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60 million Brazilians can't get a credit card. For years, that meant subscription businesses simply couldn't bill them. And the moment a new payment rail shows up, everyone assumes it just steals volume from cards. This week I speak with Sebastian Fantini, Product Director of EBANX, and he makes the commercial case that a local recurring rail grows the market instead of shifting it.
EBANX connects global merchants to local payment methods across more than 20 emerging markets. It now processes transactions for 26% of Pix users in Brazil and 38% of all Pix Automático transactions. In Pix Automático's first year, 64% of the people paying with it were brand new customers, not cardholders who switched. Hotmart saw a 32% lift in customer retention after turning it on.
We get into why card subscriptions lose 20 to 30% of recurring revenue to involuntary churn and how a QR rail recovers it, why mandated adoption is what made Pix stick where other countries' schemes stalled, the go-to-market that took EBANX to 38% market share, and EBANX's plans to replicate success in SEA.
What you'll learn
- Who the 60 million credit cardless Brazilians actually are
- Why adding a local payment method can grow your addressable market instead of cannibalizing card revenue
- How mandated adoption made Pix stick where other countries' instant payment schemes stalled
- Who actually funds the 3 to 5% discount merchants give you for paying with Pix, and why they choose to
- The go-to-market that took EBANX to 38% of Pix Automático transactions
- Why card subscriptions lose 20 to 30% of recurring revenue to churn, and how a recurring QR rail claws it back
- How B2B and SaaS billing is quietly moving onto a rail built for consumers
- Why you can win a customer with marketing and still lose them at the payment checkout
Timestamps
00:00 — 60 million people, no credit card
02:26 — Who actually can't get a credit card in Brazil
04:37 — How EBANX connects global merchants to local payers
06:14 — Pix versus Pix Automático, and why recurring QR matters
09:17 — Is Pix Automático cannibalizing cards, or growing the market?
13:05 — Why Pix succeeded where other countries' schemes stalled
21:33 — Who funds the Pix discounts
23:50 — The go-to-market behind 38% market share
29:36 — Why the checkout screen decides conversion
35:01 — B2B and SaaS are paying by QR
39:24 — Reducing involuntary churn with Pix Automático
43:46 — Expanding into Southeast Asia and handling the FX
👉Connect with Sebastian:
EBANX: https://www.ebanx.com
LinkedIn: https://www.linkedin.com/in/sebastian-fantini-a0a1b970/
👉Connect with Monica
LinkedIn: https://www.linkedin.com/in/monicamillares/
Purpose Driven FinTech. English: https://www.youtube.com/@monica_millares/videos
Purpose Driven FinTech. Spanish: https://www.youtube.com/@MonicaMillares_Español/videos
Disclaimer: This episode does not constitute professional nor financial advice and does not represent the opinion nor views of my current, past, or future employers. The guest has agreed to record and release our conversation for the use of this podcast and promotion on social media.
