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Pix via EBANX helps Hotmart see a 32-percentage-point boost in retention

Wednesday, September 24, 2025 — 16:56:13 (UTC)

BELO HORIZONTE AND CURITIBA, BRAZIL – September 24, 2025 – Hotmart, a global technology company and leader in digital business in the Creator Economy, announced strong performance results following the adoption of Pix Automático, Brazil’s new recurring feature within the real-time payment system Pix. Integrated through EBANX, a global fintech specializing in payments for emerging markets, Pix Automático has been live on the Hotmart platform since June 16, the first day of the feature’s operations.

The new data was presented at the EBANX Payments Summit, an annual event now in its 8th year, held in Mexico City last week. During the event, Hotmart revealed a 32 percentage point uplift in customer retention for recurring payments via Pix following the launch of Pix Automático. In practice, this means that Hotmart is now converting more than four times the number of recurring payments that previously failed with Pix into continued subscriptions.

“Pix Automático removes the friction of manual monthly payments, providing a seamless experience for users and improving retention, cash flow predictability, and overall growth for creators,” explained Allana Braga, Head of Payments at Hotmart and speaker at the EBANX Payments Summit.

With EBANX, Hotmart operates across five Latin American countries, including Brazil, Colombia, Chile, Peru, and Mexico, leveraging a mix of card payments and alternative methods. Pix Automático has quickly become a standout success in Brazil. “Recurring payments aren't new, but one thing that has changed is the scale. They’re now crucial for building audience loyalty and stabilizing income for creators, enabling them to plan, invest, and grow their businesses,” said Braga.

Melissa Johnson, VP of Commercial, Americas at EBANX, emphasized why Pix Automático is driving such strong results for Hotmart: “Offering more recurring payment options leads to better customer experiences and, ultimately, a higher reach. With Pix Automático, Hotmart is giving more people in Brazil the ability to subscribe, even without a credit card.”

Over 160 million adults in Brazil are already registered to use Pix, representing 93% of the country’s adult population. Yet, according to Brazil’s Central Bank, 60 million Brazilian adults still don’t have a credit card. By bridging this gap, Pix Automático is projected to unlock over USD 30 billion in online recurring payments within the next two years, according to Payments and Commerce Market Intelligence (PCMI) data featured in EBANX’s study Beyond Borders 2025.

“Pix Automático is expected to become a standard tool for recurring digital payments in Brazil, expanding financial inclusion and delivering more predictable revenue for businesses built on recurring models, such as creators, digital platforms, and SaaS providers,” said Johnson.

Prior to the Payments Summit in Mexico City, the first stop in 2025 took place in Macao at the end of August, with Hotmart also joining EBANX’s event there.

ABOUT HOTMART Hotmart offers solutions for those who want to create, sell, and scale their digital and physical businesses through content production. The company operates in the Creator Economy and has more than 250,000 active creators worldwide and 1,600 employees across seven countries, including its headquarters in Amsterdam, the Netherlands, as well as offices in North America, South America, and Europe. To learn more, visit hotmart.com.

ABOUT EBANX EBANX is the leading payments platform connecting global businesses to the world's fastest-growing digital markets. Founded in 2012 in Brazil, EBANX was built with a mission to expand access to international digital commerce. Leveraging proprietary technology, deep market expertise, and robust infrastructure, EBANX enables global companies to offer hundreds of local payment methods and streamline cross-border payments across Latin America, Africa, and Asia. More than just payments, EBANX drives growth, enhances sales, and delivers seamless purchase experiences for businesses and end-users alike.

For further information, please visit: Website: www.ebanx.com/en/ LinkedIn: www.linkedin.com/company/ebanx

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Source: Company press release.

Categories: Partnership