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Alelo and Lucy launch digital marketing platform for SMEs

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Alelo and Lucy launch digital marketing platform for SMEs

Alelo, a company specialized in benefits, corporate expense management and incentives, market leader, joins Lucy, marketing automation platform with artificial intelligence, to announce a strategic partnership.This is the offer of a digital marketing platform specially developed for SMEs of all sectors in the country. The collaboration seeks to democratize access to digital marketing, by offering a tool that facilitates and automates the creation of campaigns and marketing materials.

Through the initiative, the entrepreneur or administrator can develop, in a simplified way, high performance marketing strategies and create digital communication materials to support this disclosure, such as posts, ads, websites, menus, among other content.The expectation is to boost the business of Alelo's customers, which currently has more than 150 thousand client companies and 1 million commercial establishments.

“A platform will allow management and autonomy in business marketing of all sizes, especially small and medium-sized, which can now strengthen their digital presence and attract customers with effective strategies. And like any service offered by Alelo, it is easy to access, without bureaucracy and very practical, seeking to simplify the life of the entrepreneur”, highlights Marcio Alencar, Acting CEO and Director of Business, Marketing and Digital Strategy of Alelo.

There are no technical requirements or complex barriers to use ''IT is enough for the user to be interested in using the solutions of the tool offered to expand their business. Commercial establishments that have a relationship with Alelo are entitled to special plans, further facilitating access to resources.

“With Lucy, businesses can easily create websites, social media posts, online ads, and email marketing campaigns.The platform offers features like AI support to generate content, ready-made templates, and automated campaigns that allow anyone to create professional marketing materials. Companies using Lucy report an average increase of 20% in online traffic and 15% in” sales, said Alberto Weisser, Lucy CEO.

The expectation is to boost the market, ensuring that more companies can adhere to these solutions to scale their business.

Half of executives are outside LinkedIn: what are the risks?

Ricardo Haag's
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Half of executives are outside LinkedIn: what are the risks?

Being disconnected, in the face of an increasingly digital market, seems unlikely, but it is the reality of half of executives. Recent data released in a survey of FGV identified that 45% of CEOs are outside LinkedIn, social network with the largest presence of C-suite executives with professional profiles 5 something extremely harmful to the achievement of future opportunities and a positive progression of their careers.

Still according to the study, only 5% of the CEOs analyzed are highly active on LinkedIn, with more than 75 posts per year. The others end up appearing sporadically on the social network, something that certainly can compromise their prominence and attraction before better positions. After all, this platform is today considered one of the largest global showcases in the market, functioning as a worldwide database, alive and constantly updated, optimizing and streamlining the recruitment of professionals.

In terms of employability, the social network functions as an active curriculum, where it is not necessary to necessarily make frequent posts on the agendas of its branch, but where it is necessary to highlight their experiences, greater achievements and professional goals. Who is not seen there, consequently, will hardly enter the radar of recruiters who use the platform to search candidates adherent to the desired profile for a particular vacancy in question.

LinkedIn itself shared that 65% of Brazilian users use the network to apply for jobs, in addition to being considered, for 1⁄4 of the national population, the main tool of the market for this function. In this sense, it is strategic, on the part of executives, to keep their resumes updated on the network, so that they enter the radar of recruiters and can stand out for opportunities that bring them greater achievements for their career advancement.

A good curriculum in this network needs to be always up to date, highlighting not only which positions it has held and the correct dates of how long it has remained in each, but which were its largest and best deliverables, highlighting its career projections and which path it is building for this. This information should be consistent with professional aspirations, avoiding frustrations when applying for positions that do not have the experiences or skills necessary to fill it.

Ensure that your profile is complete and consistent with your desired trajectory and goals, so that when recruiters search for talent adhering to what is expected, they can find your page through keywords related to what is included in your resume. After all, proven experience will be crucial in the analysis of the skills sought and in the evaluation of compatibility between the company and the candidate in question.

But instead of just waiting for these contacts, a good professional is proactive in the search for his career desires. He should go after the positions he considers relevant to his goals and apply, and not wait for them to run to him. This is a behavior that will certainly bring an attractive differential for his prominence and chances of winning the vacancy offered.

