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64% of apps disappoint users, says Eitri survey

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64% of apps disappoint users, says Eitri survey

Apps are becoming increasingly integrated into people's daily lives, whether to shop, study, or make friends. However, widespread availability does not guarantee satisfaction. users. An internal Eitri survey, using data from user reviews and ratings of over 200,000 general apps, including e-commerce apps, revealed significant insights: 64% disappoint users, while only 18% achieve excellence in quality; shopping apps lead in excellence.

It is worth noting that, of the 205,230 apps analyzed, 131,799 did not have enough reviews for an accurate classification. The categories with the highest percentage of excellence are Books and References (33.72%), Climate (29.60%), and Shopping (29.43%). On the other hand, they face greater challenges regarding satisfaction ofusers: Racing Games (4.94%), Educational Games (4.75%) and Dating (2.16%).

Strengths and weaknesses of apps

Customers highlight the shopping experience when everything works correctly (18%), convenience as an alternative to physical stores (11%), ease of use (10.3%), and product quality (9%) as positive aspects. This shows that they especially appreciate a journey that is easy, convenient, and offers good products.

The main weaknesses identified were instability and unsatisfactory app performance (15%), followed by issues in the purchase process (13%), problems related to coupons and discounts (9%), and inconsistencies in shipping (6%). These technical and functional issues negatively impact, representing barriers to retentionusersin environments ofe-commerce.

What do users value most?

Applications that allow users to find products and complete purchases quickly and effortlessly are valued by users, who tend to separate the quality of the items from the experience with the app, indicating that the brand is appreciated regardless of the sales channel. When apps work as expected, logistical efficiency stands out as an important differentiator. Furthermore, economy and discount opportunities are relevant factors in the decision to buy a product.

The catalog's amplitude is also an appreciated aspect, as well as good support that contributes to customer loyalty. The digital channel is perceived as a relevant alternative to physical stores, and flexibility in order completion options is valued. Finally, the app is seen as an extension of the overall brand experience, reinforcing the importance of an efficient and well-structured platform.

“Our research revealed that the market for quality apps remains largely untapped, with a clear distinction between well-designed apps and those that are poorly designed. This distinction not only highlights the need for innovation and excellence in the industry, but also shows that well-reviewed apps tend to gain greater visibility in app stores, directly influencing users’ decisions,” said Guilherme Martins, co-founder of Eitri.

Brazilian logtech registers 90% growth with strategic management and no external investment

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Brazilian logtech registers 90% growth with strategic management and no external investment

In the Brazilian startup market, the bootstrap model has been gaining notable relevance. Characterized as a form of management without external investment, bootstrapping has been widely adopted in the country, according to the report.Founders Overview, developed by ACE in partnership with Bhub and a55 in 2023, 44.6% of Brazilian entrepreneurs structured their businesses without internal investments, using only their own capital. In this context, Unlog, a logistics startup operating on a bootstrap model, recorded a growth of nearly 90% in its revenue in 2024, more than doubling its Earnings Before Interest, Taxes, Depreciation, and Amortization (EBITDA), and the expectation is that revenue will also double this year.

SecondNatalia Baranov, Chief Financial Officer of UnlogThe organization is part of a group of companies that consolidate and grow in the Brazilian market by doing the basics, but essential for entrepreneurship: adapting to market changes, innovation, strengthening the team, and good financial management. "We realize that, with the transformations in consumer profiles and changes in the sector, we needed technological updates and operational management improvements to meet market needs and increasingly seek innovative solutions. Consumer demand is constant, but beyond quick delivery at lower costs, our client also demands sustainability projects and for their partner or supplier to be aligned with their strategy," he states.

The sharp growth of logtech is in contrast to a common phenomenon for many Brazilian startups, the closure of activities due to lack of capital. According to a survey conducted by Distrito for InfoMoney, more than 8,000 businesses closed between January 2015 and September 2024, and only 10% of them received some form of investment. The evolution also accompanies an intense movement around the transportation and logistics segment, since, according to the Brazilian Association of Infrastructure and Basic Industries (Abdib), the private sector is expected to invest R$ 124.3 billion in the sector between 2022 and 2026. Within this heated market, Unlog stands out with its range of services and products, such as delivery management, last-mile logistics, fleet management, inventory and cargo management, and on-demand delivery for large and small clients across various sectors.

“With the need for growth and a scenario of rising interest rates and consequently the cost of external capital, we cut expenses that were not part of the operation to increase cash flow, invested in technology solutions with routing and storage systems, and strengthened the training of operational personnel. Thanks to this strategic approach, we were able to improve our service and ensure the significant results achieved last year,” he concludes.Aries. This year, the startup intends to invest strategically in key points such as cost efficiency, scalability, national service and strategic management of internal capital, thus aiming to achieve double its revenue and two more percentage points in its EBTIDA result compared to 2024.

