January 27, 2026
Transforming tax complexity into a growth platform.
BUSINESS DESIGN / NEW B2B BUSINESS MODELS
In 2019, Cashflix was created
within Grupo UP with a bold ambition:
transform Brazilian tax complexity
into a new corporate benefits
experience.
The proposal was ambitious: to create a new entity in a venture-building format to reinvent the benefits experience beyond the traditional card.
With a reimbursement model, employees pay using any method, upload the invoice, and receive the amount
directly — eliminating the need for physical cards and accredited network limitations.
As the project evolved in Brazil, UP Brasil needed to go beyond adaptation: it was time to
reposition the value proposition in a competitive market, connecting it with strong digital transformation.
To achieve this, we identified three structural challenges limiting scale and differentiation:
Monetization:
A functional model, but with limited commercial strategy and high operational effort to scale.
User Experience:
A journey filled with manual steps and friction in a market moving toward automated flows.
Shift in the decision-maker role:
Decision-making shifted from HR to employees, while the initial model still centralized control and communication within HR.
The objective became clear: redesign the model and experience to create a simple, digital, and scalable solution — generating value for companies, partners, and beneficiaries.
The Bakery conducted a strategic Deep Dive to redesign the Cashflix business model and map adjacent opportunities. The work combined market research, international cashback benchmarking, prototyping, hypothesis validation, and financial planning — resulting in two complementary models: Cashflix (B2B) and Bently (B2C).
1) Cashflix — New B2B Model
We conducted ideation sessions with profiles outside the traditional benefits market “bias” to expand strategic possibilities.
From this, we proposed and tested four business models, validating hypotheses with real data across channels such as Facebook, Instagram, and LinkedIn.
This fast test-and-learn dynamic reduced risks and optimized invested capital usage.
Key product and model optimizations:
2) Bently — Adjacent B2C Opportunity
From market analysis, we identified a universe of more than 25 million freelancers and SMEs in Brazil and created the Bently concept.
A subscription marketplace for essential benefits, inspired by wellness/productivity platforms — with high potential for recurrence and digital scale.
The restructuring of Cashflix and the creation of Bently consolidated a new way of operating in the market.
More agile, digital, and user-centered.
Key achievements
New operation created (Bently):
Expanded into an independent company, with its own corporate structure and governance ready to test and scale quickly.
More predictable monetization:
Commission-based model on HR-deposited sales, built on recurrence and diversification.
Redesigned experience:
A smoother and more modern app, with nearly instant reimbursement after invoice scanning, increasing perceived value.
Initial commercial traction:
10 clients with recurring monthly benefits contracts and expanded use in rewards and campaigns.
Startup mindset with corporate synergy:
Autonomy for management and execution, with strategic connections to the parent company.
More than a product redesign, it was a turning point:
validating with data, simplifying the experience, and building
an autonomous operation ready to scale.
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