Offer personalized loans to customers, integrated into the consumption journey in an agile way, automatic, scalable and without bureaucracy, it seems like something from the future, but the service already exists and is calledLending como Serviço(LaaS). The digital credit service is one of the trends for the next year in fintechs and e-commerce. The founder and CEO of Aarin, first tech-fin hub specialized in Pix andembedded financeof Brazil, Ticiana Amorim, talk about this and other tools that will be highlighted in 2025
The analysis and approval of personalized credit is already a reality, but added to Open Finance and Artificial Intelligence, should be expanded and expedited. It will no longer be necessary for an analyst to authorize a loan for someone buying a refrigerator online, for example. З Відкритим Finance, the sharing of data and history of this client can be analyzed by an AI, that can grant or not grant credit almost instantly, without the customer even leaving the page
The credit offer in retail is well known, but now he has migrated to digital. It allows obtaining a loan without leaving the online store. The use of APIs, with Artificial Intelligence and connected to the customer's history for credit analysis, will be a great facilitator of this process, offering consumers a more complete experience, affirms the CEO
APIs are tools that bridge different systems and software, allowing automation and efficient data exchange between them. It is through them that super apps stand out, apps that bring together multiple functions and services in one place. But this increasing integration puts security in focus, especially in financial solutions; technologies such as AI and multi-factor authentication will be directly integrated into payment APIs to protect consumers and businesses.
For consumers, Embedded Finance, you have Embedded Finance, will enhance and personalize the shopping experience with various financial and non-financial services on a single platform. And this will be the norm. These super apps will consolidate consumers' finances, offering services such as payments, credit, insurance and investments, everything in one place, highlights 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), of Artificial Intelligence (AI) and asset tokenization. These initiatives will seek to balance innovation with consumer protection, promoting more transparency and security in financial services
Theblockchain, already present in finance since 2019, 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, in addition to eliminating intermediaries and reducing costs
In 2025, the Pix payment system will be expanded with new features, how the Offline Pix and the International Pix, allowing transactions without internet connection and international payments quickly and efficiently. This innovation will be especially advantageous for small businesses and consumers in areas with low connectivity
Regarding security, although digitization 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 essential in reducing fraud.
"Innovation, together with the advancement of regulations and the increasing digitalization, will be the key to the success of this new financial era, highlights Ticiana
