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Odisseia AI aims to revolutionize customer service and pre-sales with personalized artificial intelligence

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Odisseia AI aims to revolutionize customer service and pre-sales with personalized artificial intelligence

Founded in 2024 by three entrepreneurs from Blumenau, Odisseia AI entered the Brazilian market with the goal of transforming the way companies interact with their customers and leads (potential clients) throughAI-based intelligent customer service agentsMore than automating responses, the startup develops platforms with generative artificial intelligence, customized for each business and designed from the outset to be operated by AI — withpre-sales routines, customer service, after-sales service, billing, and report generation.

The Odyssey goes far beyond the well-known chatbots, creatingintelligent agentsthat perform various functions throughout the customer relationship funnel, via text or voice. Be it forpre-qualify sales, answering frequently asked questions, scheduling visits, or automatically filling out CRM systems, the Odisseia assistants operate in a smooth, contextualized, and human manner.

Among the developed solutions, trained agents for specific sectors are already available.

  • Penelope, customer service specialist forreal estate agencies, working in sales and rentals with automatic scheduling, follow-ups, and CRM integration.
  • Synthetosan intelligent assistant focused ondata analysis, which generates reports and insights about the client's business, translating complex information into strategic decisions.
  • Odyssey SDR and Odyssey SAC, aimed atpre-sales and customer service, respectively, helping companies scale their operations with personalized AI, active 24/7.

"Our goal is not just to answer questions. It is to create intelligent flows that save time, increase conversion, and enhance the customer experience. Our assistants are capable, even, of automatically filling in the CRM, allowing managers to monitor the progress of each client in the sales funnel," explains Felipe Bittencourt, CEO of Odisseia.

The solution is already used by companies from different sectors, such asreal estate agencies, vehicle resellers, e-commerce, distributors, health clinics, and law firmsThis diversity, according to the brand's CEO, demonstrates theflexibility and applicability of the Odyssey agents, that adapt to the needs and language of each market.

Differentials of Odyssey AI

According to Felipe, the great diferencial of Odisseia lies in its origin: a team withyears of experience in critical systems and artificial intelligence applied to real-world businessesThis allowed the creation of an innovative solution, using proprietary technology, withmulti-agent architecture, designed to be used by AI from conception, ensuring robustness, scalability, and high return on investment (ROI).

"We do not adapt old tools to run with AI. We created a new platform from scratch, with AI at the center of decisions. This allows us to offer smarter solutions, with more empathy, greater precision, and much more added value," highlights Nicolas, co-founder and head of the product department.

B2B Marketing: we don't sell to those who click. We sell to those who influence and decide.

Mario Soma
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B2B Marketing: we don't sell to those who click. We sell to those who influence and decide.

Have you ever thought about why your campaigns are full of "leads"... and empty of real results?

In B2B marketing, it's easy to fall into the "click illusion":dashboardsbeautiful, increasing click-through rates (CTR) and reports with upward-trending charts, among other indicators. It seems that everything is going well. But, when you pull the "conversion wire," you realize: those who clicked are not the ones who decide.

The gap between a curious lead and a real buyer is bigger than many imagine. And recent data from Dreamdata, a B2B attribution platform, show why:

  • The average journey in B2B marketing lasts 320 days (10 months and 2 weeks) from the first touch to closing the sale.
  • Only 1 in 100 accounts are actively in the market during that quarter.
  • 80% of buyers already have a supplier in mind before starting the search.

In other words, clicking is not deciding. And decision takes time.

I share three more points that break a lot of market conviction:

1) Thought Leader Ads have up to 2.3 times more engagement than traditional formats. This proves that people engage with people.

2) 1/3 of the target companies receive fewer than 3 impressions in 90 days. In other words, we are wasting media where it matters most.

The journey between Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL) takes an average of 107 days (3 months and 2 weeks). Large companies have 49% longer working hours.

The difference between attention and intention

Cliques mean attention. But attention doesn't pay the bills. Decision, yes.

It is common for companies to celebrate when media campaigns bring in many visits or downloads. But, when these leads are handed over to the sales team, the frustration begins:

  • They don't have a budget.
  • They have no autonomy.
  • They don't even know what they're looking for.

An essential question was missing at the beginning of the strategy: what is the Ideal Customer Profile (ICP) and who actually signs the contract?

The misconception of campaigns based solely on channel

Another recurring mistake: developing campaigns for "who navigates," and not for those who decide. This happens when the briefing is focused on generic segments, rather than on decision-making behaviors.