Your Money, Your Rules: How Consumers Are Setting the Rules of the Market

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Your Money, Your Rules: How Consumers Are Setting the Rules of the Market

Consumer Day is not just a commemorative date — it is a battlefield, and it is up to each of us to decide which brands deserve to come out victorious.

Consumers' shopping habits are not limited to getting a good discount. They represent power, influence, and values. Each purchase is a vote of confidence or rejection. Brands that understand this fight to earn your loyalty, work hard to exceed your expectations, and strive to provide a flawless experience. What don't they understand? Well, these are left behind.

It's interesting how some brands seem to read our minds, making the shopping experience simple and intuitive. This does not happen by chance. It is the result of the pressure exerted by consumers, who are increasingly demanding and attentive to the quality of services and products.

Every purchasing choice is a positioning. Each transaction determines which companies thrive and which disappear. And the best part? The change is in the hands of consumers, shaping the future of the economy often without realizing it.

Smart companies listen to consumers, demonstrate empathy, anticipate needs, and eliminate problems before they even arise. Naturally, we are attracted to these experiences.After all, when something simply works, we know that someone dedicated time and effort for it to happen.

But simplicity is not something easy to achieve. And here is a perfect example

Elitism vs. empathy: how a simple coaster put BMW's "The Ultimate Driving Machine" in conflict with the customer experience

In Marketing and Business classes, it is common for students to learn about the classic Toyota vs. BMW case, a story that perfectly illustrates the difference between two business approaches:

  • Brands with a "inside-out" mindset create products based on their own convictions, assuming they know what is best for the consumer.
  • Brands with a "outside-in" mindset start with the consumer, listening to their needs and adapting to them.

And a small object symbolizes this difference: the coaster.

In the 1990s, the concept of drive-thru was one of the major innovations in the USA, the business model was at its peak, driven by the growth of Starbucks, which changed consumer habits in the United States. Drivers started buying coffee on their way to work and soon realized that their car cup holders were small and not very practical.

German car manufacturers were quick to respond. As masters in the art and science of automotive design, BMW engineers rejected the idea of redesigning their clever retractable cup holder, although fragile and small —, calling it a "bump in the sleek cockpit design." After all, German engineers have the reputation of being the best in the world. For them, this requirement was an attack on BMW's culture. Remember that engineers are the ones who hold the power within BMW; they are the ones who are promoted to leadership positions. The engineering teams, guided by elitism, declared: "We are designing the dream car, not a living room!".

Toyota, on the other hand, adopted Design Thinking and User-Centered Design. He showed empathy and listened. He identified the profile and started designing minivans, SUVs, pickups, and cars that met the changes in the United States.

The result? Toyota grew from 6.1% to 16.1% of the market between 1988 and 2007, while BMW advanced modestly from 0.5% to 1.9%. This episode summarizes well what separates successful brands from those that fall behind: listening to or ignoring their consumers.

Today, this principle applies to all areas. The best brands are not those that think they know what is best for the customer, but rather those that understand and meet their needs before they even realize it. Arrogant companies decide on their own what customers should want, without caring about their real needs.

The consumer in control: companies that listen and respond

If you take the trouble to share your interests and needs with a company, shouldn't you expect it to listen and create relevant and meaningful connections with you?

Let's look at the example of Cogna: with 73 educational brands, the company positions itself as "the largest and most comprehensive education company in the country." She offers thousands of courses and learning paths, from new languages to Architecture. And, to make your life easier, the company invested in technology to get to know you better and make personalized recommendations based on your interests, ambitions, and academic and professional achievements.

Most people don't even realize it, but by browsing Cogna's digital channels, it suggests the best educational paths, offers financing options compatible with their financial situation, and sends motivational reminders to help them stay on track. Yes, behind all of this there is artificial intelligence and predictive models, but what really matters is that it respects your time, understands your journey, and helps boost your career.

Why do you like this? Because education should be a personalized map, not a treasure hunt.

Behind the scenes: to offer this experience, advanced AI models, thousands of tests, and a content production flow adapted to create personalized journeys at scale were necessary.

Customer service needs to modernize – and quickly

It is unacceptable that, in the digital age, there are still companies that treat their customers as inconveniences. Who has never called a customer service and heard the classic phrase: "We are experiencing an abnormal volume of calls"? If the volume is so "abnormal," why is there already a recorded message for it? The truth is that the modern consumer doesn't want to wait, doesn't want bureaucracy, doesn't want frustration.

