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Fintech Conduit receives $6 million investment to expand in Latin America and Africa

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Fintech Conduit receives $6 million investment to expand in Latin America and Africa

In August, Conduit – a cross-border payments fintech operating in more than 9 countries – received a $6 million investment from Helios Digital Ventures, the venture capital arm of Helios Investment Partners. With the investment, the company is driving its geographic expansion into Africa and strengthening its presence in Latin America, focusing on improving the speed and efficiency of transactions for its customers.

Bernardo Janot, Conduit's Manager, explains that the company's operations in Latin America aim to provide international payment solutions that surpass the limitations of local banking systems. "Although countries like Brazil have efficient systems for domestic transactions, international transfers are still costly and time-consuming. In partnership with local banks, the startup offers a faster and more economical process, allowing companies to send money in local currency, handling the transfer and currency conversion, thus ensuring transparency and lower costs for the recipient," he comments.

Last year, Conduit's annualized transaction volume exceeded $9 billion, with increasing value coming from Kenya and Nigeria, regions where it recently launched operations and which experienced a 25% month-over-month revenue growth. Reflecting these data, the fintech has an ambitious vision for its expansion in Africa and Asia. Ready to face the challenges of fragmented local currencies and complex connections, the company will invest in these new markets to achieve even greater profitability by the end of the year.

Local settlements are increasingly being built simultaneously, supported by cutting-edge technology. Companies demand a good experience when making global payments. Traditional methods often do not meet expectations. We are excited to support Conduit on its journey to serve more and better the South American and African ecosystems connected to the global economy, says Wale Ayeni, managing partner of Helios Digital Ventures, in a statement.  

Changes in focus and expansion to Brazil

Originally launched as an API to connect fintechs, neobanks, and traditional financial institutions with crypto-backed earning products, Conduit shifted its focus after recognizing the pain points in B2B international payments of its own clients. Initially supported by $17 million in funding from investors such as Portage Ventures, Diagram Ventures, and Gradient Ventures, the startup developed tools for institutional investors based on decentralized finance (DeFi), enabling direct transactions between users.

Conduit CEO Kirill Gertman said: “Our mission is to make cross-border B2B payments better. Businesses should be able to convert currencies and settle payments with greater speed, lower costs and better visibility than what is possible with traditional payment rails. We are committed to enabling this functionality for businesses around the world, especially in fast-growing markets like Brazil.”

Globally, the fintech operates with more than 80 direct clients, including importing and exporting companies, payroll services, and other cross-border platforms. Based on the received investment, the pipeline should reach 25 clients with an estimated movement of approximately US$ 10 billion over the next 12 months, considering both continents, with US$ 1 billion in Brazil alone. A startup targets sectors such as agriculture, textiles, exporters, ports, CVs, and mainly fintechs interested in cross-border issuances, without the use of digital currencies.

3rd WomenTech Congress debates female leadership and entrepreneurship

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3rd WomenTech Congress debates female leadership and entrepreneurship

Mubius WomenTech Ventures and the Belo Horizonte Technology Park (BH-TEC) will hold, on November 19th, the3rd WomenTech Congress. The event, which takes place at BH-TEC, seeks to promote diversity and strengthen female entrepreneurship, bringing together companies, startups, investors and academics in an environment dedicated to exchanging experiences and creating new connections.

“We believe that female leadership is essential for innovation and the growth of the professional ecosystem. The conference seeks to inspire and empower women to occupy more leadership positions, especially in the technology sector,” highlights Carol Gilberti, CEO of Mubius WomenTech Ventures.

“This is an important event for BH-TEC because we are talking to great researchers and hosting companies led by women. Female entrepreneurship in science and technology is essential to promote a diversity of ideas and solutions, break down historical barriers and also inspire future generations to continue transforming the world with more equity and innovation,” says Cristina Guimarães, Institutional Development Manager at BH-TEC.

Schedule

The meeting is scheduled to start at 9 a.m. with a welcome coffee, followed by a roundtable discussion and a lecture during the morning. In the afternoon, there will be a startup pitch session and the second roundtable. The program will end with a happy hour focused on networking and new connections among participants.

Participants and sponsors

Among the confirmed participants are the Mubius WomenTech Ventures team, represented by Carol Gilberti, Susanne Rocha, and Milena Dominici, as well as the BH-TEC team. Sponsoring companies and partners such as FCJ Venture Builder, Sólides, and SOW Intelligence and Management will also be present. The event will also feature marketing activations, such as banners, T-shirts, giveaways, publicity through press office, and exposure on social media and Rádio BandNews BH.

