Serasa
“Can Brazil's incumbent credit bureau evolve into the consumer financial OS — debt negotiation, credit marketplace, digital wallet, AI advisor — for the entire adult population?”
Founded1968
HQSão Paulo, Brazil
Latest roundAcquired by Experian (2007)
IndustryFintech / Credit bureau
The story
Founded 1968 as Brazil's original credit bureau; acquired by Experian in 2007 to become Serasa Experian. Over the last decade Serasa pivoted from a B2B data business into a direct-to-consumer financial health platform via the Serasa app — offering Score, Limpa Nome debt negotiation, a credit marketplace (Serasa Crédito), and a digital wallet (Carteira Digital) powered by acquired payments-institution PagueVeloz. Increasingly repositioning as an AI-first financial assistant (ChatGPT app, WhatsApp AI agent for SMBs).
Product timeline
1968
Founded in São Paulo as Brazil's first credit bureau· pivot
2007
Acquired by Experian, becoming Serasa Experian· acquisition
2021
Acquired PagueVeloz to power digital payments and Carteira Digital· acquisition
2022
Launched vehicle debt payments via Zapay partnership in Serasa app· banking
2025
Launched Agente Serasa Empresas AI agent on WhatsApp with Delend for SMB credit· lending
2026
Launched Serasa app on ChatGPT for financial education· pivot
Acquisitions
Regulated entities
1
regulatory licence held by Serasa
Licence types, jurisdictions and registered entities are in the Embedded Finance Index report.
The stack
6 layers disclosed in Serasa’s embedded-finance stack
Payments / PSP
Money movement
in the full report
Banking / BaaS
in the full report
Lending
in the full report
Open banking
in the full report
Accounting
in the full report
Accounting gap: none
9 more providers across 5 layers, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.