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Cybersecurity month: discover new hacking strategies and how to protect yourself

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Cybersecurity month: discover new hacking strategies and how to protect yourself

While consumers and businesses have become more aware of tactics such as phishing or malware, there are still other, lesser-known methods and devices widely used by cybercriminals.In a period in which a drastic increase in the number of attacks is documented and people increasingly use smart devices on a daily basis, it is critical that both companies and users give due importance to security.

Thinking about it, a Palo Alto Networksa leading cybersecurity company dedicated to protecting organizations and consumers from digital threats, it has selected key recent findings on smart device attacks to warn of the dangers that can affect anyone.

According to Marcos Oliveira, Country Manager at Palo Alto Networks in Brazil, despite the unprecedented increase in cyber attacks, users still believe that incidents are unrelated to them. “Unfortunately, in the current threat landscape, everyone is susceptible, and the consequences of cybercrime can be incredibly serious for businesses and consumers”, says the executive.

The potential for consumers to become victims of cybercrime has skyrocketed as the speed of attacks has also advanced.In nearly 45% of the cybersecurity cases recorded by Palo Alto Networks this year, criminals exfiltrated data in less than a day after the attack, meaning that actions to stop them must take place within hours before information is compromised.

For users, cybercrime avenues are rapidly diversifying. Although Palo Alto Networks saw a 17% reduction in phishing attacks in 2023, many new routes have opened up through the smart devices that hit the market.

New types of attacks detected

There are still several types of attacks that consumers need to know about, from fake Wi-Fi networks to smart speakers, according to researchers at Palo Alto Networks, who have put together key guidelines for users to protect themselves and keep personal devices more secure, in the definitive guide below:

  • Evil twin attacks: they consist of setting up a fake Wi-Fi network in public places, such as restaurants or airports, tricking users into connecting to it. This allows you to intercept data such as passwords, emails and bank card information.
  • Juice jacking attackers access public charging stations, such as those found at airports or coffee shops, to steal data.When users connect their devices to these power stations, malicious software can be injected into the devices.
  • Cryptojacking: it is the hijacking of users' devices to mine cryptocurrencies without their knowledge.This unauthorized activity can lead to increased electricity costs, reduced device performance and possible damage to hardware.
  • Smart devices: cybercriminals can target consumers on devices that go far beyond just phone or computer. Refrigerators, coffee makers and other connected appliances can be entry points to access more vulnerable systems.
  • Portable devices: fitness electronics and other wearable devices, such as watches, can expose personal and health data, making it possible for consumer or business data breaches.
  • Automotive systems: cars with Internet-connected entertainment systems can also be targeted by hackers.Hackers can access the user's personal data, track their location or even interfere with system functions.

In 2023, according to the Identity Theft Resource Center, there was a 72% increase in data breaches over 2021, which held the all-time high.With attackers becoming increasingly creative in the ways they target people, and with a recorded 49% year-over-year increase in victims posted to ransomware breach websites, it has been increasingly important for consumers and businesses to take effective cybersecurity measures.

While the number of attacks, level of sophistication and methods used are evolving rapidly, the good news from a consumer perspective is that the chances of being hacked can be significantly reduced by following some general” best practices, concludes Oliveira.

To protect personal data, consumers should always make sure their devices have the latest security updates, use strong and unique passwords, and enable two-factor authentication whenever possible.In addition, it is critical to be careful about what they download or click, and always value the use of antivirus software for an additional layer of protection.

ScaleUp in Brazil startup acceleration program announces selected for fifth edition 

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ScaleUp in Brazil startup acceleration program announces selected for fifth edition 

ScaleUp in Brazil, an acceleration program developed by ApexBrasil (Brazilian Agency for the Promotion of Exports and Investments) and ABVCAP (Brazilian Association of Private Equity and Venture Capital), recently launched its fifth edition to support international companies that wish to expand their operations to Brazil. Thanks to the partnership with the Israel Economic Mission in Brazil, Enterprise Singapore and JETRO Japan External Trade Organization, the program today serves companies from Israel, Japan and Singapore. In this fifth edition, companies with ESG solutions received an extra score, making the sectors of the climate and agritech industry 4 more selected.

The program has four stages: in the first, foreign companies are presented to the Brazilian market and know the rules and laws of the country so that they understand, for example, what it takes to open a business and access talent. These companies also receive a customized market report for their sectors. At the end of this stage, they are evaluated by a bank of investors and corporations that select the 20 best companies to continue their acceleration process.  