Impact and expectations

The expectation of the congress is to energize Belo Horizonte's innovation ecosystem, connecting initiatives and professionals from the region. "Our focus is to promote local growth, emphasizing the importance of diversity and female leadership in business. The networking generated at the event will bring collaboration and development opportunities for everyone," says Gilberti.

To measure the success of the event, Mubius will monitor metrics such as social media engagement, the number of registrations, and the impact of content generated during the conference. "Our action plan includes promotion before, during, and after the event, ensuring that WomenTech becomes a milestone on the female entrepreneurship agenda," concludes Gilberti.

Service

3rd WomenTech Congress

Then:November 19th, from 9am to 7pm

Local:Belo Horizonte Technological Park BH-TEC

More information: https://www.sympla.com.br/evento/3-congresso-womentech/2689445

Expert points out three mistakes you shouldn't make when starting a business

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Expert points out three mistakes you shouldn't make when starting a business

According to the Federal Government's Business Map survey, more than 3.8 million domestic companies were opened in 2023. Consequently, the data shows that in the same period, 1.7 million companies were closed. The reasons that lead an entrepreneur to declare the end of their activities can be numerous and depend heavily on the business style and the size of the enterprise.

In Brazil, the option to undertake is closely related to a necessity, not necessarily a choice. According to data from the GEM (Global Entrepreneurship Monitor), 48.9% of new businesses are started due to some necessity. Therefore, many who try end up "bumping into" difficulties, largely because they lack the necessary knowledge for that role.

With this scenario in mind, sales and business specialist Fábio Oliveira, CEO of Sales Clube, points out three common mistakes at the beginning of your journey as an entrepreneur and how to avoid them:

  • Lack of knowledge about the product and the customer

“Understanding your product may seem like an obvious task, but the market is saturated with people who only care about the sale, and not about the solution that your product provides. Understanding the functions, history, dimensions and usability of what you sell brings more confidence to the customer,” adds Oliveira.

This trust translates into a good reputation for your business and, consequently, more sales throughout the customer's lifetime with the company.

At the same time, it is essential that the company invests in strategies to get to know its target audience, such as creating personas, market research, competitor analysis, trend monitoring, behavioral segmentation, personalized marketing, data analysis and continuous feedback.

  • Not thinking about your online business

Regardless of the service or product you are offering, active presence on social media is extremely important. According to the Annual Trade Survey conducted by IBGE, the number of businesses with more than 20 employees that use the internet for sales increased by 79.2% from 2019 to 2022. From 1,900 enterprises to 3,400.

According to Fábio, social media today takes up a large part of people's day and often shapes consumption, whether it's choosing a restaurant that appeared on Instagram or even buying clothes that appeared in an ad before a YouTube video. For the CEO, using digital wisely can generate many leads and boost your business.

  • Not counting on long-term planning

According to the BigDataCorp survey conducted in 2023, 51.15% of companies in Brazil shut down before reaching three years. This number jumps to nearly 89% after five years. Therefore, good preparation to face not only the challenges of the present but also those of the future is essential.

“The best product, the best structure and all the knowledge, although great indicators, are not synonymous with sales right away. Every business takes time to establish itself and along the way, mistakes will inevitably occur. Therefore, before starting anything, planning is a determining factor for your venture,” adds the CEO.

META layoffs: what are the rules for using food benefits in Brazil?

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META layoffs: what are the rules for using food benefits in Brazil?

Meta announced on the 17th of the last month the dismissal of about twenty employees from the Los Angeles, USA office, due to misuse of meal benefits. Brazil has strict legislation regarding the use of meal and food benefits, as outlined by the Worker’s Food Program (PAT).  

THEfood voucher, also known as VA, can be used for shopping at supermarkets, bakeries, grocery stores, butchers, produce markets, and small shops, but exclusively for food-related items such as fruits, vegetables, greens, meats, among others. It is the ideal option for those who prefer to takelunch boxand have meals within the company itself.  

THEmeal voucher,or VR, it can be used solely for the payment of meals in restaurants, snack bars, and similar establishments, or delivery apps to purchase set meals, self-service meals, snacks, juices, sodas, or desserts.It is also possible to purchase food products at commercial establishments.

What you can't buy with VA or VRalcoholic beverages, cigarettes and tobacco products, and household appliances.

