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Marilyn Hahn assumes strategic leadership at Lerian, boosted by R$18 million investment

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Marilyn Hahn assumes strategic leadership at Lerian, boosted by R$18 million investment

Marilyn Hahn, 37, joins theLerian, a core banking solutions startup, as co-founder and new Head of Business and Products. Your arrival symbolizes a new cycle of growth in the company, driven by the R$18 million investment received in November 2024. The investment round was led byMAYA Capitaland had the participation of major investors, such as Quartz, Supera Capital, Norte Ventures, Crivo Ventures, as well as a select group of angel investors.

An economist graduated from the Federal University of Santa Catarina (UFSC), Marilyn brings a solid background in the financial market, standing out for her career as co-founder of Bankly, a pioneering company in Brazil in Banking as a Service, acquired by Banco BV in 2023.

Marilyn has a multidisciplinary profile, with a solid academic background and vast professional experience, including an MBA in Foreign Trade Management and International Business from Fundação Getulio Vargas (FGV), a Master's in Business Administration from Coppead UFRJ and a specialization in Business Dynamics from MIT Sloan School of Management.

Hahn began his career in the financial market in 2014, working for renowned companies such as Stone, Mambu (a German core banking company), and Acesso Payment Solutions. At Acesso, he led the company's restructuring and was a key player in the creation of Bankly, holding prominent positions in revenue, business development, and operations.

“The arrival of Marilyn Hahn at Lerian marks a new stage for the company, which, with her experience, will continue to drive innovation and create financial solutions that are increasingly suited to the needs of the Latin American market,” says Fred Amaral, CEO of Lerian.

Goals and Opportunities

Marilyn arrives at Lerian to do what she loves most: turning ideas into reality. "Nothing motivates me more than seeing a thesis succeed and engaged people, achieving their dreams within this new venture. It is inspiring to observe the team's growth and the evolution of the products we develop together. This process of constant innovation and collaboration is what truly drives me every day," she comments.

With a strategic vision and focus on exponential growth, Hahn arrives to help Lerian achieve its projection of 100% annual revenue in the next two years, consolidating its leadership in the open-source financial solutions sector.

His hiring reinforces Lerian's commitment to innovation and the use of technology, expanding the potential for global expansion and the transformation of the financial market.

Udemy’s 2025 Global Learning and Skills Trends Report reveals that companies are using generative AI to maximize productivity and improve the skills of their employees

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Udemy’s 2025 Global Learning and Skills Trends Report reveals that companies are using generative AI to maximize productivity and improve the skills of their employees

A Udemy, a learning platform and skills marketplace, recently launched theGlobal Skills and Learning Trends Report 2025With data from nearly 17,000 corporate clients of Udemy, the study, released annually by the platform, shows the most sought-after skills and learning topics, indicating the future of learning and work. This year's report shows that organizations continue to bet on generative AI, but they have been investing more in its specific and practical applications, which help maximize productivity, as well as in soft skills and leadership development, with the goal of successfully guiding employees through a time of constant change.

“Generative AI has the potential to deliver significant productivity gains, accelerate skills development, and drive business growth. Therefore, organizations that adopt the technology and train their employees on the subject have a better chance of remaining competitive and better positioned for success,” says Raphael Spinelli, Udemy’s regional director for Latin America.

According to Udemy’s report, the top three areas of learning and talent development that companies should invest in next year are:

1) Companies must develop practical generative AI skills that lead to applicable solutions.If organizations were previously focused on learning the fundamentals of generative AI, they are now focused on its practical application, with the aim of teams implementing the technology in their daily workflow.

• Learning about generative AI for productivity grew 859% year-over-year.

• Learning about LangChain, a framework for application development, grew by 3,949%.

The consumption of various courses for AI certifications has increased. Learning about the Microsoft Azure AI Engineer Associate increased by 311%, while learning about the Microsoft Azure AI Fundamentals increased by 197%.

• To date, generative AI courses on Udemy have attracted over 4 million enrollments, with eight new enrollments every minute.

2) As generative AI skills learning grows, soft skills must also grow to stimulate creativity and collaboration.By developing both soft skills and generative AI capabilities, companies can ensure that new technologies are combined with inherent human creativity and innovation.