If, even in the face of these cares, you do not observe any return or positive call, the ideal is to resort to the guidance of a specialized consultancy that identifies the problem and can help you stand out before future opportunities. Chances will not be lacking in this network that grows more and more in the market, which can not be neglected by those who crave an even greater prominence in their careers.

Brazilian e-commerce loses up to R$ 150 billion per year with payments denied, and retail adopts facial biometrics as a solution

E-Commerce Update
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Brazilian e-commerce loses up to R$ 150 billion per year with payments denied, and retail adopts facial biometrics as a solution

Brazilian e-commerce loses, every year, between R$ 120 and R$ 150 billion in payments denied in transactions with credit cards not present. This does not occur due to lack of demand, or supply problems, but due to a structural failure in the validation of the identity of customers in the online environment. Data from Abecs, Brazilian Association of Credit Card Companies and Services, show that in 2024, the online payments market moved R$ 1 trillion, and data from Unico show that, of this total, between 10% and 15T are denied purchases with no relation to fraud.

Traditional anti-fraud systems, based on risk analysis models and some behavior patterns, often fail to differentiate some legitimate customers from fraud attempts.The impact is direct on retailers' revenue and, especially, on the experience of consumers, who often have their payments denied without justification, even presenting correct data and active card.

In this context, a Unico, identity validation network, presents at VTEX Day 2025 a IDPay, technology that has transformed facial biometrics into a revenue growth and security engine for e-commerce. The solution combines identity authentication through a robust network of data, artificial intelligence and behavioral information to validate high-risk online purchases with credit card. Present in four of the five largest banks in Brazil and in more than 50 brands and retailers, Unico IDPay allows financial institutions to approve payments in e-commerce that would be denied by traditional methods.

The impact of this transformation is visible. Since its launch in May 2023, Unico IDPay has already safely approved more than R$ 11 billion in sales that would be lost if only traditional methods of anti-fraud and risk analysis were used. Currently, the solution already approves more than R$ 1.3 billion in transactions per month. These results are even more expressive in the main retail peaks. On Mother's Day 2025, for example, the transactions approved by the platform grew 582% over the same period of 2024, jumping from 24 million RTP 24 to 24.

This impact generates direct benefits in the results of large retailers. During Black Friday and Cyber Monday 2024, two of the largest retail groups in Brazil recorded an average growth of 75% in the volume of validated transactions, with an increase in GMV of up to 359%. In calendar months, the scenario is also confirmed: “ we recovered more than R$ 340 million from January to April 2025 in purchases that could not have happened if we had not invested in improving the consumer experience and reducing economic losses”, Casas Vital Leiteiras executive de Solutores de Leite.

One of the reasons that increase the secure approval rate of Unico IDPay, and consequently increase the margin of business, is the integration of facial biometrics directly into the purchase flow, without redirects or additional steps, which reduces cart abandonment, and also significantly improves the consumer experience at the time of payment. Unlike traditional models, based on assumptions and probabilities, identity validation, along with the real-time connection with banks and card issuers, ensures that those who are buying are, in fact, the cardholder, eliminating the uncertainties and friction that both harm e-commerce.

“A identity validation is no longer a barrier against fraud.It has become the engine that ensures trust, security and growth in Brazilian e-commerce. When we transform identity into a business asset, the result appears at the tip: more sales, less friction and more trust for consumers and companies”, explains Paulo Naliato, Chief Growth Officer at Unico.

New validation standard

Unico IDPay's efficiency is based on the network effect of Unico's own technology, present in more than 23 sectors of the Brazilian economy.When a customer makes a purchase, it has already been previously validated in other digital environments, which allows biometrics to act deterministically and accurately in confirming identity. “When we validate with IDPay, we ensure that that that person is who they say is”, comments the executive.

“This way, the lack of recurrence in e-commerce ceases to be an obstacle. Sometimes, a payment is denied because it escapes the usual behavior of that person IS for a higher value, an item, time or different store. If this customer falls into a probabilistic model, which tries to guess the risk, has much more chance of being barred. The deterministic model of Unico, eliminates doubt, brings more security and improves the results for all involved”, concludes Naliato.

