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How to create a balanced routine in 2025 to reconcile multiple roles and undertake

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How to create a balanced routine in 2025 to reconcile multiple roles and undertake

The challenge of balancing work, personal life, and family is constant for women, who often take on multiple roles. In this scenario, seeking balance and time for work, family, and self-development seems very challenging, but with organization and self-awareness, it is possible to build a routine that meets these demands without overload.

Sebrae data shows that 48% of Brazilian entrepreneurs are women, but many of them face unique challenges, such as the double workload and household responsibilities disproportionately distributed. Furthermore, a UN study reveals that women spend, on average, twice as much time as men on unpaid tasks, such as household chores and caring for children, which limits their opportunities for professional and personal growth.

For the lawyer and businesswomanAndressa GnannThe starting point to balance these roles is self-knowledge. "Understanding your priorities, recognizing your limitations, learning to ask for help, and knowing what is truly important to you are fundamental steps to creating a lighter and more balanced routine," she says. According to her, many women end up overwhelmed because they don't learn to say "no" or because they always put themselves in the background.

Andressa highlights that planning is an essential tool in this process. "Organizing your routine strategically helps to make better use of time. However, understanding that it won't be possible to do everything and respecting your own limits is essential. The most important thing is to set aside time for yourself and for everyday moments, such as a family lunch, without worries. This is not a luxury; it is a necessity to maintain mental health and productivity. Problems should be addressed, yes, but at specific moments," she advises.

The businesswoman also suggests adopting practical time management methods, such as using to-do lists or productivity apps, and recommends that women delegate whenever possible. "Entrepreneurship doesn't mean doing everything alone, quite the opposite, to grow it is necessary to delegate responsibly. Identify what can be shared or outsourced, both in the business and in household chores," she explains.

Furthermore, Andressa emphasizes the importance of continuous training. "Investing in your own development, whether through training, online courses, or in-person meetings, helps broaden your perspective on how to manage time and the business, as well as create a powerful network," he warns.

The entrepreneur emphasizes that a balanced routine does not mean doing everything at once, but doing well what truly matters. "When a woman prioritizes her mental health and organizes her time, she is able to build a solid path to entrepreneurship, achieve financial freedom, and balance with other areas of life," she concludes.

Check out Andressa Gnann's guidelines for creating a balanced routine in 2025

  • Set priorities: It is necessary to assess what is truly important and focus energy on these areas.
  • Create a weekly plan: Organize tasks into time blocks and include time for yourself.
  • Knowing how to take care of matters in the right places: It is important to understand that arguing about the relationship during bedtime, focusing on the children during work hours, or worrying about work during dinner only makes life a mess and nothing will flow properly. It is important to learn to discuss and take action at the right places and times.
  • Always delegate whenever possible: women should ask for help at home, hire professionals to support their business, or share tasks with family members. Maybe no one will do it like her, but that's okay. With patience, knowledge, and proper training, other people will do just as well or even better.
  • Invest in self-knowledge: Understanding your strengths and weaknesses will help you make more assertive decisions and align personal and professional goals.
  • Use technology to your advantage: Tools like digital calendars and productivity apps can optimize your routine.
  • Embrace flexibility: You need to allow yourself to adjust your planning as needed, avoiding rigidity that can lead to stress.
  • If you respect and understand that "it's all right": According to Andressa, understanding that not being able to handle everything all the time is the way to manage life with ease.

Discover 5 sales trends for retail in 2025

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Discover 5 sales trends for retail in 2025

The sales sector is undergoing an accelerated revolution, and with the arrival of a new cycle, companies need to adapt quickly to meet the new consumer demands and explore technological innovations that are shaping the future of the market. The sales trends in 2025 point to a scenario of greater personalization, channel integration, and a strong focus on the customer experience.

Below, Sales Clube, the largest ecosystem specialized in sales solutions for companies, highlights the top 5 sales trends for retailers looking to boost their business. Confira:  

1. Customer experience is the priority:In 2025, the customer experience will be the determining factor for sales success. Companies will no longer focus solely on selling products but on creating memorable and personalized shopping journeys. The use of artificial intelligence to understand consumers' desires and behaviors will enable hyper-personalized offers and services, increasing satisfaction and loyalty.