Using the VR or VA balance for other purposes is not permitted by law precisely to ensure the worker's food security. The benefits must be used exclusively for the original purpose: food security and health, without withdrawal or transfer of balance.

Created nearly 50 years ago, it is worth emphasizing that the PAT has established itself as one of the most successful public policies, currently protecting more than 20 million workers from over 300,000 companies, especially workers earning up to five minimum wages, according to the Ministry of Labor and Employment.  

Willian Gil, the Executive Director of Corporate Governance and Government Relations at VR, is available to comment on the subject, as well as the rules and specifics of Brazilian legislation.

With over 16 years of experience in the private market,Willian Gil, Executive Director of Corporate Governance and Government Relations at VR, oversees regulatory risk management strategies, engaging with various authorities and stakeholders, and represents the company institutionally on matters of interest. Lawyer by training, Willian holds a postgraduate degree in Business Law from Fundação Getúlio Vargas (FGV), completed a Results Management course at Fundação Dom Cabral (FDC), served as a mentor in leadership programs applied in Latin America, and has been a speaker on topics related to the corporate market.

How AI makes a difference in the online shopping experience on major retail dates like Black Friday

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How AI makes a difference in the online shopping experience on major retail dates like Black Friday

This year, Black Friday is scheduled for November 29th, and as a result, retailers and consumers are eagerly awaiting the advantages and promotions of the period, which in recent years has become one of the most anticipated dates on the retail calendar, comparable to Christmas. The main difference related to purchasing behavior is that during Black Friday, purchases are often made immediately and without consultation, as customers directly seek the lowest price; in other words, the sale goes to whoever has the best offer.

To handle this large volume of demand and scale its service capacity, the retailer would require significant costs, as well as training. On the other hand, with conversational artificial intelligence, a quality service standard is promoted regardless of the customer and time. AI after Black Friday, for example, is a major point when mentioning the importance of this service.

Impulsiveness at the time of purchase also leads to a lot of cart abandonments with products. This is where abandoned cart recovery campaigns come in, promoting a new contact so that the consumer can retrieve what they left behind. Furthermore, considering the end-to-end experience of this customer, the support for exchanges, questions, or returns through AI helps to keep the consumer satisfied.

Artificial intelligence does not replace people, but enables the company to allocate its employees in more strategic locations. The focus is that the standard of all service brought by AI fidelizes the customer, who knows that regardless of the contact moment, whether proactive or receptive, it will be of quality. Furthermore, technology ensures accessible service, as it can accommodate different languages, formats, and communication styles.

According to the Neotrust and ClearSale survey, the revenue from Black Friday 2023 in Brazilian e-commerce was R$ 5.23 billion, representing a 14.6% decrease compared to the previous year. With the decrease in online sales rates, many retailers are seeking new methods to stand out in a competitive market and cater to an audience that needs new products, in addition to digital convenience. The study of "Artificial Intelligence in Retail" by Central do Varejo, conducted in 2023, shows that 47% of retailers are already using AI, while 53% have not yet implemented this technology.

“On Black Friday, businesses tend to reach an entire month’s revenue in one day. For e-commerce, there is a greater volume of consumers on websites. Therefore, the use of AI must focus on adding quality throughout the customer journey, from research to after-sales, creating a standard of service, regardless of the time or language style, helping the customer with questions that are part of their entire shopping experience,” says Viviane Campos, Global Head of Business at Connectly.ai.

However, AI is already a reality in the retail sector, but many need to adapt to keep up with innovations. "The retailer who understands the power of AI and the meaning of standardized service will foster loyalty compared to those who do not use it. Additionally, AI benefits businesses of all sizes, as it involves low financial costs in the long term," complements Viviane.

Marketplace allows insurers to find parts to manage vehicle claims

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Marketplace allows insurers to find parts to manage vehicle claims

Claims management is one of the biggest challenges faced by insurance companies, especially when it comes to replacing automotive parts. Ensuring prompt and effective service is essential for customer satisfaction and the company's reputation.

A survey by the National Federation of General Insurance (FenSeg) indicated that between January and March 2023, there were 235,000 car claims registered, of which 7% experienced delays in parts. Of the 40,700 items ordered during this period, in August there were still 7,100 pieces to be delivered.

“The main challenges for insurers when generating vehicle claims are large budgets that they need to find in one place, competitive prices, availability of parts and fast deliveries”, says Ian Faria, co-founder and CEO of Mecanizou, a startup that connects mechanic workshops with automotive parts suppliers.