In B2B marketing, the buyer is rarely a single person. There is a committee. There are influencers. There aregatekeepersAnd all of them can click. But few decide.

According to Dreamdata, the average time between an ad click and the revenue generated is 235 days (almost 8 months). This means that most of those who click do not even participate in the final decision.

What to do differently: sell to the decision-maker, not to the curious one

If you want to sell to those who decide, start like this:

  • Define precisely the ICP: role, sector, digital maturity, real pain.
  • Work on two fronts: Account Based Marketing (ABM) for decision-makers through targeted and personalized campaigns; and inbound for influencers through educational content and distribution.
  • Create content that speaks the language of the decision-maker: C-Level executives don't want to know how it works. They want to know what solves it.
  • Integrate marketing and sales with clarity of purpose: alignment is more powerful than automation.Your conversion rate thanks you.

The role of marketing is not just to generate clicks. It's about educating the market, positioning value, and attracting those who can truly say yes. The rest is noise. Vanity metric. And waste of funds.

Working with B2B marketing is increasingly about understanding that we don't sell to those who click, we sell to those who influence and those who decide. And who decides is often influenced months before the first conversation with sales.

Therefore, if your next campaign is designed with the subscriber in mind rather than the engager, you will see the difference in results, sales cycles, and the quality of conversations.

Paranaense startup aims to transform the shopping experience with conversational commerce

E-Commerce Update
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Paranaense startup aims to transform the shopping experience with conversational commerce

In a scenario where trust and closeness are essential for the success of companies, theVendizapA Paraná-based startup focused on conversational commerce has been standing out for its work in improving the way companies connect with their customers. Founded with the goal of providing a more human and personalized shopping experience, the company has been gaining ground in the market by recognizing and leveraging WhatsApp as a powerful sales and relationship tool.

According to a Gartner survey conducted in December 2023, 64% of people prefer that companies do not use artificial intelligence tools in their customer service centers, and 53% would consider switching to a competitor if they found out they are being served by AI at their current company. In this context, WhatsApp goes beyond being the most widely used social network among Brazilians and becomes a powerful solution for serving physical and digital businesses by strengthening the connection between retailers and sellers with their customers, enhancing human interaction and making contact operations faster and more effective.

Given this perception, since its creation, theVendizaphas been dedicated to developing functionalities that meet the specific needs of companies, with flexible and tailored solutions. The platform allows, for example, order completion via WhatsApp, enabling sellers to confirm information before closing sales and buyers to ask questions or request quotes in an organized manner. "Our goal is to make the purchasing process faster and more efficient, while strengthening the relationship between sellers and consumers. This contact between retailer and buyer is a differentiator that has been lost on the selling side, but has made all the difference on the buying side," he explains.André Campos, CEO and founder of Vendizap.

The so-called conversational commerce, which is the company's priority in developing its solutions, has the potential to significantly improve the customer experience. Zendesk's 2023 trend report revealed that 66% of consumers consider a bad interaction with a brand enough to ruin their day, and 60% base their purchasing decisions on the quality of service. A good shopping experience, whether physical or digital, is what determines if the customer will be satisfied and, more than that, if they will return. Therefore, theVendizapis committed to helping businesses provide fast and quality service, ensuring customer satisfaction and boosting sales," highlightsFields.

Aligned with the evident trend in the business world converging towards conversational commerce, Vendizap stands out for its tailored functionalities. Through the platform, retailers can set up their e-commerce stores in catalog format, optimizing the shopping experience through a more intuitive and practical visualization and customer service via WhatsApp. According to a survey conducted in 2022 by OmniChat, WhatsApp achieves a sales conversion rate of 9% compared to 2% in e-commerce, reaffirming the network's potential as a powerful sales tool and strengthening the transformative role of the service offered by the company.

Why the future of e-commerce lies in customer loyalty — and what Mailbiz's repositioning reveals about it?

Vinicius Corrêa
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Why the future of e-commerce lies in customer loyalty — and what Mailbiz's repositioning reveals about it?

For years, the growth of Brazilian e-commerce has been driven by a simple logic: paid traffic comes in, orders go out. But this model of constant acquisition and little connection to loyalty is increasingly under pressure—whether from the rising cost of media, channel fragmentation, or consumer volatility.

Market maturity requires a switch: from transactional operations to long-term relationships. It is in this context that the rebranding of Mailbiz to Flowbiz draws attention. Not only because it represents a technological evolution, but because it is a reflection — and perhaps even a foreshadowing — of what lies ahead for the entire sector.

