Mobills
Mobills is a Brazilian mobile-first personal finance management platform serving individual consumers with expense tracking, budgeting, financial calculators, and an integrated marketplace for credit cards, loans, and insurance, monetized via freemium Premium subscriptions and affiliate partnerships.
- Company typePrivate
- Founded2014
- HeadquartersFortaleza, Brazil
- Headcount101–250
- GTM typeB2C
- OfferingSoftware
What Mobills does
Mobills is a Brazilian personal finance management platform founded in 2014 and operated by Toro Investimentos S/A (CNPJ 12.455.479/0001-30), headquartered in Fortaleza with the parent company based in Belo Horizonte. The company serves individual Brazilian consumers through a mobile-first application available on Google Play and Apple Store, complemented by a web platform at mobills.com.br. The platform consolidates expense tracking across accounts and credit cards, monthly budgeting, financial goal planning, and a library of Brazil-specific financial calculators (compound interest, severance, vacation, net salary, overtime) and reference tables for economic indices including IGP-M, IGP-DI, IPCA, INPC, INSS, and ICMS by state. The platform also includes comparison tools for credit cards and loans, and integrates a marketplace for referrals to financial product providers.
The company's revenue model combines four streams: a freemium Premium subscription (with pricing not publicly disclosed and double points-earning versus the free tier), affiliate and sponsored content revenue from credit card issuers, lenders, insurers, and investment product providers, marketplace cashback from partner product purchases (minimum R$20 redemption), and a points-based loyalty program (Loja de Pontos Mobills) where users redeem accumulated points for gift cards, books, e-books, courses, and premium trial periods. Mobills' go-to-market is product-led growth supported by a content-first marketing strategy centered on SEO-optimized blog articles, comparison tools, financial calculators, and an active social media presence on Instagram, YouTube, Telegram, and LinkedIn. The platform is LGPD-compliant (Lei Geral de Proteção de Dados, Law 13.709/2018) and has raised minimal disclosed external capital — only $50,000 from Google Launchpad Accelerator in 2016, plus earlier-stage investments from Bossa Invest (2016) and BoostLAB (2018). The company is currently private with no subsidiaries and no disclosed M&A activity.
Mobills firmographics
Firmographics- Name
- Mobills
- Legal name
- Toro Investimentos S/A
- Website
- https://mobills.com.br
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Mobills is a Brazilian mobile-first personal finance management platform serving individual consumers with expense tracking, budgeting, financial calculators, and an integrated marketplace for credit cards, loans, and insurance, monetized via freemium Premium subscriptions and affiliate partnerships.
- Ownership category
- akta.pro rank
Mobills industry classification
Industry- Product category
- Personal Finance Management Software
- SIC
- Finance Services (6199)
- akta.pro primary industry
- Budgeting & Cash-Flow Management (FSAGADAA)
- akta.pro secondary industries
- Expense Tracking & Financial Dashboards (FSAGADAB), Digital Wallets & Account Aggregation Hub (Multi-account, Stored Value) (FSAGAAAD)
Keywords
Where Mobills is headquartered
LocationHeadquarters
- HQ city
- Fortaleza
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Mobills business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Premium Subscription: Mobills Premium subscription offering advanced financial management features, with different point-earning rates for premium users (double points compared to free users)
- Affiliate/Sponsored Content: Revenue from financial service provider partnerships including credit card comparisons, loan marketplaces, insurance comparisons, and investment product recommendations
- Marketplace Cashback: Cashback program where users earn discounts on partner products purchased through the Mobills platform, with minimum balance requirements of R$20 for redemption
- Points Redemption for Partner Products: Users earn and redeem points for gift cards, books, e-books, and planning courses through partner integrations
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free Tier - Basic financial management features |
| Subscription | Monthly | Premium Subscription - Advanced features |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Mobills product offering
Product offeringCore offering
Mobills is a mobile-first personal finance management platform that consolidates expenses from Brazilian users' bank accounts and credit cards into a single interface, enabling budget creation, spending control, and financial goal tracking. It complements the core expense tracker with a financial product marketplace comparing credit cards, loans, and insurance, plus a suite of financial calculators and Brazilian economic reference tables. The platform is operated by Toro Investimentos S/A on a freemium model with a Premium subscription and a points-based loyalty program.
Product overview
Mobills is a Brazilian personal finance management platform comprising a core Gerenciador Financeiro application, a Premium subscription tier, a Points Store loyalty program, and various financial tools including credit card and loan comparators, calculators, and economic reference tables. The platform is operated by Toro Investimentos S/A and helps users consolidate financial accounts, track expenses, plan budgets, and access financial education content.
