Fintech Super-App Unifies Data Infrastructure with Databricks Lakehouse to Deliver $10M in Operational Savings

PicPay operates as Brazil's leading fintech super-app, serving over 60 million customers with peer-to-peer payments, digital wallets, credit cards, e-commerce, and social networking capabilities. The company processes 31 million transactions annually, generating millions of daily data events across financial transactions, customer interactions, and operational systems. However, PicPay's previous data infrastructure—built on AWS with multiple disconnected tools—created significant bottlenecks. Data silos prevented collaboration, slow pipelines couldn't scale to handle transaction volumes, and data quality issues delayed decision-making across analytics and data science teams. As PicPay aimed to expand beyond payments into transportation, gaming, and marketplace services, their fragmented data architecture became unsustainable.

PicPay implemented the Databricks Data Intelligence Platform, including Databricks SQL and Delta Lake, to unify data from customer interactions, sales metrics, financial activity, and log systems into a single lakehouse architecture. This eliminated complexity and reduced costs while enabling data democratization across the organization. The platform empowered internal analysts and business users to build 50+ operational dashboards using Tableau, providing real-time visibility into transaction success rates, fraud detection, financial planning, and marketing performance. Data teams gained the ability to collaborate seamlessly, share insights with product managers, and accelerate machine learning initiatives that directly improved customer experience and platform engagement.

The centralized lakehouse enabled PicPay's growth team to leverage machine learning for targeted customer segmentation and reward optimization. By analyzing user behavior patterns and experimentation flows, PicPay refined cash-back incentive strategies to deliver the right promotions at the right time, reducing marketing waste while increasing customer engagement. This data-driven approach generated $10 million in operational savings from improved cash-back reward efficiency. Beyond cost savings, PicPay achieved 50% lower analytics and visualization platform costs through infrastructure consolidation and increased 25% adoption among self-service business analytics users. With data now positioned as a core competitive advantage, PicPay continues rolling out new super-app services, from gaming to full-featured marketplaces, powered by unified data and AI capabilities that accelerate its vision of becoming Brazil's most-loved financial platform.