The era of "Flow": more than automation, relational intelligence

Flowbiz is not just a new name. It is a strategic positioning that embraces what is at the center of modern e-commerce operations:Data intelligence applied to the repurchase journey.

When migrating from an email marketing-focused solution to a CRM and automation platform focused on loyalty, the company is responding directly to the fastest-growing trend among mature brands:extract more value from the customer baseThe logic now is clear: if the CAC keeps rising, the LTV needs to keep up — and that only happens with strategy, data, and recurrence.

In the words of the Partner and Commercial Head of Flowbiz, Lucas Brum: “Flowbiz was born with the purpose of better reflecting everything we have become: a platform that goes beyond email marketing, helping e-commerce businesses create personalized, profitable, and sustainable strategies.”.

From acquisition to the consistency of loyalty

The transformation of performance marketing is no longer a gamble; it is an irreversible path. The focus on immediate ROI has given way to a broader view of profitability, where channels such as email, WhatsApp, and notification withpushgain new relevance — which will be orchestrated byAutomated journeys, based on behavior and context.

Flowbiz translated this vision into its upcoming module called "Flows." It enables advanced re-engagement, reactivation, and personalization actions based on real data. But more than a functionality, what this change reveals is the rise of a new operational model:Performance CRM

The marketing of the future will require real-time decisions, and that starts now.Thiago Pitta, the company's CTO, explains:“Flowbiz is building a 360º data ecosystem (Customer Data Platform), with modern and scalable infrastructure, prepared for AI use.

Rebranding as a market signal

What do we learn from this change? That we are not just talking about a new brand, but about anew mindsetSomeone who understands that the true competitive advantage of e-commerce is not in attracting more, but in building better relationships.

For many, the term "CRM" still sounds like something restricted to large companies or complex operations. But the evolution of technology, combined with the urgency to scale efficiently, is changing that.Companies that used to just "send emails" now think about orchestrating complete experiences.

Flowbiz may be one of the first to assume this new role with clarity, but it certainly will not be the only one.

What does this mean for the market?

  1. Loyalty will be the new acquisition.Soon, the most relevant budgets will not be in the ads, but in the tools that activate and retain the customer base.
  2. CRM ceases to be support and becomes growth.Marketing teams will need to understand data, behavior, and personalization just as much as they understand media.
  3. The game is about lifetime, not about the click.Whoever understands this first will build a sustainable advantage—while others rush after conversions at any cost.

The great transformation, in the end, is not only in technology. It is in the built strategy. Companies that put the customer at the center — not as a target of campaigns, but as part of a continuous journey — will dominate the new growth cycle of Brazilian e-commerce. Those that still operate with a sole focus on acquisition will become increasingly hostage to the algorithm and the unpredictability of traffic.

The future belongs to those who build brand, relationships, and relevance — and do all of this with data, automation, and purpose. Flowbiz's rebranding is just another chapter of this change. But the story is being written by everyone who understands that loyalty is the new way to scale.

Bemobi accelerates in payments, revenue grows 18%, adjusted EBITDA expands 22%, and hits a record

E-Commerce Update
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Bemobi accelerates in payments, revenue grows 18%, adjusted EBITDA expands 22%, and hits a record

A Bemobi, a payments solutions company, which already serves 10 of the 15 largest recurring service companies in the country, announced on Tuesday, the 13th, to the Securities and Exchange Commission (CVM) its financial results for the first quarter of 2025. It was another period of strong growth, both in Net Revenue and Adjusted EBITDA (earnings before interest, taxes, depreciation, and amortization). Payment initiatives have gained traction, with increased penetration among existing clients and the addition of four new large clients, including the first higher education partner, YDUQS, two new partners in basic education, Inspira and Farias Brito, and the first electricity distributor outside Brazil, Enel Chile.

"We started 2025 with a strong pace of sustainable growth, supported by continuous traction gains in the Payments vertical, as well as good performance in Digital Signatures. The period also marks our entry into digital payments for the higher education segment in the country and the expansion of opportunities in the Latin America region, with the start of operations of the first electricity distributor outside Brazil," says Pedro Ripper, co-founder and CEO of Bemobi. All essential recurring service companies such as telecom, utilities, education, and healthcare will need to update their payment offerings to provide options that generate convenience and a better experience for their end customers while also seeking to reduce their collection costs, churn, and default rates. Not coincidentally, in the last quarter alone, our payment technology platform added 4 major clients and 52 medium-sized companies.