ServiceDate: 2 And 3 June 2025
Location: Sao Paulo Expo – Rodovia dos Imigrantes, 1.5 km — Vila Agua Funda
Stand D7
Booth activation: Interactive experience that runs through the consumer journey in different scenarios of non-presential card purchase (such as credit card, payment link and purchase with third party card 'DO, highlighting the benefits of Unico IDPay at each stage. The space will feature real-time demonstrations and presentation of customer cases such as PagBank, Cielo, PagPlan, Exchange and Casas Bahia.

End of deja vu in retail: technology, creativity and purpose mark a more active and protagonist performance

Eloi Assisi
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End of deja vu in retail: technology, creativity and purpose mark a more active and protagonist performance

Have you had that deja vu in the context of retail? That sensation of “I've seen it before...”?Yet, the repetition of formulas or strategies to attract the consumer has become increasingly common, which may end up having rebound effect: to drive away the consumer. Brazilian retail is constantly changing, driven by technological and behavioral changes that require new approaches. Marked by continuous growth, the sector has registered a high of 4.7% in 2024, being one of the largest indexes recorded since 2012.But to keep developing, we need to look beyond the obvious.It is not just about adopting new-value, but also about integrating-value, but also, creating-value, it is about the business, creating-to-to-to-value, it is to adopt-to-value, it is to be a strategic way, and to be a way-to-to-to-to-to-to-to-enter-to-to-enter-the-enter-the-the-is to-is not only

For example, one of the biggest challenges is the hyperpersonalization. It has been the subject of several forums and debates in the retail sector. But here I need to take a provocative stance and bring the question: are we not exaggerating a little? In my opinion, it is time to step a little on the brake and take it easy. With so much consumer-specific information, brands can take a role practically of stalkers of customers, in a way sort of “creepy” who knows every step, every taste and listens to every conversation to offer the product minutes later in an online ad, leaving aside consumer privacy.

We want to offer a unique experience, but without seeming invasive. In my view, the key is to balance data collection and analysis with transparency and respect for people's privacy. Virtual assistants based on artificial intelligence, such as Personal Shoppers, can be a path to the answer, since they offer personalized recommendations according to what the consumer himself wants to know, answering questions and guiding him in a unique buying journey, learning from interactions and respecting their limits without seeming invasive.

While I say to be careful with the aggressive use of people's data, I also say: who is not using data for retail management, I regret to inform, is late. Analyzing sales history or predicting behaviors is the minimum, which should already be the basics in everyday retail. Now, I retail data it's the name of the game! Imagine scheduling actions with surgical precision, based on hard data, knowing when and how to impact the target audience. This is not just marketing, it's science!This data intelligence gives industries the chance to evaluate the effectiveness of their campaigns and target their retail marketing investments more accurately, while retailers are able to expand their sales and tap into new sources of revenue.

Looking ahead, to me creativity it will be essential, especially in the use of Artificial Intelligence “vuja de” (anti-deja vu), will be the new north! In a scenario saturated with similar information and experiences, enchantment and novelty become a competitive differential. The “era of IMAGination”, as pointed out by the global retail and consumer consultancy WGSN, will require brands to explore the creative potential of AIs to generate unique and memorable experiences. The creation of arts and content with the aid of artificial intelligence will become increasingly common, but it is essential that this innovation is accompanied by an ethical reflection on its impacts and implications.

Another point of attention for the sector that cannot be ignored is the silver economy ! We talked so much in recent times of GenZ, but according to IBGE, the population aged 60 years or more will represent more than a third of Brazilians in 2070. It may seem far, but today this portion of the population already moves R$2 trillion in Brazil. That is, it is an immense opportunity for retail to adapt or even create products, services and experiences to meet the needs and desires of this public -, which has purchasing power, creating business opportunities and inclusion.

