Ton
Ton is a Brazilian digital payments brand under Stone, offering card machines, TapTon (phone-as-POS), Pix, digital banking, and MEI compliance tools to over 4.68 million microentrepreneurs, freelancers, and small businesses across Brazil.
- Company typePrivate
- Founded2020
- HeadquartersPinheiros, Brazil
- Headcount251–500
- GTM typeB2B
- OfferingServices
What Ton does
Ton is a Brazilian digital payments brand operated by Stone Instituição de Pagamento S.A., a payment institution authorized by Banco Central do Brasil as a card acquirer and electronic money issuer. Ton targets Brazilian microentrepreneurs (MEI), individual entrepreneurs (PF), and small businesses (PJ), offering payment acceptance solutions including four POS machine models (T1, T2, T3, T3 Smart), TapTon (NFC-based phone-as-terminal), Tap to Pay on iPhone, payment links (Link de Pagamento), and Pix acceptance. The company operates a fully digital, product-led go-to-market with self-serve onboarding via app and website, supported by WhatsApp sales and a tiered affiliate program (Renda Extra Ton).
Ton's revenue model is anchored on transaction take rates (debit from 0.57%, credit from 0.57% to 7.97% with up to 21x installments on premium models, Pix at 0% under defined conditions) supplemented by one-time machine adhesion fees under a commodato model with no monthly rentals, interest income from credit products (Capital de Giro, Limite da Conta, Mais Limite credit card), and distribution of insurance products. The integrated product stack extends beyond payments into a free digital account (Conta Ton), a 100% CDI savings sub-account (Baú do Ton), a credit/debit Visa card, and an in-app MEI compliance module (Área MEI) that handles DAS-MEI payment, DASN-SIMEI annual filing, and INSS benefit tracking. The company is headquartered in Pinheiros, São Paulo, operates exclusively in Brazil, and reports a customer base exceeding 4.68 million entrepreneurs with strong satisfaction metrics (9.4/10 on Reclame Aqui, 4.8/5 on Google Play, 4.9/5 on Apple App Store).
Ton firmographics
Firmographics- Name
- Ton
- Legal name
- Stone Instituição de Pagamento S.A.
- Website
- https://ton.com.br
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Ton is a Brazilian digital payments brand under Stone, offering card machines, TapTon (phone-as-POS), Pix, digital banking, and MEI compliance tools to over 4.68 million microentrepreneurs, freelancers, and small businesses across Brazil.
- Ownership category
- akta.pro rank
Ton industry classification
Industry- Product category
- Merchant Payment Processing
- NAICS
- Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320)
- akta.pro primary industry
- Alternative Payment Methods (APMs) Enablement (BNPL, wallets, local methods) (FSAMACAE)
- akta.pro secondary industry
- Digital Wallet Infrastructure (Tokenization, Wallet-as-a-Service) (FSAMAEAI)
Keywords
Where Ton is headquartered
LocationHeadquarters
- HQ city
- Pinheiros
- HQ country
- Brazil
- HQ region
- Latin America
Offices2 records
Markets served
Ton business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Transaction fees (Take rate): Ton charges transaction fees (take rate) on every card payment processed through its POS machines, TapTon, and Link de Pagamento. Rates vary by payment method (debit vs credit), installment plan, and merchant monthly sales volume. Debit transactions start at 0.57%, credit at 7.97% for 12x installments.
- Credit products: Revolving credit and capital giro loans offered to merchants subject to credit analysis. Interest income generated from credit lines extended to account holders.
- Card machine commodato model: POS machines provided under commodato (free loan) model where merchants pay a one-time adhesion fee. No monthly rental charges. Machines are provided free with the expectation of ongoing transaction fee revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Debit transactions starting at 0.57% |
| Transaction based/ take rate | Pay-as-you-go | Credit transactions from 0.57% to 7.97% |
| Transaction based/ take rate | Pay-as-you-go | Pix payments with conditional 0% rate |
| One time/ perpetual license | Pay-as-you-go | Machine adhesion fee (no monthly rental) |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Ton product offering
Product offeringCore offering
Ton provides point-of-sale card machines (Maquininha Ton — T1, T2, T3, T3 Smart) and software-based payment acceptance tools (TapTon NFC on cell phones, Tap to Pay on iPhone, Link de Pagamento, Pix na Maquininha) that process credit, debit, installment (up to 21x), Pix, and 50+ card brands including meal vouchers. Payment acceptance is bundled with a free integrated digital account (Conta Ton) offering instant settlement, Pix transfers, bill payments, a 100% CDI savings feature (Baú do Ton), a Visa credit/debit card, working capital loans, account credit limits, insurance, and an in-app MEI regulatory management area handling DAS-MEI payments and DASN-SIMEI annual declarations. Distribution is entirely digital and self-serve through the website and mobile app under a commodato (one-time adhesion fee, no monthly rental) model.