Companies that understand this reality are already standing out

  • WhatsApp support – order changes, refunds, flight rebookings, all without the need to download a new app.
  • Smart chatbots – quickly solve common problems without the need for a call.
  • Proactive notifications – real-time updates on deliveries, status changes, and personalized guidance.

This is not a luxury. It's the least the consumer deserves. And companies that do not understand this risk losing customers quickly.

Consumers have power – it's time to use it

Your money is power. Your voice matters. Use it with purpose. Spend with principles. Demand more from brands. What you buy shapes the market and the future. Each transaction is a choice.

Impose your values on companies. Invest in what makes sense today and what will build a better future: a more sustainable planet, a company that gives back to the community, or a business that respects your time and needs.

Every real you spend is a vote in the market. Demand quality, challenge standards, make your voice heard.

Like in The Hunger Games: "May the best brands always be in your favor." In other words, only the brands that truly work for you will survive — making your life easier, delivering value, and respecting what you believe in. The decision is yours and no one else's.

Every choice you make with your money shapes the market. Demand excellence, challenge limits, and make yourself heard. In this game, it's not luck that decides who wins — it's you. Each purchase is a vote, each interaction a judgment. Which brands do not match? They fall behind.

Brands that put you first win for a reason: they strive to make your experience simpler, personalized, and frictionless. And that takes work.

The secret to a great customer experience is not making the company seem smart. It's about making you feel smart. This is empathy.

Like a coaster, for example.

Next time something is easy — whether it's checking in for a flight, delivering a package, or finding the perfect product — know that it was no coincidence. Someone thought of you.

And you are in charge of whoever continues in the game.

Happy Consumer Day!

Consumer Day: 8 interesting facts about the era of digital transformation and consumption

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Consumer Day: 8 interesting facts about the era of digital transformation and consumption

Digital transformation has profoundly reshaped consumption habits in Brazil. With increasing digitalization, Brazilian consumers are becoming more connected, demanding integrated and personalized shopping experiences.

According to theDigital Transformation Index Brazil (ITDBr)In 2024, prepared by PwC Brazil in partnership with Fundação Dom Cabral, 41% of companies still recognize digital transformation as crucial to their investments, highlighting a willingness to explore new technologies even during periods of financial restriction. The study also reveals that 45.1% of the interviewed companies adopted a cautious stance regarding digital initiatives, limiting themselves to modest investments.

"Digitalization is no longer a differentiator but a necessity for companies that want to stay competitive. Consumers expect seamless and integrated experiences across all channels, and those who do not invest in innovation risk losing relevance. Adapting to digital transformation means not only implementing new technologies but also rethinking business models to meet the new market demands," emphasizes the data expert, speaker, and MBA professor at Fundação Getúlio Vargas (FGV), and author of the book"Cognitive Organizations: Leveraging the Power of Generative AI and Intelligent Agents"Kenneth Corrêa.

What has changed in shopping habits?

What was once a shopping journey limited to physical stores and dependent on time and travel has now become a quick and dynamic experience, thanks to digitalization.

In the past, price research and comparison were time-consuming, requiring direct consultations with sellers and catalogs. Now, consumers can search, compare, and buy products from anywhere, at any time, using mobile devices.

Customization has become a major differentiator, with offers tailored to the consumer's profile based on browsing and previous purchase data. According todataAccording to Outgrow, 90% of consumers prefer brands that offer personalized experiences and are 40% more likely to view recommended items based on information shared with the brand.

Additionally, payment methods such as PIX and contactless payments make purchases faster and frictionless, changing the relationship with credit card payments.

According tosearch"The Brazilian and His Relationship with Money", published by the Central Bank, Pix is already the most used payment method by Brazilians. The service is adopted by 76.4% of the population, followed by debit card (69.1%) and cash (68.9%).

Loyalty has also changed. In the past, traditional point programs were the main strategy. Today, companies invest in personalized service, efficient after-sales, cashback, and accessible communication, effectively winning customer loyalty.

From the rise of e-commerce to the popularization of digital payments, social media, and the sharing economy, connectivity has reshaped the relationship between consumers and brands. Next, the experts highlight seven major internet-driven curiosities that have significantly impacted the market.

Curiosity 1: emergence of e-commerce

E-commerce revolutionized retail, and the first major Brazilian marketplace was launched in 1999. According to thereport “The Global Payments Report”The global online shopping market is expected to grow by more than 55.3% by the end of 2025, reaching around US$ 8 trillion.

