StoneCo growth playbook

Give every product and segment page its own prefilled WhatsApp message and a short reference code (for example "Quero saber do Capital de Giro [CG-SITE]"), and pass the same code as a parameter to /adquira and to the app links. Have Lucy read the code first and open with the product the visitor chose, then qualify the other needs. Store the code on the CRM lead so Growth Analytics can measure conversion by page. Test against today's generic message with a control group, as the role requires.

Lucy starts every conversation one question ahead, completion and conversion rise, and the multiproduct goal gets real data from day one. It is a few hours of work on the site for the most important AI project in the funnel.

Page | Prefilled message | Code
Link de Pagamento | Quero vender com Link de Pagamento | LP-SITE
TapStone | Quero vender pelo celular com TapStone | TAP-SITE
Conta PJ | Quero abrir minha Conta PJ Stone | PJ-SITE
Capital de Giro | Quero saber do Capital de Giro | CG-SITE
Pix e Boleto no Crédito | Quero parcelar Pix e boleto no crédito | PIXC-SITE
Maquininha | Quero uma maquininha Stone | MAQ-SITE

• Visitors edit or delete the prefilled text

  Also pass the code in the link parameters and in the page referrer.

• Too many codes to maintain

  Keep one code per product family.

• HiringProduct Manager Sênior, IA Conversacional e Growth (São Paulo, posted October 15, 2026): Growth Ops runs "the revenue infrastructure of Stone's digital channels (routing, offer, sale and measurement)" for Inside Sales, Autocred, App Stone and App Ton. Lucy, "Stone's commercial AI", handles the entry conversation: "every lead that arrives through Site, App and WhatsApp goes through her", scores it and hands it to the highest-value channel. "The next evolution is to make qualification multiproduct, identifying in the conversation the need for banking, credit, Tap, Link and Pix QR, and not only the card machine." The PM runs A/B tests "always with a control group" and tracks completion rate, time to first contact and conversion (translated from Portuguese).Source
• Your websitestone.com.br product pages (checked October 21, 2026): Link de Pagamento, TapStone, Conta PJ, Capital de Giro and Pix e Boleto all use the same WhatsApp link with the same prefilled message, "Olá, você pode me ajudar?" ("Hi, can you help me?"), and the same "/adquira" button, so the first message never says which product the visitor was reading about.Source
• Your websiteThe "/adquira" page every product page links to is titled "Peça sua Maquininha e Abra sua Conta PJ" and leads with a card-machine offer ("Débito a partir de 0,74% | Crédito a partir de 2,99%", free shipping, "Parcelamento em até 21x"); the form asks only name, mobile and email, then "Continuar pelo WhatsApp". Outside hours it shows "Estamos fora do horário de atendimento" (Monday to Friday 6h-24h, weekends and holidays 7h-19h). It counts "4.680.875 empreendedores".Source
• Your websiteCredit pages: "CAPITAL DE GIRO COM TAXAS A PARTIR DE 1,75% AO MÊS", government-backed lines (FGI PEAC, BNDES and Sebrae) and "Pix e Boleto no Crédito"; TapStone sells "with the same rates as your Stone card machine" on Android and iPhone.Source

Make /adquira read the product parameter and change its headline, benefits and offer: account benefits for Conta PJ, rate and limits for credit, no-hardware selling for TapStone. Keep one short form and the WhatsApp continuation.

A page that matches the visitor's intent converts better and reinforces the new positioning.

• Rate offers differ by product

  Show only offers legal has approved.

• Your websiteThe "/adquira" page every product page links to is titled "Peça sua Maquininha e Abra sua Conta PJ" and leads with a card-machine offer ("Débito a partir de 0,74% | Crédito a partir de 2,99%", free shipping, "Parcelamento em até 21x"); the form asks only name, mobile and email, then "Continuar pelo WhatsApp". Outside hours it shows "Estamos fora do horário de atendimento" (Monday to Friday 6h-24h, weekends and holidays 7h-19h). It counts "4.680.875 empreendedores".Source
• News coverageStoneCo newsroom, May 2026: a new visual identity and brand platform "from card machine to the bank of those who start businesses", moving from a brand "mostly known for card machines in physical channels" to "a complete ecosystem of products"; a Stone survey found "8 in 10 entrepreneurs would change bank today for a more specialised option" and "only 28%" feel recognised by their bank (translated).Source
• Your websitestone.com.br product pages (checked October 21, 2026): Link de Pagamento, TapStone, Conta PJ, Capital de Giro and Pix e Boleto all use the same WhatsApp link with the same prefilled message, "Olá, você pode me ajudar?" ("Hi, can you help me?"), and the same "/adquira" button, so the first message never says which product the visitor was reading about.Source

Define a source code standard (channel, campaign, page, product), carry it in links, WhatsApp messages and forms, store it on the lead, and build one dashboard from visit to activated customer.