Product overview
Ton is a payment platform developed by Stone (Stone Instituição de Pagamento S.A.) targeting Brazilian microentrepreneurs (MEI), freelancers, and small businesses. The product portfolio centers on physical card machines (Maquininha Ton — models T1, T2, T3, T3 Smart) and software-based payment acceptance (TapTon/Tap to Pay on iPhone, Link de Pagamento, Pix na Maquininha). These core POS products are complemented by an integrated financial super-app: a free digital account (Conta Ton) with sub-products including a savings tool (Baú do Ton yielding 100% CDI), a credit/debit Visa card (with a deposit-backed 'Mais Limite' variant), working capital loans (Capital de Giro), account credit limits, insurance, and an instant settlement option. A distinctive differentiator is the Área MEI module, which centralizes all MEI regulatory obligations (DAS-MEI payment, DASN-SIMEI declaration, INSS benefit tracking) within the same app used for sales. Ton also runs the Renda Extra affiliate program for customer referrals.
Differentiator
Problem solved
Functional benefit
Brands
- TapTon: Feature that transforms cell phone into a card machine using NFC technology
- Conta Ton
- Baú do Ton
- Link de Pagamento
- Área MEI
- Cartão Ton
- Maquininha Ton
Products and services
- Maquininha Ton (T1, T2, T3, T3 Smart) Physical point-of-sale card machines in four models (T1, T2, T3, T3 Smart) that accept credit, debit, vouchers, and Pix QR Code payments, distributed under a one-time adhesion fee with no monthly rental; targeted at MEI and small retail merchants.
- TapTon Software feature within the Ton app that turns a compatible Android or iPhone into a contactless card payment terminal using NFC, enabling credit and debit acceptance without a separate POS machine.
- Tap to Pay no iPhone iPhone-native implementation of contactless card acceptance via the Ton app, letting iPhone merchants accept card payments without additional hardware.
- Link de Pagamento Digital payment link generator that lets merchants create and share URLs via WhatsApp, social media, or email to accept remote card and Pix payments without a physical POS terminal.
- Pix na Maquininha Enables Pix QR Code and proximity Pix acceptance directly on Ton card machines, allowing customers to pay via QR scan or NFC tap with instant settlement.
- Conta Ton (Conta Digital) Free digital bank account (PF and PJ) integrated into the Ton app, providing Pix transfers, bill payments, TED transfers, mobile recharges, instant sales settlement, and a dedicated account number and branch code.
- Baú do Ton Savings/investment sub-account within Conta Ton that yields 100% of the CDI rate, with optional automatic percentage-based allocation of sales and on-demand withdrawals.
- Cartão de Crédito e Débito Ton No-annual-fee Visa debit and credit card issued by Ton, with a 'Mais Limite' variant that converts the cardholder's own deposits into spending limit, subject to credit analysis.
- Capital de Giro Working capital loan offered to Ton account holders, subject to credit analysis, accessible directly through the Ton app for business growth funding.
- Limite da Conta Pre-approved revolving credit limit available to Ton account holders, providing on-demand access to additional funds subject to credit analysis.
- Seguros Ton Insurance products offered through the Ton platform providing coverage options for Ton account holders.
- Área MEI Dedicated in-app section for MEI users that centralizes CNPJ management — DAS-MEI payment and scheduling, DASN-SIMEI annual declaration submission, INSS benefit tracking, and MEI regulatory notifications — at no additional cost.
- Receba na Hora Instant same-day sales settlement feature enabling merchants to receive funds immediately rather than waiting for standard one-business-day settlement, subject to account eligibility criteria.
- Renda Extra Ton Affiliate/partner program enabling Ton customers to earn commissions of up to R$340 per referred card machine sale, with tiered levels (Especialista, Referência, Embaixador) unlocking higher commissions based on monthly referral volume.
