Ettera

What Ettera does

Ettera is a Brazilian technology company founded in 2022 and headquartered in São Paulo that operates in the Hardware-as-a-Service (HaaS) and Infrastructure-as-a-Service (IaaS) segment, providing subscription-based technology infrastructure primarily to payment companies, sub-acquirers, and enterprise clients in Brazil. The company deploys POS terminals, self-service kiosks, tablets, and corporate computers to clients under multi-year contracts, typically ranging from 24 to 48 months, generating recurring monthly revenue.

Ettera complements its hardware fleet with a proprietary management stack including MDM-Hub for device management, EtteraOmni for connectivity management over a proprietary APN, and EtteraCSM for field service management. The company sources hardware through direct relationships with global manufacturers including Sunmi, PAX, Zire, and Wiseasy, and has introduced AI-based predictive maintenance that analyzes battery performance and usage patterns to reduce device downtime.

The customer base is concentrated in the Brazilian payments value chain and includes PinPag, a strategic partner with 20,000+ active clients and 200,000 monthly transactions, alongside D3 Pagamentos, Adiq, Dock, and Banese Card. Ettera also operates EtteraImpulsiona, a channel partnership program targeting software houses as indirect resellers. The company is privately held with 11-50 employees.

Name

Ettera

Legal name

Ettera

Website

https://ettera.com.br

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Ettera is a Brazilian Hardware-as-a-Service company providing subscription-based POS terminals, self-service kiosks, tablets, and proprietary management platforms to payment companies, sub-acquirers, and enterprise clients. Founded in 2022 and headquartered in São Paulo, it serves the Brazilian payments ecosystem.

Ownership category

akta.pro rank

Product category

Payment Terminal Hardware and Connectivity Solutions

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

SIC

Services-Computer Rental & Leasing (7377)

akta.pro primary industry

Recurring Billing, Subscriptions & Tokenized Payments (CRAFALAH)

Keywords

• Payment terminal hardware
• Hardware as a service
• POS device rental
• Payment connectivity services
• Remote device management

GTM type

B2B

Offering type

Services

Cost components

Operations, Supply Chain, Technology or R&D, Personnel, Marketing or Sales

Revenue model

1. Hardware as a Service (HaaS) Subscriptions: Monthly subscription model for renting commercial automation and payment hardware including POS terminals, self-service kiosks, PDVs, tablets, and corporate computers. Includes maintenance, support, and asset management during the contract period (24, 36, or 48 months).
2. Infrastructure as a Service (IaaS) - Connectivity: Integrated connectivity services for POS terminals with proprietary APN and high transactional availability. Billed as part of the monthly subscription.
3. Management Platforms: Asset management platforms including MDM-Hub, EtteraOmni, and EtteraCSM provided as part of the subscription service.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Ettera provides subscription-based hardware, connectivity, and management solutions for payment and commercial automation under an As-a-Service model. Its offering combines rental of POS terminals, self-service kiosks, PDVs, tablets, and corporate computing devices with proprietary APN connectivity and three management platforms (MDM-Hub, Portal EtteraOmni, EtteraCSM) for remote device, connectivity, and field service management. Customers pay a recurring monthly fee on 24, 36, or 48-month contracts that include maintenance, technical support, and continuous technology updates.

Product overview

Ettera operates as a Technology-as-a-Service ecosystem offering a unified platform combining three core service layers: HaaS (Hardware as a Service) for equipment rental, IaaS (Infrastructure as a Service/Conectividade) for connectivity, and management platforms. The product portfolio spans payment terminals (POS devices including S9, S8S, S8, P8, K9, K8S, K8, T8, T2, D195), commercial automation solutions (self-service kiosks and totems including ZO-A CHECK MAX, ZK-W STANDARD, ZK-A SUPER MAX, ZE-W PRO, ZE-W MINI, ZE-A PRO), and corporate computing equipment. Management is delivered through three integrated platforms: MDM-Hub for remote device management, Portal EtteraOmni for SIMCard and connectivity monitoring, and EtteraCSM for logistics and service order management. Equipment is offered exclusively through monthly subscription with maintenance and support included.