Companies have invested in skills such as problem-solving (growth of 103%), team building (growth of 79%), and business communication (growth of 41%). The idea is for employees to use the time saved with generative AI on more strategic tasks that require human skills.

• In addition to soft skills helping professionals use technology in the best possible way, they can solve communication failures, increase collaboration between teams and promote mentoring opportunities at a time when most companies have at least a few days a week of in-person work.

3) Leading by example improves the role of leadership in a time of constant change and the way employees perceive leaders.Leaders must invest in learning about change management and soft skills, as well as generative AI skills, to successfully lead employees in the era of AI-enabled work.

• Leadership fundamentals is one of the top ten most consumed business skills on Udemy in the last year.

• Udemy studyshows that nine in 10 employees believe their leadership team is critical to the success of generative AI initiatives, but less than half (48%) believe their leaders are ready to lead these initiatives.

To read the full report, learn how organizations can leverage Udemy’s suite of generative AI-powered resources, and see programming created specifically for soft skills and leadership development, visithere.

Methodology

For the report, Udemy analyzed data from nearly 17,000 customers worldwide. The total consumption of Udemy Business students across all course topics was calculated for the year from July 1, 2023, to June 30, 2024. The percentage growth in course consumption was calculated in comparison to the year between July 1, 2022, and June 30, 2023. The classification of total consumption for AI topics was also obtained from the period between July 1, 2023, and June 30, 2024.

Reputation and the relationship with Stakeholders/ESG in a practical way to expand the corporate reputation among different stakeholders

Claudia Bouman
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Reputation and the relationship with Stakeholders/ESG in a practical way to expand the corporate reputation among different stakeholders

I was recently reading an article aboutZiel Cosmeticswhich addressed the technique ofUpcycling– process to transform waste or discarded products into new materials or products of higher value, which reduces waste and promotes the circular economy.

the termupcycling, according to theEcycleIt was knifed by the German environmentalist Reine Pilz in 1994. In 2002, it became popular with the publication of the bookCradle to cradle: rethinking the way we make things(in Brazil,Cradle to cradle: create and recycle unlimitedly), written by American architect William McDonough in partnership with chemist Michael Braungart.

The BrazilianZiel Cosmeticsis a pioneer in the concept ofupcycling beauty, reusing by-products of winemaking (such as grape seeds) to create cosmetics, which minimizes waste and reduces the carbon footprint. Furthermore, the company collaborates with local communities, does not conduct animal testing, and adopts sustainable packaging, reinforcing its commitment to ethical and environmentally responsible practices (Ziel Natural Cosmetics).

Upcyclingandbusiness reputation

We realized that the relationship betweenupcyclingandbusiness reputationis increasingly relevant, especially in a context in which sustainability is one of the important factors for the relationship between consumers, investors and business partners with companies or their brands.

The very presence of this concept expressed in the brand strengthens its manifesto by associating values related to social responsibility and engagement with environmental causes, which are so necessary nowadays. On the other hand, this helps to expand your relationship with thestakeholdersin order to bring more attractive results for the company.

  1. Collaborators – A good place to work: Practices ofupcycling can positively impact employees, especially the younger generation, who value companies that demonstrate concern for environmental impact;
  2. Government and Regulatory Bodies – Compliance and public recognitionCompanies can align their operations with environmental laws and regulations, gaining positive recognition from governments and regulatory agencies. Some regions offer tax benefits or green seals for companies that demonstrate sustainable practices, which helps strengthen their reputation;
  3. Suppliers and Partners–sustainable supply chain: When choosing suppliers that useupcycling In its processes, the company can strengthen its commercial partnerships and create a sustainable value chain, which can lead to a ripple effect, encouraging other suppliers to adopt similar practices. In addition to the possibility of joint product development. An example is the partnership between theAdidas e a Parley for the Oceans, which transforms plastic removed from the oceans into sports products. This strengthens both the brand's reputation and that of the involved partners. Another example we can mention is the Brazilian companyMush- that uses organic by-products from agribusiness and transforms them into a new moldable raw material that can be directly discarded into nature. With this new raw material, it is possible to develop decorative pieces, civil construction materials, and even furniture;
  4. Investors– increase in market value– These environmental and circular economy practices tend to be more valued in the financial market and increase market attractiveness when adopted and communicated in their ESG reports;
  5. NGOs and Sustainability Institutions– development of partnerships.Companies can collaborate with NGOs that promote sustainability by providing recyclable materials or by co-creating projects.upcycling. For example, a fashion company can donate leftover fabrics to an NGO that teaches sewing to underprivileged communities, promoting social inclusion and income generation;
  6. Local Communities – a company promoting social development –A company can engage with communities to develop projects that directly benefit the local economy. For example, a food factory can donate leftover packaging to local artisans, who transform them into sellable products, generating employment and income. Companies can promote events or workshops in the communities where they operate, teaching techniques such as furniture recycling or sustainable fashion;
  7. Customers – strengthening relationships and increasing sales:creating programs that encourage customers to return old or used products to be recycled or transformed into new products throughupcycling. Footwear companies, such asTimberland, they do this by attracting eco-conscious consumers and improving brand reputation.

