Creditas is the new face of credit in Brazil, “se- The company, currently with a 400-person team, cured loans”, that to-date has generated around finds in distribution and efficiency its two major CREDITAS 100 million dollars in placements. This platform challenges to escalate its position in the market. has transformed lives by offering opportunities Regarding efficiency, how to produce loan, Cred- that the people condemned to pay high interest itas already has allies: institutional investors. www.creditas.com.br rates, up to three digits, or people for whom a loan, at those costs, was unimaginable, did not have. Regarding distribution, how to gain new clients, Creditas visualizes its opportunity in direct Sergio Furio, after twelve years of working for branding: acquire clients through marketing financial institutions and providing strategic in Google, Facebook and other channels, and advice, found an alternative to this sub-ban- indirect branding, through a third party. karization reality by talking with his partner, because he saw for himself that only one third of In turn, Creditas divides branding into online and personal property (such as cars) and real estate offline. An example of online branding would are leveraged. At that point, he saw a business be an alliance with Uber, whose drivers, in the opportunity. A high number of borrowers have majority, are owners of the unit and they may properties ‒cars or houses‒ free of debt. be offered a loan. His geniality was to see a clear opportunity emerg- Regarding offline branding: Creditas formed an ing, to use these assets and reduce the high costs alliance with architects with whom interacts of loans. Thus, in 2012, he consolidated Creditas a client willing to make any modification to or in São Paulo, under the welcoming banner in its refurbish his home. Thus, when the architect webpage: “Revolutionizing loans in Brazil. Use submits his offer to the client, he accompanies your car or house and obtain better rates.” his offer with a payment option: a loan from Creditas. Creditas developed a model to design a framework enabling it to operate end-to-end loans; it found Even though, the model of Creditas may result the way to avoid being subject to the money attractive for other sub-bankarized markets in raising and placement regulations, therefore, it Latin America, Creditas will concentrate for the does not grant financing through other clients’ moment in Brazil. In 2017, Creditas’ business saving accounts ―as the bank does―, but insti- volume grew 7 times and Creditas foresees to tutional investments. make it grow 30 times by 2020. A TWO-WAY PATH 85