Without the source on every lead, marketing spend cannot be compared.

• Codes lost in redirects

  Test every path end to end.

• HiringAnalista de Growth Analytics Sênior (São Paulo, posted October 14, 2026): joins a team that aims "to leverage Stone's Digital Marketing results through data-driven insights", analysing and diagnosing "customer acquisition funnels", building dashboards and designing tests to optimise ROI on marketing investment; experience with "Claude Code or other AI tools" is a plus (translated).Source
• Your websitestone.com.br product pages (checked October 21, 2026): Link de Pagamento, TapStone, Conta PJ, Capital de Giro and Pix e Boleto all use the same WhatsApp link with the same prefilled message, "Olá, você pode me ajudar?" ("Hi, can you help me?"), and the same "/adquira" button, so the first message never says which product the visitor was reading about.Source
• HiringProduct Manager Sênior, IA Conversacional e Growth (São Paulo, posted October 15, 2026): Growth Ops runs "the revenue infrastructure of Stone's digital channels (routing, offer, sale and measurement)" for Inside Sales, Autocred, App Stone and App Ton. Lucy, "Stone's commercial AI", handles the entry conversation: "every lead that arrives through Site, App and WhatsApp goes through her", scores it and hands it to the highest-value channel. "The next evolution is to make qualification multiproduct, identifying in the conversation the need for banking, credit, Tap, Link and Pix QR, and not only the card machine." The PM runs A/B tests "always with a control group" and tracks completion rate, time to first contact and conversion (translated from Portuguese).Source

Fix the press link, add a homepage description, delete or noindex the test pages, keep one copy of the duplicated article with redirects, and correct mismatched slugs.

A tidy corporate site protects the brand that just relaunched and helps search engines show the right pages.

• Breaking shared links

  Redirect every changed URL.

• Your websitestone.co redirects to stoneco.com.br, the corporate site. Its homepage has no meta description and its "Imprensa" link points to "?page_id=16057", which returns 404. The sitemap lists test pages ("dev-teste-texto", "conteudos/teste-4", which loads with no noindex tag), one press article published seven times with slugs ending "-2", "-2-2" up to "-2-2-2-2-2-2", and news URLs whose slugs do not match their headlines (the "bndes-e-stone-firmam-parceria-para-microcredito" URL shows the "Stone ON" event article). The RSS feed's latest post is from January 21, 2025.Source

Cache pages at the CDN, defer non-critical scripts, remove unused JavaScript, and preload the main font.

Faster pages serve investors, candidates and press better, and help search rankings.

• Hosting platform limits

  Agree cache rules with the site provider.

• Google PageSpeedstoneco.com.br fails Core Web Vitals for real visitors: LCP p75 3.5 s (the largest element is the homepage's intro paragraph), time to first byte 2.0 s; INP 135 ms passes. Mobile lab performance 61, with 4.2 s of render-blocking savings and 788 KB of unused JavaScript available.Source

Route out-of-hours leads to Lucy with a clear option to finish the purchase in chat or book a callback for the morning, and measure overnight conversion separately.

Leads that wait until morning go cold or go to a competitor.

• Complex cases at night

  Lucy offers a morning callback.