These factors, combined, help to consolidate a solid and trustworthy reputation in the market, which can generate competitive advantages in the long term.

Mirassol Group acquires Golden Cargo and projects significant growth

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Mirassol Group acquires Golden Cargo and projects significant growth

The Mirassol Group, a national reference inintegrated logistics, with 85 years in the market, announces the acquisition of Golden Cargo, consolidating its presence in the logistics solutions sector for chemicals and agricultural inputs. With this strategic acquisition, the Group projects significant growth, estimating a double-digit expansion in the first year, driven by this company's strong presence in key sectors of the Brazilian economy.

Golden Cargo, which has been a reference in logistics for chemicals, agricultural pesticides (chemical and biological), and seeds for over 30 years, joins the Mirassol Group's portfolio, which aims to strengthen it as one of the main logistics operators in Brazil, thereby improving its capacity to serve essential industries. This move is part of the Group's ambitious Strategic Plan 2024-2028, which aims not only for organic growth but also for increased market share in key sectors such as chemical and agricultural inputs, delivering solid results for its shareholders and partners.

We are extremely confident that this acquisition puts us at a new level of growth and competitiveness. A Golden Cargo is aplayer It stands out in the market and brings, in addition to expertise, a technological contribution that will allow us to expand our activities in strategic sectors," says Paulo Mendes, Director of Grupo Mirassol. "Our goal is to maintain double-digit growth, and we are confident that Golden Cargo will be a key player in this process," he adds.

According to internal estimates, the acquisition should impact not only the annual revenue but also the Group's operational capacity, which already has a consolidated structure through Expresso Mirassol and M3 Logística, ILC - Integrator Logistic Company, and Alulo – Equipment Rentals for Transport and Logistics Movements. With the integration of Golden Cargo, the expectation is that Grupo Mirassol will expand its presence in the Southeast and Midwest regions, with the potential to reach new markets. A Golden Cargo, in turn, contributes with a solid customer base and cutting-edge technological infrastructure, ensuring greater efficiency and agility in chemical and agricultural product logistics.

“We are joining a company that has already implemented significant technological advances, such as the Logistics Suite Project, which optimizes everything from delivery scheduling to real-time monitoring of logistics operations. This puts us in a privileged position to compete in an increasingly demanding market,” emphasizes Paulo Mendes.

Strength of the chemical and agricultural inputs market

The acquisition of Golden Cargo occurs at a strategic moment for the chemical and agricultural inputs market in Brazil, which showed a 15.1% growth in 2023, according to the Ministry of Agriculture and Livestock. The Brazilian chemical industry also stands out as one of the six largest in the world, which reinforces the growth potential of the Mirassol Group in this highly dynamic segment.

“The agribusiness economy has been an important driver of growth in Brazil, and we are prepared to capitalize on this trend. With the incorporation of Golden Cargo, we expect to increase our presence in vital sectors of the national economy, expanding both in volume and in added value,” adds Paulo Mendes.

The acquisition takes place at a special time for Golden Cargo, closing a cycle of repositioning the company in a highly competitive market and opening up a range of opportunities generated by the combination of structures and skills of the two business groups.

"This is a long-term project, but with immediate business opportunities and synergies. I am quite optimistic and motivated to actively participate and contribute to this new phase of the company. My initial focus will be to ensure that Golden's clients have their service strengthened with the arrival of Grupo Mirassol," says Oswaldo D. Castro Jr., Partner Owner of Golden Cargo.

