Rebel (Open Co)
“Can a credit-as-a-service platform become the dominant embedded lending infrastructure for Brazilian digital businesses while also serving consumers directly through Rebel?”
Open Co was founded in 2020 in São Paulo as a Brazilian credit-as-a-service (CaaS) and embedded finance holding company. Its consumer brand, Rebel, operates as a digital personal loan platform targeting underserved Brazilian borrowers in a market historically burdened by extremely high interest rates (credit card rates near 300% in 2019). Open Co's platform combines a credit engine, KYC, white-label solutions, payments, and collections — enabling SaaS platforms, marketplaces, and B2B businesses to embed credit products including BNPL, personal loans, and working capital. Rebel represents the direct-to-consumer lending vertical within this broader CaaS infrastructure.