Finding auto parts to manage claims is a challenge that can be overcome with the adoption of efficient strategies. With the use of technology and data analysis, insurers improve their responsiveness, as well as ensuring customer satisfaction and the sustainability of their operations.

Additionally, Mecanizou recently launched a business unit focused on large accounts, such as insurance companies and fleet operators.Named Mecanizou Select, the solution aims to assist insurance companies in vehicle claims processing, providing competitive pricing, express logistics, and high-level service. "We managed to deliver all of this with a team dedicated to this business unit," concludes Ian.

End-of-year expenses: how should companies organize themselves to meet their obligations?

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End-of-year expenses: how should companies organize themselves to meet their obligations?

October is coming to an end, and companies are beginning to prepare for the end of the annual cycle, a period that varies depending on the industry. The Federal Accounting Council (CFC) emphasizes the importance of careful planning to avoid setbacks and additional costs.

According to accountant Angela Dantas, CFC counselor, in addition to routine accounting activities – such as closing the companies' payroll – it is necessary to correctly calculate benefits and deadlines.

"Among the main obligations are the payment of the 13th salary, the execution of the Profit Sharing and Results Program (PPLR), and the preparation of employees' Income Reports, which need to be ready in advance of the scheduled date for use," he warns.

The counselor also reminds that one of the fundamental obligations is the payment of Corporate Income Tax (IRPJ) and the Social Contribution on Net Profit (CSLL), which can be calculated monthly, quarterly, or annually. In the case of companies that choose the actual profit regime, the calculation must be completed by the last day of the calendar year, December 31.

“Failure to pay these taxes can result in fines of between 2% and 20%, depending on the reported profit, in addition to decisions due to errors in the provision of information,” he says.

Another relevant point is the analysis of the financial statements to ensure that the closing of the balance sheet, scheduled for December 31, 2024, is carried out accurately, with the reconciliation of the equity accounts and the correct distribution of profits, if any.

The CFC lists three essential commitments for the last quarter, which must be fulfilled within the deadline:

collective holidays

  • Term:communication must be made up to 15 days before the start of the collective vacation.
  • Obligations:notify the Regional Labor Office (DRT), inform the union and employees, and organize payments.
  • Punishment:errors in the process may result in fines for each employee in an irregular situation and compensation corresponding to the vacation salary, according to the Federal Constitution.

13th salary

  • Term:the first installment must be paid by November 30th and the second by December 20th.
  • Punishment:Failure to comply may result in fines applied by the Ministry of Labor and Employment (MTE) and labor lawsuits filed by employees.

Profit Sharing Program (PPLR)

  • Term:PPLR payment is determined by collective agreement and must be made in up to two annual installments, with a maximum of three months between them.
  • Punishment:Failure to pay the PPLR as agreed may result in individual or collective legal action.

Responsibilities for fulfilling these obligations are divided between the Accounting and Human Resources departments, which must strategically manage these processes and maintain employee motivation and involvement.

“The end of the year is a busy time for accountants, especially with the organization of collective vacations and the payment of the 13th salary. A mistake can have significant implications, affecting the relationship between the company and the employee”, concludes the advisor.

ESPM highlights innovation and economy at event on corporate diplomacy

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ESPM highlights innovation and economy at event on corporate diplomacy

The International Relations course at ESPM, a leading school and authority in Marketing and Innovation focused on business, is promoting on October 29th and 30th, from 9am to 10pm, theGlobal Perspectives SummitThe event, which takes place at the ESPM Theater in a hybrid format (in-person and online), brings together specialists to discuss relevant global issues and international trends that impact Brazil, its interests, and the business environment.

Among the topics covered are international media in Brazil, perspectives on the Brazilian economic scenario, the challenges faced by women in large corporations, and innovation in Brazil and worldwide. "THEGlobal Perspectives Summit"It's an opportunity to discuss global issues that impact Brazil and business," says Alexandre Uehara, coordinator of the International Relations course at ESPM. In the course, we value corporate diplomacy as an essential training to connect companies and nations, as it prepares our students to operate in complex markets, civil organizations, governments, multinational companies, and international institutions. The employability rate of students in the International Relations course at ESPM is 84%, considering the graduates of the second semester of 2023.