Do you want to have a franchise in 2025? Here are 4 tips for entrepreneurship in technology

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Do you want to have a franchise in 2025? Here are 4 tips for entrepreneurship in technology

In the third quarter of 2024, the franchise sector reached revenue of R$70.2 billion, with revenue 12.9% higher than the same period last year, according to data from the Brazilian Franchising Association (ABF).Thus, expectations for the sector's growth in 2025 are optimistic, and there are no shortages of options for those planning to start a business next year. One of the good bets has been technology and education franchises.

For Henrique Nóbrega, founding director of Ctrl+Play, a technology and innovation network, combining the two areas at this moment can be promising. The brand, for example, grew from 15 to 90 franchises after being acquired by CNA+. "Entrepreneurship in the technology sector is an opportunity to transform Brazil's reality, as technology empowers and has the power to change society. When this venture is connected to youth education, the impact is even greater, as we are shaping a generation that will change our country," he comments.

The director offers some tips and reflections for those who want to navigate this segment. Confira: 

Choose a hot tech niche

With technology present in all areas, there are different niches to be explored in franchises. Whether hardware, software, services, or even education products, the important thing is to choose the path that will attract customers, but mainly one that will remain relevant over the years.

One of the trending options is, in fact, the tech education niche. "The technology market is in a cycle of significant growth, and those who seize the opportunity early will reap the best rewards," highlights Nóbrega. Among the various levels and topics taught, programming and robotics courses are the key pieces in an increasingly technological society. This type of business engages with different fronts: the job market, the connection with emerging technologies, and, in some networks, youth training. These pillars are crucial nowadays and are the way many franchises, like Ctrl+Play, have been operating for decades.

Analyze your investment

With the choice of the niche, understand the profitability and expansion plans of the franchise before making a decision. Create a margin for working capital that is sufficient until the business becomes profitable, and plan possible scenarios to understand if you are prepared for this journey. At these times, having the support of an accountant and a lawyer, among other specialists, is essential.

"Although the courage and ambition to start a new business are encouraged, it is important to stay grounded and be cautious with financial matters," explains Henrique. The franchisee's commercial profile is crucial. You can't buy a franchise expecting it to work like a stock market share, where you buy and just wait. In a franchise, a successful franchisee needs to be directly involved in the operation; the famous 'belly at the counter' is what makes the difference.

Consider starting a business in a small town

Although technology is a fruitful path to invest in, small towns are still unlikely to have this type of business. Therefore, entrepreneurs from smaller regions should not feel discouraged; on the contrary, it is a great opportunity to bring innovation to the city, as well as face little or no competition by being one of the few to offer the service.

The search for companies that provide quality service is not limited to large cities. Residents of smaller regions also want to enjoy different, interesting businesses that deliver what they promise. In the case of education and technology franchises, there is also the advantage of being a catalyst for students' professional future. This will generate social proof for your franchise and open doors to new business opportunities in the region.

Count on good partnerships

To explore business options in tech, it is important to emphasize that entrepreneurs do not need to have training in this sector. Just have the willingness to learn about this universe and to evolve as the market also grows. Still, it is important to assess whether the franchise group provides support — training, manuals, guidance — during management.

As important as the franchisor’s support is having area specialists nearby who guide and contribute with technological skills. They can be the figures who stay tuned to trends and news and thus help innovate in business.

Challenges and opportunities: The transformative power of Intelligent Virtual Assistants (AVIs) in companies

Francisco Chang
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Challenges and opportunities: The transformative power of Intelligent Virtual Assistants (AVIs) in companies

Digital transformation is completely changing the way companies interact with customers and employees. At the heart of this change are Intelligent Virtual Assistants (IVAs), solutions that combine the power of Natural Language Processing (NLP) with automation and artificial intelligence (AI) to create personalized conversational experiences.

Virtual assistants have become a transformative technology for companies seeking to improve efficiency, personalize customer service, and reduce operational costs. However, the effective implementation of this technology requires more than just technical adoption; it demands a well-defined strategy to address challenges and maximize opportunities. The main challenges and barriers to the effective implementation of AVIs in companies are:

Linguistic and cultural complexity:One of the biggest challenges faced by virtual assistants is understanding nuances, ambiguities, and regionalisms present in natural language. Global companies face the challenge of adapting bots for multiple languages and cultures. This can be solved using advanced platforms that offer models trained with high-quality data and adaptable to different contexts.

