Punto
Punto is a Brazilian payment solutions brand of Edenred Group that rents Android-based Smart POS terminals to SMBs in fuel stations, auto workshops, supermarkets, and restaurants, processing open-loop cards, PIX, and closed-loop vouchers and fleet cards.
- Company typePrivate
- Founded-
- HeadquartersBarueri, Brazil
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Punto does
Punto is a Brazilian payment solutions brand operated by PUNTO INSTITUIÇÃO DE PAGAMENTO HOZ LTDA, a wholly owned subsidiary of Edenred Group headquartered in Barueri, São Paulo. The company sells and rents the Smart Punto Android-based Smart POS terminal to small and medium merchants across four prioritized verticals — fuel stations, auto workshops, supermarkets, and restaurants/snack bars — and processes open-loop card payments (Visa, Mastercard, Hipercard, Amex), PIX instant payments via Itaú Bankline, and closed-loop voucher and fleet programs (Sodexo, VR, Good Card, Ticket Log, Pluxee Frota, REPOM). Ancillary offerings include the App Punto mobile dashboard, Minha Conta Punto web portal, receivables anticipation executed with Banco Topázio, the Gooroo Crédito wage-advance product, and Boleto Punto for rental billing. The company employs 501-1,000 staff and operates exclusively in Brazil under PCI DSS compliance.
The business model combines a fixed monthly terminal rental (R$168/month, waived for merchants processing R$50,000+/month), per-transaction fees on credit, debit, and PIX flows, and receivables anticipation fees. Distribution is omnichannel: direct website self-service, WhatsApp inside-sales, and Edenred's enterprise channel. Competitive positioning leverages Edenred's global footprint (45 countries, 830,000 corporate clients, 2 million affiliated merchants, and 30 billion euros in group business volume) and pre-integration with Edenred's closed-loop voucher networks as a key differentiator against standalone Brazilian acquirers.
No public financial disclosures, funding rounds, or revenue figures are available for Punto; the company is fully consolidated within Edenred Group and operates as a private payment institution. AI capability is limited to group-level chatbot usage referenced in Edenred's privacy notice, with no proprietary models, AI-specific hires, or on-product AI features disclosed.
Punto firmographics
Firmographics- Name
- Punto
- Legal name
- PUNTO INSTITUIÇÃO DE PAGAMENTO HOZ LTDA
- Website
- https://puntobrasil.com.br
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Punto is a Brazilian payment solutions brand of Edenred Group that rents Android-based Smart POS terminals to SMBs in fuel stations, auto workshops, supermarkets, and restaurants, processing open-loop cards, PIX, and closed-loop vouchers and fleet cards.
- Ownership category
- akta.pro rank
Punto industry classification
Industry- Product category
- Payment Processing Services
- SIC
- Finance Services (6199)
- akta.pro primary industry
- POS Terminal Hardware (Countertop, Mobile, PIN Pads) (FSAMADAA)
- akta.pro secondary industries
- EMV Chip, Magstripe & PIN Debit Acceptance (FSAMADAG), Marketplace / Multi-Lender POS Financing Aggregators (FSAGAIAJ)
Keywords
Where Punto is headquartered
LocationHeadquarters
- HQ city
- Barueri
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Punto business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Technology or R&D, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Equipment Rental: Monthly rental fee for the Smart Punto POS terminal, with potential exemption for high-volume merchants
- Payment Processing Fees: Transaction fees charged on credit, debit, and PIX payments processed through the terminal
- Receivables Anticipation: Early payment of receivables with associated fees, processed in partnership with Banco Topázio
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard Monthly Rental |
| Subscription | Monthly | Exemption Tier |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Punto product offering
Product offeringCore offering
Punto provides merchant payment processing services through its Smart Punto Android-based Smart POS terminal, accepting multiple payment methods including credit, debit, PIX/QR, and voucher networks. The company bundles the POS hardware as a monthly subscription with payment processing, receivables anticipation via Banco Topázio, and worker credit through Gooroo Crédito for SMB merchants in Brazil.
Product overview
Punto is a payment solutions brand of the Edenred group, offering a portfolio of card payment and financial management products for Brazilian merchants. The core offering is the Smart Punto Android-based Smart POS terminal, which processes open-loop card payments (Visa, Mastercard, Hipercard, Amex) and closed-loop voucher/fleet cards (Sodexo, VR, Good Card, Ticket Log, Pluxee Frota, Repom). This hardware is complemented by the App Punto (mobile merchant dashboard and management), PIX instant payment integration via Itaú Bankline, a receivables anticipation service (with Banco Topázio as the executing bank), the Gooroo Crédito wage-advance product, Minha Conta Punto web portal for reporting and statements, and Boleto Punto for rental billing. The ecosystem is designed for merchants across verticals including fuel stations, auto workshops, supermarkets, and restaurants.
Differentiator
Problem solved
Functional benefit
Brands
- Smart Punto: Android-based Smart POS card payment machine with touchscreen, 3G/4G/Wi-Fi/Bluetooth connectivity, camera, and support for various payment methods including QR Code, chip, tap, and magnetic stripe.
