Jota

What Jota does

Jota is a Brazilian fintech that delivers a full digital bank account accessible entirely through WhatsApp conversations, using AI to interpret and execute financial commands in text, audio, or photo form. Founded in 2024/2025 by Davi Holanda (formerly of PagBank and Bankly), the company serves two primary segments: individual consumers (Pessoa Física) and micro/small businesses and entrepreneurs (MEI and PJ) in Brazil. Core platform capabilities include Pix transfers by voice or photo, bill payment via barcode photos, QR code Pix billing, automatic 100% CDI daily yield on balances, Open Finance multi-bank aggregation, DDA-based bill tracking (Radar de Boletos), AI-powered task automation (Jota Tarefas), and a Tap-on-Phone payment acceptance feature (Fala Tap) that turns any NFC-capable smartphone into a contactless card and Pix terminal.

The technology stack is built on Go and Python on Google Cloud, with the conversational AI agent orchestrating financial workflows via Celcoin's BACEN-regulated banking-as-a-service infrastructure. Identity verification is handled by Unico's biometric KYC platform, and card transaction processing for Fala Tap is routed through Zoop. All operations run within WhatsApp under Meta Business Verified partner status, meaning no app download is required for core banking. The company is CNPJ 55.521.797/0001-64 (Jota Plataforma Ltda.), headquartered in São Paulo.

The business model is freemium: core services (Pix, bill payment, QR code generation, Open Finance, DDA, task automation, and 100% CDI yield) are free for both PF and PJ accounts. Monetization is concentrated in the Fala Tap product, which charges interchange-style transaction fees (0.73%-1.29% debit, 1.81%-2.37% credit, regressive by monthly sales volume across Bronze/Silver/Gold/Platinum tiers) with optional instant D0 settlement. Planned future monetization includes receivable anticipation. Jota raised a US$8.9M seed round in January 2025 led by MAYA Capital with HOF Capital, Big Bets, Norte Ventures, and Alter Global, and reports 150,000+ active customers with a year-end target of 1 million.

Name

Jota

Legal name

Jota Plataforma Ltda.

Website

https://jota.ai

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

11–50 employees

Short description

Jota is a Brazilian fintech providing a WhatsApp-native digital bank account and payment platform, using AI to enable conversational banking, Pix, Open Finance, and Tap-on-Phone card acceptance for micro/small businesses and individual consumers.

Ownership category

akta.pro rank

Product category

Digital Banking

NAICS

Depository Credit Intermediation (5221)

SIC

Functions Related To Depository Banking, Nec (6099)

akta.pro primary industry

Embedded Deposit Accounts & Digital Wallet Infrastructure (FSAGALAE)

akta.pro secondary industries

SME Banking Suite (Business Accounts, Invoicing, Payroll Integrations) (FSAGAAAI), Digital Account Opening & Onboarding (eKYC, eSignature, Origination) (FSAGAAAB), SME Deposits & Business Accounts (Operating, Savings, CDs) (FSABABAC)

Keywords

• Conversational banking
• WhatsApp banking
• Pix payments
• Tap on Phone
• Open Finance

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Fala Tap Transaction Fees: Interchange-style fees charged per transaction on card payments (debit and credit) processed through the Fala Tap Tap-on-Phone feature. Rates are regressive based on monthly sales volume, with separate pricing for Platinum, Gold, Silver, and Bronze tiers. Credit installments (2x through 12x) also priced per transaction. Settlement can be D0 (instant) or D1 (next day).
2. Core Account Services (Free): Core Pix, bill payments, QR code generation, account management, and Jota Tarefas are offered free of charge for both PF and PJ accounts. This free core drives user acquisition and engagement, with monetization through增值 Fala Tap transaction fees and potentially future premium services.
3. Receivable Anticipation (Future): Working capital/early payout of receivables — when available in the app, users can sell their future receivables to Jota at a discounted rate, generating fee income on the spread.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Jota is an AI-powered conversational digital bank that operates entirely inside WhatsApp, enabling Brazilian consumers (Pessoa Física) and micro/small businesses (MEI/Pessoa Jurídica) to open accounts, execute Pix transfers by text/audio/photo, pay bills, generate QR code collections, earn automatic 100% CDI yield, and accept contactless card/Pix payments via Fala Tap NFC Tap-on-Phone — all without downloading a banking app. Core banking runs on Celcoin's BACEN-regulated infrastructure, with Unico handling identity verification and Zoop processing Fala Tap card transactions.

