Asaas bets Pix Automático makes recurring billing cardless for Brazilian SMBs

Asaas is a Brazilian fintech platform for small and medium businesses that automates billing, Pix and boleto collection, receivables anticipation, payments and bank accounts — a one-stop 'business operating system' for financial operations.

That Pix Automático's 2025 rules would let an SMB fintech own billing and collections without cards or bank debit agreements, making cardless subscriptions default.

R$820M Series C (Oct 2024) led by BOND, with SoftBank, 23S Capital and Endeavor Catalyst

Asaas was founded in 2010 in Joinville, Santa Catarina, by brothers Piero and Diego Contezini, who ran a software factory called Informant and found collecting payments consumed weeks of manual work each month. Early on the company had hundreds of test users but no paying customers; after the 'Pedro case' — a plumber calling for help generating boletos on an old computer — the brothers rebuilt the product in 2014 for simple, non-technical merchants, cutting billing work from about 18 days a month to five minutes a day. The company was profitable from its first month.

In 2021 Asaas became the 31st payment institution authorized by Brazil's central bank and added a credit-society licence, letting it offer Pix directly; it acquired Base ERP, Code Money and NexInvoice. In October 2024 it raised an R$820 million Series C led by BOND with SoftBank, 23S Capital and Endeavor Catalyst — one of the largest technology rounds in Latin America — projecting R$400 million in revenue and 180,000 active customers for 2024. The central bank launched Pix Automático on 16 June 2025: standardized recurring charges that are free to payers, mandatory for payer-side institutions from October 2025, with a single consent stored in the payer's bank app. Asaas made it available to its business customers through its API, with authorization granted at the first payment.

Still operating and expanding: more than 220,000 active customers and over R$500 million in annual recurring revenue as of late 2025, targeting R$1 billion in revenue in 2026, with a possible IPO ahead.

Pix Automático standardizes recurring-payment consent in the payer's bank app, eliminating the per-bank direct-debit agreements only large utilities could afford.

Pix is free to payers and, per PagBrasil estimates, up to 14 times cheaper per transaction than card processing — and it reaches about 60 million Brazilians with no credit card.

Asaas's existing base of SMBs — billing, collections, receivables — makes it the natural seller of a new recurring-charge rail.

Being authorized by the central bank as a payment institution since 2021 lets Asaas offer Pix products directly rather than through a bank.

A state-built rail removes the friction incumbents can't: Pix Automático standardized recurring consent that bank direct debit never had, and Asaas turned the new rule into a feature for 220,000 SMBs.

As of September 2026 Asaas is scaling: more than 220,000 active customers and annual recurring revenue above R$500 million as of October 2025, a public target of over R$1 billion in revenue in 2026, and an IPO under consideration. Pix Automático is available to its legal-entity customers through its API using the Banco Central's 'Jornada 3' flow, in which recurring authorization is granted during the first payment. No exit has occurred.