One year after its launch, Pix Automático is emerging as a customer-acquisition channel for digital platforms in Brazil, with EBANX data showing that 64% of users are new to the services they are paying for.
The recurring payment feature of Brazil’s Pix instant payment system, which launched on 16 June 2025, enables consumers to authorise regular payments directly from their bank accounts, giving subscription businesses another way to collect recurring charges without relying on credit cards.
Melissa Johnson, vice president of commercial for the Americas at EBANX, said the early data shows that Pix Automático is reaching consumers who previously had fewer ways to pay for subscription services.
“What makes Pix Automático so compelling is that it’s not simply another payment option. It’s an acquisition tool,” Johnson said. “In a country where 60 million people lack access to credit cards, when recurring payments become accessible through the payment method that Brazilians use every day, companies gain access to an entirely new pool of potential customers.”
EBANX, a payments company that connects international businesses with local payment methods in emerging markets, has supported Pix Automático since its launch. The company says it currently processes 38% of all transactions made through the feature in Brazil.
Merchants offering Pix Automático through EBANX include Amazon Prime, Canva, Hotmart and Nord Security. Payment infrastructure companies including Stripe, Spreedly and Zuora have also worked with EBANX to make the method available to more international businesses.
New subscribers rather than payment switching
Much of the early discussion around Pix Automático focused on whether it would become an alternative to cards for recurring payments. EBANX’s figures suggest a large share of its use is coming from people who were previously outside the subscription market.
“Many merchants initially focus on the operational differences between Pix Automático and card-based recurring payments,” Johnson said.
“We encourage them to look at the bigger picture. This is a payment method capable of bringing millions of consumers into the subscription economy for the first time. The real opportunity is reaching entirely new subscribers rather than replacing existing ones.”
Robert-Jan Lieben, vice president of commercial for Europe, the Middle East and Africa at EBANX, said the rate of new-user adoption points to broader market growth.
“What stands out is not only the growth rate, but what’s behind it,” Lieben said. “We’re seeing evidence that Pix Automático is helping merchants acquire new customers and expand the overall market. This is not simple payment substitution, it’s financial inclusion.”
EBANX’s operational data shows active Pix Automático enrolments grew by an average of 177% per month during the feature’s first year. The total value of transactions increased by 53% per month, while transaction numbers rose by an average of 161%.
Johnson said the pace of adoption reflects the familiarity Brazilian consumers already have with Pix, which has become widely used for everyday account-to-account payments.
“The pace of adoption has been remarkable, but not surprising,” she said. “Brazilians embraced Pix because it solved real problems. Pix Automático is doing the same thing for recurring payments.
“What we’re seeing now is the natural evolution of a payment ecosystem that consumers already trust.”
Adoption extends beyond younger users
Central Bank of Brazil figures analysed by EBANX indicate that nearly four in five Pix Automático transactions are made by people aged 30 or above.
Consumers aged between 40 and 49 represent the largest group, accounting for 24% of transactions. EBANX said the figures challenge any assumption that adoption is concentrated mainly among younger, digitally native users.
The payment method is also finding a role in business transactions. Business-to-business payments account for less than 5% of Pix Automático transactions, but represent almost 90% of the value moving through the system.
The average B2B transaction is approximately $3,200, suggesting that the feature is being used for higher-value commercial subscriptions and recurring business payments alongside consumer services.
Operational demands remain
Recurring account-to-account payments have different operational requirements from card-based subscriptions, including customer authorisation, mandate management, cancellations and payment notifications.
Lieben said merchants entering the market need to account for those differences as Pix Automático develops.
“As with any new payment infrastructure, Pix Automático comes with its own operational complexity,” he said. “The Central Bank has rightly prioritised consumer trust and protection in the early stages of the ecosystem, and we expect the product to continue evolving.”
The wider opportunity extends beyond Brazil. EBANX estimates that more than 1.3 billion adults across emerging markets lack access to credit or debit cards and rely on local payment methods to access digital products and services.
The company now supports recurring alternative payment methods across 12 markets in Latin America, Africa and Asia, covering a potential customer base of more than one billion people.
EBANX says the first-year data shows Pix Automático is bringing new consumers into recurring payments, rather than simply moving existing subscribers away from cards.
