The challenge
Receivables anticipation in Brazil was a mature market dominated by traditional financial institutions that were slow, opaque, and expensive. Newer competitors like Weel (backed by Franklin Templeton) and Rapidoo (backed by Quona Capital and Monashees) were entering with venture capital.
CashTF's differentiator was radical simplification: lower cost through high process automation, no fees or taxes for clients, and an experience designed around the entrepreneur's time. The challenge was building a financial product that felt like a consumer product: fast to understand, fast to use, and trustworthy enough to handle sensitive business financial operations.
What we did
Brand New Edge designed and built the entire CashTF platform using Design Thinking methodology applied to a fintech context: understanding the full journey of a business owner seeking credit, mapping the flow of the receivable transaction, and designing an interface that made complex financial operations feel simple and accessible.
The platform was built around a clear three-step flow: the company makes a sale on instalments, transfers its receivables to CashTF, and the customer pays on the due date. The entire interaction happened online, from registration through credit analysis to payment.
The Website was the acquisition and conversion surface, designed to communicate the 'cash to Flow' proposition clearly: fast, easy, and secure receivables anticipation, with a simulation feature, how-it-works explanation, benefits section, and registration flow.
The Simulation Tool was a key UX feature: a business owner could drop an .XML file from their invoicing system and the platform would automatically parse it, generate all available instalment options, calculate interest (1.99% per month), and display the total amount receivable, making the decision immediate and transparent.
The Admin System gave CashTF's internal team full operational control: viewing pending, approved, and rejected borderôs; managing client and payee profiles; processing payroll; and monitoring the status of every transaction in the system.
The Dashboard provided a financial overview of the entire operation: total transacted assets, amount pending, amount received, and overdue amounts, with a monthly trend chart showing the growth curve from July through November 2020.
How we worked
CashTF was a co-founded venture. Rodrigo Zamprogna, with 15 years of experience in the Brazilian financial market including stints at Banco do Brasil and Banrisul, served as CEO and Product Owner. Eduardo Seminari served as CTO and Product Manager, bringing over 25 years of experience in UX/UI, technology, and product strategy.
Brand New Edge's team was the technology and product team that built CashTF from the ground up. Integrations included Big Data for automated registration, API-based digital signatures, and XML parsing for automated receivables processing.
The engagement between Brand New Edge and CashTF was documented in a formal partnership agreement that included an option for Brand New Edge to acquire up to 10% equity in the company upon delivery of the development milestones.