closer to family farming, which is a priority for our operation. We have a robust portfolio of compact tractors and equipment that perfectly fits smaller farms, but still demands high productivity. The digital channel expands our presence and connects us with a highly engaged audience open to innovation," says Igor Souto, Marketing Supervisor at YANMAR South America.
The partnership between YANMAR and Broto also reflects a national trend. According to the platform, the states of São Paulo and Minas Gerais account for 26% of searches for machinery. "Requests for quotations for YANMAR products corroborate this data: 35% of the leads generated by Broto for the manufacturer originate from these states. These figures may reflect the high concentration of technologically advanced properties and the good level of rural connectivity in these areas," says Martinez.
Another relevant data point shows that 48% of the budget requests for YANMAR products in Broto came from producers aged 25 to 44 – a generation increasingly digital, attentive to machine performance, and willing to conduct business online with autonomy and agility.
Broto has been expanding its role as a key agent of digitalization in agriculture. From its inception until April 2025, the platform has facilitated over R$9.3 billion in business transactions. It has focused on new producer relationship strategies, such as exclusive digital fairs, targeted media, and tools that integrate content, technical training, and credit solutions into the purchasing process.
"We believe the future of digital agriculture is about something much bigger than just a marketplace. Our goal is to support the producer before, during, and after the farm gate, not just by offering products when they need them, but also by providing information, knowledge, credit, protection, and access to innovation. That's how we see our role: as facilitators of digital transformation in agriculture, with a direct impact on productivity and the sustainability of rural properties," Martinez emphasizes.
With the strengthening of partnerships between companies, the expectation is that the number of digital sales of agricultural machinery will grow in the coming cycles, solidifying the model as an effective, secure, and practical way to expand mechanization in the field and bring innovative solution providers closer to the real challenges faced by Brazilian rural producers.
We continue seeking new ways of working, always keeping pace with market trends and alongside strategic partners like Broto. This connection is essential for bringing our solutions to an ever-increasing number of producers, with agility, proximity, and innovation," concludes Souto.
