Brazil’s leading digital asset platform, Mercado Bitcoin (MB), is undergoing a strategic shift, evolving from a cryptocurrency exchange into a comprehensive financial hub. The company is focusing on integrating blockchain technology seamlessly into everyday financial activities, like digital fixed income, payments, and international money transfers. A core part of this strategy involves simplifying the user experience by minimizing the use of complex crypto jargon and technical processes.
During a presentation at the DAC Conference 2025, Daniel Cunha, who leads Corporate Development at Mercado Bitcoin, shared the company’s ambition to become the go-to platform for Brazilians managing their finances. Instead of emphasizing crypto trading interfaces, MB is championing what it calls an “invisible blockchain” strategy. This means the technology powers financial products in the background without requiring customers to directly interact with crypto tokens or intricate technical procedures. Cunha highlighted that true tech innovation happens when the underlying technology becomes transparent, making the user experience indistinguishable from traditional financial services.
Simplified Language Drives Increased Acceptance
To attract a wider audience, Mercado Bitcoin is revising its communication style, removing confusing technical terms. For instance, the company now uses the phrase “digital fixed income” instead of “tokenization,” which is considered easier to understand. This change in language, according to Cunha, has boosted user engagement and made the platform more accessible. The firm anticipates surpassing $560 million in tokenized credit by year-end, with real-world assets (RWAs) already constituting approximately one-fifth of its total assets under management.
The company’s revenue streams are changing along with its strategy. While trading once accounted for around 95% of Mercado Bitcoin’s revenue, it now represents approximately 60% as the company enters areas like asset custody, tokenized investments, and digital payment solutions. MB forecasts that trading will generate less than 30% of its overall revenue by the close of 2025. Simultaneously, the company intends to expand beyond Brazil, with plans to launch services in Portugal and the United States. This move will connect international investors to Brazil’s growing tokenized credit market, positioning the company as a key player in cross-border blockchain-based finance.
Adaptation to Global Fintech Trends
The company’s strategic direction reflects a broader industry trend where major fintech firms are incorporating blockchain technology into traditional financial frameworks. This pattern is similar to the efforts of companies like Coinbase and Revolut, which are integrating regulated financial offerings with decentralized infrastructure while keeping the technical aspects simplified for the average user.
No palco do DAC 2025, @GuiAmadoGomes, da @ORANJEBTC falou sobre a visão da empresa para a América Latina.
Ele resumiu a missão da empresa com uma declaração clara:
“We want to build the largest treasury company in the region. We’ll do a lot of Bitcoin education as well.”… pic.twitter.com/cZ3qU0eMwO
— Mercado Bitcoin (@MercadoBitcoin) September 23, 2025
Ripple Alliance Bolsters RWA Strategy
A significant step in Mercado Bitcoin’s evolution is its partnership with Ripple. As part of this collaboration, the company plans to transfer over $200 million in tokenized financial products – including fixed and variable income instruments – to the XRP Ledger (XRPL). This initiative represents one of the most substantial real-world asset projects in Latin America, establishing XRPL as a trusted framework for issuing and managing regulated financial assets.
Silvio Pegado, Head of Latin America at Ripple, noted that this integration demonstrates growing institutional trust in public blockchain networks. Mercado Bitcoin’s adoption of XRPL shows how blockchain can facilitate cost-effective and compliant financial products for mainstream adoption. In this setup, customers use familiar financial products like fixed-income instruments, while blockchain technology operates in the background to ensure transparency, security, and efficiency.
Through these changes, Mercado Bitcoin is signaling its dedication to transforming Brazil’s financial services landscape. By hiding blockchain complexity beneath simple, user-friendly financial experiences, the company is paving the way for widespread adoption of decentralized infrastructure in traditional finance.