28% of Nord Security’s Brazil payments now via Pix Automatico, tapping 60M unbanked consumers

For e-commerce and digital retail brands eyeing Brazil, the math of Pix Automatico is now impossible to ignore. Nord Security’s results prove that adding the instant recurring payment feature can shift more than a quarter of payment volume within half a year—all while reaching the 60 million Brazilians who don’t have a credit card. For any subscription-based retailer—from streaming services to software providers—this is no longer a ‘nice to have’ but a core growth lever in Latin America’s most valuable consumer market.

Nord Security and EBANX have delivered a striking proof point for Pix Automatico's commercial potential. Six months after integrating the recurring payment feature into its Brazilian checkout, the cybersecurity company reports that Pix Automatico now drives 28% of its total payment volume in the country, with 35% of its local user base having adopted the method. These figures, released in a joint announcement, demonstrate how the instant payment rail originally designed for person-to-person transfers is rapidly becoming a backbone for subscription commerce in Latin America's largest economy.

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EBANX's own Beyond Borders 2026 report reveals that Pix now represents 81% of business‑to‑merchant payments processed by the platform in Brazil.

The timing matters. Pix Automatico was launched by Brazil's Central Bank in 2025, and EBANX was among the first to make it available to international merchants. Nord Security's decision to switch on the feature through EBANX opened an immediate on‑ramp to a massive underserved demographic: the 60 million Brazilians who do not have a credit card. In a country where Pix counts 165 million registered users—96% of the adult population—the ability to pay recurring bills via the same instant, QR‑code‑based flow eliminates a friction that has historically suppressed conversion rates for digital goods. For Nord Security, whose portfolio includes NordVPN, NordPass, and NordLayer, that friction was costly; credit card penetration is low, and alternative methods often suffer from high decline rates.

The results validate the thesis. Approval rates for merchant-initiated transactions (MIT) via Pix Automatico rose by 20 percentage points over the six-month period, outperforming credit cards in the same corridor. Kestas Saulis, Nord Security's Head of Payments, attributes the impact directly to revenue and user growth, saying the move gives Brazilians access to digital security tools they might not otherwise purchase. From EBANX's side, Chief Revenue Officer Marie-Elise Droga noted that more than half of the company's merchant customers using Pix have already adopted the recurring variant, underscoring its rapid uptake.

The broader ecosystem context amplifies the significance. Brazil's shift to real‑time payments is unequivocal: businesses accounted for 52% of total Pix transaction volume in March 2026, signaling that the system has moved far beyond consumer‑to‑consumer transfers. EBANX's own Beyond Borders 2026 report reveals that Pix now represents 81% of business‑to‑merchant payments processed by the platform in Brazil. When a payment method captures four‑fifths of B2M volume for a global payment orchestrator, it ceases to be an alternative—it is the primary infrastructure.