2. Refined Omnichannel:The concept of omnichannel, which is already growing, will become even more robust in 2025. The consumer will demand an integrated experience between the physical store, e-commerce, apps, and social media. The transition between channels will be seamless, allowing customers to make purchases, returns, or exchanges through various touchpoints without losing continuity of service and experience.

3. Automation and AI in sales:Sales process automation will become increasingly present, from data analysis to closing deals. The use of AI will enable predicting purchasing behaviors, optimizing inventory management, and creating more targeted campaigns. Virtual assistants and chatbots will also be more present, offering instant and personalized service.

4. Data-driven sales:In 2025, the use of Big Data and Analytics will be more sophisticated, allowing companies to monitor consumer behavior more accurately and in real time. The focus will be on predictive analysis, identifying purchasing patterns and offering products or promotions even before consumers show interest.

5. Hybrid sales: in-person and digital:Although e-commerce continues to grow, the hybrid sales model will be an increasing trend. In 2025, consumers will seek solutions that combine the convenience of online shopping with the in-store experience. The "click and collect," where the customer shops online and picks up in-store, will become an increasingly popular solution.

Thiago Concer, partner of Sales Clube, states that brands that anticipate changes and embrace new technologies will be better prepared to lead the market. "Companies need to constantly innovate to stay competitive in the dynamic and highly connected sales landscape. Adapting to digital transformation, personalizing offers, and striving for the perfect customer experience will be essential for those who wish to thrive in this new context," he concludes.

New Euromonitor report highlights how the consumer is shaping the future

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New Euromonitor report highlights how the consumer is shaping the future

The evolution of consumer behavior is creating opportunities for companies that know how to adapt. The recent Euromonitor International report, "Global Consumption Trends in 2025," highlights some of the main changes in shopping habits, including a greater focus on sustainability, well-being, and digital strategies.

According to the study, 72% of consumers were concerned about the rising cost of essential items in 2024, while only 18% reported impulsive shopping frequently. This reality demonstrates a transition towards more conscious and planned consumption, aligned with financial needs and the pursuit of value.

Andrea Eboli, business strategist with over 25 years of experience, founder and CEO of the corporate solutions workshopEDR, explain how this change is impacting the brands. "The modern consumer is increasingly attentive to cost-benefit ratio, demanding solutions that truly meet their needs. This movement is forcing companies to rethink everything from their products to the way they communicate," she explains.

Well-being as a priority

One of the main trends identified is the increasing interest in products and services related to health and longevity. In 2025, global sales of vitamins and supplements are expected to reach $139.9 billion. This data reflects consumers' desire for preventive solutions that promote a healthier life.

Andrea Eboli emphasizes that this focus on well-being goes beyond physical health. "People are seeking overall balance, which includes mental health, productivity, and even greater connection with the community. Brands that manage to deliver value in these areas will have an important advantage," he analyzes.

Companies can meet this demand through functional products and specialized services, such as wellness apps that monitor daily habits. Furthermore, consumers also expect transparency regarding the effectiveness of these products, demanding scientific evidence.

Sustainable consumption gains momentum

Sustainability also remains in the spotlight. In 2024, 5 million online products included sustainability seals, indicating the importance of eco-friendly solutions for consumers. However, financial accessibility is still a challenge.

Andrea points out that this is a critical point for many companies. "Offering sustainable products without significantly increasing costs is one of the biggest challenges of today. It is necessary to show that sustainability can be within everyone's reach, without compromising quality or price," he states.

To overcome this obstacle, brands can invest in innovative solutions that combine sustainability with other advantages, such as durability or enhanced functionality. Multifunctional products that combine ecological value with direct benefits to the consumer are clear examples of this trend.

The digital revolution and AI

Digitalization is also transforming the market. In 2024, more than 23,000 new brands were launched online across 54 consumer goods categories. Additionally, 42% of consumers made purchases via livestreaming, motivated by the ease of understanding the presented products.