- Gooroo Crédito
- Minha Conta Punto
- App Punto
Products and services
- Smart Punto Android-based Smart POS terminal offered as a monthly rental (R$168/month, waived at R$50,000+ monthly volume) with multi-connectivity (3G/4G/Wi-Fi/Bluetooth), touch screen, and acceptance of credit, debit, PIX/QR, and voucher payments for SMB merchants in Brazil.
- App Punto
- Antecipação de Recebíveis (Receivables Anticipation) Service enabling Punto merchants to accelerate receipt of payment-processor receivables through Banco Topázio, providing working-capital access tied to card sales volumes.
- Gooroo Crédito Worker credit product offered to employees of Punto merchant clients, delivered as payroll-deductible consumer credit leveraging the Edenred ecosystem.
Quantifiable outcome
- Monthly transaction volume exemption threshold: R$50,000 for free rental
Companies that use Punto
Customer profileSegments4 records
Ideal customer profiles1 record
Punto technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
AI capability2 records
Feature5 records
Punto partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- EdenredcorePunto is a brand of Edenred, the global leader in specialized payment solutions with 50 years of experience, present in 45 countries with 830,000 enterprise customers and 2 million merchants. Edenred provides the brand identity, distribution network, and corporate backing for Punto's payment solutions in Brazil.
- Banco TopáziocoreBanco Topázio is the financial partner that processes receivables anticipation payments for Punto customers. When customers receive early payment of their receivables, the actual payment is made by Banco Topázio.
- Open Payment Networks (Visa, Mastercard, Hipercard, Amex)coreOpen payment network partnerships enabling credit and debit card processing at Punto terminals. These networks provide the infrastructure for standard card transactions.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Punto competitors and assessment
Company assessmentDirect peers
- Rede (Itaú): Itaú's acquiring arm and one of Brazil's largest POS networks — directly competes with Punto for SMB merchant share and is also the parent of Punto's PIX partner (Itaú Bankline).
- SumUp: Global mobile POS provider with a strong Brazilian footprint offering Android Smart POS terminals, multi-payment acceptance, and merchant services — directly competing with Punto for micro-merchant and SMB share.
- GetNet (Santander): Brazilian acquirer owned by Santander that provides POS terminals and payment processing to SMBs and enterprises — competing with Punto across retail, fuel, and restaurant segments.
- Cielo: Brazil's largest card acquirer and POS terminal provider, serving SMB merchants across fuel, retail, and restaurant verticals — directly competing with Punto for the same customer base with overlapping product offerings.
- Mercado Pago: Fintech arm of Mercado Livre offering POS terminals, PIX, merchant credit, and QR-code payments to Brazilian SMBs — directly overlapping with Punto's product set and increasingly competing in fuel and retail verticals.
- PagBank (PagSeguro): Brazilian merchant acquirer and digital payments provider offering POS terminals, PIX acceptance, and merchant credit products — a direct competitor in Punto's SMB verticals with a broader fintech stack.
- SafraPay: Banco Safra's acquiring business offering POS terminals and payment processing to Brazilian SMBs — competing in similar verticals (fuel, retail, restaurants) with bundled banking services.
- Stone Co. Brazilian acquirer offering Android Smart POS terminals, multi-payment acceptance, and integrated software/services to SMB merchants — directly comparable in product, target segment, and GTM to Punto.
- Ton (Stone): Stone's lower-cost POS brand targeting micro-merchants in Brazil — directly comparable to Punto in rental pricing model and SMB target market.
Broad incumbents
- Edenred (Pluxee / Ticket Log): Punto's parent company and global leader in specialized (closed-loop) payments including meal vouchers, fuel/fleet cards, and employee benefits — competes with Punto's closed-loop acceptance offerings and shares the same enterprise distribution channels.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Punto social profiles
Digital presencePunto compliance and trust
Trust signalCompliance1 record
Punto financial estimates
Financial estimateRevenue estimate
Valuation estimate
Punto leadership team
Management profileNumber of profiles
Profiles2 records
Punto funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Punto 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 Punto
What does Punto do?
Punto provides merchant payment processing services through its Smart Punto Android-based Smart POS terminal, accepting multiple payment methods including credit, debit, PIX/QR, and voucher networks. The company bundles the POS hardware as a monthly subscription with payment processing, receivables anticipation via Banco Topázio, and worker credit through Gooroo Crédito for SMB merchants in Brazil.
Is Punto a public or private company?
Punto is a private company. It is classified as corporate owned and is currently operating.
When was Punto founded?
Punto was founded in -1. It employs 51 to 100 people.
Where is Punto based?
Punto is headquartered in Barueri, Brazil, in the Latin America region.
How does Punto make money?
Three revenue lines are on record. Equipment Rental is the primary driver. The others are payment Processing Fees and receivables Anticipation.
Who are Punto's main competitors?
Direct peers on record are Rede (Itaú), SumUp, GetNet (Santander), Cielo, Mercado Pago, PagBank (PagSeguro), SafraPay, Stone Co. and Ton (Stone). Edenred (Pluxee / Ticket Log) is listed as a broad incumbent.
Does Punto have an API?
No public API is recorded for Punto.
What industry is Punto in?
Punto's product category is Payment Processing Services. Its primary akta.pro industry code is FSAMADAA, POS Terminal Hardware (Countertop, Mobile, PIN Pads), with a secondary code of FSAMADAG, EMV Chip, Magstripe & PIN Debit Acceptance. Its SIC code is 6199.