Furthermore, asearchOctadesk, in partnership with Opinion Box, revealed that 62% of consumers make between two and five online purchases per month, and 85% buy online at least once during this period. In this scenario, brick-and-mortar retail had to reinvent itself, consolidating Brazil as one of the world's leading e-commerce markets.

The growth of e-commerce did not happen by chance. Convenience, product variety, and the digitization of payment methods have made online shopping a natural choice for consumers. Additionally, factors such as the popularization of marketplaces, logistics agility, and the strengthening ofmobile commerceand drive this progress. Today, with just a few clicks, it is possible to compare prices, read reviews, and complete a purchase safely and instantly, which transforms the shopping experience and reinforces the rise of e-commerce," evaluates sales expert and CEO of Receita Previsível, Thiago Muniz.

Curiosity 2: the expansion of digital payment methods

If previously shopping depended exclusively on cash or cards, today digitalization has brought more practical alternatives, such as PIX, digital wallets, Open Finance, and installment payment solutions.

Open Finance, for example, in the last year, surpassed 47 million users in one month, according to data from the Brazilian Federation of Banks (Febraban). At the end of 2024, there were 57.62 million active consents, demonstrating steady progress.

The expectation is that the system will reach an even larger portion of the population by the end of 2025, as Pix by Biometrics and Proximity is an innovation of Open Finance and will drive the payments market. "With this feature, the user only needs to link an account to a digital wallet and, through NFC technology and the biometric authentication of their device, a payment will be made promptly. There is no need to even open the bank's app. This represents more convenience for the consumer, as well as more opportunities and challenges for the entrepreneur," explains Lina Open X Business Director, Murilo Rabusky.

Curiosity 3: personalization in the consumer experience and the use of data

With the advancement of artificial intelligence and big data, companies have begun to offer increasingly personalized experiences by analyzing preferences, purchase history, and online behaviors to suggest products and services more accurately. THEreportConsumer Trends 2025 indicates that 78% of consumers prefer brands that provide personalized experiences.

For Lucas Monteiro, Martech Leader at Keyrus, an international consulting firm specializing in Data Intelligence and Digital Transformation, businesses are adopting an increasingly holistic approach to understanding their consumers.

"Many companies are not only monitoring consumers' actions but also investing in deeply understanding what they think, feel, and desire. With this strategy, it is possible to create truly personalized experiences and build lasting relationships," he/she emphasizes.

In this scenario, data is fundamental. The Keyrus specialist also explains that "the data can contain the answers to a company's biggest challenges specifically related to its customers. It is possible, through Customer Data technology, for example, to create personalized campaigns for different regions and segments, predict customer churn, which helps companies improve customer interaction and increase sales by segmenting and targeting marketing campaigns to the right audience."

Curiosity 4: using surveys to understand the consumer

The collection and analysis of information have become essential for brands that want to better understand their audience. More and more companies are adopting data-driven strategies to enhance their marketing efforts, understand consumer behavior, and personalize their offerings. The intensive use of this information allows for the identification of trends, preferences, and purchasing habits, making communication more efficient and assertive.

According to MindMiners' CMO, Danielle Almeida, listening to and understanding the target audience is not just a trend, but a strategic necessity. Brands need to adapt quickly to maintain their competitiveness. Therefore, understanding the true demands of consumers and turning this data into concrete actions is essential to attract and retain customers in an increasingly dynamic market.   

Curiosity 5: therise of digital influencers and purchase recommendations

If before purchase decisions were based on traditional advertising, today influencers play a key role in recommending products and brands.

In Brazil, 144 million people are active on social media, and content creators shape trends and build the reputation of companies. Magalu, for example, transformed its virtual assistant, "Lu," into a digital influencer with millions of followers, strengthening the emotional connection with its customers.

"Companies are no longer communicating only as brands and are starting to act as"creators, that is, content creators, to truly get closer to their clients. Therefore, the media teams of large companies have realized that advertising campaigns need to be more humanized and authentic, connecting with the audience in an efficient and genuine way. This connection is based on entertainment, that is, on the ability to engage and involve the consumer through campaigns, building trust and driving the purchase decision," declares Boomer's co-founder, Pedro Paulo Alves.  

Curiosity 6: subscription loyalty

Customer loyalty is a process of retaining already acquired customers. The foundation of this strategy is the trust between the customer and the organization, built through personalized service and quality products and services.

Some of the most profitable companies in the world, such as Apple and Coca-Cola, and some streaming services like Netflix and Spotify, owe much of their success to loyal customers who are always ready to defend them.

According to Eduardo Augusto, CEO of IDK, a consultancy specializing in technology, design, and communication, a complete example of this subscription loyalty is Amazon.