Artificial intelligence has also become a valuable resource. According to Euromonitor, 65% of professionals plan to invest in generative AI in the next five years. It is no exaggeration to say that the ability to offer personalized recommendations is revolutionizing the shopping experience.

Andrea highlights the importance of AI in this context. "Personalization is an irreversible trend. With artificial intelligence, brands can deliver tailored solutions for different consumer profiles, improving both the experience and loyalty," he concludes.

The Euromonitor report shows that understanding and meeting consumer expectations will be key to business success in the coming years. Brands that invest in well-being, sustainability, and technology will be better positioned to capture these opportunities. "The future of consumption is guided by conscious choices and the pursuit of real value." Andrea concludes.

Marketing Calendar 2025: Earnings Opportunities for Your Business

E-Commerce Update
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Marketing Calendar 2025: Earnings Opportunities for Your Business

Holidays have become one of the main opportunities for revenue generation for companies of all sizes. In 2025, the potential of celebrations should be further explored, according to Ana Somaggio, Marketing and Human Resources Director at Ótima Digital, one of the largest messaging distributors in Brazil, telecommunications, CPaaS, and proprietary AI."The celebrations are not limited to people's personal calendars. For businesses, they represent a driver of strategic growth. Those who plan ahead, invest in creative actions and digital solutions, will be able to boost their gains," affirms the director.

Market data reinforce this analysis: for example, during Christmas, retail sales totaled R$ 69 billion, while Black Friday reached R$ 5.23 billion in e-commerce revenue, according to Statista. These numbers confirm that seasonal dates, when strategically managed, help increase the average ticket, retain customers, and attract new audiences.

According to Ana, planning is a competitive advantage. "Opening the doors or posting a promotion on social media is no longer enough. It is necessary to understand the customer, create targeted campaigns, and use digital tools to increase reach and conversion," he explains. Among the main commemorative dates that should be included in the 2025 commercial calendar, according to the specialist, are:

  • Back to School (February):Campaigns can be carried out aimed at parents, teachers and students – who are also part of the purchasing decision process – with school products and even online courses.
  • Carnival (February):In addition to costumes and drinks, brands can adapt their communication to sell items that indirectly are part of the celebration, such as vitamins and comfortable shoes to help with the festivities.
  • Consumer Day (March):Considered the "Black Friday" of the first half of the year, the ideal is to sell products at promotional prices and offer exclusive benefits to existing customers.
  • Easter (April):Themed baskets and attractive visual marketing are essential.
  • Mother's Day (May):the second most profitable date of the year, suitable for customization and loyalty. It is important to maintain relationships with clients and attract new ones.
  • Valentine's Day (June):combine products with experiences. The brand can remain forever in the memory during a special moment for the couple, for example.
  • Father's Day (August) –Invest in campaigns that create identification, such as telling real stories between parents and children.
  • Customer Day (September) –Strengthen the bond with the audience by offering exclusive discounts. Invest in loyalty programs and take advantage of the date to collect feedback.
  • Children's Day (October) –Toys, clothes, and electronics are the favorites. Explore interactive actions between the digital world and the real one.
  • Black Friday (November):Significant discounts and urgent actions are the secret to success on this date.
  • Christmas (December) –highest sales volume of the year, ideal for highlighting the company's logo on personalized kits. Create campaigns, offer unique experiences, and invest in audience segmentation.

In addition to a well-structured calendar, the director emphasizes the importance of investing in digital solutions to boost sales and provide a positive experience for both new and returning customers. "The integration of channels, such as WhatsApp, SMS, and webchat, personalizes and speeds up the purchasing process. Tools like virtual assistants and chatbots are essential to serve efficiently and quickly, without losing quality," he states.

One of the main benefits of automation is scalability with a touch of personalization. Bots developed by Grupo Ótima Digital, for example, perform over 500,000 daily interactions, responding to questions effectively and reliably. "Still, human supervision is indispensable. While GenAI accelerates content creation, professionals bring context and nuances, ensuring that communication is relevant," it points out.

