According to Allied Market Research , the global events market was valued at US$736.8 billion in 2021 and could reach US$2.5 trillion by 2035, with an average annual growth rate of 6.8%. In this scenario of accelerated digitalization, Celebrar projects achieving 90% automation in payments to suppliers by the end of 2025, through direct integration with a major bank's Pix API .
The feature allows the supplier to initiate payment with a single click, with immediate settlement and traceability via the CNPJ key. “Endless spreadsheets, manually entered data, and the risk of error at every step have always been part of the routine for event organizers. We connected Celebrar directly to the Pix API, and now payment happens with a single click—secure, scalable, and without rework. It's simple for those who sell,” says Camila Florentino , CEO of Celebrar .
Founded in 2017, Celebrar connects more than 7,000 suppliers to large companies throughout Brazil. According to official data, the platform has already distributed more than R$15 million to micro and small entrepreneurs, promoting productive inclusion and social impact aligned with UN Sustainable Development Goal 8, which deals with decent work and inclusive economic growth.
Created by Camila Florentino with an initial investment of just R$2,000, the startup went through eight MVP cycles until validating its business model with Virtual Event Stores in 2021. Since then, the company has gained space in the innovation ecosystem, ranking in the TOP 10 of the Startup Awards Social Impact 2022, in 45th position in the 100 Open Scaleup Brazil 2023 and in the TOP 2 of the 100 Open Startups ranking in 2024.
The Allied Market Research report also highlights that artificial intelligence, analytics, live streaming, and immersive experiences (VR/AR) have become part of the events industry's infrastructure, showing that financial digitization is keeping pace with this broader global transformation. In Brazil, the advancement of Pix is one of the symbols of this change. According to the Central Bank, the system already moves trillions of reais per month, consolidating itself as a payment infrastructure in the country and opening up space for API solutions in complex sectors such as events.
Payment automation is being implemented gradually and should be completed by 2025, covering everything from service registration to contracting, including invoice issuance and financial reconciliation. "It was exciting to see engineering and compliance working together on something that seems invisible, but transforms the experience of those who trust us. Less bureaucracy, more efficiency," emphasizes the executive.
A large portion of Celebrar's suppliers are individual micro-entrepreneurs (MEIs), who depend on predictable cash flow to run their businesses. This is one of the central points of innovation: "When the MEI receives payment quickly, they can buy supplies, hire more people, and provide better service. It's a multiplier effect that impacts the real economy," adds Camila.
The company's strategy is to consolidate technology as a pillar of scale and prepare the ground to expand operations beyond Brazil. "We want every small supplier to have real access to opportunities in a market that moves trillions. The purpose is to continue simplifying events with responsibility and innovation," concludes the executive.
About Camila Florentino
Camila Florentino is the CEO and founder of Celebrar, a B2B marketplace for corporate events that connects over 7,000 suppliers to large companies. With a degree in Leisure and Tourism and an MBA in Business Management from the University of São Paulo (USP), she began her career in the events sector working in the production of large-scale festivals such as Lollapalooza, Tribe, and Tomorrowland.
Recognized as one of the most innovative leaders in the sector, Camila wrote the first academic study in Brazil on technology applied to events, which won the Santander Entrepreneurship Award in 2013 and earned her a scholarship to Babson College in 2014. This research gave rise to Celebrar, founded in 2017.
Under his leadership, the startup has already distributed over R$ 25 million to micro and small entrepreneurs (MEIs), promoting measurable social impact, inclusion, and innovation. The company was elected among the TOP 10 Startup Awards Social Impact 2022, achieved 45th position in the 100 Open Scaleup Brazil 2023, and in 2024, it was in the TOP 2 of the 100 Open Startups ranking.
In addition to leading Celebrar, Camila also serves as vice president of the Brazilian Association of Startups (Abstartups), the largest entity promoting innovative entrepreneurship in Latin America, contributing to the strengthening of the startup ecosystem in the country.