Speakers includeMarcelo Favalli, international journalist and presenter at Times Brasil CNBC,Marcela Flores, president of the National Association of Research and Development of Innovative Companies – ANPEI,Anderson Correia, president of the Institute of Technological Research – IPT,Sergio Vale,Chief Economist at MB Associados,Alexandre Mathias, chief strategist at Monte Bravo,Marilia Ribeiro, Head of Marketing at Ceratti,Natalia Dias, advisory board member at Din4amo Venture Building de Impacto, andMichelle NunesDiversity, Equity, and Inclusion (DEI) Specialist at O Boticário. The event also features the professors from the International Relations course at ESPM, including Alexandre Uehara (coordinator), Natalia Fingermann, Fabio Andrade, Demétrius Pereira, Marielza Cavallari, and Paola Gonçalves.

During theGlobal Perspectives Summit, ESPM International Relations students will have the opportunity to participate in an exclusive challenge: develop a case study focused on the institutional challenges for implementing the General Data Protection Law in a digital company, in addition to exploring issues related to corporate diplomacy.

Check out the schedule

October 29th

Brazil out of the banquet table of world leaders

Time:9am to 10:30am

Guest:Marcelo Favalli, international journalist and presenter at Times Brasil CNBC

Mediator:Alexandre Uehara, coordinator of the International Relations course at ESPM

The innovation scenario in Brazil

Time:11am to 12:30pm

Guests:Marcela Flores, president of the National Association of Research and Development of Innovative Companies – ANPEI, and Anderson Correia, president of the Institute of Technological Research – IPT

Mediator:Marielza Cavallari, professor of International Relations at ESPM

LinkedIn Challenge Kickoff

Time:12:30pm to 1:15pm

Guest:Maria Giulia Legnaioli, Sr. Enterprise Client Solutions Manager at LinkedIn

Challenge: LGPD and its impact on a digital company

Time:2:30pm to 4:30pm

Consultants:Paola Gonçalves, Demétrius Pereira and Marielza Cavallari, professors of the International Relations course at ESPM

Prospects for Brazil in the global market over the next 5 years

Time:7:30pm to 9pm

Guest:Sergio Vale,Chief Economist at MB Associates

Mediator:Raphael Videira, professor of International Relations at ESPM

October 30th

Economic and market outlook for 2025

Time:9am to 10:30am

Guests: Alexandre Mathias, Chief Strategist at Monte Bravo and Mariana Oreng, Professor of International Relations at ESPM

Mediator:Fabio Andrade, professor of International Relations at ESPM

Diversity and Inclusion: female empowerment in corporations

Time:11am to 12:30pm

Guests:Marilia Ribeiro, Head of Marketing at Ceratti, Natália Dias, advisory board member at Din4amo Venture Building for Impact, at FIDC for Blended Finance Stimulus and at the Imagine Brasil initiative at Fundação Dom Cabral, and Michelle Nunes, specialist in Diversity, Equity and Inclusion – DEI at O Boticário

Mediator:Natalia Fingermann, professor of International Relations at ESPM

Challenge: LGPD and its impact on a digital company

Time:2:30pm to 4:30pm

Evaluators:Maria Giulia Legnaioli, Sr. Enterprise Client Solutions Manager at LinkedIn, and Fábio Andrade, professor of International Relations at ESPM

Perspectives for the future of Government Relations in Brazil

Time:7pm to 9pm

Guests:Rebeca Lucena, Director of Government Relations at BM&J and Julia Cestari, Head of Public Policy at Mevo.

Mediator:Fabio Andrade, professor of International Relations at ESPM

Service

Global Perspectives Summit

Dates:October 29th and 30th

Time:9am to 10pm

Local:ESPM Theater, Dr. Álvaro Alvim Street, 123 – Vila Mariana

Registration: here

In-person and online – free event

E-commerce invests in smart labels to increase operational efficiency and delivery security

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E-commerce invests in smart labels to increase operational efficiency and delivery security

E-commerce is an increasingly competitive market, where price, speed, and accuracy in deliveries are decisive factors in consumers' final choice. With the growing importance of investing in logistics processes that also add traceability, a feature that makes all the difference during occasions like Christmas and Black Friday, the use of smart labels, such as RFID, has enabled various businesses to further enhance operational efficiency and security in their online sales processes.

This is what explains Alexsandro Franco, a new business development specialist for RFID smart labels at Avery Dennison. According to the company's executive, traceability and accurate inventory management are among the main benefits offered by the adoption of technologies like RFID (radio frequency identification).