Then, the startups go through immersions with industry experts, business development consultants and strategic planning, pitch training and mentoring program. This step is fundamental to prepare companies for the three-week trip to Brazil, scheduled to happen in May 2025. After face-to-face immersion, companies are followed up in the final stage of post-program support. 

The list of the 29 companies selected to participate in the first phase of the programme:  

  • Adtech and Martech: Partpost 
  • Agritech: Fermata, Phenome Networks, Endophyte, and Yevul 
  • Automotive: AutoCoin and Oyika 
  • Climatech, energy transition & decarbonization: AC Biode, JB Energy & Japan Blue Energy, Marvin, Erevista, and NanoClear Water Solutions 
  • Cybersecurity: CloudWize, IronVest, and Multikol 
  • Fintech: Authlete and inabit tech 
  • Healthcare: Qritive and RescueDose 
  • Hub management: PitchBob.io 
  • Industry 4.0: IronComm, ARJeannie and Knowledge Navigator 
  • IT & Data infrastructure: APTO 
  • Retail: Commbox and My Bites 
  • Smart cities: Relyon (Safety Ecosystem ltd) 
  • Textile: PEEL Lab K.K. and Sonovia Technology 

 From Japan to Brazil. One of cases from ScaleUp In Brazil is CloudAce. The company originates in Japan and arrived in Brazil through the fourth edition of the program in 2022. The startup operates with infrastructure for storage of content in the cloud. Currently, CloudAce has director and team in Brazil and is incubated in the Itau Cube. 

“O ScaleUp in Brazil has a very relevant role in attracting these ideas so that they can settle and gain scale in Brazil including with Brazilian teams. Our country has very specific issues and the stages of the program serve exactly to identify these companies, which even have synergy with initiatives of several Brazilian entrepreneurs”, comments Angela Ximenes, executive superintendent of ABVCAP.  

ApexBrasil Investment Manager Helena Brandao highlighted the contribution of the program to Brazilian neoindustrialization. Second she, “ ScaleUp in Brazil program is fundamental to drive digital transformation and innovation in Brazilian industry, aligning perfectly with the New Industry Brazil Program. By prioritizing strategic sectors such as Cybersecurity, Climatech, Industry 4.0, IT & Data Infrastructure and Smart Cities, we are attracting international companies that bring innovative solutions and global expertise to settle in the country. This initiative not only strengthens the industrial economy of Brazil, but also promotes sustainable development, but also promotes the national competitiveness.

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ApexBrazil 

ApexBrasil works to promote Brazilian products and services abroad and attract foreign investments to strategic sectors, currently supporting about 15 thousand companies in 80 sectors of the Brazilian economy.It has also served more than 1,300 investors and more than 118 projects worth US$ 23 billion in investments announced in Brazil. The Agency is part of the Ministry of Foreign Affairs (MRE) of Brazil, through which it has more than 120 offices worldwide, and works closely with other ministries, regulatory bodies and class entities. 

ABVCAP

The Brazilian Association of Private Equity and Venture Capital (ABVCAP) is a non-profit entity in activity since 2000, which aims to develop long-term investment activity in the country, and represents national and international institutions active in the Brazilian alternative asset industry, including the private equity, venture and seed capital markets, private credit, infrastructure, real estate, natural resources and special situations, among others. As a representative entity of the private capital industry, ABVCAP defends the interests of industry members with public and private institutions, national and foreign, in search for public policies that are increasingly favorable to the country's investments as a whole.

Israel Trade & Investment 

Israel Trade & Investment, Sao Paulo Office, is part of the Foreign Administration of the Israeli Ministry of Economy & IS a network of more than 50 offices around the world. 

JETRO

JETRO, or “Japan External Trade Organization”, is a Japanese government-linked organization working to promote trade and mutual investment between Japan and the rest of the world. Originally founded in 1958 to promote Japanese exports abroad, JETRO's main focus in the 21st century has shifted to promoting foreign direct investment in Japan and helping small and medium-sized Japanese companies maximize their global export potential. 

Enterprise Singapore 

Enterprise Singapore is the government agency that fosters Singaporean business development.It works with companies committed to building capabilities, innovating and internationalizing.It also supports Singapore's growth as a global trade and startup hub.As a body responsible for national standards, it continues to build trust in Singapore's products and services through quality.

