Entrepreneurship in Brazil is an act of courage and, for many, also of necessity. What was once an alternative to the lack of opportunities is now consolidated as an engine of the economy. Small and medium-sized companies represent 94% of the country’s businesses, generate seven in ten formal jobs and generate more than a quarter of GDP [1]. Behind these numbers are millions of stories of people who believe in their own potential and seek, every day, ways to grow with their feet on the ground.
To understand this reality in more depth, the “Panorama PME Brasil” study, developed by Visa in partnership with the consultancy Business Meets Culture (BMC), reveals how entrepreneurs make financial decisions, what their main pain points are and what they expect from banks, fintechs, acquirers and technology companies.
One thing stands out: 43% of SMEs that were denied credit considered changing banks. This trend reinforces how pragmatic small entrepreneurs are. Its decisions are made based on immediate impact, seeking solutions that bring credit, agility and clarity. Loyalty, here, is achieved through relevance.
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At the same time, a third of SMEs choose the bank for a business account because they are already individual customers. This behavior shows that the financial relationship is still inherited, more emotional than strategic. For the financial ecosystem, this is a golden opportunity to rethink journeys and build more conscious and personalized connections.
Another relevant point is the role of the corporate card, which still does not occupy a clear space in the entrepreneur’s routine. Less than half of SMEs see this credential as a management tool (and, for many, it is just a means of payment, and not an ally of the business). When the benefits connect to the actual operation, the value changes perspective. Discount on the machine (53%), immediate liquidity (49%) and rewards linked to sales (38%) are among the most valued incentives. In other words, the entrepreneur wants a card that helps sell, not just pay.
The research also shows a more digital audience, but one that still lives with analogue practices. Half of SMEs still perform manual controls, while 31% have already used AI and 82% have had some contact with artificial intelligence solutions. This coexistence between traditional and technological reveals that digital transformation is underway, but usability and learning continue to be key elements. More than 90% want to train in management and finance, as long as the content is simple and applicable to everyday life.
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Another symbolic finding is that 57% of SMEs still mix personal and business accounts. In practice, the CNPJ and the CPF remain emotionally intertwined. The success of the business is the success of the person who runs it. Supporting this financial separation with educational and integrated products can be a game changer in the maturity of this audience.
The entry of Generation Z into entrepreneurship reinforces this change in mentality. Young founders represent 11% of Brazilian SMEs and bring new expectations. They are more digital, experimental and less loyal to traditional institutions. They trust in agility and convenience, and build relationships based on experience. They seek flexible limits, liquidity and immediate rewards, everything that simplifies the now.
This data points to a clear message. Entrepreneurs want to be heard. He looks for solutions that speak his language, that simplify management and that generate real returns for the business. Institutions that know how to transform data into empathy and technology into proximity will have the power to redesign the relationship between SMEs and financial services.
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More than offering products, the challenge is to build consultative partnerships that help small businesses sell better, manage efficiently and save time for what really matters: making the business prosper.
[1] Fontes: Mapa das Empresas (Governo Federal, 2025), Visa study based on 2022 McKinsey Global Payments Map and 2022 EY Visa Global Market Sizing Study Card Addressable payments.