And finally, a physical store reinvents itself to become an “parque of amusements”, the very essence of retailtainment, a strategy that combines entertainment with retail. Far from being obsolete, physical space becomes a stage for immersive, multi-sensory and entertainment-generating experiences. The integration between the physical and digital worlds, creating a complete omnichannel experience, will be fundamental to build brand preference and foster community engagement, strengthening the relationship with the customer. The physical store of the future will be a space for interaction, discovery and enchantment, complementing and enriching the consumer journey in the online environment

In short: the future of retail is to innovate, but always with a focus on the customer. The combination of technology, creativity and purpose are essential and the differentials of brands that want to stand out. It is not just about selling, but about creating stories, fostering relationships and generating positive impact. This is the transformation and the challenge we have on the radar, so that Brazilian retail gains even more prominence.

Intelipost evolves its positioning and innovates as a logistics intelligence platform

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Intelipost evolves its positioning and innovates as a logistics intelligence platform

With more than a decade of experience in the sector and serving a portfolio of more than 750 customers, Intelipost announces its new position in the market.Recognized as a leader in TMS solutions, the company now presents itself as a logistics intelligence platform, launching in Brazil the concept of LIP - Logistics Intelligence Platform.

The change reflects the strategic transformation conducted in recent years, with an increasing focus on data and the expansion of the portfolio of solutions, which go beyond the traditional scope of a transport management system.

Among the most recent releases are:

  • Control Tower 360 ^i.e., it provides full and detailed visibility into the delivery journey of each order, with emphasis on delay forecasting and insights into the influence of freight on sales conversion.
  • Optimize ''A solution that allows customers to transform their logistics data into strategic decisions, considering Intelipost the largest source of agnostic logistics information in the country, for recommendation of carriers and intelligent simulations at each delivery.
  • Max vertical services that uses know-how and own methodology to operate the delivery of each invoiced order, with maximum efficiency, and scale.

These solutions, which combine software, data and now also services, form a complete ecosystem and pioneer in the country ¡ ̄, consolidating Intelipost as the first LIP in Brazil.

“With a fee of churn below the market average and reaching sales records, we started 2025 with the highest cumulative growth of the last five years (as a result of a totally organic trajectory. The Optimize and Max launches, which have already won their first contracts between April and May, offer high added value to our customers. We are confident that we can grow more than 40% this year, consolidating Intelipost as the main logistics intelligence platform in Latin America”, he says Leandro Gravena, CFO & COO, Intelipost.

Interestingly, the acronym LIP, created to represent the new concept, is present in the name of the company itself “Intelipost” 0 REINforcing the DNA of the brand in logistics intelligence.

“With the launch of Max and Optimize, we are inaugurating a new era for Intelipost and the logistics market.These products represent a leap in innovation not only for Brazil, but also with global potential.More than technological solutions, they are strategic tools that raise the level of efficiency and intelligence in logistics management, aligned with the challenges of an increasingly dynamic and competitive market”, he points out Ross Saario, CEO of Intelipost.

The new positioning will be officially presented on June 2 and 3, in Sao Paulo, during the VTEX Day, one of the main events of the digital commerce market in Latin America.

Podcast Papo IntelliGente’ discusses the labor market in practice

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Podcast Papo IntelliGente’ discusses the labor market in practice

As the world watches large companies leave ESG commitments, movements representing more than 700 organizations sign a manifesto for maintaining the diversity and inclusion agenda in Brazil.This complex universe of understandings, transformations, trends and concerns for the near future is discussed with clarity and diversity of opinions in the podcast Papo IntelliGentepresented by executives Fernanda Toledo and Aline Oliveira, the episodes of the first season dialogue with professionals and experts on topics ranging from new work models, through mental health, to the correlations of climate change and the positioning of corporations.

Available on YouTube and Spotify, the podcast Papo IntelliGente it is conceived by Fernanda Toledo and Aline Oliveira, respectively CEO and director of IntelliGente Consult, a consulting and mentoring company specialized in strategies, programs and business projects.

“When we decided to do Papo IntelliGente a differentiated podcast, we felt that there was a lack of dialogue in the practical way of looking at the necessary adaptations in the market, both by the entrepreneur and the employees in their aspirations”, recalls Fernanda Toledo.

