The Brazilian financial market has undergone profound transformations in the last 20 years. During this period, new analysis houses, digital platforms and also influencers capable of translating investments into the general public.
Among them is Renato Breiaco -founder of NORD Investimentos, which built its trajectory alongside the expansion of the stock market in retail and the rise of social networks as a direct communication tool with investors.
Its history begins as a contracted analyst, evolves to the position of partner in a home of analysis and then culminates in the foundation of the company itself.
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This movement marked the transition from Breia de CLT to entrepreneur, in a journey that united market experience, credibility with the public and the strategic use of social networks.
This trajectory was detailed in Level UPnew program of Infomoneypresented by Roberto IndechHead of institutional relationships of variable income of XP.
In the debut episode, Breia spoke about career, digital influence and behind the scenes of the growth of Nord Investimentos.
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The transition from CLT to entrepreneurship
The executive and influencer accumulates over 20 years of experience in the financial market. He recalls that in 2011 there was already some kind of interaction with the public through videos on YouTube and occasional recordings.
The practice, however, was still incipient. Even so, it already showed a way to reach large -scale retail investors.
This experience showed the importance of communicating accessible in a high demand for information and analysis. The next turn took place in his performance as a partner of a home of analysis, where one of the main contact channels was the email.
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Daily newsletters became an audience loyalty vehicle, which accompanied recommendations and analysis consistently.
It was at this stage that Breia realized the weight of direct and constant communication to create credibility.
The start on social networks and the finweet
Breia’s digital engagement began in 2015, when the so -called Fintweet, a community of professionals and investors who used Twitter, emerged in Brazil to discuss the financial market, interacting regularly, following discussions and producing investment content.
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He notes that, despite the potential, the space was also marked by ego disputes and clashes between participants. Still, Twitter – today, X – represented a gateway to the digital exhibition of analysts and professionals in the sector.
Over time, Instagram also began to be part of this routine, although he admits that he later reached the platform.
According to him, at the beginning, there was a perception that it was not a social network with professional appeal. This view has changed as the tool has consolidated itself as a brand construction channel and approach with investors.
Therefore, more than talking about investments or financial education, social networks have become a form of direct communication with clients, and the active presence in digital became essential not only to attract public, but also to reinforce the institutional image.
The strategic role of digital influence
Today, the social network is seen as a strategic arm of Nord Investimentos, a company he helped found in 2018.
Breia says that in a company with more than 100 employees, he needs to be the face of the public. And this exhibition is not delegable, as it carries the message of one of the co -founders, considered as one of the most powerful in building trust with investors.
And he acknowledges that for a long time he has produced content beyond office hours. The effort, however, brought direct return.
Even without millions of followers, Breia points out that she has captured nearly $ 1 billion in customers for the Wealth Management business through her digital performance, counting only Instagram.
For this, the strategy adopted is constant testing: experimenting formats, evaluating feedback, and maintaining what works. According to him, this learning cycle is critical to adapting language to each network – whether Twitter, Instagram or Youtube – without losing identity.
In the evaluation of the executive, digital influence brings more benefits than risks. Despite recognizing the frustration that can follow the exhibition, he argues that, ultimately, people seek genuine connection with the entrepreneur’s work and trajectory.
