Pluggy GTM brain

category

market profile

• text: Brazilian fintechs and software platforms need a common integration layer for bank data and payment initiation.
• text: Open finance aggregators compete on connectivity, coverage, pricing and payment features in Brazil.

personas

• title: CTO or engineering lead at an ERP
  pains:

  • Maintaining separate bank integrations consumes engineering capacity
  • Inconsistent transaction schemas complicate reconciliation
• title: Fintech product manager
  pains:

  • Needs consented financial data inside the product experience
  • Building Pix collection and recurring payment flows adds complexity
• title: Founder building financial software
  pains:

  • Needs to validate bank connectivity without a lengthy sales process
  • Must forecast minimum monthly infrastructure cost as usage grows

icp

• text: Brazil-focused ERP, accounting and financial management platforms embedding bank reconciliation for business customers.
• text: Fintechs and applications with developers building consented account data, investment or Pix payment features.

message pillars

• text: Reach many institutions through one integration.
• text: Normalize bank data for developers.
• text: Test quickly in a sandbox.
• text: Support both financial data and payments.

objections

• objection: Can we trust an intermediary with sensitive banking data?
  response: Review consent, encryption, data handling and regulatory documentation with security and compliance teams.
• objection: Will coverage and minimum fees work for our product?
  response: Test representative institutions in the sandbox and model monthly connection volumes against current pricing.

competitors

• name: Belvo
  why: Offers Brazilian open finance data and payment APIs.
• name: Klavi
  why: Brazil-focused financial data aggregator competing for API integrations.
• name: Celcoin
  why: Brazilian financial infrastructure provider listed among open finance alternatives.

keywords

• API Open Finance Brasil
• API dados bancários
• conciliação bancária ERP API
• iniciação pagamento Pix API
• agregador contas bancárias
• Pix automático API

voice

• Direct
• Developer-friendly
• Practical

signals

• text: An ERP is adding automated reconciliation or embedded financial services for Brazilian businesses.
• text: A fintech is building Pix recurring payments or needs bank account and investment data via API.

stack

• API
• webhooks
• Pix

pricing

motion

channels

• SEO
• developer documentation
• LinkedIn
• sandbox
• Discord

confidence

Founders

• name: Rogerio Correa
  title: Founder
  role: Founder
  bio: Responsible for operations at Pluggy, making my best to use the knowledge that I've acquired working 10 years in Business Consulting and more 3 years in Digital Transformation Consulting to build and deliver the best product for the Brazilian Market
• name: Victor Braga
  title: Founder
  role: Founder
  bio: Used to work in banking and M&A consultancy, but left the corporate world to create new ways of making the world a better place! I am working with my great co-founders at Pluggy to make Open Banking in Brazil as disruptive as Brazilians need.
• name: Bruno Loiola
  title: Founder
  role: Founder
  bio: Co-founder @Pluggy.
• name: Federico Miras
  title: Founder
  role: Founder
  bio: Federico Mirás (or "Fefo") is an Argentinian tech entrepreneur, investor and programmer. He is the Co-Founder, Head of Product, and CEO of Pluggy. Fefo wrote his first lines of code at the age of 12 and created his first software company at the age of 19. Strong leadership and company culture skills, he loves crypto & video games.
• name: Gabriel Pan Gantes
  title: Founder
  role: Founder
  bio: Argentinian Tech-Founder and Developer, leading the product and development of Pluggy´s solution, building developer-driven innovation with the latest technologies. Analytical, organized & practical, focus on shipping solutions as faster as possible.