• Your websiteThe "/adquira" page every product page links to is titled "Peça sua Maquininha e Abra sua Conta PJ" and leads with a card-machine offer ("Débito a partir de 0,74% | Crédito a partir de 2,99%", free shipping, "Parcelamento em até 21x"); the form asks only name, mobile and email, then "Continuar pelo WhatsApp". Outside hours it shows "Estamos fora do horário de atendimento" (Monday to Friday 6h-24h, weekends and holidays 7h-19h). It counts "4.680.875 empreendedores".Source
• HiringProduct Manager Sênior, IA Conversacional e Growth (São Paulo, posted October 15, 2026): Growth Ops runs "the revenue infrastructure of Stone's digital channels (routing, offer, sale and measurement)" for Inside Sales, Autocred, App Stone and App Ton. Lucy, "Stone's commercial AI", handles the entry conversation: "every lead that arrives through Site, App and WhatsApp goes through her", scores it and hands it to the highest-value channel. "The next evolution is to make qualification multiproduct, identifying in the conversation the need for banking, credit, Tap, Link and Pix QR, and not only the card machine." The PM runs A/B tests "always with a control group" and tracks completion rate, time to first contact and conversion (translated from Portuguese).Source

Add one adaptive question at a time (how customers pay, online sales, cash flow needs, employees), score the answers, and keep each question only if it raises value per lead without hurting completion.

Careful testing finds the questions that grow revenue per lead.

• Longer conversations

  Cap the number of questions.

• HiringProduct Manager Sênior, IA Conversacional e Growth (São Paulo, posted October 15, 2026): Growth Ops runs "the revenue infrastructure of Stone's digital channels (routing, offer, sale and measurement)" for Inside Sales, Autocred, App Stone and App Ton. Lucy, "Stone's commercial AI", handles the entry conversation: "every lead that arrives through Site, App and WhatsApp goes through her", scores it and hands it to the highest-value channel. "The next evolution is to make qualification multiproduct, identifying in the conversation the need for banking, credit, Tap, Link and Pix QR, and not only the card machine." The PM runs A/B tests "always with a control group" and tracks completion rate, time to first contact and conversion (translated from Portuguese).Source
• Your websitestone.com.br homepage: "Stone: O Banco pra Quem Empreende"; menu of selling tools (card machine, TapStone, payment link, catalogues, subscriptions), financial management (Conta PJ, Reserva, Investimentos, Seguros, Raio-X), credit (BNDES and Sebrae lines, credit card, working capital from 1.75% a month), segment pages, a "Mapa do Negócio" questionnaire that shows "the ideal plan for you", AI tools (sales prompts, pricing and margin calculators), service in Libras (Brazilian Sign Language), a partner programme and franchising. robots.txt (March 2026) explicitly allows AI crawlers.Source

Pass the questionnaire answers into the lead record and Lucy's context, so she skips repeated questions and opens with the recommended plan.

Using what the visitor already said shortens the conversation and raises trust.

• Consent for data use

  Ask permission at the end of the questionnaire.

• Your websitestone.com.br homepage: "Stone: O Banco pra Quem Empreende"; menu of selling tools (card machine, TapStone, payment link, catalogues, subscriptions), financial management (Conta PJ, Reserva, Investimentos, Seguros, Raio-X), credit (BNDES and Sebrae lines, credit card, working capital from 1.75% a month), segment pages, a "Mapa do Negócio" questionnaire that shows "the ideal plan for you", AI tools (sales prompts, pricing and margin calculators), service in Libras (Brazilian Sign Language), a partner programme and franchising. robots.txt (March 2026) explicitly allows AI crawlers.Source
• HiringProduct Manager Sênior, IA Conversacional e Growth (São Paulo, posted October 15, 2026): Growth Ops runs "the revenue infrastructure of Stone's digital channels (routing, offer, sale and measurement)" for Inside Sales, Autocred, App Stone and App Ton. Lucy, "Stone's commercial AI", handles the entry conversation: "every lead that arrives through Site, App and WhatsApp goes through her", scores it and hands it to the highest-value channel. "The next evolution is to make qualification multiproduct, identifying in the conversation the need for banking, credit, Tap, Link and Pix QR, and not only the card machine." The PM runs A/B tests "always with a control group" and tracks completion rate, time to first contact and conversion (translated from Portuguese).Source

Build a simple model of expected NPV by lead profile and channel from past conversions, use it in Lucy's routing, and review declined leads monthly with channel leaders.

Sending each lead to the cheapest channel that can close it raises NPV per lead.

• Bias toward big leads

  Set a minimum service level for small ones.

