TEF Safrapay
Category
B2B Fintech Platform
Structuring a self-service journey for complex financial integration for a fintech smart POS experience
TEF SafraPay is an integrated payment and financial management solution designed for Banco Safra’s business clients. Built to centralize acquiring services, automation systems, and financial operations in one place, the project focused on transforming a highly technical and manager-dependent onboarding process into a scalable self-service experience.
At its core, the experience was designed to simplify complexity. By combining guided onboarding, accessible product communication, and integrated support touchpoints, the solution created a more intuitive journey for both experienced merchants and non-technical business owners.
Designing for Impact,
Built for Scalable Acquisition
The goal behind TEF SafraPay was to create a digital acquisition journey that reduced friction without removing human support entirely. Every step was intentionally structured to translate technical requirements into clear actions, helping users navigate complex financial integrations with confidence. The result was a more accessible, scalable, and conversion-oriented experience for Safra’s PJ ecosystem.
Challenge
One of the biggest challenges of the project was translating a highly technical financial product into a guided experience that felt clear and approachable for different user profiles. The existing onboarding depended heavily on bank managers, while concepts such as automation systems, acquiring integration, and eligibility requirements created confusion and friction during the acquisition process.
Another critical challenge was balancing self-service scalability with the need for human support in more complex scenarios. The experience needed to reduce operational dependency without making users feel unsupported, especially business owners unfamiliar with technical payment infrastructures.
Results
The redesigned experience introduced a centralized TEF product hub with a structured onboarding journey, accessible product communication, and integrated support touchpoints. By simplifying technical decision-making into step-by-step actions, the solution improved clarity, reduced friction, and created a more scalable acquisition flow for Safra’s PJ clients.
The project also established a hybrid onboarding model combining self-service and AI-assisted support, enabling greater operational efficiency while maintaining human assistance for complex cases. This positioned TEF SafraPay as a more accessible and competitive solution within Brazil’s acquiring market.