Differentiator
Problem solved
Functional benefit
Companies that use Mobills
Customer profileSegments2 records
Ideal customer profiles2 records
Mobills technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Mobills partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Toro Investimentos S/AcoreToro Investimentos S/A (CNPJ 12.455.479/0001-30) is the parent company and operator of the Mobills platform. Based in Belo Horizonte, Minas Gerais, Toro develops and manages the Mobills financial management application, marketplace, and points system. All platform terms, privacy policies, and data handling are governed by Toro Investimentos.
Recent moves6 records
Expansion highlights4 records
Mobills competitors and assessment
Company assessmentDirect peers
- Organizze: Brazilian personal finance management app focused on expense tracking, budgeting, and account aggregation. Closest direct competitor to Mobills with similar freemium model and Brazilian consumer target market.
- Minhas Economias: Brazilian PFM platform offering expense categorization, budget controls, and financial goal tracking. Competes head-to-head with Mobills in the Brazilian consumer personal finance app category.
- GuiaBolso: Brazilian PFM app (now aligned with Creditas) that automated expense tracking and offered credit product comparisons. Direct historical competitor to Mobills in the Brazilian market.
- YNAB (You Need a Budget): Subscription-based personal budgeting app with a strong content/education moat. Comparable to Mobills in PFM category with focus on budgeting methodology and subscription monetization.
Broad incumbents
- Nubank: Brazil's largest neobank with embedded expense tracking and financial product distribution inside its app. While not a PFM-only play, its native tools increasingly substitute for third-party PFM apps like Mobills.
- Inter: Brazilian digital bank offering native PFM functionality, investments, and credit products. Competes with Mobills' affiliate model by distributing financial products directly to its banking customers.
- C6 Bank: Brazilian neobank with in-app expense management, investments, and credit card marketplace. An incumbent that overlaps with Mobills on the financial product comparison and lead-gen dimensions.
- Mint (Intuit): US-based PFM platform (now part of Credit Karma/Intuit) offering budgeting, expense tracking, and bill management. Comparable business model reference for freemium PFM at scale.
Emerging players
- Money Lover: Multi-country PFM app with budgeting, expense tracking, and wallet features. Comparable in product surface to Mobills, though distributed globally rather than Brazil-only.
Others
- Toro Investimentos: Parent company and operator of Mobills; Brazilian online brokerage that provides investment products. Included because it is the strategic owner and a potential cross-sell and integration counterpart rather than a direct competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Mobills social profiles
Digital presenceMobills compliance and trust
Trust signalCompliance1 record
Mobills financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mobills leadership team
Management profileNumber of profiles
Profiles3 records
Mobills funding detail
Funding detailFunding overview
Funding rounds3 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mobills M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mobills
What does Mobills do?
Mobills is a mobile-first personal finance management platform that consolidates expenses from Brazilian users' bank accounts and credit cards into a single interface, enabling budget creation, spending control, and financial goal tracking. It complements the core expense tracker with a financial product marketplace comparing credit cards, loans, and insurance, plus a suite of financial calculators and Brazilian economic reference tables. The platform is operated by Toro Investimentos S/A on a freemium model with a Premium subscription and a points-based loyalty program.
Is Mobills a public or private company?
Mobills is a private company. It is classified as corporate owned and is currently operating.
When was Mobills founded?
Mobills was founded in 2014. It employs 101 to 250 people.
Where is Mobills based?
Mobills is headquartered in Fortaleza, Brazil, in the Latin America region.
How does Mobills make money?
Four revenue lines are on record. Premium Subscription is the primary driver. The others are affiliate/Sponsored Content, marketplace Cashback and points Redemption for Partner Products.
Who are Mobills's main competitors?
Direct peers on record are Organizze, Minhas Economias, GuiaBolso and YNAB (You Need a Budget). Broad incumbents are Nubank, Inter, C6 Bank and Mint (Intuit). Money Lover is listed as an emerging player. Toro Investimentos is listed as an others.
Does Mobills have an API?
No public API is recorded for Mobills.
What industry is Mobills in?
Mobills's product category is Personal Finance Management Software. Its primary akta.pro industry code is FSAGADAA, Budgeting & Cash-Flow Management, with a secondary code of FSAGADAB, Expense Tracking & Financial Dashboards. Its SIC code is 6199.