• HiringProduct Manager Sênior, IA Conversacional e Growth (São Paulo, posted October 15, 2026): Growth Ops runs "the revenue infrastructure of Stone's digital channels (routing, offer, sale and measurement)" for Inside Sales, Autocred, App Stone and App Ton. Lucy, "Stone's commercial AI", handles the entry conversation: "every lead that arrives through Site, App and WhatsApp goes through her", scores it and hands it to the highest-value channel. "The next evolution is to make qualification multiproduct, identifying in the conversation the need for banking, credit, Tap, Link and Pix QR, and not only the card machine." The PM runs A/B tests "always with a control group" and tracks completion rate, time to first contact and conversion (translated from Portuguese).Source
• HiringAnalista de Growth Analytics Sênior (São Paulo, posted October 14, 2026): joins a team that aims "to leverage Stone's Digital Marketing results through data-driven insights", analysing and diagnosing "customer acquisition funnels", building dashboards and designing tests to optimise ROI on marketing investment; experience with "Claude Code or other AI tools" is a plus (translated).Source

Give Inside Sales a short script and offer for each common next product, triggered by usage signals (sales volume, Pix use, cash flow gaps), and track products per customer.

Selling to existing customers is cheaper than acquiring new ones and makes the bank positioning real.

• Customers feel pushed

  One offer per contact, based on real need.

• HiringThe board lists 368 open roles (October 21, 2026), 288 of them commercial: "Agente Stone" field sales consultants in dozens of cities from Belém to Caxias do Sul, about 40 "Executivo(a) Comercial Hunter para Grandes Contas" roles who connect regional business owners "to an ecosystem of solutions in finance, software and management", Inside Sales analysts who sell "through our service channels (chat, WhatsApp or phone)", and Account Executives (Hunter and Farming) in São Paulo. Every post: Stone is "the largest independent payments company in Brazil, with more than fifteen thousand people" (translated).Source
• News coverageStoneCo newsroom, May 2026: a new visual identity and brand platform "from card machine to the bank of those who start businesses", moving from a brand "mostly known for card machines in physical channels" to "a complete ecosystem of products"; a Stone survey found "8 in 10 entrepreneurs would change bank today for a more specialised option" and "only 28%" feel recognised by their bank (translated).Source
• Your websitestone.com.br homepage: "Stone: O Banco pra Quem Empreende"; menu of selling tools (card machine, TapStone, payment link, catalogues, subscriptions), financial management (Conta PJ, Reserva, Investimentos, Seguros, Raio-X), credit (BNDES and Sebrae lines, credit card, working capital from 1.75% a month), segment pages, a "Mapa do Negócio" questionnaire that shows "the ideal plan for you", AI tools (sales prompts, pricing and margin calculators), service in Libras (Brazilian Sign Language), a partner programme and franchising. robots.txt (March 2026) explicitly allows AI crawlers.Source

Give each Hunter a target list of the largest local businesses, a one-page diagnosis using Stone's regional retail index data, and an offer that bundles payments, account, credit and management tools.

A prepared first meeting wins larger accounts faster.

• Overlap with franchisees

  Set clear account rules.

• HiringThe board lists 368 open roles (October 21, 2026), 288 of them commercial: "Agente Stone" field sales consultants in dozens of cities from Belém to Caxias do Sul, about 40 "Executivo(a) Comercial Hunter para Grandes Contas" roles who connect regional business owners "to an ecosystem of solutions in finance, software and management", Inside Sales analysts who sell "through our service channels (chat, WhatsApp or phone)", and Account Executives (Hunter and Farming) in São Paulo. Every post: Stone is "the largest independent payments company in Brazil, with more than fifteen thousand people" (translated).Source
• Your websitestone.com.br homepage: "Stone: O Banco pra Quem Empreende"; menu of selling tools (card machine, TapStone, payment link, catalogues, subscriptions), financial management (Conta PJ, Reserva, Investimentos, Seguros, Raio-X), credit (BNDES and Sebrae lines, credit card, working capital from 1.75% a month), segment pages, a "Mapa do Negócio" questionnaire that shows "the ideal plan for you", AI tools (sales prompts, pricing and margin calculators), service in Libras (Brazilian Sign Language), a partner programme and franchising. robots.txt (March 2026) explicitly allows AI crawlers.Source
• Your websiteCredit pages: "CAPITAL DE GIRO COM TAXAS A PARTIR DE 1,75% AO MÊS", government-backed lines (FGI PEAC, BNDES and Sebrae) and "Pix e Boleto no Crédito"; TapStone sells "with the same rates as your Stone card machine" on Android and iPhone.Source

Add a "local visit" route to Lucy for leads in franchise territories, give franchisees and agents a response time target, and compare conversion with remote channels.