Three out of five organizations in Brazil enabled with cyber-physical systems (CPS) lost almost US$ 500 thousand in cyber attacks last year

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Three out of five organizations in Brazil enabled with cyber-physical systems (CPS) lost almost US$ 500 thousand in cyber attacks last year

 Claroty, cyber-physical systems protection (CPS) company, releases new research that illuminates the significant impacts of cyber attacks on environments with cyber-physical systems (CPS)The Global State of Security of the CPS 2024: the Impact of Business Interruptions” (The Global State of CPS Security 2024: Business Impact of Disruptions) is based on an independent global survey of 1,100 information security, OT engineering, clinical and biomedical engineering, and plant facilities and operations management professionals on the impacts of cyber attacks on their organizations over the past 12 months.

The survey also includes data from interviews of executives of organizations in Brazil. The results revealed a significant financial impact, with three in five (62%) of Brazilian organizations reporting a financial impact between US$ 100 thousand to almost US$ 500 thousand due to cyber attacks that affected their cyber-physical systems. Several factors contributed to these losses, the most common being: loss of revenue (appointed by 86% of the organizations interviewed in Brazil), recovery costs and advocacy fees (42%), and regulatory fines (3TP3).

Ransomware continues to play an important role in recovery costs, with seven out of ten (71%) of Brazilian organizations having met ransom demands of nearly US$ 500 thousand to regain access to encrypted systems and files, and resume operations. This problem is particularly severe in the global health sector 78% of respondents globally reported ransom payments in excess of US$ 500 thousand AS ransomware-based attacks and extortion in hospitals and clinical settings continue to occur almost without interruption.

Closely linked to financial losses are operational impacts, with more than half of organizations in Brazil (54%) reporting one to twelve hours of operational downtime affecting their capacity to produce goods or services. About half (48%) of organizations in Brazil said that the recovery process took up to six days, and nearly two out of ten (18%) reported that recovery took up to a month. This is particularly notable given that environments with cyber-physical systems, such as manufacturing plants, prioritize the availability and uptime of critical systems (18%) activities, even to the detriment of timely application of security updates and security updates.

When considering the root cause of these cyber attacks, third-party exposures and remote access persist in organizations. More than half (52%) of Brazilian organizations said that from one to five attacks occurred in the last 12 months 48% reported between five and ten attacks (originated due to third-party vendors' access to the CPS environment. However, half of Brazilian organizations (50%) admitted to have only some knowledge about third-party connectivity to the cyber-physical systems environment, but is concerned about what they do not know about.

While the results show that the last 12 months have been disruptive and costly for most organizations in Brazil enabled with cyber-physical systems, respondents also demonstrated increasing confidence and improvements in their enterprise risk reduction efforts.Most (56%) have greater confidence in their organizations' CPS ability to withstand cyber attacks today, compared to 12 months ago, and more than half (46%) expect to see measurable improvements in cyber-physical systems security over the next 3 months.

“The impacts of cyber attacks on asset-intensive organizations can be detrimental to operations and in reality often require the level of loss we saw in our study for the necessary cybersecurity investments to be made”, says Grant Geyer Chief Strategy Officer from Claroty. “To evolve from a reactive process to a proactive one that will reduce losses, we also found that organizations are changing their mindset 5 ARE beginning to consider it fundamental to the fulfillment of an organization's mission.The insights in this report validate that not investing in the very particular challenge of protecting cyber-physical systems can lead to a serious impact on the organization's financial results and that, fortunately, corporations are beginning to realize the return on this investment”.

Italo Calvano, Vice President of Claroty Latin America, points out that: “CISOs have already understood that protecting the corporate environment is key, but protecting the business is vital to the survival of the company. Preserving lives and ensuring business continuity connect CISOs directly to the board of organizations, increasing the relevance of cybersecurity. This movement is strengthened by market initiatives such as the 'I.EGlobal CyberSecurity Outlook 2024''the World Economic Forum, which points to 'increasingly alarming attacks against critical infrastructures’.In Brazil, we have the ONS with its RO-CB.BR.01 Operational Routine, which establishes minimum cybersecurity controls for the regulated environment in the utilities another important milestone is Decree No 11,856 of the Brazilian Government, which highlights the prevention of incidents and cyber attacks, especially those directed to critical infrastructures and services essential to the society”.

