Offering personalized loans to customers, integrated into the consumption journey in an agile, automatic, scalable and bureaucracy-free way, seems like something from the future, but the service already exists and is calledLending As a Service(LaaS). The digital credit service is one of the trends for the next year in fintechs and e-commerce. The founder and CEO of Aarin, the first tech-fin hub specialized in Pix andembedded finance from Brazil, Ticiana Amorim, talks about this and other tools that will be highlighted in 2025.
Analysis and approval of personalized credit are already a reality, but when combined with Open Finance and Artificial Intelligence, they should be expanded and accelerated. It will no longer be necessary for an analyst to authorize a loan for someone who is buying a refrigerator online, for example. With Open Finance, the sharing of this client's data and history can be analyzed by an AI, which can grant or deny credit almost instantly, without the client even leaving the page.
“The provision of retail credit is well known, but now it has migrated to the digital world. It allows you to obtain a loan without leaving your online store. The use of APIs, with Artificial Intelligence and connected to the customer’s history for credit analysis, will greatly facilitate this process, offering consumers a more complete experience,” says the CEO.
APIs are tools that bridge different systems and software, enabling automation and efficient data exchange between them. It is through them that super apps stand out, applications that gather multiple functions and services in the same place. But this increasing integration makes security a focus, especially in financial solutions; technologies like AI and multi-factor authentication will be integrated directly into payment APIs to protect consumers and businesses.
“For consumers, Embedded Finance will enhance and personalize the shopping experience with multiple financial and non-financial services on a single platform. And this will become the norm. These super apps will consolidate consumers’ finances, offering services such as payments, credit, insurance and investments, all in one place,” highlights the CEO.
Regulation and Security: more trends for 2025
Brazil is preparing 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 will seek to balance innovation with consumer protection, promoting greater transparency and security in financial services.
THEblockchain, already present in finance since 2019, is expected to gain more prominence, especially in areas such as real estate and insurance. With the advancement of regulations, its use will expand, making transactions safer and more 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 international payments quickly and efficiently. This innovation will be especially beneficial for small businesses and consumers in areas with low connectivity.
Regarding security, although digitization increases the number of fraud attempts, innovations such as 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 essential in reducing fraud.
“Innovation, together with advancing regulations and increasing digitalization, will be key to the success of this new financial era,” highlights Ticiana.