The migration from the old boleto to recurring or installment payments via credit card, along with new standards such as Automatic Pix and Open Finance, are part of Bemobi's payment solution, which has brought significant improvements in results for its clients compared to traditional payment solutions previously adopted.

Bemobi's end-to-end payment solution is already used in the "white label" model by 562 companies, including all the major telecom operators in Brazil, such as Vivo, TIM, and Claro, a large part of the biggest companies in the utilities sector, such as Energisa, Equatorial, Enel, NeoEnergy, Light, and Copel, companies in the education sector, such as Grupo Salta, Inspira, Farias Brito, and YDUQS, as well as several internet providers.

In the first quarter of 2025, the company achieved a record payment volume (TPV) of over 2.4 billion reais. As a result, the Payments revenue grew by 23% compared to the same period of the previous year.

Digital Signature solutions had a 26% increase in revenue for the quarter. The number of users with active subscriptions to their app, game, and communication services reached 25.9 million, a 5% increase compared to the same period last year.

Between January and March, Bemobi's adjusted net revenue grew by 18% compared to the same period in 2024, reaching 167 million reais. Adjusted EBITDA grew by 21.6% and reached 56.5 million reais, the highest in the company's history. Adjusted net income ex-Swap totaled 28 million reais, a 19.7% increase compared to the first quarter of 2024. The net accounting profit for the quarter closed at 31.3 million reais, a 43.5% increase compared to the same period last year.

Operational cash flow was a solid 43 million reais in the quarter, with cash conversion exceeding 76%. In this way, the company closed the quarter with a total cash of 520 million reais, even after disbursing 50 million reais in dividends.

"Our priority with cash usage continues to be pursuing M&A opportunities and executing our new dividend policy. We are confident that our cash flow will allow us to combine sustainable growth, both organically and through new M&As (an important part of our strategy), with a more aggressive dividend policy for the 2025 fiscal year," says Ripper. In March, Bemobi approved a new dividend distribution policy, valid until the end of 2025, which plans to distribute an estimated 200 million reais.

Buzz around sales: integration between influencers and media is the key to more effective campaigns

E-Commerce Update
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Buzz around sales: integration between influencers and media is the key to more effective campaigns

The debateinfluencers versusPaid media has already run out. In a fragmented digital landscape, with consumers moving across multiple channels and formats, the choice has ceased to beORand becameANDSocial networks, video platforms, websites, and apps compete for the attention of a dynamic and multifocal audience, requiring more complex and complementary strategies. After all, how to reach a consumer who seeks entertainment on social media, information on specialized portals, and immediate solutions through shopping apps?

"Today's consumer is a"multitaskerof the information. He moves between platforms with different goals and expectations, and brands need to be present in these different moments in an integrated and strategic way," says Bruno Almeida, CEO of US Media. The executive argues that the combination of influencers and paid media is essential to strengthen advertising impact at all stages of the consumption funnel.

Matter Communications data proves the power of influencers: 69% of consumers trust their recommendations more than direct messages from brands. However, BrandLovers estimates that R$1.57 billion is wasted annually in Brazil on poorly structured influence campaigns, often due to a lack of integration with the media. It's like building a house without a foundation. The influence generates thebuzz, but without the media to support and direct thisbuzz, the potential is lost," explains Almeida.

Orchestrating influence and performance: the key to successContent creators generate empathy, conversations, and authentic connections. Paid media, in turn, guarantees reach, targeting, and predictability. Almeida emphasizes that when planned in an integrated and complementary manner, these fronts are enhanced. Influencers open the dialogue, and the media support it with precise targeting.retargetingand intelligent use of data, guiding the consumer through the purchase journey – from interest to conversion. The lack of this continuity, warns the CEO, is one of the main bottlenecks in digital campaign performance.

Investing in hybrid campaigns allows brands to achieve different communication objectives in an integrated way. For example, while influencers can buildawarenessand generate desire for a product, programmatic media directs qualified traffic to thee-commerce, directly impacting sales. "It's like an orchestra, each instrument has its role, and the combination of all creates a perfect symphony."

Latin America: a promising scenario for integrationWith high digital penetration, a strong community culture, and openness to experimenting with new platforms and formats, Latin America stands out as a fertile territory for integrated campaigns. "TikTok, for example, is already the main news source for 75% of Latin Americans, according to Comscore," highlights Almeida. Digital influence permeates consumer decisions, and brands need to be aware of this. A practical example is the arrival of TikTok Shop.