To learn more, download the full report: The Global State of Security of the CPS 2024: the Impact of Business Interruptions.

IT Professional's Day: Specialization and Remote Jobs Abroad

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IT Professional's Day: Specialization and Remote Jobs Abroad

Among the vacancies with the greatest talent shortage on recruitment platforms such as Indeed, more than half are linked to the IT area, a challenge that should affect nine out of ten organizations by 2026, according to IDC. For example, 43% of software engineering positions on Indeed's Brazilian platform remain open for 60 days or more, leading the shortage ranking. On the other hand, Brazil stands out as an emerging hub for IT talent, and its specialized workforce is sought after by foreign companies, which are offering opportunities with compensation in dollars, with work formats that balance professional and personal well-being.

Damian Wasserman is a co-founder of BEON.tech, a platform that connects top talent in Latin America with companies in the United States, offering fully remote IT team expansion. The executive highlights that Brazil is the country in the region that has adopted this work model the most, allowing the company to build a team of nearly 100 professionals in the field in just three years of operation in the country, with salaries that can reach US$100,000 per year (approximately R$500,000).

BEON.tech currently offers over 20 career opportunities for senior professionals, with new openings added weekly. Current openings include positions for Senior Full Stack Engineer in an innovative radiology technology startup, Senior Full Stack Engineer for a disruptive energy technology company, and Project Manager for a recognized SaaS document management solutions provider. These roles offer competitive salaries of up to $1,400 per month, providing the opportunity to work with innovative companies in high-impact industries. Other openings are available in the “Most Wanted Jobs“.

"The IT market has high demand for a variety of roles, from the most common to the specialized. But for those seeking innovation and following industry trends, data science, artificial intelligence, and machine learning are areas experiencing significant growth and are excellent career investment options," comments the executive. 

In the data field, João Serrajordia, professor of the course EBAC Data Scientist, the British School of Creative Arts and Technology, also highlights the growing trend of skilled talent migrating abroad. "With the globalization of the labor market, countless remote opportunities are emerging, and the international market has a high demand for skilled Brazilian labor. Countries like the United States and the United Kingdom offer significantly higher average salaries, ranging from US$1,000 to US$1,200,000 per year," he comments.

IT at the forefront of AI adoption

The adoption of new technologies has become a key ally in the talent shortage scenario, enabling teams to achieve high performance without compromising employee well-being. According to a global survey by Freshworks, the IT department uses AI the most in their daily work, with 89% of professionals using the tool at least once a month. They're ahead of Marketing (86%), Sales (74%), Accounting (74%), HR (77%), Customer Service (64%), and Legal (53%), for example.

In terms of productivity, IT professionals participating in the study estimate that using AI solutions could save, on average, 4 hours and 55 minutes per week, the equivalent of 30 working days in a year.

"We live in an era where Artificial Intelligence (AI) technology is rapidly reshaping every industry, and for IT professionals, keeping up with this evolution is no longer an option—it's a necessity. AI not only increases operational efficiency but also opens up a wealth of new opportunities for innovation. IT professionals who invest in staying up-to-date and mastering AI-powered tools and processes will be at the forefront of digital transformation, ready to face challenges and maximize their organizations' impact in the future," commented Willian Pimentel, Managing Director of Freshworks in Latin America.

Research reveals that 36% of companies adopt continuous feedback as a strategy to boost productivity

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Research reveals that 36% of companies adopt continuous feedback as a strategy to boost productivity

With the corporate market increasingly competitive, Brazilian companies are betting on a new approach to talent development: continuous feedback.According to a recent survey conducted by the Pandapein partnership with a Impulse, People Tech specializes in increasing capacity and productivity medium and large enterprises, regular feedback has stood out as an effective strategy to promote professional growth and increase productivity in teams.

Continuous feedback: an upward trend

The study reveals a remarkable fact: 36% of companies already hold regular feedback sessions between managers and employees, showing a clear tendency for continuous and interactive communication.On the other hand, only 16% still use formal annual evaluations, and 30% opt for individual follow-up meetings. This movement reinforces the growing preference for practices that favor constant dialogue, rather than isolated evaluations.

Another important fact: only 17% of HR professionals use specific tools or software for performance evaluation, which reveals a huge space for digitalization and innovation in these processes.

