June 10, 2025
For the third consecutive year, INSI participates in Latin America’s largest technology and innovation event for the financial sector, Febraban Tech. Bringing together banks, fintechs, regulators, technology companies, and industry leaders, the 2025 edition takes place from June 10 to 12 at the Transamerica Expo Center in São Paulo.
In this special coverage, you’ll find the main highlights of the program, with daily updates on emerging trends, new market solutions, and strategic discussions shaping the future of Brazil’s financial system.
What is Febraban Tech?
Organized by the Brazilian Federation of Banks (Febraban), Febraban Tech is the primary meeting point for technology, finance, innovation, and society. With over 55,000 visitors in 2024, the event has established itself as a key space to discuss the evolution of financial services and the digital transformation impacting everything from large institutions to end consumers.
The 2025 edition is themed “The Acceleration of the Financial Sector in the Era of Intelligence,” highlighting how artificial intelligence, automation, and strategic data use are driving the modernization of the entire financial ecosystem.
Day 1 – June 10, 2025
Brazil at the Forefront of Digital Payments with PIX 2.0
Febraban Tech 2025 kicked off with a keynote by Gabriel Galípolo, President of the Central Bank of Brazil, who emphasized the institution’s role in transforming the national financial system. According to Galípolo, Brazil has become an international benchmark in financial technology by developing public infrastructure that fosters innovation, inclusion, and competitiveness.
A key highlight was the evolutionary roadmap for PIX, now in its 2.0 phase. New features include Automatic PIX (for recurring payments), Contactless PIX (via NFC without opening apps), Installment PIX (installment purchases with immediate receipt), and Guaranteed PIX, which will allow transaction histories to serve as credit collateral—an important innovation for freelancers and small entrepreneurs.
Galípolo also advocated for expanding the Central Bank’s regulatory scope through a new constitutional amendment, aiming to include fintechs and financial intermediaries under supervision while maintaining transparency and democratic limits. Finally, he underscored the importance of initiatives like Open Finance and Drex in expanding access to credit with greater security, traceability, and the use of smart contracts.
Banking Innovation in Brazil: How Major Banks Are Shaping the Future with Artificial Intelligence
Presidents of Brazil’s largest financial institutions—Banco do Brasil, Itaú Unibanco, Bradesco, Santander, Caixa Econômica Federal, and BTG Pactual—came together at Febraban Tech 2025 to share how they are shaping the future of the financial sector through digital transformation.
The panel highlighted the role of artificial intelligence in personalizing customer experiences, expanding access to credit, and improving operational efficiency. Tarciana Medeiros of Banco do Brasil emphasized large-scale personalization, with training for thousands of employees and strategic use of generative AI. Milton Maluhy Filho of Itaú highlighted investments in over 500 AI projects and the creation of the world’s first transactional conversational AI system. Marcelo Noronha of Bradesco showcased productivity gains with new AI and data solutions like BIGe and Bech. Mario Leão of Santander presented the Prosa program, which uses technology to offer microcredit in underserved regions. Carlos Vieira of Caixa discussed ongoing modernization and the increasing use of AI for security and innovation. Roberto Sallouti of BTG Pactual defended efficiency and personalization as pillars of their fully digital bank.
The panel revealed a convergence of technological innovation, humanization, and a commitment to inclusion, positioning Brazil as a global reference in the use of AI in the financial sector.
Day 2 – June 11, 2025
Generative AI as a Competitive Advantage: How Major Players Are Redesigning the Digital Experience
On the second day of Febraban Tech 2025, executives from INSI, BTG Pactual, Santander Brazil, and Microsoft discussed how generative artificial intelligence is transforming the digital experience in the financial sector and beyond. The discussion showed that AI is no longer just a technological trend but a strategic pillar impacting everything from operational efficiency to personalized customer journeys.
Moderation: Bruno Diniz, Spiralem Innovation | Speakers: Soraya Lima Thorsjö of Microsoft Corporate, Simone Lettieri of INSI, Robson Martinho of Santander Brazil, and João Mota of BTG Pactual.
Simone Lettieri, INSI’s Digital Director, highlighted the development of a proprietary AI agent platform focused on customer journeys and internal productivity, with security and human oversight as core principles. João Mota of BTG presented advancements in internal AI agents and the shift toward proactive solutions, while Robson Martinho of Santander showcased tangible gains in response times and specialist training through generative AI. Soraya Lima of Microsoft offered a critical perspective on the challenges of measuring productivity and emphasized the importance of governance and human responsibility in AI-assisted decisions.
The panel reached a consensus on the convergence of purpose, technology, and human oversight. Participants stressed that successful AI adoption depends less on technical sophistication and more on clear objectives, robust data architecture, and an organizational culture prepared for transformation.