Amazon changed the game in retail and technology, creating new rules for the market and transforming the way we consume. From Amazon Prime, which made fast delivery a standard and retained customers through subscriptions with over 200 million members worldwide, to AWS, which dominates cloud computing, the company not only innovated but reinvented entire sectors. The Marketplace opened doors for millions of sellers, while Alexa brought artificial intelligence into the routines of millions of people. The result is a company that sets trends in technology, user experience, loyalty, and operations, says Eduardo.

Curiosity 7 the advancement of the sharing economy and the circular economy

In addition to different consumption models, such as property rentals (Airbnb), online thrift stores (Enjoei), and online auctions (Kwara), the pursuit of more sustainable consumption drives the circular economy, a model that encourages reuse, recycling, and extending the product lifecycle.

For Raimundo Onetto, co-founder of Kwara, an online auction platform, today's consumer is more aware of the environmental impact of their choices.

"By purchasing a product at an auction, you are often giving a second life to something that still has high value and is in perfect working condition, avoiding premature disposal and reducing waste. This sustainable movement aligns with the values of many people who wish to consume more responsibly. Additionally, when we talk about auctions of quality items — whether electronics, vehicles, machinery, or even real estate — this logic of extending the usefulness of the item creates a positive feeling of savings and ecological awareness. This combination of financial opportunity with environmental responsibility has indeed increased consumer interest in this purchasing format," emphasizes Raimundo.

Curiosity 8: the metaverse and the future of digital consumption

With the evolution of technology, the metaverse emerges as the next frontier of consumption, enabling immersive experiences, interactive virtual stores, and new ways for brands and customers to interact.

"Big brands are already using virtual environments for training, customer engagement, and new business models. The key will be to find use cases that truly add value beyond the hype of 2022/23. The main bet at the moment is augmented reality glasses, which are lighter and allow the user to continue seeing the real world while viewing an additional layer of information in their field of vision, projected onto the lenses," explains Kenneth.

From the present to the future

In the coming years, the consumer's purchasing journey will be impacted by increasingly advanced and integrated technologies. "Generative artificial intelligence will play a central role, enabling highly personalized experiences, from product recommendations to automated interactions with more humanized virtual assistants. The use of data and machine learning is also expected to intensify, providing more precise offers tailored to consumer behavior in real time," comments technology and business expert, CEO Advisor, and President of Editora Brasport, Antonio Muniz.

Another strong trend is the evolution of immersive commerce, driven by the metaverse and augmented reality. "These technologies will allow consumers to virtually test products before purchasing, enhancing the experience and reducing return rates. Additionally, payment methods will continue to evolve, with the rise of faster methods that will make transactions more seamless and secure," says Antonio.

Finally, digital sustainability will also gain prominence, with consumers becoming increasingly aware of the environmental impact of their purchases. Companies that adopt practices such as green logistics, circular economy, and a smaller carbon footprint in e-commerce will have a competitive advantage in this new scenario.

"In other words, continuous innovation is important for companies that wish not only to survive but also to thrive in a dynamic market, where adaptation and the ability to anticipate new consumer demands will be decisive for success," concludes Muniz.

54% of people in Brazil have already experienced fraud attempts via SMS: Norton highlights how to protect yourself

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54% of people in Brazil have already experienced fraud attempts via SMS: Norton highlights how to protect yourself

Smishing, a form of phishing that uses text messages to deceive victims and steal personal data or click on malicious links, is on the rise in Brazil. With the visible trend of mobile devices being used for digital transactions, cybercriminals may exploit potential vulnerabilities to spread malware, access confidential information, and commit financial frauds. According to a recent survey byNorton, cybersecurity brand ofGen™ (NASDAQ: GEN), 32% of Brazilians experienced an attempted scam this year, with 54% of these attempts occurring via SMS. In this context, Norton emphasizes the importance of digital education and protection against scams in the digital world.

“Smishing is a combination of the terms 'phishing' and 'SMS' (Short Messaging Service) and refers to attacks carried out through fraudulent text messages. Unlike traditional phishing, which occurs via email, smishing exploits the credibility of well-known services to deceive people and make them share confidential information, such as passwords, credit card numbers, and banking credentials. These attacks can result in identity theft, financial losses, and malware installation on victims' devices," says Iskander Sanchez-Rola, Director of Innovation at Norton.