Business owners in smaller cities often prefer a face-to-face visit, and the network already exists.

• Slow responses

  Return the lead to remote channels after a set time.

• News coverageStoneCo newsroom, June 24, 2026: the Stone franchise network has about 320 active units in more than 3,000 municipalities, mainly in the interior, opened 60 new franchises last year, renewed more than 100 contracts for 10 years and holds the ABF Seal of Excellence 2023-2026 (translated).Source
• HiringThe board lists 368 open roles (October 21, 2026), 288 of them commercial: "Agente Stone" field sales consultants in dozens of cities from Belém to Caxias do Sul, about 40 "Executivo(a) Comercial Hunter para Grandes Contas" roles who connect regional business owners "to an ecosystem of solutions in finance, software and management", Inside Sales analysts who sell "through our service channels (chat, WhatsApp or phone)", and Account Executives (Hunter and Farming) in São Paulo. Every post: Stone is "the largest independent payments company in Brazil, with more than fifteen thousand people" (translated).Source
• HiringProduct Manager Sênior, IA Conversacional e Growth (São Paulo, posted October 15, 2026): Growth Ops runs "the revenue infrastructure of Stone's digital channels (routing, offer, sale and measurement)" for Inside Sales, Autocred, App Stone and App Ton. Lucy, "Stone's commercial AI", handles the entry conversation: "every lead that arrives through Site, App and WhatsApp goes through her", scores it and hands it to the highest-value channel. "The next evolution is to make qualification multiproduct, identifying in the conversation the need for banking, credit, Tap, Link and Pix QR, and not only the card machine." The PM runs A/B tests "always with a control group" and tracks completion rate, time to first contact and conversion (translated from Portuguese).Source

Add two short customer stories with numbers to each segment page, linked to the relevant product, and use them in Lucy's replies and ads.

Proof from a similar business persuades more than features.

• Customer approval

  Get written consent.

• Your websitestone.com.br homepage: "Stone: O Banco pra Quem Empreende"; menu of selling tools (card machine, TapStone, payment link, catalogues, subscriptions), financial management (Conta PJ, Reserva, Investimentos, Seguros, Raio-X), credit (BNDES and Sebrae lines, credit card, working capital from 1.75% a month), segment pages, a "Mapa do Negócio" questionnaire that shows "the ideal plan for you", AI tools (sales prompts, pricing and margin calculators), service in Libras (Brazilian Sign Language), a partner programme and franchising. robots.txt (March 2026) explicitly allows AI crawlers.Source
• News coverageStoneCo newsroom, May 2026: a new visual identity and brand platform "from card machine to the bank of those who start businesses", moving from a brand "mostly known for card machines in physical channels" to "a complete ecosystem of products"; a Stone survey found "8 in 10 entrepreneurs would change bank today for a more specialised option" and "only 28%" feel recognised by their bank (translated).Source
• Your websiteSocial reach: Stone's YouTube channel has 57,200 subscribers, 510 videos and 53.4 million views; Stone is also on Instagram, TikTok, Facebook and X (@sejastone).Source

Publish a monthly data page by state and sector on stone.com.br, with a short note on what it means for small businesses and a link to relevant products.

Original local data earns links, press and searches from business owners.

• Data misread

  Explain the method on the page.

• Your websitestone.co redirects to stoneco.com.br, the corporate site. Its homepage has no meta description and its "Imprensa" link points to "?page_id=16057", which returns 404. The sitemap lists test pages ("dev-teste-texto", "conteudos/teste-4", which loads with no noindex tag), one press article published seven times with slugs ending "-2", "-2-2" up to "-2-2-2-2-2-2", and news URLs whose slugs do not match their headlines (the "bndes-e-stone-firmam-parceria-para-microcredito" URL shows the "Stone ON" event article). The RSS feed's latest post is from January 21, 2025.Source
• Your websitestone.com.br homepage: "Stone: O Banco pra Quem Empreende"; menu of selling tools (card machine, TapStone, payment link, catalogues, subscriptions), financial management (Conta PJ, Reserva, Investimentos, Seguros, Raio-X), credit (BNDES and Sebrae lines, credit card, working capital from 1.75% a month), segment pages, a "Mapa do Negócio" questionnaire that shows "the ideal plan for you", AI tools (sales prompts, pricing and margin calculators), service in Libras (Brazilian Sign Language), a partner programme and franchising. robots.txt (March 2026) explicitly allows AI crawlers.Source

Add a short pre-check (time in business, monthly sales, CNPJ) that shows likely eligibility and the next step, and send the answers to Lucy and the lead record.