Diversity and Female Leadership in the AI Era
Artificial intelligence is not only transforming processes and business models but also serves as a powerful tool to promote diversity and inclusion. In the panel “Diversity and Female Leadership in the AI Era,” experts discussed how technological advancements can align with promoting gender equity, especially in a sector historically dominated by men.
Currently, only 9% of leadership roles in technology are held by women. To change this, it’s essential for AI development to reflect diverse perspectives. This means expanding access to training and creating leadership opportunities for women. When applied effectively, AI can help identify and correct biases while expanding opportunities based on individual effort and skills.
The panel also highlighted the growth of female entrepreneurship in the tech sector, showing that transformation is underway. With the right tools, it’s possible to narrow the gender gap and foster a fairer innovation environment.
AI and Customer Experience Personalization
Generative AI is reshaping how banks and insurers interact with their customers. In the panel “Ultra-Personalization: Taking Customer Experience to the Next Level,” practical ways to anticipate needs and deliver more human interactions through technology were discussed.
One case study demonstrated how it’s possible to create experiences as personalized as in-person interactions. By intelligently using data, institutions can identify behavioral patterns and offer tailored solutions for each customer. The goal is to make service as natural as walking into a store and being recognized by a salesperson who knows the customer’s history and preferences.
Another key point was the “memory” capability of systems—the ability to recall previous interactions, even across different channels, and use them to provide a smoother, more contextualized journey. Today, 75% of customer service in several major financial institutions is handled by machines, and this number is expected to grow with AI advancements. In this context, personalization is no longer just about convenience but a fundamental part of relationship strategies.
Day 3 – June 12, 2025
The Impact of Generative AI on Productivity: Lessons from Bradesco Seguros and GFT
At Febraban Tech 2025, Bradesco Seguros and GFT presented the Wynxx platform case, highlighting how generative AI has driven productivity, efficiency, and innovation in the insurance sector. The initiative, involving over 200 professionals organized into 20 squads, resulted in significant gains, such as a 40% increase in development efficiency and 80% utilization of AI-generated code.
Glaucio Joanico (Bradesco Seguros IT Superintendent), Jonatas Leandro, and Rubens Macedo (GFT Technologies) emphasized that successful AI adoption depends more on organizational culture and governance than on technology itself. One of the biggest challenges was the human factor: integrating teams and mitigating perceptions of replacement. To address this, the company invested heavily in training, process adaptation, and cultural change.
Another highlight was the recognition that single large language models (LLMs) are not sufficient to address all challenges. Wynxx functions as a marketplace of AI agents, offering specific solutions for different contexts and teams, such as agents for automated testing, code correction, and predictive analysis.
Multi-cloud architecture and data governance were identified as pillars for scaling AI securely and reliably. Looking ahead, features like “Continuous Test Agent,” “Agentic Marketplace,” and “Specialized SLMs” are planned to drive continuous evolution of digital products.
The core message was clear: generative AI doesn’t replace people—it amplifies talent. With strategy, training, and purpose, the gains are exponential.
Innovation and Growth in the Era of Intelligence: Reflections with Paul Romer
On the second day of Febraban Tech 2025, Nobel Prize-winning economist Paul Romer challenged the audience with a keynote on the impact of artificial intelligence on economic and social progress. According to Romer, technological advancement depends not only on computational power but also on our ability to maintain integrity in the pursuit of facts and the critical application of knowledge.
Romer highlighted that human progress is possible because we share knowledge, and systems like science, justice, and journalism evolved to guide societies toward truth. He argued that the same rigor is needed in the AI era, especially given the rise of hallucinations in language models.
Romer referenced the “Anthropic Embarrassment,” referring to errors by the Claude model in legal documents, such as false or fabricated citations. This case underscores that while researchers try to embed knowledge in agents, the greatest advances come from scaling learning and computational search, not manually programming everything.
He also criticized the difficulty of objectively measuring AI advancements and warned against companies exaggerating results without transparency. Romer concluded by emphasizing that, despite progress, hallucinations persist, making human oversight and ethical responsibility non-negotiable foundations for AI’s role in the future of the economy.
Innovation, Technology, and INSI’s Commitment to the Financial Sector
INSI’s coverage of Febraban Tech 2025 reinforces our commitment to closely following the themes shaping the future of Brazil’s financial sector. With strategic operations in over 30 institutions, we offer tailored solutions for channel modernization, core banking, acquiring, onboarding, insurance, fraud prevention, and more.
🔗 Learn about INSI’s solutions for the BFSI sector and discover how we help banks, insurers, and fintechs evolve with intelligence, efficiency, and security. E-book Febraban Tech