The importance of continuous and personalized feedback

For Hosana Azevedo, Head of Human Resources at Infojobs and spokesperson for Pandape, continuous feedback is a transformative tool: “It cannot be a sporadic event.When feedback is continuous, it becomes a powerful lever for employee development, creating a more collaborative and productive work environment.Betting on this constant and personalized communication is the key to extracting the best from each person.”

Engagement and performance: a path to success

The survey also points out that companies that invest in continuous feedback practices reap benefits not only in terms of productivity, but also in team engagement. Hosana adds: “Companies that stand out in the market today are those that can align the individual growth of their employees to the company's goals. This type of communication allows a deeper connection, engaging the team and creating a culture of collaboration and high performance.”

The future of business lies in feedback

As the focus of companies increasingly shifts to human development and engagement, continuous feedback becomes a decisive competitive advantage.“Creating a culture of constant feedback is essential not only to improve performance but also to retain talent.When coupled with performance management tools, feedback becomes a strategic differentiator for business success,” concludes the executive.

The trend is clear: companies that adopt a more dynamic and frequent approach to performance management will be better prepared to face the challenges of a market increasingly focused on innovation and people development.

Sales team qualification is synonymous with business conversion and success

Matheus Pagani
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Sales team qualification is synonymous with business conversion and success

Faced with a market in constant transformation and growing competitiveness, companies face significant challenges to stand out. Today, only traditional business strategies are no longer enough. No wonder, Gartner predicts that by 2025, 85% of sales organizations will invest in immersive and adaptive training worldwide. In Brazil, the scenario is also promising: according to Sebrae, the sales training market is expected to grow 10.2% in 2024. 

Along with factors such as quality and supply of the products themselves, it is necessary to take other steps forward, having at your side a qualified salesperson with access to the right tools to meet both the goals of the brand itself, and the demands of modern customers, admittedly more critical and judicious. This is because, although it is important to have experienced professionals, it is impossible to assemble a team with only experts without extrapolating the budget of the area.

Within this scenario, the role of technology is much greater than simply automating processes, becoming a powerful ally in the qualification of the performance of sellers. Tools such as CRM, for example, allow a complete mapping of the business process, offering data that not only records the history of negotiations, but also generate strategic insights to improve the performance of each professional. With the data in hand, sellers can act more accurately, understanding the behavior of the customer and personalizing their approaches, which translates into better results.

In the day-to-day, the use of these tools continues to be a differential. The automation of operational tasks allows salespeople to focus on more strategic activities, such as customer relationships. By offering an integrated management platform, CRM directly contributes to salespeople taking a more consultative stance, acting as specialists that help the customer make decisions autonomously. This approach reflects the transformation of the role of the seller, which leaves only “empurrar” products and starts to add value to the buying process.

Technological innovations offer resources that make training more dynamic and assertive for these professionals. CRM itself, again, enables, for example, the creation of simulations and role-playing based on real situations, providing a practical and direct experience to sellers. This methodology allows the participants to assimilate the theoretical content and experience scenarios of daily sales, improving their skills in a personalized way. Such training, combined with performance monitoring and Individual Development Plans (IDPs), ensures that learning is more effective and adapted to the specific needs of each salesperson.

In addition, CRM allows for better performance comparison between sales professionals. Companies that do not have visibility of what salespeople do can not even understand why a professional performs better than their peers. By bringing the entire process to a tool, it is possible to understand what exactly is working best and replicate this knowledge to the rest of the team.

Because of all these factors, it is essential that companies help their salespeople adapt to new technologies. Many professionals still find it difficult to use modern tools, either due to lack of familiarity or resistance to change. Thus, training focused on the use of these solutions is crucial to ensure that teams are prepared to exploit the full potential of available technological resources, maximizing their results in the sales environment.

In addition to training and the use of technology, the skills of sellers need to be adapted to the new pace of consumption. An advisory competence, for example, is a highlight. The current consumer sees the seller as an obstacle to having access to products and services. With the evolution of public behavior, sellers need to position themselves as authorities in their market, offering clear and objective information so that the customer makes decisions independently. The traditional pushes“ and” has become obsolete and technology, when well used, facilitates this transition to a more collaborative model focused on the customer experience.