A clear answer reduces drop-off and filters leads before sales time is spent.

• Read as a credit promise

  Label it as an indication, not approval.

• Your websiteCredit pages: "CAPITAL DE GIRO COM TAXAS A PARTIR DE 1,75% AO MÊS", government-backed lines (FGI PEAC, BNDES and Sebrae) and "Pix e Boleto no Crédito"; TapStone sells "with the same rates as your Stone card machine" on Android and iPhone.Source
• HiringProduct Manager Sênior, IA Conversacional e Growth (São Paulo, posted October 15, 2026): Growth Ops runs "the revenue infrastructure of Stone's digital channels (routing, offer, sale and measurement)" for Inside Sales, Autocred, App Stone and App Ton. Lucy, "Stone's commercial AI", handles the entry conversation: "every lead that arrives through Site, App and WhatsApp goes through her", scores it and hands it to the highest-value channel. "The next evolution is to make qualification multiproduct, identifying in the conversation the need for banking, credit, Tap, Link and Pix QR, and not only the card machine." The PM runs A/B tests "always with a control group" and tracks completion rate, time to first contact and conversion (translated from Portuguese).Source

Publish a weekly short and long video with a real customer using account, credit or management tools, ending with a product-specific WhatsApp link.

Video shows the new positioning in action and feeds tagged leads to Lucy.

• Low views

  Test hooks in shorts first.

• Your websiteSocial reach: Stone's YouTube channel has 57,200 subscribers, 510 videos and 53.4 million views; Stone is also on Instagram, TikTok, Facebook and X (@sejastone).Source
• News coverageStoneCo newsroom, May 2026: a new visual identity and brand platform "from card machine to the bank of those who start businesses", moving from a brand "mostly known for card machines in physical channels" to "a complete ecosystem of products"; a Stone survey found "8 in 10 entrepreneurs would change bank today for a more specialised option" and "only 28%" feel recognised by their bank (translated).Source
• Your websitestone.com.br product pages (checked October 21, 2026): Link de Pagamento, TapStone, Conta PJ, Capital de Giro and Pix e Boleto all use the same WhatsApp link with the same prefilled message, "Olá, você pode me ajudar?" ("Hi, can you help me?"), and the same "/adquira" button, so the first message never says which product the visitor was reading about.Source

Promote Libras service on the sign-up path and in accessibility communities, with a video in Libras, and make sure Lucy hands deaf customers to the Libras team.

Few rivals make this promise, and it fits the brand's "the customer is the reason" value.

• Capacity

  Check Libras team hours first.

• Your websitestone.com.br homepage: "Stone: O Banco pra Quem Empreende"; menu of selling tools (card machine, TapStone, payment link, catalogues, subscriptions), financial management (Conta PJ, Reserva, Investimentos, Seguros, Raio-X), credit (BNDES and Sebrae lines, credit card, working capital from 1.75% a month), segment pages, a "Mapa do Negócio" questionnaire that shows "the ideal plan for you", AI tools (sales prompts, pricing and margin calculators), service in Libras (Brazilian Sign Language), a partner programme and franchising. robots.txt (March 2026) explicitly allows AI crawlers.Source
• HiringThe board lists 368 open roles (October 21, 2026), 288 of them commercial: "Agente Stone" field sales consultants in dozens of cities from Belém to Caxias do Sul, about 40 "Executivo(a) Comercial Hunter para Grandes Contas" roles who connect regional business owners "to an ecosystem of solutions in finance, software and management", Inside Sales analysts who sell "through our service channels (chat, WhatsApp or phone)", and Account Executives (Hunter and Farming) in São Paulo. Every post: Stone is "the largest independent payments company in Brazil, with more than fifteen thousand people" (translated).Source

Let Lucy complete Conta PJ onboarding in WhatsApp (document capture, checks, first Pix) and offer the card machine or TapStone as the next step.

Fewer steps between interest and an active account raise conversion and make the bank positioning real.

