Pix Automático is driving new subscriber acquisition in Brazil, with 64% of EBANX users being first-time digital customers

Pix Automático, the recurring billing feature of Brazil’s Pix instant payment system, is turning into a practical acquisition tool for subscription businesses. EBANX says 64% of consumers paying with Pix Automático are new users on digital platforms, which matters because Brazil still has 60 million people without access to credit cards, according to the Central Bank.

1. Pix Automático is approaching its first anniversary on June 16, and EBANX says it has already become a meaningful payment rail for global subscription merchants operating in Brazil. The company has supported the feature since launch.
2. Among the merchants using Pix Automático through EBANX are Amazon Prime, Canva, Hotmart, and Nord Security. Amazon Prime says members in Brazil can pay using Pix Automático, credit cards, or debit cards, which is the usual story with recurring payments: more payment methods, fewer abandoned sign-ups.
3. EBANX says its operational data from the first year of Pix Automático shows active enrollments growing at an average monthly rate of 177% since June 2025. Over the same period, transaction total value grew by 53% per month, while the number of transactions grew by 161%.
4. The company also says it currently processes 38% of all Pix Automático transactions in Brazil. For PSPs and acquirers watching the market, that is a non-trivial share of a recurring payment flow that is still early in its life cycle.
5. EBANX has also partnered with payment infrastructure providers including Stripe, Spreedly, and Zuora to help more international companies access Brazil’s recurring billing market through Pix Automático. Eduardo de Abreu, CPO of EBANX and CEO of EBANX Singapore, said the 64% new-user rate shows a population that was always willing to subscribe, but did not have the right tool to do so.

EBANX says the recurring APM (alternative payment method) opportunity is not limited to Brazil. Across emerging markets in Asia, Africa, and Latin America, over 1.3 billion adults lack access to credit or debit cards, and EBANX says it has expanded its recurring APM offering across 12 emerging markets, opening access to a potential base of over 1 billion users for subscription businesses.