Lending as a Service: personalized credit should consolidate as a trend in 2025

Offering personalized loans to customers, integrated into the consumer journey in an agile, automatic, scalable and without bureaucracy, seems something of the future, but the service already exists and is called Lending As a Service (LaaS). Digital credit service is one of the trends for next year in fintechs and e-commerce.Aarin's founder and CEO, the first tech-fin hub specializing in Pix and embedded finance from Brazil, Titiana Amorim, talks about this and other tools that will be highlighted in 2025.

The analysis and approval of personalized credit are already a reality, but added to Open Finance and Artificial Intelligence, should be expanded and streamlined. It will no longer be necessary for an analyst to authorize a loan for someone who is buying a refrigerator over the internet, for example. With Open Finance, the sharing of data and history of this client can be analyzed by an AI, which can grant or not the credit almost instantly, without the customer even leaving the page.

“The offer of retail credit is well known, but now it has migrated to digital. It allows obtaining a loan without leaving the online store. The use of APIs, with Artificial Intelligence and connected with the customer's history for credit analysis, will be a great facilitator of this process, offering consumers a more complete” experience, says the CEO.

APIs are tools that bridge the gap between different systems and software, allowing automation and efficient data exchange between them. It is through them that super apps stand out, applications that bring together multiple functions and services in the same place. But this increasing integration makes security focus, especially in financial solutions; technologies such as AI and multifactor authentication will be integrated directly into payment APIs to protect consumers and companies. 

“For consumers, Embedded Finance, or Embedded Finance, will enhance and personalize the shopping experience with various financial and non-financial services in a single platform.And this will be the norm.These super apps will consolidate consumer finances, offering services such as payments, credit, insurance and investments, all in one place”, says the CEO.

Regulation and Security: more trends for 2025

Brazil is preparing for new regulatory innovations in 2025. The focus will be on the regulation of Banking as a Service (BaaS), Artificial Intelligence (AI) and asset tokenization. These initiatives will seek to balance innovation with consumer protection, promoting more transparency and security in financial services.

The blockchain, already present in finance since 2019, it should gain more prominence, especially in areas such as real estate and insurance. With the advancement of regulations, its use will expand, making transactions more secure and traceable, as well as eliminating intermediaries and reducing costs.

In 2025, the Pix payment system will be expanded with new features such as Pix Offline and Pix International, allowing for internet-free transactions and international payments quickly and efficiently.

With regard to security, although digitalization brings an increase in fraud attempts, innovations such as biometric authentication and Machine Learning will help prevent and detect fraud in real time, providing more protection for consumers and businesses.The Know Your Customer (KYC) process will also be key in reducing fraud. 

“Innovation, along with advancing regulations and increasing digitalization, will be the key to the success of this new financial era”, says Titiana.