Ana also highlights that these technologies provide a multichannel experience to the consumer. "Convenience and interaction are clear demands from customers. Companies that offer agile journeys, combining automated service with real-time support, win the preference and loyalty of the public," he concludes.

Seven Strategies for Female Entrepreneurs to Expand Networking in 2025

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Seven Strategies for Female Entrepreneurs to Expand Networking in 2025

Networking is a key piece for success in entrepreneurship, especially for women who face additional challenges in predominantly male markets. Those who prioritize building a solid network have greater chances of reaching new markets, attracting investments, and expanding their impact, contributing to a more collaborative and innovative ecosystem.

Data from the Women Entrepreneurs Finance Initiative report shows that entrepreneurs with strong networks are 68% more likely to increase their sales and attract new customers. In Brazil, where women already represent about 34% of business owners, strengthening connections is essential to reach new heights.

SecondCarla Martins, vice-president ofSERAC, a hub of corporate solutions and a reference in the accounting, legal, educational, and technology fields, networking, when well executed, goes beyond the professional aspect. "It's about building genuine connections that foster learning, mutual support, and real opportunities. In 2025, the key will be balancing the use of digital tools with in-person interactions to create a strategic and diverse network," she explains.

Carla emphasizes that effective networking is intentional and ongoing work. "It is not limited to exchanging cards, but involves creating authentic and collaborative relationships that generate value for all involved," he/she/they assess.

The specialist also advises that networking should be planned with a focus on business objectives. "It's not enough to participate in events; it's essential to position yourself as someone who adds value, whether by sharing knowledge or by building bridges between other people in the network," he/she/they points out.

An important point, according to Carla Martins, is to align short-term and long-term actions in networking planning. It is a continuous process where consistency makes the difference. Every conversation, email exchange, or digital interaction can be the beginning of a transformative partnership for your business, he concludes.

Check out seven strategies suggested by Carlas Martins to expand your networking throughout the year:

  1. Participate in strategic events: Select conferences, fairs, and workshops that align with your business objectives. These environments are ideal for establishing relevant contacts and market updates.
  2. Expand your social media presence: Platforms like LinkedIn and Instagram not only help with brand positioning, but also in creating global connections.
  3. Offer and seek complementary partnerships: Identify businesses that can collaborate with you, whether in advertising, joint projects or exchanging services.
  4. Be active in business groups: Participating in associations and communities focused on women-led businesses provides valuable exchanges of experiences.
  5. Organize your own events: Promote meetings such as meetups and lectures to position your brand as a reference and attract strategic contacts.
  6. Value active listening: Demonstrating genuine interest in your contacts’ needs is essential to building lasting relationships.
  7. Build and maintain relationships: According to Carla Martins, successful networking lies in constantly monitoring relationships and not just in occasional meetings.

Complex threats usher in a “new era” for cybersecurity leaders

Ramon Ribeiro
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Complex threats usher in a “new era” for cybersecurity leaders

The role of the Chief Information Security Officer (CISO) has never been as challenging and crucial as it is today. With the exponential increase in cyber threats, which can cause irreparable damage to an organization's reputation, trust, and assets, CISOs need to be prepared to face an increasingly complex and dynamic landscape.

In 2024, Brazil experienced a significant increase in cyberattacks. In the first quarter, there was a 38% increase compared to the same period in 2023, with Brazilian organizations experiencing an average of 1,770 attacks weekly. In the second quarter, the increase was even more pronounced, reaching 67% compared to the previous year, with an average of 2,754 weekly attacks per organization. In the third quarter, the average weekly number of attacks per organization in Brazil reached 2,766, representing a 95% increase compared to the same period in 2023. The most targeted sectors were finance, health, government, and energy, with the main types of attacks being ransomware, phishing, DDoS, and APTs (Advanced Persistent Threats).

CISOs have to adapt to this new era of unprecedented cyberattacks – often performing multiple roles at the same time and, in the case of Brazil, managing a scenario of cost containment and investments in cybersecurity.

The role of the modern CISO

The position of CISO is relatively new. Unlike CFOs or CEOs, the role of the information security director did not officially exist until the mid-1990s.