Product overview

Jota is an AI-first WhatsApp-based financial assistant that positions itself as a digital bank account operating entirely within the messaging platform. The core Jota platform serves as the main interface for conversational banking, with multiple specialized modules that extend its functionality: Fala Tap provides Tap on Phone payment acceptance; Conta Jota offers personal (PF) and business (PJ) accounts; Pix enables instant payments; Jota Rende+ provides automatic 100% CDI yield; Jota Tarefas handles intelligent reminders and scheduling; Jota Conecta enables Open Finance bank connections; Radar de Boletos tracks bills via DDA; and Jota Cobranças generates QR codes for business collections. The product operates on Celcoin's banking infrastructure regulated by Brazil's Banco Central, with Unico for identity verification and Zoop for payment processing in Fala Tap.

Differentiator

Problem solved

Functional benefit

Brands

• Pix no WhatsApp: Send and receive Pix payments via WhatsApp using text, audio, or photo commands.
• Jota Rende+
• Jota Tarefas
• Jota Conecta
• Radar de Boletos
• Fala Tap
• Jota Cobranças

Products and services

• Conta Jota (Pessoa Física) Free digital bank account for Brazilian individuals (Pessoa Física/CPF), opened and managed entirely inside WhatsApp via conversational AI. Includes Pix by text/audio/photo, bill payment by sending a barcode photo, QR code generation, automatic 100% CDI daily yield on balance with no minimum or lockup, Open Finance multi-bank connection, AI task/reminder automation, and DDA bill tracking. Targets consumers who want frictionless personal finance without installing a banking app.
• Conta Jota (Pessoa Jurídica) Free digital business bank account for Brazilian companies, MEIs, and entrepreneurs (CNPJ), opened and operated entirely inside WhatsApp. Provides Pix receipts with zero fees, QR Code Pix collection generation (Jota Cobranças), cash flow management, exportable financial statements (PDF, Excel, OFX), automatic 100% CDI yield on idle business balance, Open Finance multi-bank view, and DDA bill tracking. Designed for micro and small businesses (MEI/PME) that need low-cost, app-free banking.
• Fala Tap Tap-on-Phone NFC payment acceptance service that turns any compatible smartphone into a contactless POS terminal for merchants (PF, MEI, and PJ). Accepts debit, credit, Pix, Apple Pay, Google Pay, and Samsung Pay via voice commands, with regressive interchange-style fees by monthly volume (Bronze up to R$15K at 1.29%/2.37%, Silver R$15K-45K at 0.83%/2.01%, Gold R$45K+ at 0.77%/1.95%, Platinum R$90K+ at 0.73%/1.81%). Offers D0 instant and D1 next-day settlement. Requires the Jota Fala Tap app on Android 10+ or iPhone XS+/iOS 16+.

Quantifiable outcome

• 150,000+ active customers with target of 1 million by year-end
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability10 records

Feature7 records

Partnerships

Five partnerships are on record, tiered core.

