Lia

What Lia does

Lia Tecnologia e Serviços Ltda is a Brazilian fintech founded in 2021 and headquartered in São José dos Campos (with the website identifying São Paulo as market) that operates a payment and receivables platform purpose-built for the country's digital education ecosystem. Its core product, Plataforma Lia, bundles a smart payment link (Link de Pagamento) with conversion-optimization features — Conversão Máxima (automatic rerouting from declined credit cards to Parcelamento Inteligente or Boleto/Pix parcelado), Cart Recovery, Order Bump, and Upsell/Downsell — and is delivered alongside a Cobrança Ativa service that assumes end-to-end, human-led collections responsibility from first installment to resolution. The platform is cloud-native, integrates natively with major Brazilian LMS systems and via a REST API with webhooks, and runs an AI-driven 24/7 risk and anti-fraud engine on every transaction.

The company serves three primary segments: infoprodutores (individual digital course and mentorship sellers), Escolas Digitais (digital schools offering online courses and programs), and pós-graduações (post-graduate programs with high-ticket tuition), with named customers spanning SMBs such as Ceccarelli Cursos, Growth Academy, Viver de Aromas, Top Corpus, A Digital, Rei das Aves, Fábio Dutra, and Acad TI, plus larger digital education players Rocketseat and EBAC. Lia monetizes through transaction-based fees on credit card, Boleto, and Pix processing; partners retain 100% of the interest they set on installment products (Boleto, Pix parcelado, Parcelamento Inteligente), while weekly Friday transfers and 7-day settlement on card/Pix/Boleto à vista provide cash-flow predictability. Distribution is sales-led and consultative: partners enter through a website lead form and are onboarded by a dedicated account manager who provides WhatsApp-based, strategic guidance. The firm is regulated as a banking correspondent of BMP Sociedade de Crédito Direto S.A. for CCB operations under CMN Resolution 3.954/11, holds the RA1000 maximum reputation badge on Reclame Aqui, reports a 95% CSAT, and is venture-backed by Monashees, Canary, and GFC.

Name

Lia

Legal name

Lia Tecnologia e Serviços Ltda

Website

https://lia.com.br

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Lia is a Brazilian fintech that provides a payment, conversion, and collections platform purpose-built for infoprodutores, digital schools, and post-graduate programs, combining installment payment methods with human-led active collections and anti-fraud infrastructure.

Ownership category

akta.pro rank

Product category

Digital Education Payment Processing

NAICS

Financial Transactions Processing, Reserve, and Clearinghouse Activities (52232), Credit Card Issuing (522210), Credit Card Issuing (52221)

SIC

Finance Services (6199), Miscellaneous Business Credit Institution (6159)

akta.pro primary industry

BNPL Card / Virtual Card Programs (FSAKACAC)

akta.pro secondary industries

Fraud Prevention, Controls & Compliance (MCC controls, AML/KYC, SCA) (THACAJAG), Alternative Payments & Digital Wallet Acceptance (A2A, RTP, wallets) (THALAHAH)

Keywords

• Digital payment platform
• Education payment solutions
• Installment processing
• Online checkout platform
• Recurring collections service

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Transaction/Payment Processing Fees: Lia charges transaction fees on payment processing for credit card, Boleto, and Pix transactions. Partners receive payment for card, Pix, and à-vista Boleto sales within 7 days.
2. Installment Interest Revenue: Partners define the interest rate applied to installments, and 100% of the interest income from installment sales (Boleto, Pix, and Intelligent Installment) is retained by the partner. Lia's revenue comes from transaction processing fees on these installment flows.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Lia operates a cloud-native payment platform for digital education sellers in Brazil, accepting credit card, Boleto, Pix à vista, Pix parcelado, Boleto parcelado, and Parcelamento Inteligente. The platform bundles smart checkout links, AI-driven 24/7 anti-fraud, automated conversion recovery, and a human-led active collections service that assumes end-to-end receivables management. Partners retain 100% of installment interest income and receive weekly Friday fund transfers.

Product overview

Lia is a unified payment platform specifically designed for Brazilian digital entrepreneurs, infoprodutors, digital schools, and post-graduation institutions. The platform combines the core Link de Pagamento (payment link) with a suite of conversion optimization features including Conversão Máxima (automatic payment method switching), Recuperação de Carrinho (cart recovery), and Order Bump (upsell functionality). The platform also includes a comprehensive Cobrança Ativa (active collections) service that handles the entire debt collection process from first payment to resolution. Key differentiators include intelligent installment options (Parcelamento Inteligente), boleto and Pix parceled payments, partner interest retention, and weekly fund transfers every Friday. The platform emphasizes 40% higher conversion than market average and AI-powered 24/7 risk analysis and anti-fraud protection.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 40% higher conversion compared to market average
• +6 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature9 records

Partnerships

One partnership is on record.

• Major LMS Platforms (native integrations)coreTechnology or IntegrationLia has native integrations with the major LMS (Learning Management System) platforms used by digital schools and infoprodutors in Brazil. This enables seamless checkout within existing educational platforms.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Vindi: Brazilian recurring-billing and online payment platform (part of Locaweb) that processes subscriptions and one-time payments for digital businesses; directly comparable to Lia in serving digital sellers with recurring revenue models, including education.
• EBANX: LatAm-focused payment processor serving global and regional digital businesses with local payment methods (Pix, Boleto, installments) — directly comparable to Lia in product scope (multi-method acceptance, installments, anti-fraud) and target market (Brazilian digital merchants).
• Pagar.me: Brazilian payment gateway owned by Stone that processes card, Boleto, Pix, and installments for online merchants; directly comparable to Lia's payment processing core, though it does not specialize in education or offer a collections service.

Broad incumbents

• Stone Co. Major Brazilian payment processor and banking platform serving SMBs; competes with Lia via Pagar.me (its online gateway subsidiary) which offers card, Pix, Boleto, and installments to digital merchants.
• Mercado Pago: Mega-cap LatAm payment processor with deep penetration among Brazilian SMBs and digital sellers; offers Pix, card, and installment checkout comparable to Lia's but as part of a much broader marketplace and fintech ecosystem.
• PagBank (PagSeguro): One of the largest Brazilian acquirers/payment processors offering card, Pix, Boleto, and installment processing to merchants of all sizes; competes with Lia for digital education merchants through broader SMB offerings rather than education specialization.

Regional players

• RecargaPay: Brazilian fintech offering Pix, Boleto, and card payment acceptance plus consumer financial services; comparable to Lia on multi-method payment acceptance, though primarily consumer-facing rather than merchant-focused on education.

Emerging players

• Koin (now part of EBANX): Brazilian BNPL and embedded payments startup (acquired by EBANX) that enables merchants to offer installments at checkout; comparable to Lia's Parcelamento Inteligente and installment-financing features for digital sellers.
• Cobre: Colombian B2B payment platform serving digital businesses across LatAm; comparable to Lia as a regional payment infrastructure provider for digital merchants expanding across LatAm markets.
• Hash (formerly Hash/Direct): Brazilian SMB-focused payment and financial services platform for digital entrepreneurs; comparable to Lia's target SMB/infoprodutor segment with overlapping payment-processing features, though broader in vertical focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/liaeduc

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors2 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 Lia