Common smishing scams 

There are several types of smishing scams and here are some of the most common ones:

  • Fake package delivery notifications:One of the most frequent scams, especially during promotional seasons or holidays, involves fake messages from carriers like FedEx, UPS, or the Postal Service. These messages warn about package delivery issues or request tracking, with malicious links.
  • Financial scams:Cybercriminals often impersonate banks or financial institutions to obtain confidential data such as passwords, credit card numbers, and banking information. Messages usually alert about suspicious activities or request data updates.
  • Misleading confirmations:This scam uses fake purchase confirmations, commitments, or services, leading users to phishing sites where confidential information is requested.
  • Fake customer service:In this type of smishing, scammers impersonate customer service representatives of trusted companies, such as online stores or service providers, claiming there is an issue with the consumer's account. The messages contain links directing to fake websites, where confidential data can be stolen.
  • Fake Giveaways and Prizes:Nonexistent prize offers, such as raffles or giveaways, are often used to attract victims. The messages claim that the person has won something, but they ask to click on a link to "redeem the prize." This can infect the consumer's device with malware.

Iskander Sanchez-Rola shares how to stay safe by considering some digital security practices that can help reduce the risks of smishing:

  • Do not share personal information via SMS:Never provide confidential data, such as passwords, credit card numbers, or email addresses, through text messages.
  • Check the origin of suspicious messages:Be careful with unknown numbers or unusual formats, especially international ones.
  • Use two-factor authentication:This increases the security of your online accounts and adds an extra layer of security, even if you fall victim to a scam and your password is compromised.
  • Avoid clicking on suspicious links or files:An unknown link or file may secretly contain malware or lead to a fake website to steal personal information.
  • Contact the institution or company directlyto confirm any requests received via SMS.
  • Download a reliable antivirus softwareas theNorton 360, which protects against malware, phishing, and other digital threats.

The impact of coups on Brazilians 

In Brazil, four out of ten Brazilians (43%) who were targeted by scams ended up becoming victims. Of these (43%) consumers, 77% of the victims suffered financial losses. The average reported loss was R$ 1,211.46, with some cases reaching R$ 40,000.00. Similarly, in addition to financial losses, 33% of the victims had their personal data compromised.

Norton's research also highlights the main scams experienced by people (43%), who were victims of fraud. They are:

  • Payment scams (37%)
  • SMS attacks and smishing (25%)
  • Social media messaging scams (18%)

Methodology 

The study was conducted online in Brazil by Dynata on behalf of Gen, from December 5 to 19, 2024, among 1,002 adults aged 18 and older.

From a promising startup to a consolidated business: how SmartSave changed the personal investment scenario in Brazil

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From a promising startup to a consolidated business: how SmartSave changed the personal investment scenario in Brazil

SmartSave, a fintech invested by Start Growth, is changing the personal investment landscape in Brazil by offering a practical and automated solution for those who want to save effortlessly. With an innovative change rounding model and bank integration, the platform allows users to automatically save with each credit card purchase.

SecondMarilucia Silva Pertile,startup mentor and co-founder ofStart GrowthSmartSave solves one of the biggest financial challenges of the Brazilian population: the lack of discipline to save. "They offer our piggy bank from the past, but in digital format. It is a B2C fintech that brings something we haven't seen before," he says.

Financial automation and its impact on the market

Data from Ipsos's Pulses 2023 survey indicates that 61% of Brazilians are unable to save money regularly, highlighting the need for accessible and practical financial solutions. SmartSave addresses this demand by automating the savings process, allowing anyone to build a financial reserve without significantly changing their spending habits.

The platform's operation is simple: with each purchase, an additional amount is automatically saved, which can be rounded or set by the user themselves. "It's a model that encourages the habit of saving without impacting the daily budget," explains Marilucia.

Accelerated growth and support from Start Growth

With more than a thousand people on the waiting list and over R$1 million already invested, SmartSave has been gaining prominence in the digital financial sector. The fintech has already integrated more than 20 banks into its system, expanding its market reach.

The partnership with Start Growth was essential for the acceleration of SmartSave, which received not only financial investment but also strategic support to structure a scalable growth model. "We invest in companies we believe in and offer more than capital: we share our expertise to help structure a successful path," highlights Marilucia.

The impact of SmartSave goes beyond emergency financial reserves, also reaching beginner investors who want to invest money automatically and effortlessly. "The fintech serves both those who have difficulty saving money and those who want to invest better, ensuring a more accessible and recurring future," adds the Start Growth mentor.

Transforming the habit of saving in Brazil

The Brazilian financial market has been undergoing a digital revolution, and SmartSave emerges as an innovative alternative to democratize access to investments. "We know that only those with consistency achieve financial independence. SmartSave removes barriers and makes saving a natural and continuous act," says Marilucia.