• CelcoincoreTechnology or Integration · 1 January 2025Celcoin Instituição de Pagamento S.A. (CNPJ 13.935.893/0001-09) is the licensed payment institution providing the BaaS infrastructure — opening, managing, and maintaining payment accounts. Jota acts as an AI-powered front-end interface to Celcoin's regulated banking infrastructure, which is authorized and regulated by the Banco Central do Brasil.
• Meta / WhatsAppcoreStrategic or Co-development PartnerOfficial WhatsApp Business partner with Meta Business Verified certification. Jota participates in the WhatsApp AI Startups Hub, receiving preferential access to APIs, distribution, and developer support. All Jota operations run within WhatsApp's infrastructure.
• UnicocoreTechnology or IntegrationUnico provides facial recognition and identity verification technology used during account onboarding. Jota uses Unico's biometric system for real-time document validation and KYC compliance, replacing traditional document review processes.
• Zoop Tecnologia & Instituição de PagamentocoreTechnology or IntegrationZoop (CNPJ 19.468.242/0002-13) handles the processing, authorization, capture, and settlement of card transactions for the Fala Tap feature. Jota uses Zoop's payment infrastructure for debit and credit card processing, PIN debit, and NFC contactless payments including Apple Pay, Google Pay, and Samsung Pay.
• Banco Central do BrasilcoreOthersBACEN is the Brazilian central bank and financial regulator. Jota operates under its regulatory framework via Celcoin's authorization. Jota is subject to BACEN rules on payment accounts, Pix, Open Finance, KYC, AML, and consumer protection.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Nubank: Nubank is Brazil's largest digital bank with 90M+ customers offering digital accounts, Pix, credit cards, yield products, and merchant services. Directly comparable as a Brazilian digital bank targeting similar PF/PJ segments, though Nubank uses a dedicated app rather than WhatsApp as primary surface.
• Banco Inter: Banco Inter is a Brazilian digital bank and super-app offering accounts, Pix, credit, investments, insurance, and a marketplace. Comparable as a comprehensive Brazilian digital bank with similar product breadth targeting both consumers and SMEs.
• PagBank / PagSeguro: PagBank is the merchant-focused banking arm of PagSeguro, offering digital accounts, Pix, Tap on Phone POS solutions, and acquiring services. Highly comparable as Jota's founder Davi Holanda previously led product at PagBank; both target micro/small merchants with similar payment and account offerings.
• PicPay: PicPay is a Brazilian digital wallet and account platform offering Pix payments, bill payment, yield products, and merchant payment acceptance. Comparable as a Brazilian fintech serving both consumers and small businesses with similar core banking and payment features.
• C6 Bank: C6 Bank is a Brazilian digital bank offering accounts, Pix, credit cards, yield, and investments to both consumers and businesses. Comparable as a full-service Brazilian neobank competing in the same PF/PJ segments.
• Neon Pagamentos: Neon is a Brazilian digital bank offering zero-fee accounts, Pix, debit cards, and yield products targeting lower-income consumers and small businesses. Comparable as a Brazilian neobank competing in the same fee-sensitive PF/PJ segments with similar freemium positioning.
• RecargaPay: RecargaPay is a Brazilian digital payments platform offering Pix, bill payments, mobile top-ups, and digital accounts targeting consumers and small merchants. Comparable as a Brazilian fintech serving similar unbanked and underbanked segments with Pix-centric offerings.
• Banco Original: Banco Original is a Brazilian digital bank offering accounts, Pix, yield, credit, and merchant services for both consumers and businesses. Comparable as a Brazilian digital bank with similar product breadth across PF and PJ segments.

Broad incumbents

• Mercado Pago: Mercado Pago is the fintech arm of Mercado Libre, offering payments, accounts, POS, credit, and yield products across Latin America. Comparable as a broader incumbent with overlapping merchant acquiring and digital account offerings, though distributed through the Mercado Libre ecosystem rather than WhatsApp.
• Stone Co. Stone is one of Brazil's largest payment acquirers, offering POS terminals, Tap on Phone, digital accounts, and credit to merchants. Comparable as an incumbent in Brazilian card acquiring and SMB banking, particularly relevant to Fala Tap's competitive positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MeuJotaAI
• LinkedInlinkedin.com/company/jota
• Instagraminstagram.com/meujota
• TikToktiktok.com/@meu.jota

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors8 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jota