Therefore, the continuous qualification of employees is a strategy that goes beyond the short-term benefits, symbolizing a vision of the future. Companies that invest in the development of their sales teams and promote continuous learning ensure a competitive differential in the market. More than ever, training is the key to sustainable growth and to building a team prepared for the challenges of a more judicious and evolving market. After all, in a world where change is the only constant, who does not update, is left behind.

Expert points out 5 strategies to integrate newsletter campaigns with e-commerce platforms

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Expert points out 5 strategies to integrate newsletter campaigns with e-commerce platforms

Synergy between newsletters and e-commerce platforms is a powerful tool to achieve meaningful results.By combining these features, companies can create more engaging and targeted shopping experiences, significantly increasing sales.

This integration offers a powerful set of actions that will allow you to boost online sales through message personalization, smart recommendations and campaign automation. In this way, you can create more relevant and engaging shopping experiences, increasing conversion and strengthening customer relationships.

Fabio Soma Jr, innovation specialist and creator of the M.A.G.O Method, which helps entrepreneurs and content creators to succeed with their newsletters, recalls that personalization is at the heart of this strategy.By analyzing customer buying behavior, companies can create newsletters with highly relevant content, highlighting products and promotions according to individual interests.

The expert points out that another benefit is the proximity to the consumer, which strengthens brand loyalty. “It is remarkable how the personalization of newsletters improves the shopping experience. Promotions and highlighted products are chosen in a unique way, which makes it much more likely that the end consumer makes the purchase. The integration between e-commerce and newsletters creates a more engaging and effective” experience, concludes Soma.

Fabio highlights 5 strategies to succeed in integration.

Segmentation & personalization
By dividing the customer base into groups with similar characteristics and behaviors, companies can create even more personalized newsletters. This segmentation can be based on a variety of criteria, such as purchase history, product preferences, age and geographic location.

Smart recommendationsE-commerce platforms offer advanced features for creating personalized product recommendations.By integrating these tools with newsletters, companies can present customers with product suggestions that fit perfectly into their profiles and needs. 

Campaign automationThe solution enables businesses to save time and resources, while also ensuring messages are delivered at the right time.By setting up automated workflows, businesses can send welcome newsletters, abandoned cart recovery emails, and other relevant messages in a personalized and scalable way.

Results analysisTo optimize campaigns, it is essential to closely monitor the results.E-commerce and email marketing platforms offer analysis tools that allow companies to measure the performance of their campaigns, identify which strategies are working and which ones need to be adjusted.By analyzing the data, companies can make more informed decisions and continuously improve their actions.

Omnichannel experienceIntegrating between newsletters and e-commerce is part of a broader omnichannel experience strategy.By delivering a consistent and personalized experience across all customer touchpoints, businesses can strengthen their brand relationship and increase customer loyalty.

Meetz launches training platform for salespeople and business managers

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Meetz launches training platform for salespeople and business managers

Meetz, a startup specialized in prospecting solutions and sales engagement for B2B businesses, has just launched Conv Academy, a commercial school developed to train salespeople and commercial managers with the best techniques in the market.Thought to maximize the performance of teams from the first day of application, the initiative has more than 100 hours of practical content, and includes live online classes and dedicated support, allowing participants to ask questions in real time and receive personalized guidance, accelerating the learning process.

Modules cover everything from technical business closing skills to implementing a strong sales culture that motivates and inspires teams to achieve audacious growth goals.In the current scenario, B2B companies face ever-increasing challenges in the pursuit of efficiency and consistent results RD Station74% of companies did not meet their sales targets in 2023. The fierce competitiveness requires highly qualified commercial teams, who know not only to address potential customers, but also to maintain a continuous and value relationship with them. ConvAcademy emerges as a strategic response to this demand, bringing a training focused on techniques that can be applied immediately on a daily basis.

According to Juliano Dias, CEO of Meetz, the platform fills a crucial gap in the B2B sales market: “A lack of structured training is a latent pain in the sales sector. Often, salespeople learn in practice, without a solid base of techniques that really work. With Conv Academy, we want to change this. Our proposal is to offer practical learning, from those who have experience and market experience, that transforms the way commercial teams operate, making them more strategic, agile and efficient”

THE National Survey on the Challenges of Sales Team Training, performed by Play2sell, corroborates this view. The study recorded that 44% of the participating companies have difficulties in training the sales team, but 65% of respondents pointed to an increase in results after training the team.