Integration with legacy systems:Companies often operate with fragmented technological infrastructures. Connecting a virtual assistant to ERPs, CRMs, and other systems may require a robust architecture and well-structured APIs. Planning a phased approach for integration, prioritizing critical processes and using ready-made connectors offered by platforms, is the main way to address this challenge.

Continuous maintenance and evolution:An AVI that does not evolve quickly becomes obsolete. Companies need to regularly update their bots with new information and features to reflect changes in the market and customer behaviors. Therefore, it is important to implement continuous learning cycles with human feedback and real-time data to improve performance.

Privacy and Security:With large volumes of data being processed, protecting customers' sensitive information is a priority. Any vulnerability can lead to data breaches and damage to the company's reputation. Choosing platforms that adhere to strict security standards and comply with regulations such as LGPD is essential in this matter.

Internal resistance to change:The introduction of disruptive technologies often generates resistance among employees, who may fear for the stability of their jobs. Because of this, the company should adopt a clear communication approach, highlighting how technology will be an ally in the work, as well as providing training for teams to use the bots as strategic support.

Like any new development in a business, implementing intelligent virtual assistants will present challenges, but they can be solved in a simple way. Furthermore, when the challenges are overcome, AVIs are capable of offering various business opportunities, such as:

Personalized and scalable service:Virtual assistants can interact with thousands of users simultaneously, customizing each conversation based on available data. In sectors such as e-commerce, finance, and healthcare, this can mean the difference between a satisfied customer and a lost one.

24/7 operations across different channels:Unlike human attendants, virtual assistants are available all the time and can be deployed across various channels such as websites, apps, emails, and messaging platforms. This ensures continuous support, regardless of the time or demand.

Automation of repetitive processes:Companies often face high volumes of routine requests, such as order tracking, password resets, or service scheduling. AVIs can automate these tasks, reducing wait times and improving operational efficiency.

Deep insights:Through the analysis of interactions, virtual assistants generate valuable data that helps companies better understand customer behavior and needs. Additionally, they can anticipate problems and offer solutions before customers request them.

Cost reduction:With automation and the ability to scale without directly increasing costs, AVIs significantly reduce spending on customer support and internal operations.

To further maximize the benefits of AVIs, it is important to follow some steps, such as starting the project small but scaling quickly, focusing on a specific use case and then expanding to other company processes. Ensuring that the bot is available on users' preferred channels is another point, in addition to combining AI with human agent intervention and establishing clear KPIs, such as problem resolution rate, average response time, and user feedback, to measure the virtual assistant's performance.

AVIs represent a milestone in the evolution of corporate automation. Overcoming the initial implementation challenges and adopting a customer-focused strategy are essential steps to realize the full potential of this technology.

Unentel announces Vera Thomaz as Chief Marketing Officer (CMO)

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Unentel announces Vera Thomaz as Chief Marketing Officer (CMO)

A You are welcome., a distributor of technological solutions for the B2B market, announces Vera Thomaz as the new Chief Marketing Officer (CMO). The executive, who has been working at the company since 2019, will now lead the marketing department after a successful five-year career as Commercial Director.

With a solid and recognized career in the Information Technology (IT) sector, Vera brings a strategic vision and extensive experience to the new role. Graduated in Business Administration with an MBA in Business Management, the executive was a key figure in the development of the Plantronics brand in Brazil, establishing it as a market leader. Throughout its journey, it has actively followed and contributed to historical milestones in the sector, from the privatization of telecommunications to the emergence ofContact Centeruntil the evolution of collaboration and information technologies.

“Our goal is to position Unentel as the main partner for our customers, brands and resellers, increasing visibility and relevance in the market. We will be a reference both in our commercial relationship and in our digital and institutional presence”, highlights Vera Thomaz.

The new CMO will take on a strategic role, encompassing brand management, communication campaigns and digital marketing, in addition to working directly with Unentel teams in Salvador and São Paulo, ensuring greater involvement in the department and collaboration with the team.

“With a holistic vision and all the knowledge I have acquired inside and outside Unentel, I am committed to supporting our resellers in achieving their goals. We want this movement to strengthen the skills and performance of everyone involved — brands, partners and customers —, driving collective growth,” concludes Vera Thomaz.