Diversification and measurement: pillars of future campaignsFor the CEO of US Media, the future of advertising lies in multichannel campaigns that integrate different platforms, formats, and voices. "People move between social networks, websites, videos, and apps. Brands need to use data and technology to create unified and seamless campaigns, accompanying the consumer on their journey," he/she/they states. Diversification, according to him, is not just about distributing the budget, but about creating smarter and more relevant campaigns, with adaptable narratives and formats that resonate with the audience on each channel.

I believe we are at a key moment. The challenge is not choosing between influenceormedia, but rather to integrate the two in an intelligent way. When this happens, the result is much greater than the sum of the parts, creating campaigns that truly resonate with the audience and generate value for the brand. The consumer's journey has changed, and the brands that do not keep up with this change will fall behind," concludes Almeida.

Linx launches "Owner's Look" campaign with Caito Maia

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Linx launches "Owner's Look" campaign with Caito Maia

Linx, specialized in technology for retail, launched the "Owner's Eye" campaign with Caito Maia, founder of Chilli Beans, as ambassador. The main goal of the initiative is to show how technology can be a strategic ally for retailers, promoting efficiency, growth, and smarter business management. Caito will play an essential role in connecting his experiences to the adoption of technological solutions, addressing the needs of retailers and reflecting in the results.

Starting in April, the campaign is part of Linx's marketing strategy to promote the Microvix software and will be aired on the company's digital platforms until December 2025. Aimed at small and medium-sized retailers, franchisors, and fashion sector managers, the initiative reinforces Linx's positioning as a partner in retail digitalization and in the pursuit of efficiency and sustainable growth.

The selection of Caito Maia as ambassador reinforces the campaign's connection with the reality of the Brazilian entrepreneur. Linx client with Microvix for over a decade, Caito shares the strategic vision that guides the company's solution development. "Caito comes to add, bringing his successful track record and his identification with small and medium entrepreneurs who directly connect with the 'Owner's Perspective' campaign concept," says Rafael Reolon, Retail Director at Linx.

Throughout the campaign, Caito Maia and Linx specialists will visit entrepreneurs, sharing experiences and demonstrating, in practice, how Microvix can transform business management and profitability. "The entrepreneur needs to be attentive to innovation and the use of technology to grow. The partnership with Linx allows me to share my experience with thousands of retailers who want to transform their businesses and stand out in the market," says Caito Maia.

As an ambassador, Caito will be the protagonist of exclusive content on social media and will also host special episodes of the podcast.Point of Sale (POS), from Linx. In these conversations, you will interview entrepreneurs at different stages of growth, addressing management challenges and the opportunities brought by technology. In the program"If the blood stops, it cools down", from Rádio 89 FM, Caito will also receive a Linx specialist to discuss topics such as innovation, data intelligence, and strategies for more efficient management.

With the "Owner's Perspective" campaign, Linx consolidates its position as a reference in retail solutions, supporting entrepreneurs in their digital transformation journey and in strengthening their businesses.

With revenue of over R$ 322 million, online SMEs grow 34% on Mother's Day

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With revenue of over R$ 322 million, online SMEs grow 34% on Mother's Day

The shopping flow in the weeks leading up to Mother's Day generated online SMEs in 2025 with a revenue of over R$ 322 million, according to data from Nuvemshop, the leading e-commerce platform in Latin America. This amount represents a 34% increase compared to the 2024 revenue; at the time, they earned R$ 241 million.

"We have observed, day after day, a huge growth in online retail in Brazil. Mother's Day has always been one of the most important dates in commerce, and retailers took advantage of the heated market and strong demand to invest even more in this channel," comments Luiz Natal, platform development manager at Nuvemshop. "The results reflect the work of SMEs in offering the public creative and varied product options, and Nuvemshop's role in providing support and structure so they can focus on their businesses," he adds.

This growth was driven by the sale of 4.7 million products, 29% more than the 3.6 million items sold in 2024. Regarding the best-selling segments, Fashion had the highest revenue (R$ 108.6 million), followed by Health & Beauty (R$ 31.1 million) and Accessories (R$ 17.7 million).

Souvie, an organic cosmetics brand that is part of Nuvemshop Next – a business unit specialized in growing e-commerce – invests in sensitive strategies connected to the company's purpose to stand out in online retail and has prepared a special campaign for Mother's Day. On this date, we recall the care that is passed down from generation to generation. We think of a moment of pause and coziness, which we translate into an action that goes beyond sales, with progressive discounts and the sending of a lemongrass candle as a gift, highlights Luiza Torviso, Souvie's growth manager.