Importance to the B2B market

The B2B sales market has faced major transformations in recent years, with digitalization accelerating the buying process and requiring companies to rethink their commercial approaches “A digital maturity in B2B” companies, These companies use a considerable number of technological tools to assist and empower their teams. Altogether, 32% of them use four to five resources, while 25% use six to ten, and 13% of respondents use 11 or more technologies. 

With ConvAcademy, Meetz plans to empower salespeople and raise the bar for commercial education in Brazil, contributing to the professionalization of the sector and to the generation of more predictable and scalable results.For companies, this means more efficiency in the sales process, greater conversion capacity and customer retention, and, consequently, greater revenue generation.

“Building a solid sales culture is critical to keeping teams engaged and aligned with company objectives, promoting a winning mindset that goes beyond individual goals and encourages collaboration and innovation.”, Juliano adds that the platform offers continuous training and also provides a certificate of completion.

Profitability in e-commerce depends on advanced anti-fraud technology

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The future of post-pandemic retail has brought to light an undeniable reality: investment in anti-fraud technology is no longer a luxury and has become a strategic necessity for e-commerce businesses that want to survive and thrive in an increasingly competitive market. With the exponential growth of online shopping and the evolution of consumer behavior, companies are being challenged to adopt advanced technological solutions to remain safe and profitable. 

This was one of the central themes of the Flow Connect Sao Paulo 2024 event, which brought together industry experts discussing how the pandemic accelerated the adoption of technologies such as AI and machine learning, forcing companies to adapt quickly. One of the most outstanding points, addressed by speakers from different companies, was the need to ensure the profitability of operations, which is only possible with the implementation of technological solutions that optimize processes, from customer service and offer customization to automated data analysis for fraud prevention.

Some of the most common tactics used by fraudsters today reflect not only the increase in fraudulent activity, but also the diversification and sophistication employed by criminal fraud networks and reinforce the urgency of smarter tools to protect e-commerce efficiently:

  • Credit card: the use of stolen card information to make purchases on e-commerce sites is not new, but it continues to grow due to the expansion of techniques to obtain this information: phishing, vishing, smishing, pharming, data purchase in dark web and others.
  • Attack of Bots ^ The bots they are programmed to test thousands of stolen credit cards and make consecutive purchase attempts.
  • Friendly fraud: the consumer claims that he has not authorized the purchase and requests a refund from his bank.It may even happen because of confusion and not necessarily be a malicious action but, because it is a fraud committed by a consumer, detecting and protecting against this type of fraud becomes more complex. 
  • Invasion/appropriation of accounts (Account Take Over): unauthorized access to legitimate user accounts in e-commerce stores, to make fraudulent purchases taking advantage of the data contained in these profiles.
  • “Lookalike Sites”: fake websites that simulate reputable portals to steal user data and information.

In this new scenario, tools like Signifyd have played a key role in offering a platform it uses AI to analyze each transaction automatically, identifying suspicious behavior patterns in real time, allowing fraud to be blocked before it happens, and ensuring retailers avoid financial losses that also undermine business profitability. 

In addition, AI's agility and superior analytical ability enable more fluid, friction-free shopping experiences common in this journey - such as approval delays or anti-fraud screening errors that result in improperly denied purchases, which directly contributes to increased conversions and customer loyalty. 

Future Projections

Experts predict that in the next two to three years, the demand for technologies that improve the efficiency and competitiveness of e-commerce only tends to grow. Therefore, the recommendation to have specialized strategic partners, which facilitate the adoption of this cutting-edge technology in business, echoes increasingly strong. It is the case of AI, which will be indispensable for companies that want to maintain a competitive advantage, especially in a market that is constantly evolving. In this context, Signifyd is allied with e-commerce that seeks not only to survive, but also to lead the digital transformation in retail.

“Investing in technology is no longer an option, it is a necessity for any e-commerce that wants to ensure its longevity in the” market, says Gabriel Vecchia, Senior Commercial Director at Signifyd Brasil.

STF limits punitive fine and evasion or fraud cases to 100% of the amount of the tax: see what changes

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STF limits punitive fine and evasion or fraud cases to 100% of the amount of the tax: see what changes

Recently, the Federal Supreme Court (STF) made an important decision that changes the application of punitive fines, covering cases of tax evasion, fraud or collusion. Before, the Federal Revenue, States, Federal District and Municipality charged exorbitant fines, many of them calculated on the value of operations, exceeding 150% on the value of the tax debt, which was often criticized for its confiscatory effect.  