Estudo: como as festas de fim de ano impactaram nas tendências digitais e como as empresas podem alcançar oportunidades

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Estudo: como as festas de fim de ano impactaram nas tendências digitais e como as empresas podem alcançar oportunidades

A Winnin, platform that uses proprietary AI to map cultural trends based on internet video consumption, reveals data about audience behavior regarding the 2024 year-end celebrations. With over 600,000 mapped niches and real-time analyses, the platform provides essential insights for brands and companies, highlighting the relevance of the "End of Year" theme starting from the end of September.

The main platforms for Christmas and New Year videos include YouTube and Instagram, which stand out in this scene. In the last 12 months, across all platforms, about 88,000 creators produced approximately 241,000 pieces of content related to these dates. Each video, on average, received 257,000 engagements and 3 million views, highlighting the enormous potential of the season for brands and creators.

In addition to festive content, videos related to the end of the year also attracted audiences interested in topics such as religions and esotericism, viral humor, relationships, clothing, fashion, sweets and desserts, food and restaurants, and politics.

“In the Christmas universe, themes such as decoration, festive looks, dinner vlogs and gift unboxings continue to attract attention. But the narrative goes beyond that, exploring the transition from the old to the new year, with New Year's promises and iconic moments of the turn of the year. And of course, the festive mishaps, which are almost a cultural ritual of this time of year, continue as a separate phenomenon, authentically translating the chaos and joy that mark these celebrations”, highlights Pedro Drable, head of strategy at Winnin.

These data highlight how the end of the year is a strategic period for brands aiming to maximize their cultural relevance and audience engagement. The holiday season goes far beyond traditional celebrations, encompassing a variety of interests that authentically connect audiences and brands during the months of November, December, and January. Taking advantage of these trends allows brands to stand out by creating relevant content that not only engages but also strengthens their cultural presence during a time of great collective attention.

Empresas: automatização financeira deve ser a chave para a produtividade em 2025

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Empresas: automatização financeira deve ser a chave para a produtividade em 2025

With the arrival of a new year, many companies seek strategies to optimize processes and prepare for the challenges ahead. In this scenario, the automation of financial demands has stood out as an important tool to ensure the efficiency and success of businesses.

According to a survey conducted by Mais Consultoria, 78% of companies plan to invest in technology to improve financial management in 2025. In this scenario, process automation, such as paying invoices, bills, and accounts, has become the key word for organizations seeking to stand out in an increasingly competitive market, as mentioned.Marian Canteiro, CEO and co-founder of Banco Útil.

“Automating financial processes is essential for companies that want to remain competitive in the market. In addition to minimizing costs, this practice allows professionals to focus on strategic activities, contributing to the growth and sustainability of businesses.”

According to the executive, the adoption of technological solutions has become a trend, especially with the aim of reducing the likelihood of errors in processes. Some executives may view innovation with skepticism, considering that it could lead to negative effects, but it is quite the opposite. Technology is capable of reducing errors, which will become increasingly important over the coming months and the revolution we are witnessing in the market.

Banco Útil is a fintech that uses a 100% digital platform, integrated with traditional banks, used to make payments and assist companies of all sizes. "By centralizing expenses on a single platform, it is possible to simplify and ensure compliance with tax obligations," recalls Canteiro. The solution offers, including, reports and performance indicators that assist managers in decision-making.

In addition to reducing operational costs, the automation of financial processes brings benefits related to agility, as the CEO mentions. "Nowadays, in the corporate environment, sustainable growth is based on quickly resolving pending issues. And that is exactly what technology brings to financial activities," he concludes.

Sensedia maps 4 new developments regarding Open Finance in Brazil in 2025

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Sensedia maps 4 new developments regarding Open Finance in Brazil in 2025

A trusted consultant for the Initial Open Finance Structure with the Central Bank, Sensedia, a Brazilian technology multinational specialized in APIs and integrations, has mapped out four new developments related to the Open Finance system that promise to gain traction in the Brazilian market in 2025.

“After a wave of regulatory changes, marked by themes such as recurring Pix, smart Pix, automatic renewal of consent for data sharing and the beginning of the Journey Without Redirection, we can say that 2024 was definitely the year of payments. For 2025, in addition to the evolution of these processes, what we can expect is an expansion of the financial system, increasingly open and integrated, towards other fronts”, João Ricardo de Almeida, Product Manager at Sensedia.