Furthermore, the role of the CISO has been constantly changing in organizations. According to Splunk's 2023 CISO report, 90% of respondents believed that the role had become a "completely different job" from when they started.

While initially the CISO was responsible for developing policies, security governance, and implementing more rudimentary security controls, which made this professional have a much more technical than managerial view, today the list of responsibilities has grown significantly. One of them, for example, is the political function of the position: CISOs need to have close working relationships with the CEO, CFO, and the Legal department of the organization. The security department's budget is an essential condition to face the myriad of threats that exist today.

And this is still a problem for companies worldwide, especially in Brazil. The complexity of the scenario brings, on one side, a country with one of the highest attack rates in the world. On the other hand, economic uncertainties and the fluctuation of the dollar (since the vast majority of solutions are sold in foreign currency) force CISOs to balance with the available resources to ensure the company's protection.

Good communicators

Contrary to an image that was heavily based on the technician stereotype in the past, today the CISO needs to have a leadership role and be a good communicator to lead the creation of a solid cybersecurity culture within the company.

Another important point is that CISOs cannot act alone in information security management. They need to rely on the support and collaboration of the external ecosystem, which includes suppliers, customers, partners, regulatory agencies, professional entities, and security communities. These actors can contribute with information, resources, solutions, and best practices that help the executive improve and strengthen their organization's security. Therefore, communication and relationship with the market are also fundamental.

Security needs to start from a holistic view

It is not enough to have isolated and reactive security tools and processes. CISOs need to have a holistic and integrated view of security, covering everything from employee culture and awareness to governance and alignment with business objectives.

Security should be seen as a cross-cutting and essential element for the continuity and growth of the organization, not as a cost or barrier. For this, CISOs must involve other departments and company leadership, demonstrating the value and return of security, and establishing clear and measurable policies and indicators.

A sense of urgency is essential to anticipate threats

Cyber threats are constantly evolving and becoming more sophisticated, and can affect any organization, regardless of size or sector. Therefore, it is important to always stay alert and updated on market trends and vulnerabilities, and to invest in solutions and methodologies that allow for anticipating threats and risks.

One way to do this is to adopt a security by design approach, which incorporates security from the conception to the delivery of the organization's products and services. Another way is to conduct periodic tests and simulations that assess the effectiveness and resilience of security systems and processes, and identify opportunities for improvement and mitigation.

Although the role of the CISO is still evolving, this professional is a key piece for the protection and innovation of organizations in the digital age. CISOs need to be prepared to handle an unprecedented level of threats that require proactive, strategic, and collaborative information security management.

Finally, CISOs should keep in mind that information security is not just a technical issue, but also a factor of competitiveness and value for customers. Those who manage to align security with business objectives and stakeholder expectations, and who can communicate the benefits and challenges of security clearly and convincingly, will be able to build a strong and sustainable security culture within the organization and contribute to its success and growth in the digital landscape.

Fake News: 7 in 10 Brazilians demand action from social media against fake news

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Fake News: 7 in 10 Brazilians demand action from social media against fake news

Fake news continues to be a central concern for Brazilians. According to Hibou's research,70% believe that social networks should be held responsible for the dissemination of false information. 39% believe that platforms should assume full responsibility for the content posted.60% of Brazilians did not think it was a good idea for Meta to end its program to combat fake news and leave it in the hands of the community.

When it comes to pointing out the main vehicles associated with the dissemination of fake news, theFacebook leads with 45% of mentions, followed by WhatsApp (42%) and Instagram (39%). Other platforms, such as TikTok (35%) and X, formerly Twitter (34%),also appear in the ranking. These data reveal a consolidated public perception of the responsibility of large social networks in controlling the content circulating on their platforms, reinforcing the pressure for these companies to adopt more rigorous and effective measures to combat fake news.

“The impact of fake news goes beyond misinformation: it directly affects trust in brands, institutions and even the media. It is essential that companies, media outlets and platforms work together to ensure a safer and more transparent digital environment,”evaluates Lígia Mello, CSO of Hibou.

