Registration in seconds and fraud close to zero: SerasaPass, the new digital identity for consumers, debuts online authentication and payment model in Brazil
• 41.41% of Brazilians are afraid of having their data used by third parties for online purchases, according to the Identity and Fraud Report 2025; in parallel, 77.11% prioritize quick and bureaucracy-free registrations;
• As a solution, Serasa Experian launches a unified digital identification wallet that debuts a new authentication model in just one click;
• Based on a database that already covers 60% of banked users in the country, SerasaPass reduces the time for operations such as opening an account or payments in 86%.
Serasa Experian, the first and largest datatech company in Brazil, has launched SerasaPass, a unified digital wallet that integrates identification and payment data into a single directory. Developed less than a quarter after the acquisition of ClearSale, the solution allows users to register and make transactions in digital environments, such as websites and applications, with just one click, without the need to create different logins and passwords for each online registration. By centralizing registrations and authentications in an agile and automatic manner, SerasaPass offers greater security, autonomy and agility for consumers, reducing the risk of fraud to levels close to zero, since their data is stored in a secure Serasa Experian environment.
The solution is linked to the Serasa app, used by almost 100 million Brazilians, and connected to the datatech's database, which covers more than 60% of the country's banked population. Bringing together the largest database of digital consumer behavior in the country with a new generation of digital authentication, SerasaPass reduces the average time of transactions in digital environments from 3.5 minutes to just 30 seconds – a reduction of 86% – by consolidating multiple registrations into a single digital identity.
“In the physical world, ID cards and driver’s licenses are unique identifiers, and consumers always present the same documents when registering or making purchases to prove to the commercial establishment that they are themselves. On the internet, however, we are born without a universal ‘identity card’, so we need to create a new one for each website or application we access. Creating the same passwords every time is risky and opens the door to fraud and scams, while so-called strong and different passwords are complex for consumers, who need to remember the data for each transaction. SerasaPass is here to be this digital identity card, providing security in the storage of personal data and ease when registering or making online purchases”, explains Marcelo Queiroz, Leader of Authentication and Fraud Prevention Projects at Serasa Experian.
Serasa Experian’s Identity and Fraud Report 2025 reveals that Brazilian consumers’ main concerns in the digital environment are the misuse of personal data (41.4%) and credit card scams (27.5%). At the same time, there is a clear demand for simpler and safer experiences. Also according to the study, 81.4% of consumers value convenience, 70.5% want to be easily recognized on platforms and 77.1% prioritize fast and bureaucracy-free registration processes. In contrast, 31.4% say they would abandon a purchase if faced with excessive authentication — showing that security and fluidity must go hand in hand.
With the advancement of Pix, open finance and more demanding authentication regulations, Brazil is entering a new cycle for digital security. SerasaPass is launched as a solution designed to strengthen digital identity and meet the growing demands for trust and protection in online interactions.
“Think about how many registrations you made in the last year in apps, stores and services. SerasaPass reduces all of them to one – with more security, autonomy and agility. It is the safe 'pocket' where the user stores their digital identity, giving them more control over their own data”, highlights Queiroz. “With this solution, the user no longer needs to type or send their data for each purchase, which drastically reduces the risk of fraud and ensures a simpler and faster journey”, he adds.
With SerasaPass, users can securely and encryptedly store documents, credentials and payment data, creating a reliable identity ecosystem. The technology acts as an identity provider, a credential issuance and monitoring hub and a payment-as-a-service platform, allowing authentication and payment to occur in a single, frictionless flow in financial institutions, e-commerce and various digital products. The solution is ready to integrate with digital retail, financial institutions, fintechs, regulated services and other market segments.
With registrations and payments in a single click, without the need to fill in data constantly and faster checkout, the solution also reduces the risk of fraudulent activities to a minimum level — close to zero, since the data is managed with consent and shared directly with the websites where the identity is used. This makes the journey safer and more reliable, without sacrificing fluidity.
By optimizing steps, reducing registration and payment time, and ensuring secure validations, SerasaPass has a high potential to reduce cart abandonment and boost consumers' digital journey. In addition, the solution is connected to payment gateways and anti-fraud mechanisms that operate in real time.
“SerasaPass is an infrastructure solution. It provides less friction for the user, more security for the business and a new way to authenticate identities efficiently. With it, Serasa Experian takes a decisive step towards transforming the digital experience in the country, establishing a new standard of security, practicality and trust for consumers and companies, which can also be used in the physical world”, reinforces Queiroz.
Serasa Experian
Serasa Experian is the first and largest Datatech in Brazil. A leader in intelligence solutions for analyzing risks and opportunities, focusing on credit journeys, authentication and fraud prevention. With cutting-edge technology, innovation and the best talent, it transforms the uncertainty of risk into the best decision, helping people achieve their dreams and companies of all sizes and segments to prosper.
Created in 1968, Serasa became part of the Experian Company in 2007, a global company headquartered in London. It is currently responsible for more than 6.5 million daily queries about companies and consumers and protects more than 2.2 billion commercial transactions every year.
Empowers consumers with financial education, facilitating access to fair credit. Helps companies of all sizes and segments to make better decisions, on several fronts to: find new customers, manage current ones more efficiently, grant credit or sell on credit safely, comply with ESG standards, authenticate its customers and prevent fraud, and also charge them at the ideal time, without impacting the relationship.
With the purpose of creating a better future for everyone by expanding opportunities for people and companies, the company trains people in the technology area and promotes small businesses and startups with social impact through its own free programs. It is considered a LinkedIn Top Company and one of the best companies to work for, recognized by GPTW. It is also the most innovative service company in the country, certified by the Valor Inovação Brasil Award.
expert
Experian is a global data and technology company that creates opportunity for people and drives businesses around the world. We facilitate credit journeys, authenticate and prevent fraud, streamline healthcare processes, provide digital marketing solutions, and help drive insights for the automotive industry, all using innovative combinations of our data, analytics, and software. We also help millions of people achieve their financial goals and save time and money.
We operate in a variety of markets, going beyond financial services and operating in the automotive, agribusiness, healthcare, insurance and many other industry segments. To continue innovating, we invest in talented people and advanced technology to unlock the power of data.
Headquartered in Dublin, Ireland, we are a FTSE 100 company listed on the London Stock Exchange (EXPN) and have a team of 22,500 people across 32 countries. Find out more at experianplc.com.
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