Regarding payment methods, Pix remains in the lead, accounting for a total of 49% of all orders, followed by credit card (46%).

The data was extracted by Nuvemshop based on the sales of Brazilian merchants during the three weeks prior to Mother's Day 2025.

Magalu creates support network for women entrepreneurs

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Magalu creates support network for women entrepreneurs

Magalu and Luiza Helena Trajano will launch, on May 22nd, the "Women Entrepreneurs Seller Community of Luiza," a support and development network to boost businesses created or managed by women entrepreneurs. Luiza Helena Trajano, chairwoman of the company's Board of Directors, is the community ambassador and announced the project during a press conference at Arena Magalu in São Paulo this Thursday.

"Women, for the most part, have a triple burden: they take care of the house, the children, and the business. They are stubborn, but the fact that they have to do everything alone brings feelings of loneliness and that things are more difficult," says Luiza Helena. "Exchanging experiences, in this context, is a way to encourage the growth of companies founded or managed by women. What I want is to share my experience as an entrepreneur and as a woman in this market."

A survey conducted by Magalu showed that 36% of the sellers operating on the company's marketplace are companies founded by women, and of the remaining 64%, 19% are managed by one. Currently, the company has over 360,000 partner retailers on the platform, which means the network can directly reach at least 198,000 women. However, the community is not limited only to entrepreneurs who are already active on Magalu's marketplace.

The "Luiza Women's Business Seller Community" project will promote connection, facilitation, and recognition through benefits for participants who sell on the marketplace.

Interested parties can register for free at the link:https://mulheresdeluiza.com.br/

Tax reform establishes split payment and non-cumulativity; expert guides companies for the new scenario

E-Commerce Update
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Tax reform establishes split payment and non-cumulativity; expert guides companies for the new scenario

With the tax reform regulated this year and set to take effect in 2026, Brazil is about to enter a new tax era. One of the pillars of this transformation is the systematization of "split payment." But what does it mean, in practice, to split tax payments directly at the source, as provided by the legislation? And how does this relate to the much-debated non-cumulativity of taxes?

For tax expert Lucas Ribeiro, CEO of ROIT, a technology and consulting company leading the development of solutions for the Tax Reform, the moment requires uncovering and understanding "split payment." "After all, it is a model that can revolutionize corporate finance," he/she/they consider.

Split payment: the revolution in tax collection

The "split payment" is a mechanism that promises to bring more security and efficiency to the Brazilian tax system. Nele, the due tax is segregated at the time of payment and directly allocated to the tax authorities, reducing the risks of default and tax evasion. "The 'split payment' eliminates tax evasion but requires greater availability of working capital from companies," explains Ribeiro.

This model is already used in some European countries, such as Italy and Poland, where it has helped combat tax evasion and improve revenue collection, even though it operates in part of the transactions. In Brazil, its adoption is accompanied by technological and operational challenges, but it promises to change the game for companies and public administrations.

Non-cumulativity: the principle that underpins Brazilian VAT

The non-cumulative nature of taxes, provided by the tax reform, guarantees that the tax is only levied on the added value at each stage of the production chain. With the creation, through the reform, of the Dual Value Added Tax (VAT) (which integrates two taxes, the CBS, Contribution on Goods and Services, and the IBS, Tax on Goods and Services), companies will be able to offset credits generated on purchases against sales debits, avoiding cascading effects and current cumulativity.

The challenge lies in the practical application of this principle, evaluates Ribeiro. "Non-cumulativity seems simple, but its implementation requires the basics: purchasing everything with an invoice and recording them correctly." It will be essential to undergo a significant change in culture, processes, and systems," he emphasizes.

The tax specialist lists some points that companies will need to master to better take advantage of the achievements of the tax reform:

  • Tax process automationCompanies that invest in technology to automate the entire process of tax bookkeeping and payments will get ahead.
  • Strategic management of creditsKnowing how to calculate and use credits efficiently will be essential to maximize profit margins.
  • Contractual adjustmentContracts with suppliers and clients need to be reviewed to reflect changes in tax rates and payment methods.
  • Team trainingThe understanding of the new tax model will be a competitive advantage. Accounting and finance professionals need to stay updated.

With the "split payment" and non-cumulativity, Brazil is moving towards a more efficient tax model aligned with international practices. However, the implementation will be challenging and will require planning, reliable data, and cutting-edge technology. "Whoever masters the numbers and understands the subtleties of this new system will have an undeniable competitive advantage. And that begins now, in 2025, with companies preparing before it's too late," highlights Ribeiro.

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