Differentiator

Problem solved

Functional benefit

Brands

• EtteraCSM: Customer Service Management platform for field service management, service orders, and inventory management of payment terminals.
• MDM-Hub
• Portal EtteraOmni

Products and services

• HaaS (Hardware as a Service) Subscription-based rental of commercial automation and payment hardware including POS terminals, self-service kiosks, PDVs, tablets, and corporate computing devices, with included connectivity, maintenance, and technical support on 24, 36, or 48-month contracts.
• IaaS (Infrastructure as a Service - Conectividade) Connectivity service with high transactional availability and proprietary APN providing integrated, secure network access for POS terminals, billed as part of the monthly subscription.
• MDM-Hub

Quantifiable outcome

• Companies adopting managed services models reduce IT costs by 25% to 50%
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• PinPagcoreStrategic or Co-development Partner · 1 December 2023Strategic partnership established in December 2023 for the sub-acquirer market. Objective is to enable and facilitate distribution of POS terminals to PinPag's partner networks and merchants across Brazil with reduced bureaucracy. PinPag serves over 20,000 active clients with approximately 200,000 monthly transactions on payment terminals.
• Software HousescoreChannel Partner/ Reseller/ DistributorEtteraImpulsiona program provides software houses with complete hardware solutions including homologated payment terminals, self-service kiosks, and automation equipment. Software houses can offer complete packages to their end clients including hardware, software, maintenance, and logistics without bearing equipment costs.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Rede (Itaú): Itaú's payment acquiring arm offering POS terminals to Brazilian merchants. Comparable to Ettera as a payment hardware provider to enterprise merchants, with the backing of Itaú giving Rede advantages in scale and customer access.
• Cielo: Brazil's largest acquirer by volume, with a long-standing POS terminal leasing/sales program. Comparable to Ettera in the merchant payment terminal space in Brazil, though Cielo is vertically integrated with processing and a much larger portfolio of merchants.
• PagBank/PagSeguro: Major Brazilian digital payments company offering POS terminals to merchants alongside its acquiring business. Comparable to Ettera in distributing payment terminals in Brazil, but PagSeguro bundles hardware with its own payment processing and banking services.
• Stone Co. One of Brazil's largest acquirers and integrated payment companies, with an extensive POS hardware offering for merchants. Comparable to Ettera in serving Brazilian payments customers with terminal hardware, but Stone also bundles processing economics and operates at far greater scale.
• Getnet: Latin American payment processor (Santander-owned) with a Brazilian POS terminal business. Comparable to Ettera in providing payment terminals to Brazilian merchants, but operates as part of a larger banking and processing platform.
• SafraPay: Banco Safra's payments business offering POS terminals and acquiring services in Brazil. Comparable to Ettera as a Brazilian enterprise-focused payment hardware provider, though SafraPay is bank-backed and vertically integrated with processing.
• Mercado Pago: Mercado Libre's fintech arm offering POS terminals and acquiring across Latin America, including Brazil. Comparable to Ettera as a payment terminal provider to merchants in Brazil, with a much larger installed base and broader financial services ecosystem.
• SumUp: Global fintech offering mobile payment terminals and acquiring services, with significant presence in Brazil. Comparable to Ettera in the payment terminal category for SMBs and sub-acquirers, though SumUp is vertically integrated with its own acquiring stack.

Direct peers

• Ton: Stone's dedicated POS terminal brand, focused on selling/leasing payment terminals to merchants in Brazil. Closest direct comparable to Ettera's pure-play HaaS model for payment terminals, although Ton is a subsidiary of a much larger acquiring platform.

Emerging players

• InfinitePay: Brazilian fintech offering payment terminals and acquiring services to merchants, with growing terminal-as-a-service programs. Comparable to Ettera in the Brazilian payment terminal subscription/lease category for SMBs, though at an earlier stage of scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/ettera
• Instagraminstagram.com/ettera.br?igsh=emxqZXFzMTZ4c2dl

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Ettera