Justa
“Can a transparency-first Brazilian acquirer-plus-digital-account become BTG Pactual's SMB merchant banking platform?”
Founded2018
HQRecife, Brazil
Latest roundAcquired by BTG Pactual
IndustryFintech / SMB banking
The story
Founded 2018 in Recife as a transparent payments-and-banking fintech for Brazilian SMB merchants, offering a card-acquiring maquininha, Conta Justa digital account, and credit. Built proprietary tech (Tech Justa) rather than relying on white-label BaaS. Partnered with BTG Pactual in 2021 for SMB credit, then was fully absorbed into BTG Pactual Empresas by 2025, transitioning from independent fintech to BTG's SMB banking arm.
Product timeline
2018
Founded in Recife as a fintech offering payment solutions and Conta Justa digital account for SMB merchants· banking
2021
Partnership with BTG Pactual to offer SMB credit line via BTG+ business· lending
2022
Plug Justa ecosystem launched with partners Omie (ERP), RS Solutions (POS), and BigDataCorp (risk analytics)· lending
2025
Justa becomes BTG Pactual — fully integrated into BTG Pactual Empresas· acquisition
Regulated entities
1
regulatory licence held by Justa
Licence types, jurisdictions and registered entities are in the Embedded Finance Index report.
The stack
6 layers disclosed in Justa’s embedded-finance stack
Payments / PSP
Maquininha Justa (self-operated)Justa Mais TEF (self-operated, multi-acquirer)Linkou payment links (self-operated)Boleto issuance (self-operated)Pix/QR Code (self-operated)
Banking / BaaS
in the full report
Card network
in the full report
Lending
in the full report
Sponsor bank
in the full report
Accounting
in the full report
Accounting gap: minor
6 more providers across 5 layers, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.