According to an analysis by Sensedia, among the new features planned within the scope of Brazilian Open Finance for 2025 are the implementation of Automatic Pix, the advancement of the Journey Without Redirection, which will enable the implementation of Pix by Proximation, the beginning of credit portability and a more intensive action by the Central Bank regarding the validation of the information contained in the mandatory reports sent by companies.

“With the progressive advancement of Open Finance in Brazil, we are not only becoming a reference model for other countries, but also contributing to the construction of an increasingly competitive market, to the benefit of users. After all, opening up data, in an agile and secure manner, will allow financial institutions to better understand the profile of their customers in order to offer increasingly personalized products and services”, highlights Gabriela Santana, Product Manager at Sensedia.

From Smart Pix to Automatic Pix

Enabled in 2024 by the Central Bank, Smart Pix allows automatic and programmable transfers between bank accounts of the same holder, based on consent given through Open Finance. With this, a financial institution can transfer the balance between different accounts of the same user, according to the programmed settings.

“For the first half of 2025, the same API (Application Programming Interface, in literal translation) of Pix Inteligente should release another functionality: Pix Automático, which, in practice, is equivalent to automatic debit, however, within the Open Finance system”, explains Almeida.

According to the executive, the main differences between PIX Automático and direct debit are the cost and greater user engagement due to the simplicity of the system in registering.

“In addition to the cost of issuing a bill – which currently averages R$0.68, plus operational costs –, it is currently only possible to register automatic debit at the largest banking institutions. With Automatic Pix, small and digital banks will also be able to participate in this ecosystem, expanding the range of services and products and increasing competition,” adds Almeida.

PIX by approximation, the evolution of JSR

Currently in the pilot phase, the Journey Without Redirection aims to enable the environments of banking institutions and fintechs to reduce steps in the online payment process and make it possible to offer Pix in digital wallets, enabling Pix by Proximity, also made possible through NFC (Near Field Communication) technology.

Therefore, when making a virtual purchase via Pix through Open Finance, the user will be able to make the payment directly, without needing to be redirected to the application or internet banking of their account, through “copy and paste”.

“Scheduled to be made available to the general public on February 28, 2025, the Journey Without Redirection is the big bet for payments to be made increasingly through Open Finance. To this end, in 2025, Bacen must create a task force so that the JSR gains more support and becomes more stable, requiring all banks to participate in the journey and allow users to make PIX payments by contactless payment through a greater number of institutions starting in 2026”, explains Gabriela Santana.

In addition to banks, the JSR should also be extended to payment initiators, improving the user experience, both through Pix contactless payment and e-commerce checkout.

Credit portability and EPOC

After the advances in Automatic Pix and JSR, the next step scheduled to be discussed within the scope of Open Finance is credit portability.

“Currently, credit analysis in different institutions is a bureaucratic process that takes, on average, 7 to 15 days to be completed. Credit portability via Open Finance allows for previously signed credit contracts to be migrated from one institution to another via Open Finance, through the data consent process, in up to three days. This, in addition to speeding up the process, should make the market more competitive, encouraging the reduction of abusive fees and benefiting users,” explains the executive.

Another new feature linked to credit portability via Open Finance is the creation of EPOC (Credit Proposal Forwarding), a credit contracting process via bank correspondence, along the same lines as the SPOC (Customer Order Processing Company) of OpIn (Open Insurance).

“Through EPOC, a bank correspondent can send the customer’s consented data, whether an individual or a legal entity, to a list of institutions that provide credit. The goal is for them to consult the history and, from there, offer credit in a standardized manner, allowing the customer to access all available rates and obtain financing in one go,” explains Santana.

Data accuracy

Through Normative Instruction BCB No. 441 of 12/20/2023, the Central Bank has been strengthening the monitoring of Open Finance, which is mandatory for participating institutions to comply with. And the forecast is that such a measure will intensify in 2025.

“Currently, Bacen relies on four data sources: metrics, weekly and biannual interoperability, and the PCM (Metrics Collection Platform). By 2025, all of this will be enforced very strongly, with less tolerance for discrepancies between the numbers reported via PCM and the numbers reported in other reports, which makes it essential that the data be increasingly accurate. Failure to comply with the rules may result in fines and sanctions, requiring full alignment by 2025,” concludes the executive.

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