In the podcast, explains Aline Oliveira, the proposal also gives listeners the opportunity to know what has been practiced by companies and what brings results beyond trends. “We are very interested in sharing the way organizations see themselves in the future, considering aspects of innovation and health of companies for the longevity of business”, highlights the executive.

In conversations with personalities, leaders and professionals from the most diverse areas, Fernanda Toledo and Aline Oliveira also share their experiences at IntelliGente in consulting to make businesses more sustainable and with better results.

Episodes from the first season

In the first season, the Papo IntelliGente brings Raphael Henrique, regional manager Latam at Top Employers Institute. Global authority on excellence in Human Resources practices, Top Employers certified this year more than 2,400 organizations in 125 countries, including 73 Brazilian companies. In the podcast, intergenerationality, Generation Z's performance in the labor market, mental health, new work models, as well as impacts of global trends in Brazilian companies are conductive topics of the conversation.

Aline Oliveira and Fernanda Toledo also discuss how work ecosystems make sense for companies seeking to accelerate or improve processes more quickly. The conversation still gives room for the circular economy. For the podcast, they invite Paulo Silveira, CEO at FoodTech Hub Latam, which aggregates companies, universities and research institutes, governmental and non-governmental agencies, foodtech startups and venture capital. With the proposal to foster innovation in food systems through investments in foodtechs and open innovation, the ecosystem created in 2018 is consolidated as a reference in the development and innovation in food in the world.

Another episode from the first season of Papo IntelliGente brings Margaret Goldenberg, CEO at Goldenberg Diversity and executive manager of the Women's Movement 360. With more than 110 member companies, MM360 actively works to accelerate the advancement of gender equity in the corporate segment. Impacts of large companies leaving the ESG commitment, intersectionalities, challenges faced by women in leadership positions, among other topics, bring analysis and an innovative vision on women's performance in the labor market.

With Thierry Cintra Marcondes, specialist in Accessibility, Diversity, Innovation and ESG, the podcast addresses diversity and inclusion in companies from the “novo”. Thierry Marcondes talks about the types of corporate accessibility (attitudinal, architectural, communicational and digital), discusses meritocracy and inclusion, and shares his experience as a deaf person in the business universe.

A proposal that differs from traditional banks is brought by Jose Carlos Rosa Junior in the Papo IntelliGentein this episode, the regional manager of Development in Sicredi Iguazu PR/SC and Metropolitan Region of Campinas/SP talks about the functioning of microcredits in the development of small businesses.The executive also shows the innovative experience of floating agencies of Sicredi to serve riverside populations.

In the episode that invites Alessandra Fajardo, Director of Strategy and Sustainability and specialist in Regenerative Agriculture, the podcast addresses how innovation and sustainability intertwine to develop new business models and global challenges. COP 30, also at the center of the discussion, lists opportunities and gains for the country from the UN global event to discuss climate change.In this context, Aline Oliveira and Fernanda Toledo also address the main trends in sustainability, not only in agribusiness, but in other market segments that will shape the future in the next five years.

Adidas case highlights the importance of data governance and security in cloud-based service and telephony systems.

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Adidas case highlights the importance of data governance and security in cloud-based service and telephony systems.

On May 27, Adidas confirmed that it suffered a leak of consumer data after a security failure in a third-party customer service provider. The case rekindled the alert about the risks of lack of control and traceability in business communication channels, especially in cloud telephony systems and digital service. For VIP Solutions specialists, reference in integrated telephony to CRM, the security in these systems depends directly on the data governance adopted by companies, and not only on the technology used.

With the advancement of digitalization and the increase in the use of cloud telephony, the need to protect the information trafficked by these systems also grows. Sensitive customer data, negotiations and strategic information are transmitted daily by telephone calls and calls via WhatsApp, which puts security and data governance at the center of technological decisions of companies.

According to VIP Solutions, a company specialized in telephony solutions integrated with CRM, a secure system does not depend only on the cloud infrastructure, but on the way it is managed, monitored and integrated with the rest of the company's processes.“Today, cloud telephony is a strategic business channel. Therefore, it is not enough to work, it is necessary to work with security and traceability”, says Kathia Alves, CEO of VIP Solutions.

