← Embedded Finance Index 2026

Plusoft

“Can a 37-year-old Brazilian CRM incumbent reinvent itself as an AI-native, WhatsApp-first customer-journey platform for Latin America?”

Founded1988
HQSão Paulo, Brazil
IndustryHorizontal SaaS / CRM & Customer Experience
The story

Founded 1988 as Brazil's first CRM company, Plusoft evolved through a sequence of tuck-in acquisitions (iCustomer 2012, Virtual Interactions 2014, InPaaS 2018, Ibope-DTM 2021) to become a full-stack Human Experience / customer-journey platform covering Omni CRM, marketing automation, chatbots, sales force automation, and social monitoring. Recent pivots center on WhatsApp Business (Meta BSP status in 2024) and generative AI (AI Gen platform with Google, 2024). Plusoft is a CX / CRM software vendor, not a fintech — the 'financial sector' and 'insurance' segments described on its site refer to industries it sells CRM to, not to embedded finance products it operates.

Last 12 months
2024
2024-04
2026
Product timeline
1988
Founded in São Paulo as the first Brazilian company focused on CRM· pivot
2012
Acquired iCustomer, a social media business unit· acquisition
2014
Acquired Virtual Interactions, an AI-powered chatbot business unit· acquisition
2015
Deployed platform 100% in the cloud· pivot
2017
Achieved ISO 27001 certification — first Brazilian CRM company to do so· pivot
2018
Acquired InPaaS, a sales force automation and workflows business unit· acquisition
2021
Acquired Ibope-DTM, marketing automation business unit· acquisition
2024
Became a Meta Business Solutions Partner (BSP) for WhatsApp Business API· pivot
2024
Launched AI Gen, generative AI platform in partnership with Google (Beta)· pivot
2026
Brand repositioning· pivot
Acquisitions
Ibope-DTM2021
Marketing automation business unit, forms the basis of Plusoft's Marketing Suite
InPaaS2018
Sales force automation and workflow platform, now sold as Sales Automation
Virtual Interactions2014
AI/chatbot company acquired to build Plusoft's proprietary NLP and conversational AI capability
iCustomer2012
Social media business unit acquired to expand digital channel capabilities
The stack
0 layers disclosed in Plusoft’s embedded-finance stack
Accounting gap: none