How Pix Automático Grows The Market Without Killing Cards | Sebastian Fantini, Product Director of EBANX

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 areWhy adding a local payment method can grow your addressable market instead of cannibalizing card revenueHow mandated adoption made Pix stick where other countries' instant payment schemes stalledWho actually funds the 3 to 5% discount merchants give you for paying with Pix, and why they choose toThe go-to-market that took EBANX to 38% of Pix Automático transactionsWhy card subscriptions lose 20 to 30% of recurring revenue to churn, and how a recurring QR rail claws it backHow B2B and SaaS billing is quietly moving onto a rail built for consumersWhy 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