Brazilian Fintech Asaas Appoints Viviani Moia as Marketing VP
B2B financial platform Asaas names Viviani Moia as VP of Marketing to drive product penetration and retention across its 300,000-client base.
SÃO PAULO — Brazilian B2B financial platform Asaas has appointed Viviani Moia as its new Vice President of Marketing. Moia, an industry veteran with over two decades of experience, previously held major marketing leadership roles at Livelo, RappiBank, and iFood. In her new role, she will lead marketing strategies focused on retaining Asaas's rapidly growing base of nearly 300,000 clients and increasing product penetration through cross-selling.
The strategic executive hire highlights a broader shift in the Brazilian fintech sector from pure customer acquisition to maximizing customer lifetime value. Asaas is currently positioned among the top 100 largest advertisers in Brazil and maintains a highly active, mostly in-house marketing team of over 60 professionals. Moia's appointment comes at a critical time as the company transitions from brand awareness campaigns to a unified strategy combining branding, performance, and product depth.
The corporate maturation of major Brazilian fintechs like Asaas continues to influence regional financial markets, which remain sensitive to broader macroeconomic indicators. In the digital asset space, local cryptocurrency trading volumes reflect ongoing engagement, with Bitcoin (BTC/BRL) trading at 326,638 and Ethereum (ETH/BRL) valued at 9,304.24. Moia's focus on sustainable growth and retention signals that established B2B platforms are prioritizing capital efficiency and deeper ecosystem integration over high-burn customer acquisition models.