Trust in the source of information is a critical factor in combating the spread of fake news in Brazil. According to the research,51% of Brazilians always check the source before sharing news on their social networks, demonstrating a preventive behavior to avoid the spread of false content. However,32% only check the source when something seems wrong, and there is still a worrying group:13% share news without checking its veracity, revealing the role of impulse and lack of fact-checking in perpetuating misinformation.

But what makes Brazilians distrust a news story? The identification of fake news is an increasingly common practice. People are more attentive to signs of news reliability. According to the research,56% of respondents check whether a news item appears on different websitesor social media before believing in it, indicating an active search for cross-validation. Furthermore,44% of participants avoid content with sensationalist titles, recognizing the exaggerated appeal as one of the main signs of falsehood.Another 38% rate the site's credibilitywhere they found the information, emphasizing the importance of reliable vehicles in combating misinformation. Meanwhile,only 7% trust content shared by influencersdigital, suggesting that the public is still skeptical about the legitimacy of the information disseminated by these public figures.

Fake news not only misinform but also directly affect perceptions of brands. According to the study,26% of consumers said they liked products advertised alongside fake news less, even recognizing that many times brands have no control over where their advertisements appear. Furthermore,32% of respondents believe that these companies help to indirectly finance fake news, reinforcing the need for a more careful advertising strategy in the digital environment.

Brazilian software developer makes eight figures in its fifth year of existence

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Brazilian software developer makes eight figures in its fifth year of existence

Created in 2019 by then college colleagues André Isardi and Rafael Torres,Khipogrows annually and surpassed the 10 million reais revenue mark in 2024. Active in various sectors of the economy with data creation and management solutions, the company saw its workforce more than double – from 36 to 78 employees – in 16 months.

Such growth caused Khipo to expand its borders and open an office in Europe, specifically in the city of Porto, Portugal. There, the company has 5 people who are currently leading projects such as Digital Transformation for companies from the "old continent". Today, the company works with clients on three continents and is about to open a new office in Spain in the second half of 2025.

For André Isardi, the secret of Khipo's growth in a geometric progression was due to the extensive knowledge of its employees combined with resource and time savings. "Today, the speed of the world is the highest we have ever experienced. Often, this impacts work processes, whether within the technology sector or outside of it, affecting the quality of work. Short deadlines, limited resources, or urgency do not prevent Khipo from delivering the expected results within the quality the company aims to provide to its clients and contractors," emphasizes André, currently the company's CEO.

Among Khipo's partners are major companies such as Casa do Construtor, Polishop, ESPM, FGV, among others. Recently, Khipo signed a service provision contract with Orlando City, a Major League Soccer football team, to create a performance and physiology analysis project.

For the first semester of 2025, the expectation is a 65% growth, which would surpass the company's average growth over the past three years, which has been around 50%. "Our goals are ambitious but plausible and based on the reality we are building today, which gives us confidence in reaching the planned level for next year," concludes Rafael, who holds the position of CPIO at Khipo.

Online sales, new raw materials and operational efficiency drive 38% growth for Ou brand in 2024

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Online sales, new raw materials and operational efficiency drive 38% growth for Ou brand in 2024

The new year started at a fast and optimistic pace alongside Gaúcha Ou, which aims for a 35% global revenue growth compared to 2024. The event organization company with solutions for environments has 400 employees and aims to consolidate its brand, as well as achieve national recognition while continuing to expand its borders. To achieve these goals, Ou shifts the focus to collection launches, including new products to the market, as well as the inclusion of new raw materials to the brand. The expansion still has a strategic focus on supermarkets and wholesale stores – a fact that will also bring the brand to the APAS Show this year.  

"We are experiencing a very good moment, achieving results and doubling goals, so that we can maintain accelerated growth alongside the business, but above all – healthy," emphasizes Vinícius Martini, marketing and product development manager, who confirms a 38% increase in the brand's revenue in the past year.  

According to the executive, the advances of Ou are due to the combination of three factors: online sales (through the proprietary e-commerce and partners); portfolio expansion (which included new raw materials, such as bamboo and glass); and operational efficiency (with the opening of the new distribution center – DC –).  

