The Anti-Hustle Culture Behind One of Brazil’s Fastest-Growing Fintechs

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The J Curve with Olga Maslikhova

Olga Maslikhova

101 episodes

1 week ago

The J Curve, hosted by seasoned investor and Stanford GSB alum Olga Maslikhova, is your front-row seat to Latin America’s tech revolution. Ranked in the top 5% of global videocasts, we bring you unfiltered conversations with the visionaries—entrepreneurs and investors—who are redefining the tech landscape in Brazil and beyond. Tune in bi-weekly for insider stories, hard-earned lessons, and strategies behind some of LATAM’s most groundbreaking tech successes.

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All content for The J Curve with Olga Maslikhova is the property of Olga Maslikhova and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.

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The Anti-Hustle Culture Behind One of Brazil’s Fastest-Growing Fintechs — with Piero Contezini (Asaas)

The J Curve with Olga Maslikhova

51 minutes 56 seconds

1 month ago

The Anti-Hustle Culture Behind One of Brazil’s Fastest-Growing Fintechs — with Piero Contezini (Asaas)

Is hustle culture the biggest startup lie? Is Brazil the end of credit cards? Can a fintech run like a pharmaceutical lab?

In this episode of The J Curve, I sit down with Piero Contezini — founder and executive chairman of Asaas, one of Brazil’s most influential fintech platforms serving thousands of SMEs and processing billions in payments. Backed by SoftBank, Bond, Bradesco, and other top investors, Asaas has evolved from a Stripe-for-Brazil experiment into a full-stack financial operating system with 37 revenue streams.

Piero’s story is one of relentless experimentation, radical cultural rules (like an 8-hour workday and zero-bug policy), and building in sync with Brazil’s regulatory revolution around PIX and Open Finance.

Here’s what we cover:

• Why service companies can’t scale like product companies

• How one SME pain point grew into 37 revenue streams

• The fintech monetization model tied directly to customer success

• The culture rules that shaped Asaas: 8-hour workdays and zero bugs

• How PIX and Open Finance reshaped Brazil’s fintech landscape

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