Serasa Experian, the first and largest datatech in Brazil, launched today SerasaPass, a unified digital wallet that integrates identification data and payments in a single directory. Developed less than a quarter after the acquisition of ClearSale, the solution allows for registrations and transactions in digital environments, such as websites and apps, with just one click, without the need to create different logins and passwords for each online registration. By centralizing records and authentications in an agile and automatic way, SerasaPass offers more security, autonomy, and speed for the consumer, reducing the risk of fraud to near zero, since their data is stored in a secure environment of Serasa Experian.
The solution is connected to the Serasa app, used by nearly 100 million Brazilians, and linked to the Datatech database, which covers more than 60% of the country's banked population. Bringing together the country's largest digital consumer behavior database with a new generation of digital authentication, SerasaPass reduces the average time for digital transactions from 3.5 minutes to just 30 seconds – an 86% reduction – through the consolidation of multiple registrations into a single digital identity.
In the physical world, RG and CNH are unique identifiers, and the consumer always presents the same documents in any registration or purchase to prove to the commercial establishment that they are themselves. On the internet, we are born without a universal 'identity card,' so it is necessary to create a registration for each accessed site or application. Creating always the same passwords is risky and opens the door to fraud and scams, while so-called strong and different passwords are complex for the consumer, who needs to remember the data for each transaction. SerasaPass aims to be this digital identity wallet, providing security in storing personal data and ease during online registration or purchase," explains Marcelo Queiroz, Project Leader for Authentication and Fraud Prevention at Serasa Experian.
The 2025 Identity and Fraud Report from Serasa Experian reveals that the main concerns of Brazilian consumers in the digital environment are the misuse of personal data (41.4%) and credit card scams (27.5%). At the same time, there is a clear demand for simpler and safer experiences. According to the study, 81.4% of consumers value convenience, 70.5% want to be easily recognized on platforms, and 77.1% prioritize quick and hassle-free registration processes. In contrast, 31.4% say they would abandon a purchase if faced with excessive authentications — highlighting that security and smoothness must go hand in hand.
With the advancement of Pix,open financeand with more demanding authentication regulations, Brazil enters a new cycle for digital security. SerasaPass is launched from this, as a solution designed to strengthen digital identity and meet the growing demands for trust and protection in online interactions.
"Think about how many registrations you made in apps, stores, and services in the past year. SerasaPass consolidates all of them into one – with more security, autonomy, and agility. It is the secure 'pocket' where the user stores their digital identity, gaining more control over their own data," highlights Queiroz. "With this solution, the user no longer needs to type or send their data with each purchase, which drastically reduces the risk of fraud and ensures a simpler and faster journey," he/she/they concludes.
With SerasaPass, the user can securely and encryptedly store documents, credentials, and payment data, creating a trusted identity ecosystem. Technology acts as an identity provider, credential issuance and monitoring hub, and platform forPayment as a Serviceallowing authentication and payment to occur in a single seamless flow across financial institutions, e-commerce, and various digital products. The solution is already ready to be integrated into digital retail, financial institutions, fintechs, regulated services, and other market segments.
With registrations and payments in a single click, without the need to constantly fill in data and faster checkout, the solution also reduces the risk of fraudulent activities to a minimal level—close to zero—since the data is managed with consent and shared directly with the sites where the identity is used. This makes the journey safer and more reliable, without sacrificing fluidity.
By optimizing steps, reducing registration and payment time, and ensuring secure validations, SerasaPass has a high potential to reduce cart abandonment and boost consumers' digital journey. Additionally, the solution is connected to payment gateways and anti-fraud mechanisms that operate in real time.
“SerasaPass is an infrastructure solution. It provides less friction for the user, more security for the business, and a new way to authenticate identities efficiently. With it, Serasa Experian takes a decisive step to transform the digital experience in the country, establishing a new standard of security, convenience, and trust for consumers and companies, which can also be used in the physical world,” reinforces Queiroz.
