Five years after its launch, Pix has become one of the main drivers of inclusion and financial digitization in Brazil. According to the new study "The New Profile of the Digital Consumer," conducted by Koin in partnership with the Datafolha Institute, the instant payment system has already reached 84% penetration among online consumers, with R$ 2.4 trillion transacted between January 2024 and January 2025 — a significant increase compared to R$ 1.7 trillion in the previous period.
More than numbers, Pix has reshaped the role of money in the lives of Brazilians. There are already 836 million active keys, and 33 million people use Pix as their main financial instrument instead of cards or invoices. "We are facing a cultural shift. Pix has become a behavior, not just a tool," analyzes Raphael Valente, Risk Director at Koin.
Pix Installment: digital credit and financial autonomy
The study also points to a second wave of innovation driven by Pix: the Installment Pix, an alternative that allows consumers to split payments even without a credit card — with instant approval for the merchant and installment payments via direct debit.
Although still little explored by retail — with only 33% of companies claiming to be familiar with the modality — Pix Parcelado already arouses high interest among Brazilian consumers. According to the study conducted by Koin in partnership with Datafolha, 72% of respondents expressed willingness to use Pix Installments in their upcoming purchases. The solution, which allows installment payments without relying on credit cards, is seen as a more accessible, digital alternative compatible with the consumption profile of classes CDE.
"By bringing installment payments to Pix, we expand the consumer's choice, especially for classes CDE, who often do not have access to formal credit," highlights Valente.It is a silent revolution that allows Brazilians to buy how they want, when they want, and without relying on cards or traditional banks.
Revolution that transcends borders
Inspired by the success of Pix, countries like Argentina (Transferências 3.0), Mexico (CoDi), and Colombia (Transfiya) are studying the replication of similar models, with support from local central banks. The study highlights that the A2A (account to account) system — on which Pix is based — should become the standard in emerging countries, as it eliminates intermediaries, reduces costs, and facilitates immediate liquidity.
Koin is already evaluating the integration of Pix Parcelado with regional ecosystems, studying partnerships with e-commerce players and fintechs in Latin American countries. The goal is to adapt Brazilian innovation to the reality of markets with high informality and low banking penetration — a scenario similar to pre-Pix Brazil.
In the view of Koin's Risk Director, "Split Pix is not just a way to buy without a card. It is the realization of a new phase of the Brazilian digital economy. We are talking about autonomy, access, and scale. Brazil is now a global reference in digital payments — and what we are creating here can be exported throughout Latin America."
Main insights of the study:
- Digital penetration: 84% of online consumers use Pix regularly.
- Traded volume: From R$ 1.7 trillion (2024) to R$ 2.4 trillion (2025) — growth of over 40%.
- Active keys: 836 million (annual growth of +100 million).
- Pix as the main means: 33 million Brazilians use Pix as their primary financial channel.
- Pix Installment: 72% of consumers show interest; only 33% of companies are aware of the solution.
- Preference for apps and immediacy: mobile payments grew by 251% in five years.
- BNPL expanding: Koin leads in Brazil with a native digital alternative, no card, and a focus on inclusion.
About the study
"The New Profile of the Digital Consumer"It is a study developed by the fintech.Coinin partnership with theDatafolha Institute, with data collected in 2025 on payment habits, technology use, financial behavior, and emerging trends in the Brazilian digital landscape. The research includes segments by age group, social class, and purchasing profile, including new data on the use of Pix and BNPL solutions.