“The application of RFID to product packaging, offered by a wide range of e-commerce segments, allows each item to have a unique digital identity. Through this strategy, it is possible to add transparency throughout the entire purchase and sale process, from inventory and its management to real-time monitoring and delivery of the product to the end consumer. Purchases become safer and business more efficient,” highlights the executive.

According to Franco, the use of smart RFID tags helps, above all, in the inventory processes carried out by companies that make online sales, as they facilitate the automation and precision of this process, reducing the need for manual counting and minimizing human errors.

“With these tags gathering unique information about each product, RFID readers automatically capture this data and transmit it to the inventory management system. From there, it is possible to quickly compare them with the system’s movement records, adjust what is necessary and obtain the actual item count values,” he points out.

Efficient and sustainable solutions for e-commerce

Aligning efficiency and sustainability with e-commerce operations, Keyse Ramalho, business development manager at Avery Dennison, highlights the demand from companies for the adoption of efficient and sustainable solutions that speed up product identification and also bring the premises of the circular economy.

In this sense, the new Linerless self-adhesive solution, which dispenses with the use of liners – label protectors – stands out for offering high efficiency and productivity, in addition to reducing waste and the disposal of materials during the labeling process, in various logistics environments.

“In this context where e-commerce is constantly growing, linerless self-adhesives are a response to the need to reduce waste from these operations. With these characteristics, these solutions also reduce the carbon footprint and water used in packaging production, and mitigate landfill overload. The product also guarantees improved productivity for many industries that use labels with variable information and that require clarity for correct reading, especially barcodes, something quite common in the e-commerce sector,” concludes Keyse.

Advertising X Experience: 67% of Brazilians abandon purchases due to frustrating experiences

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Advertising X Experience: 67% of Brazilians abandon purchases due to frustrating experiences

Hibou, a research, monitoring, and consumer insights company, launched a groundbreaking survey that reveals surprising data about how advertising, the shopping experience, and customer service impact the consumption decisions of Brazilians. With 1,205 respondents from across the country, the September 2024 survey covered various topics, including the effectiveness of advertising campaigns, the use of artificial intelligence, and the impact of fake news on brands.

Main findings

67% of consumers abandoned a purchase in 2024 due to unsatisfactory experiencesThis data reflects how crucial customer experience (CX) and usability (UX) are for customer retention. Although less than 7% of users report dissatisfaction with purchase channels (websites and apps), most respondents are in a "neutral zone," where interaction with the brand is not good enough to engage the customer.

Advertising is still powerful, but it needs to be efficient. The research indicates that 39% of consumers believe targeted advertising is effective and helps in making purchasing decisions. However, 11% of Brazilians consider advertising ineffective, and 20% expect ads that arouse the desire to learn more about the product, revealing a gap between expectations and the current practice of brands.

The convenience of interactivity for shoppingloves it. The Brazilian understands that the convenience of interactive means increases the likelihood of completing the purchase. 49% of consumers say that ads received at the time of purchase, whether in physical stores or online, are more effective.

Fake news negatively impacts brands, since 45% of respondents stop following brands associated with fake news, and 43% stop consuming products from these brands, demonstrating that consumers are increasingly aware of where brands advertise.

Creativity in campaignscontinues essential. 40% of respondents say that highly creative ads directly influence their purchasing decision. Additionally, 37% purchased something in the last 12 months due to the creativity of the ads, highlighting the value of campaigns that go beyond the obvious and captivate the audience.

Artificial Intelligence divides opinions22% of consumers feel comfortable with AI personalizing ads, while 47% feel uncomfortable with the use of their data for this purpose. However, 28% believe that AI can understand their preferences more accurately, but 43% disagree with this statement, reflecting a division of trust in the use of emerging technologies.

Creator economy: influence continues to rise1 in 4 consumers purchased products or services based on recommendations from creators in the last 12 months. However,2 in 3 BraziliansThey say it is essential that advertising by influencers is transparent and clearly states when they are paid, demonstrating the need for authentic relationships.

What irritates the consumer?Hibou's research also revealed that 2 out of 3 Brazilians have given up on brands that use irritating advertising practices, such as posts that force clicks or repetitive ads – the latter being the biggest source of irritation, mentioned by 72% of Brazilians. The current consumer values brands that respect their experience, whether through traditional channels or in the digital environment.

CX and UX remain in focusMore than 60% of consumers expect personalized content and interfaces that "learn" from their use, making interaction more seamless and effective. This benefit is valued across all social classes, showing that the expectation for a good experience is universally high.

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