#Brazil #EBANX #Belo Horizonte #Pix #Hotmart

EBANX's Impact on Hotmart's Payment Strategy

In a significant development for the digital payment landscape, Hotmart, a global leader in digital business solutions, announced a substantial performance boost following the integration of Pix Automático. This innovative recurring payment feature, part of Brazil's real-time payment system Pix, has been operational on Hotmart's platform since June 16, 2025. The announcement came during the EBANX Payments Summit, highlighting the value that new technological integrations can bring to businesses in the fast-evolving Creator Economy.

According to data shared at the summit, Hotmart has reported an impressive 32 percentage point increase in customer retention for subscriptions utilizing Pix Automático. This boost signifies a remarkable transformation in the conversion rates for recurring payments, effectively reducing the prior failure rate substantially. With the removal of manual payment friction, the platform now sees over four times the successful conversions from previously unattended payments.

Allana Braga, Hotmart's Head of Payments, articulated the benefits of the new feature, stating, "Pix Automático eliminates the hurdles of manual monthly payments, ensuring a streamlined experience for users. This not only enhances retention but also improves cash flow predictability and contributes to overall growth for creators." This feedback aligns with the increasing demand for efficient solutions that cater to the modern consumer's needs

The adoption of Pix Automático by Hotmart has not only elevated user experience but also optimized financial performance across Latin America. Operating in Brazil, Colombia, Chile, Peru, and Mexico, Hotmart utilizes a mix of payment methods, integrating cards with alternative systems to meet diverse consumer preferences.

Melissa Johnson, VP of Commercial, Americas at EBANX, also weighed in on the success of Pix Automático. She emphasized that offering diverse recurring payment options significantly enhances customer experiences while expanding reach. The feature ensures easier subscription access for users, even for those without credit cards. This is crucial in a country where over 160 million adults are registered to use Pix, yet approximately 60 million remain without credit cards—a gap that Pix Automático aims to bridge.

According to reports from Payments and Commerce Market Intelligence (PCMI), the forecast estimates that Pix Automático could unlock over $30 billion in online recurring payments in Brazil over the next two years. This projection underscores the feature's vital role in driving financial inclusion and stabilizing revenue streams for businesses reliant on subscription models, such as content creators and digital platforms.

The significance of these developments was further highlighted at the EBANX Payments Summit, which is in its eighth year, held recently in Mexico City. Prior to this, Hotmart also participated in an EBANX event in Macao in August, showcasing its commitment to expanding its influence and improving its payment processing capabilities.

As the digital business ecosystem continues to evolve, tools like Pix Automático are becoming essential. They facilitate not just user engagement but also the broader financial robustness of businesses operating under subscription models. Allana Braga reinforces this notion, stating, "Recurring payments may not be a new concept, but their scale and significance are changing. They are now fundamental for fostering audience loyalty and allowing creators to plan for future growth."

This partnership between Hotmart and EBANX exemplifies how innovation in payment processing can drive growth and improve user experience across Latin America. It symbolizes a broader trend towards increased digital payments, accessibility, and financial empowerment in emerging markets, setting a precedent for future developments in the industry.