With the new decision, the limit for these fines was set at 100% of the amount of the tax required, and the increase to 150% is allowed only in cases of recurrence. 

What is punitive fines? 

The punitive or craft fine is a penalty applied by the federal, state, district or municipal tax authorities to individuals or legal entities that voluntarily or involuntarily violate the rules that require them to collect taxes.

These cases are treated rigorously by Brazilian tax legislation, with fines that until then were calculated on several bases, far exceeding the percentage of 1050% of the amount of tax due. 

This severe penalty generated many debates in the Judiciary, since, in many cases, the amount exceeded the amount of the original debt, which was confiscation prohibited by the Federal Constitution. 

In October 2024, the Supreme Court unanimously decided that punitive fines should be limited to 100% of the value of the tax debt. The exception occurs only in cases of recidivism, in which the penalty may reach 150%. The decision is based on the constitutional principle that taxes, including fines, cannot be confiscatory (art. 150, IV, of the Constitution). 

For example, a company was fined 150% of a tax debt of R$ 100,000. Before the decision, the fine amounted to R$ 150,000. With the new rule, this fine will now be limited to R$ 100,000. 

This amendment ensures that tax penalties are proportionate and do not impose an excessive burden on the taxpayer, respecting the principles of reasonableness and proportionality. 

Who can apply for a refund? 

One of the most immediate consequences of this decision is the possibility of refunding the amounts paid in excess. Taxpayers who were fined in percentages greater than 100% between December 2023 and October 2024, before the STF decision, may request the return of the excess value. 

If a small trading company with a debit of R$ 50,000 has been fined R$ 75,000 (150%), the fine will now be reduced to R$ 50,000. This allows the company to continue operating and investing in its business without the weight of an exorbitant penalty. 

How does the decision interfere with tax penalties in the future? 

The STF decision establishes a new parameter for tax fines, creating greater predictability for taxpayers. By limiting the fine to 100% and raising to 150% only in cases of recidivism, the STF ensures that the sanction remains an effective mechanism against default, without, however, disproportionately compromising the taxpayers' assets. 

If a company has already been fined previously, and after a new violation faces a fine of 150% on an amount of R$ 120,000, the new penalty will be R$ 180,000. Although the recidivism still leads to severe penalties, there is now a clear criterion for its application. 

With this new decision, do fines and the effects of confiscation cease to exist?  

The main criticism of the fine of 150% was its confiscatory effect.When the amount of the fine exceeded twice the original tax debt, this generated an extremely high financial burden for companies and individuals fined, often making the debt unpayable. 

This disproportionate penalty could make the operation of many companies, especially smaller ones, unfeasible, as well as demotivating the voluntary payment of taxes. 

With the decision of the STF, the problem of the confiscatory effect of fines for tax evasion is annulled. The new rule ensures that fines have a punitive character, but within the limits of proportionality, encouraging compliance with tax legislation without over-penalizing taxpayers. 

What changes should be made from the new decision? 

Given these changes, it is essential that companies and taxpayers adopt tax compliance strategies to avoid fines and severe penalties. 

This includes the correct calculation of taxes, the provision of accurate information to the IRS and the adoption of accounting and tax practices that comply with the legislation. 

The reduction of fines to 100% of the amount due makes it even more advantageous for companies to keep up with their tax obligations, since the cost of a possible penalty will be more predictable and less costly. 

Conclusion 

The decision of the Supreme Court to limit the fine for tax evasion to 100% represents an important advance in the defense of taxpayers' rights.By ensuring that the penalties are proportionate and do not exceed the reasonable limit, the Supreme Court reinforces respect for the principle of prohibition of confiscation. 

In addition, the possibility of restitution for those who were fined beyond this limit between December 2023 and October 2024 offers an opportunity for financial relief and correction of excessive penalties. 

*Tatiana Vikanis is a partner of Vikanis & Ricca Advogados and a specialist in Tax Law at IBET. She has a practice focused on administrative and judicial tax litigation related to direct and indirect taxes, in addition to providing tax consulting and acting in the Social Security Law segment.

** Eduardo Ricca is a tax officer and partner at Vikanis & Ricca Advogados. He specializes in Tax Law at IBDT and has a focus on administrative and judicial litigation related to direct and indirect taxes, in addition to the social security area

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