Among the main risks for companies that do not treat customer service systems with security and governance criteria are:

  • Leakage of customer data;
  • Recordings of calls without access control;
  • Failures in the traceability of calls;
  • Inadequate data storage;
  • Exposure to cyber attacks by integrated systems breaches.

“Active and responsive service companies that use different tools to serve customers without any central control are at serious risk.This, in addition to harming the customer experience, opens doors to security flaws”, explains Kathia Alves.

VIP Solutions argues that security begins with governance and for this you need to know which channels are active, which data is collected and who has access to them. The company offers solutions that:

  • Integrate all telephony (fixed, mobile and WhatsApp) in a single management panel;
  • Control the history of attendance with traceability;
  • Store recordings on secure servers;
  • Allows you to set access permissions per user;
  • They offer management reports and performance indicators.

By unifying telephony into a manageable system, the company gains efficiency and security while at the same time”, says VIP Solutions CEO.

Another critical point is compliance with the General Data Protection Law (LGPD). Many data collected by phone or WhatsApp are considered sensitive and therefore require clear collection, storage and deletion policies.With well-structured cloud systems, it is possible to maintain this control and avoid fines or damage to reputation.

What makes the picture perfect? Research reveals visual trends in Brazilian e-commerce

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What makes the picture perfect? Research reveals visual trends in Brazilian e-commerce

Photoroom presents the results of its 2025 survey on AI Photo Editing, revealing the necessary role that high-quality images play in converting sales in e-commerce. If on the one hand photos are central to the purchase decision, on the other hand, maintaining consistency and visual quality throughout the catalog are the biggest challenges faced by online retailers.The study mapped current practices and identified the 6 main visual trends that are shaping the industry: 

  • 1) Update images every 3 to 6 months 

Almost half of the professionals (49%) consider it essential to keep the images updated frequently, renewing the visual content every 3 to 6 months. The practice ensures that the products remain relevant, aligned with trends and more attractive in the eyes of the digital consumer. In e-commerce, photography goes beyond the representation of the item: it influences the user experience and reinforces the brand identity. 

  • 2) Clean, white backgrounds drive sales 

For 39% of respondents, the white background in studio style is the most effective for conversion. The minimalist aesthetic highlights the product, highlights details and conveys a professional and reliable image.In addition to standardizing the catalog, these backgrounds strengthen the perception of quality & a differential in information-saturated digital environments. 

  • 3) 3 to 5 photos per product increase confidence 

Most online sellers (58%) use between 3 and 5 images per product listing. Showing different angles and details provides a more complete view of the item and reinforces consumer confidence during the purchase journey.In Brazil, the practice has gained strength: multiple images increase transparency and reduce doubts in the purchase decision. 

  • 4) Natural light values the products 

47% of the brands interviewed point to natural light as the most effective lighting choice. Its ability to improve color fidelity, reduce shadows and convey authenticity makes it a favorite among professionals in the field. This choice is especially relevant in categories such as fashion, gastronomy and decoration, where visual appeal is decisive. 

  • 5) Visible face models generate emotional connection 

64% from sellers ensure that the faces of models are visible in the images. Showing human faces contributes to the creation of trust and emotional closeness, allowing the customer to imagine themselves using the product.In aspirational categories such as clothing and accessories, this emotional connection can be decisive for conversion. 

  • 6) Studio photos generate more engagement on social networks 

40% of respondents say that images of products made in the studio are the most engaging in social media. Clarity, focus and professional aesthetics quickly draw attention and favor sharing. This style, as already pointed out in previous Photoroom analyzes, attracts more attention and contributes to the strengthening of visual identity. 

The research proves that the perfect image is one that combines quality, strategy and trend, shaping the consumer experience and driving sales. Investing in image enhancement tools and modern photography techniques can generate significant returns, especially for entrepreneurs, designers and marketers. 

Matt Rouif, CEO and co-founder of Photoroom highlights that “in an increasingly competitive market, creating perfect images is not only an aesthetic issue, but a strategy that directly impacts conversion rates. The consumer needs to feel an immediate connection with the product, and photography is the means of conveying this sensation clearly and accurately.” 

