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Geru

“Can a former Brazilian consumer-lending brand sustain a second life as an AI-powered Amazon Brasil affiliate deals curator?”

Founded2013
HQSão Paulo, Brazil
FoundersSandro Reiss
IndustryE-commerce / Affiliate curation
The story

Geru was founded in 2013 as a leading Brazilian unsecured-personal-loan marketplace, operating as a banking correspondent of Banco AndBank (Brasil). In March 2021 it merged with Rebel to form Open Co, consolidating consumer-credit operations. The geru.com.br domain has since been repurposed: it now hosts 'Achados da Geru / Achados Amazon', a free affiliate deal-curation site for Amazon Brasil that explicitly does not sell, process payments, or store financial data. The lending business effectively lives inside Open Co; the standalone Geru brand on geru.com.br today is a content/affiliate property, not a fintech.

Last 12 months
2026-02
Product timeline
2013
Geru founded as a Brazilian online lending marketplace offering unsecured personal loans to prime and near-prime borrowers.· lending
2021
Geru merged with Rebel to form Open Co, managing a BRL 1.5 billion credit portfolio.· acquisition
2021
Open Co (post-merger entity) raised $115M led by SoftBank Latin America Fund.· lending
2026
Geru.com.br now operates 'Achados da Geru' / 'Achados Amazon', an Amazon Brasil deals-curation site monetized through the Amazon Associates program.· pivot
The stack
2 layers disclosed in Geru’s embedded-finance stack
Lending
Banco AndBank (Brasil) S.A. (sponsor)Empréstimo Pessoal Geru (historical)
Sponsor bank
in the full report
Accounting gap: none
1 more provider across 1 layer, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.

Geru — frequently asked

What bank does Geru use?

Geru discloses Banco AndBank (Brasil) S.A. as its sponsor bank, according to the Embedded Finance Index 2026.

Is Geru a bank?

Geru does not disclose a bank charter of its own; its banking services are provided through Banco AndBank (Brasil) S.A..

Who provides Geru's lending?

Geru's lending and capital products are provided by Banco AndBank (Brasil) S.A. (sponsor).

What is Geru's embedded finance stack?

The Embedded Finance Index 2026 maps 2 layers in Geru's stack: Lending (Banco AndBank (Brasil) S.A. (sponsor) and Empréstimo Pessoal Geru (historical)); Sponsor bank (Banco AndBank (Brasil) S.A.).

Who founded Geru?

Geru was founded by Sandro Reiss and is founded in 2013, headquartered in São Paulo, Brazil.

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