Quantifiable outcome
- Transaction rates as low as 0.57% for debit payments
- +3 more outcomes
Companies that use Ton
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles4 records
Ton technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Ton partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- SamsungminorTon + Samsung partnership offering Tap to Pay and payment solutions for Samsung device users. Collaboration enables enhanced mobile payment acceptance for Samsung smartphone owners using Ton services.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Ton competitors and assessment
Company assessmentDirect peers
- PagSeguro: Brazilian fintech offering POS card machines (Moderninha), digital accounts, and payment links to MEIs and SMBs. Directly comparable product portfolio and target segment to Ton, including Tap-to-Phone-equivalent features and Pix acceptance.
- Mercado Pago: Mercado Libre's fintech arm providing POS terminals, digital wallet, credit, and merchant acquiring across Brazil. Competes head-to-head with Ton for MEI and small merchants via aggressive take rates and integrated online/offline acceptance.
- SafraPay: Banco Safra's payments subsidiary offering POS terminals, Pix via QR, and digital accounts to Brazilian SMBs. Comparable target segment (MEI/SMB) and bundled banking-plus-payments proposition.
- SumUp: Global SMB POS provider operating in Brazil with mobile card readers and integrated payment links. Comparable on product architecture (compact POS + software) and target micro/SMB merchants.
- InfinitePay: Brazilian SMB-focused fintech offering POS terminals, digital accounts, and Pix-native acceptance. Closely comparable to Ton's MEI/SMB proposition with a strong focus on low take rates and digital banking bundling.
Regional players
- Clip: Mexican SMB-focused POS and payments provider offering mobile card readers and digital accounts. Comparable product architecture and SMB focus but operates exclusively in Mexico, providing a regional benchmark for Latin American SMB acquiring economics.
Broad incumbents
- Cielo: Brazil's largest traditional card acquirer, offering POS terminals and payment processing across merchant tiers. Overlaps with Ton in SMB acquiring but serves a broader (and more established) merchant base with more traditional sales channels.
- Block (Square): Global SMB payments platform with mobile POS, Tap to Pay, payment links, and integrated banking. Architecturally comparable to Ton (especially TapTon), though operating primarily in the US, Canada, UK, and Australia rather than Brazil.
- Rede (Itaú): Itaú Unibanco's acquiring arm, providing POS machines and payment processing to Brazilian merchants of all sizes. Comparable on core acquiring offering but with a much broader (and enterprise-leaning) customer base than Ton.
- Stone (parent brand): Ton's parent company and one of Brazil's largest acquirers, serving SMBs through its flagship Stone brand with similar POS hardware and software. Ton operates as a Stone sub-brand; therefore Stone is both the corporate parent and the most directly overlapping competitor at the SMB tier.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Ton social profiles
Digital presenceTon financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ton leadership team
Management profileNumber of profiles
Ton funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ton 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 Ton
What does Ton do?
Ton provides point-of-sale card machines (Maquininha Ton — T1, T2, T3, T3 Smart) and software-based payment acceptance tools (TapTon NFC on cell phones, Tap to Pay on iPhone, Link de Pagamento, Pix na Maquininha) that process credit, debit, installment (up to 21x), Pix, and 50+ card brands including meal vouchers. Payment acceptance is bundled with a free integrated digital account (Conta Ton) offering instant settlement, Pix transfers, bill payments, a 100% CDI savings feature (Baú do Ton), a Visa credit/debit card, working capital loans, account credit limits, insurance, and an in-app MEI regulatory management area handling DAS-MEI payments and DASN-SIMEI annual declarations. Distribution is entirely digital and self-serve through the website and mobile app under a commodato (one-time adhesion fee, no monthly rental) model.
Is Ton a public or private company?
Ton is a private company. It is classified as corporate owned and is currently operating.
When was Ton founded?
Ton was founded in 2020. It employs 251 to 500 people.
Where is Ton based?
Ton is headquartered in Pinheiros, Brazil, in the Latin America region.
How does Ton make money?
Three revenue lines are on record. Transaction fees (Take rate) is the primary driver. The others are credit products and card machine commodato model.
Who are Ton's main competitors?
Direct peers on record are PagSeguro, Mercado Pago, SafraPay, SumUp and InfinitePay. Clip is listed as a regional player. Broad incumbents are Cielo, Block (Square), Rede (Itaú) and Stone (parent brand).
Does Ton have an API?
No public API is recorded for Ton.
What industry is Ton in?
Ton's product category is Merchant Payment Processing. Its primary akta.pro industry code is FSAMACAE, Alternative Payment Methods (APMs) Enablement (BNPL, wallets, local methods), with a secondary code of FSAMAEAI, Digital Wallet Infrastructure (Tokenization, Wallet-as-a-Service). Its NAICS code is 522320.