Online sports betting has accumulated more than 6 thousand lawsuits in Brazil since 2023

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Online sports betting has accumulated more than 6 thousand lawsuits in Brazil since 2023

The online sports betting industry faces a period of greater attention in Brazil. The CPI of Sports Betting, established in the Senate, has gained prominence again after the testimony of influencer Virginia Fonseca, who has a wide presence in social networks, with more than 53 million followers, and maintains contracts with companies in the sector. According to a survey by Escavador, legaltech specialized in the organization of public legal data, 6,575 lawsuits related to sports betting in Brazil were registered between 2023 and 2025. 

The cases range from claims for damages and material damages to accusations of abusive practices, revealing a worrying scenario in a sector that moves billions of reais and is driven by digital influencers, athletes and aggressive advertising campaigns. Even with the legalization of bets in 2023, the numbers reveal that the judicialization of the sector grows at a rapid pace. Some of the main platforms operating in Brazil accumulate hundreds of lawsuits, such as Bet365 Lotteries of Brazil, with 326 lawsuits as defendant, and Betano (Kaizen Gaming Brasil Ltda), with 172 records, both related to financial damages, mostly, to moral rights.

The data analyzed by the Excavator are public and exclude processes in secret of justice. According to the platform, the number of actions that hold digital influencers responsible for alleged co-authorship in harmful practices to consumers is increasing. An emblematic example involves the influencer Virginia Fonseca, who, in addition to being heard by the CPI of Sports Betting, is one of the defendants in an action filed by an individual. The process also includes several bookmakers and the influencer Deolane Bezerra. The author of the action seeks the restitution of R$ 322.750,00,00,0010,0,00,0010.20.20.T10.20.1000.10.T1000.20.T10.200100010.

In this context, in view of Dalila Pinheiro, legal analyst and DPO of Escavador, he evaluates: “Today, one of the main risks of betting platforms is no longer in illegality, but in the way addiction is promoted under the appearance of entertainment. Many young people end up entering a cycle of compulsiveness and indebtedness, believing that they are investing, when in reality they are just betting.” According to ANBIMA data, more than 4 million Brazilians believe that sports betting is a form of investment.

Tuna Payments and PayPal enter into partnership on VTEX Day

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Tuna Payments and PayPal enter into partnership on VTEX Day

In an event marked by innovation and connection, a Tuna Payments and the PayPal they celebrated the four-year partnership with an exclusive Happy Hour for guests held on the first day of VTEX Day, on Monday (2/5). The occasion will be the stage to celebrate the advances made and strengthen the next steps of the collaboration, which focuses on technical and commercial collaboration between the two companies. 

The relationship between the two companies began in 2021 with the integration of the PayPal wallet into the Tuna payment orchestrator. Today, the collaboration goes further, using PayPal's Braintree solution as a global payment processing that provides end-to-end checkout experiences for companies. The collaboration sought to strengthen the portfolio of integrated providers, while maintaining the focus on transaction security, conveyed by PayPal's reliability.

Over time, the partnership has evolved beyond technical integration.“A Tuna has always believed in the potential of this partnership. Everything PayPal launches is on our roadmap, and we are committed to being one of the first to make these news available to customers and drive adoption by the” market, says Renata Khaled, VP of Sales at Tuna Pagamentos.

Prospects for the future

With a complementary performance, PayPal sees the partnership with Tuna as a key piece for its expansion strategy in the Brazilian market & especially in the payment orchestration ecosystem, where agility and diversification of methods are essential requirements.

“This partnership exemplifies exactly what we are looking for in the region: alliances that democratize access to innovative payment solutions regardless of the size of the company.The partnership with Tuna has been fundamental to orchestrate our technology to the main players in the market and to be able to take our solutions further and further”, highlights Maria Almeida, Head of Partners at PayPal Brazil.

This synergy consolidates a collaboration model that goes beyond technical integration, positioning both companies as facilitators of digital transformation in Brazilian payments.

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