The success of the digital environment is not new to the market, and since the pandemic, no one questions that it has become amplified and here to stay. However, now, a significant advancement is also observed in the home utilities segment. At Ou, the number of orders on the company's own website increased by 70%, reflecting a 109% growth in revenue. Sales through e-commerce andmarketplaces Ou partners jumped 172%, which also shows the positive impact of the sector leveraged by social media and digital influencers.  

The portfolio, always with innovation, introduced new lines, now in glass and bamboo, which also accounted for about 10% of the revenue. Selling more with the same quality of delivery to the end consumer was only possible with the expansion of its manufacturing area at the beginning of the year, when it increased from 10,000 m² to 33,000 m², and with the automation of the logistics center that serves the entire national territory. "This operational efficiency supported the business growth, maintaining excellence in customer service," reinforces Martini.  

Today, there are more than 800 items on the market, including: Cube Organizer Boxes, Refrigerator OrganizersClear Freshand Hermetic Blocks, which combine functionality and aesthetics.

Or operates on different channels. Besides the mentionede-commerce, the brand also has exports and representatives, with a base of more than two thousand active customers among department or gift stores, supermarkets,homecenters,in addition to other points of sale. In Brazil, the main regions are the South and Southeast, but the Midwest and Northeast have shown strong growth, as well as the Americas, with Mexico currently being the international market with the greatest presence of Ou, totaling 700 stores.  

For Juarez Martini, the company's director and one of the founding partners, the company's differentiators have always revolved around three points: delivering products with added value to customers; flexible negotiation positioning; and market credibility. "From the beginning, our stance has been to be flexible and bold, but always handling the business with great transparency and respecting, above all, our name. The leadership we have achieved in the business is closely tied to our reputation," emphasizes the director, who also highlights the high level of satisfaction in the NPS (store score 4.8; product rating 4.8 and 90% brand recommendation) and a score of 1000 on Reclame Aqui.  

Demand for FinOps grows 21% in 2024 according to FCamara group company

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Demand for FinOps grows 21% in 2024 according to FCamara group company

FinOps, a solution that combines Finance and DevOps in a practice involving business and engineering teams, is a practice that analyzes cloud data usage to optimize both availability and cost reduction with storage. To understand how this type of implementation is increasingly in demand, SGA from the FCamara group observed a 21% increase in demand for 2024.

In four years, the company managed to generate a savings of R$ 72 million for its clients through FinOps, mainly in the financial, healthcare, and retail sectors. "By December, we will complete approximately 130 projects, resulting in a significant optimization in cloud data usage," emphasizes Sgorlon. In one of the company's most recent cases, the client achieved savings of R$2.6 million in one year. In the first quarter, the reduction was R$ 660,000, or 20% less in cloud costs.

The relevance of this value can be seen by analyzing the data from the Tangoe report, a company specialized in IT cost management, which interviewed over 500 professionals. The research indicates that enterprise cloud costs increased by an average of 30% in the past year, with AI being one of the main contributors to this increase. Therefore, while cloud adoption brought ease of storage to organizations, a challenge in budget management arose.

FinOps addresses this need to balance usage and costs by providing solutions that align financial and operational areas – two fronts that must effectively maintain good communication for business health. According to Global Market Estimates, the global cloud FinOps market is expected to grow from $832 million in 2023 to $2,750 million by 2028, with a compound annual growth rate (CAGR) of 18.8% over the period.

Part of the technology and innovation ecosystem of the Brazilian multinational FCamara, SGA specializes in developing cloud solutions, including FinOps, using IBM tools such as Apptio (Cloudability) and Turbonomic. "We have observed significant results in optimizing cloud consumption for medium and large companies," says Armindo Sgorlon, CEO of SGA. All the savings we provide to our clients have led to resources being reallocated to strategic areas such as employee development, security, and infrastructure. "This success enabled companies to expand their workloads sustainably and invest in crucial innovations that were previously unfeasible," he adds.

These gains are directly reflected in the optimization of internal and external processes, allowing resources previously underutilized in the cloud to be redirected to strategic initiatives, such as security, artificial intelligence and customer service, increasing the efficiency of business operations.

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