With the support of Start Growth and a scalable business model, the fintech positions itself as one of the main solutions for those looking to turn small savings into significant long-term results. "Our role as investors is to help companies like SmartSave reach their full potential, positively impacting the lives of thousands of people," concludes the co-founder of Start Growth.

Consumer Week: smart consumption and financial planning

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Consumer Week: smart consumption and financial planning

Consumer Week highlights the importance of buyers understanding their rights and the best way to manage their purchases. According to data released by Serasa (2024), more than 73 million adults in Brazil are in default. The economist and professor of the Business Administration course at UNINASSAU Recife, Graças campus, Alfredo Menezes, offers tips on how to be conscious and avoid debt.

"It is essential to record and organize finances in order to control what goes into the budget, whether fixed or freelance work. This is a way to stay organized so that expenses do not exceed income," explains the specialist.

According to the professional, managing money is a practice that, although basic, can become the solution for many disorganized people with their finances. It is essential to avoid buying unnecessary products, consumables, food, or hiring services, as they weigh on the end of the month and end up compromising the budget.

"Organization and planning are crucial to keeping the budget on track. List expenses in order of priority and always have an emergency reserve in case of extreme need," she adds.  

Finally, the teacher details the importance of setting clear financial goals and distinguishing between what is necessary and desires. "Set short, medium, and long-term goals, such as paying off debts, taking a trip, or starting a private pension. Before making a purchase, ask yourself if it is really necessary or if it is just a fleeting desire," concludes Alfredo Menezes.

Blip launches tool that allows direct and personalized interactions between agents and customers on WhatsApp

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Blip launches tool that allows direct and personalized interactions between agents and customers on WhatsApp

More and more, consumers seek individualized and personalized relationships with brands, from the largest retailers to local neighborhood businesses. Thinking about this,Blip, the conversational intelligence platform that connects brands and consumers in social apps, has just launched Blip Go Personal.The tool allows individual interactions between agents and consumers through WhatsApp, ensuring greater engagement, security and total control for managers.

The solution, unprecedented on the market, is aimed at companies with complex consulting operations, such as the financial, real estate, pharmaceutical, law firm and travel agency sectors, among others, which depend on highly personalized consultative service.

Sergio Passos, CPO (Chief Product Officer) at Blip, explains that, currently, part of these interactions occur through WhatsApp Business or personal numbers of the agents, making supervision and governance by companies more difficult. "With Blip Go Personal, it is possible to monitor all conversations in real time, ensuring transparency, compliance, and more efficient management of interactions between companies and their customers. The solution aims to provide this data visibility, security with the verification seal, and performance, which ultimately results in higher quality, reliability, and engagement in the relationships between the company, agent, and consumer," explains the executive.

Benefits for customers, agents and managers

For the end consumer, the solution provides greater security in interactions, as it ensures that the person is communicating through an official company channel, in addition to enabling a closer and more personalized relationship with the agent. Other benefits include a unique number for each digital agent or partner and increased brand credibility with verified numbers.

In the case of digital agents, Blip Go Personal increases efficiency, customer engagement, and also sales, making the customer relationship and commercial operation more productive. Among the differentiators are automated contact distribution, the same agent contacting the client, a personalized business card, and integration with enterprise systems.

In the case of managers, the solution provides insights in a centralized manner, ensuring broad visibility over operations, enabling strategic monitoring and better control of agent performance. Among the available features are integration with CRM systems, autonomy for creating campaigns, recording conversations conducted on the digital agent's WhatsApp, and detailed dashboards for performance analysis. "Blip Go Personal is available for integration with other Blip solutions or independently," explains Sérgio.

Blip already has three client companies using the new solution. Two of them are large companies in the financial market, in addition to a major trading group in the bed, table, and bath sector.

Study shows that women move US$31.5 trillion in retail but remain invisible in advertising

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Study shows that women move US$31.5 trillion in retail but remain invisible in advertising

Although they have a global economic power of $31.5 trillion, women are still underrepresented in campaigns and marketing strategies. However, brands that invest in a more authentic and positive representation of women can achieve significant gains in sales. This is the main conclusion of the GEM® Lift 2024 study, conducted by Circana – a global data tech company for consumer behavior analysis – in partnership with the American organization ANA’s SeeHer.

The survey reinforces the crucial role that advertising and media play in building a more equitable society and overcoming gender stereotypes. According to the research, campaigns that portray women accurately and positively can lead to a sales increase of up to 10 times – double the growth identified in another analysis conducted in 2019, when the impact was five times.

Gender equality is a pressing concern for most consumers. According to the study, 94% of people around the world consider the topic important in their personal lives, and 81% show optimism about advances in the field. Furthermore, consumers of different races, ethnicities, and generations perceive media and brands as influential in promoting equity. The impact of inclusive advertising campaigns is even more significant among younger generations. Creatives that prioritize narratives of personal growth, empowerment, and female self-fulfillment drive sales nine times higher among Generation Z and the younger millennials.

The research also revealed that greater diversity in advertising not only improves brand perception but also has a direct impact on sales performance. The presence of ethnically diverse women increases the return on advertising investment for all households, regardless of race or ethnicity. Additionally, African-American and Hispanic consumers showed greater engagement with brands that value diversity in their campaigns.

However, despite these advances, the study warns of a concerning setback. In the last two years, there has been an 18% decrease in the presence of women in leadership roles in advertising. For Circana and SeeHer, this reduction represents a missed opportunity for brands, which fail to engage with a highly purchasing power audience. In the United States, for example, women generate $10 trillion annually.

GEM® is the global standard for measuring gender equality in advertising and media content. The index was a pioneer in quantifying gender bias in advertising campaigns, providing a key indicator for brands seeking more effective and inclusive communication. "Advertising has the power to transform perceptions and challenge stereotypes. By representing women in an authentic and empowering way, brands not only meet audience expectations but also drive their financial results," emphasizes Erika Digirolamo, Director of Media and Marketing Solutions at Circana.

With the growing awareness of gender equity and the direct impact of representation on purchasing decisions, companies that adopt a more inclusive approach have the opportunity to strengthen their market position and connect more meaningfully with their consumers.

Stablecoins surpass bitcoin and lead Brazilian purchasing preference, reveals Bitso study

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Stablecoins surpass bitcoin and lead Brazilian purchasing preference, reveals Bitso study

A Name, Latin America's leading crypto-based financial services company, announces the third edition of the report'Crypto Panorama in Latin America'a comprehensive study on the trends and behaviors shaping the region's cryptoeconomy. The research highlights a year marked by growth and maturity in the crypto market, driven by factors such as regulation, technological innovations, and increased institutional participation.

In Brazil, the adoption of cryptocurrencies continued to expand, with a 6% increase in the platform's user base. One of the main highlights of the study is the preference of Brazilians forstablecoins, which surpassed Bitcoin in purchases made in 2024. USDC and USDT accounted for 26% of the digital assets purchased in the country, while BTC represented 22%, reflecting the interest in more stable options amid the volatility of the real.

“With an increasingly dynamic crypto ecosystem and advancing regulation, Brazil continues to be a strategic market for us. The study’s data shows that the Brazilian market is maturing rapidly, with more experienced investors diversifying their portfolios more. The trend is for this evolution to continue, driven by institutional growth and greater access to blockchain-based financial services,” says Bárbara Espir, Country Manager of Bitso Brazil.

Profile and behavior of Brazilian investors
In a year of consolidation for the crypto market, Brazil remained one of the main markets for Bitso in the region. The number of platform users in the country reached 1.9 million, registering a 6% increase compared to the previous year. The dominant age group among investors remains 25 to 34 years old, representing 38% of active users.

Another highlight is the greater diversification of Brazilians' portfolios. In 2024, Bitcoin remained the most held asset in the country, but its share in wallets decreased by 13 percentage points. This movement is associated with taking profits after the cryptocurrency's appreciation throughout the year. On the other hand,stablecoinsas USDT and USDC gained relevance, with a 7 percentage point increase in the holding of these assets.

The growth of memecoins was also a phenomenon in the country, with emphasis on the PEPE token, which saw an increase of 12 percentage points in the composition of investors' portfolios.

In addition to diversification, the study also indicates an advancement in the sophistication of Brazilian investors. The number of users utilizing advanced trading tools increased in 2024, reflecting a greater interest in more sophisticated trading strategies. Bitso Alpha, which allows for the execution of scheduled orders and the use of technical analyses, has been increasingly adopted by clients.

Regulation drives adoption and investor security
Advancement in regulation has been a decisive factor in the maturing of the crypto market in Brazil. With the discussions about the Legal Framework for Cryptocurrencies and the regulation ofstablecoinsgaining space, investors have gained more confidence to operate in the sector. This regulatory evolution not only strengthens user protection but also attracts institutional investors seeking a more structured and transparent environment. As a result, greater predictability has encouraged the adoption of cryptocurrencies and established Brazil as a highly potential market for the sector.

The report analyzed the behavior of the base with over 9 million users of the Bitso platform throughout the year 2024. The focus was on the countries where the company operates: Argentina, Brazil, Colombia, and Mexico.

To read the full report, visit the website:https://blog.bitso.com/pt-br/bitso-panorama-cripto-america-latina-2024. 

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