• Fraud risk

  Same checks as the app.

• HiringProduct Manager Sênior, IA Conversacional e Growth (São Paulo, posted October 15, 2026): Growth Ops runs "the revenue infrastructure of Stone's digital channels (routing, offer, sale and measurement)" for Inside Sales, Autocred, App Stone and App Ton. Lucy, "Stone's commercial AI", handles the entry conversation: "every lead that arrives through Site, App and WhatsApp goes through her", scores it and hands it to the highest-value channel. "The next evolution is to make qualification multiproduct, identifying in the conversation the need for banking, credit, Tap, Link and Pix QR, and not only the card machine." The PM runs A/B tests "always with a control group" and tracks completion rate, time to first contact and conversion (translated from Portuguese).Source
• News coverageStoneCo newsroom, May 2026: a new visual identity and brand platform "from card machine to the bank of those who start businesses", moving from a brand "mostly known for card machines in physical channels" to "a complete ecosystem of products"; a Stone survey found "8 in 10 entrepreneurs would change bank today for a more specialised option" and "only 28%" feel recognised by their bank (translated).Source
• Your websitestone.com.br homepage: "Stone: O Banco pra Quem Empreende"; menu of selling tools (card machine, TapStone, payment link, catalogues, subscriptions), financial management (Conta PJ, Reserva, Investimentos, Seguros, Raio-X), credit (BNDES and Sebrae lines, credit card, working capital from 1.75% a month), segment pages, a "Mapa do Negócio" questionnaire that shows "the ideal plan for you", AI tools (sales prompts, pricing and margin calculators), service in Libras (Brazilian Sign Language), a partner programme and franchising. robots.txt (March 2026) explicitly allows AI crawlers.Source

Offer a guided switch: move receivables, Pix keys and payroll, import history with the customer's consent through Open Finance, and give a switching bonus.

Removing switching effort turns the survey's intent into accounts.

• Bonus attracts low-value accounts

  Pay only on active use.

• News coverageStoneCo newsroom, May 2026: a new visual identity and brand platform "from card machine to the bank of those who start businesses", moving from a brand "mostly known for card machines in physical channels" to "a complete ecosystem of products"; a Stone survey found "8 in 10 entrepreneurs would change bank today for a more specialised option" and "only 28%" feel recognised by their bank (translated).Source
• Your websitestone.com.br homepage: "Stone: O Banco pra Quem Empreende"; menu of selling tools (card machine, TapStone, payment link, catalogues, subscriptions), financial management (Conta PJ, Reserva, Investimentos, Seguros, Raio-X), credit (BNDES and Sebrae lines, credit card, working capital from 1.75% a month), segment pages, a "Mapa do Negócio" questionnaire that shows "the ideal plan for you", AI tools (sales prompts, pricing and margin calculators), service in Libras (Brazilian Sign Language), a partner programme and franchising. robots.txt (March 2026) explicitly allows AI crawlers.Source

Identify Ton customers whose sales and needs now fit Stone (credit, employees, larger volumes), offer a smooth move with an Inside Sales call, and keep them in the group instead of losing them to a rival.

Growing customers are the most likely to leave for a bigger provider; moving them keeps the revenue.

• Brand confusion

  Explain why the move helps the customer.

• HiringProduct Manager Sênior, IA Conversacional e Growth (São Paulo, posted October 15, 2026): Growth Ops runs "the revenue infrastructure of Stone's digital channels (routing, offer, sale and measurement)" for Inside Sales, Autocred, App Stone and App Ton. Lucy, "Stone's commercial AI", handles the entry conversation: "every lead that arrives through Site, App and WhatsApp goes through her", scores it and hands it to the highest-value channel. "The next evolution is to make qualification multiproduct, identifying in the conversation the need for banking, credit, Tap, Link and Pix QR, and not only the card machine." The PM runs A/B tests "always with a control group" and tracks completion rate, time to first contact and conversion (translated from Portuguese).Source
• Competitor researchRivals' own homepages: PagBank, "Conta, Maquininha de cartão, Tap On e muito mais"; InfinitePay, "Conta Digital, Maquininha e Pagamentos"; Cielo, "Maquininhas de crédito e débito"; StoneCo's own Ton brand, "Maquininhas com taxas a partir de 0,57%" with TapTon and a digital account.See the research Source

Ask the main assistants 20 common questions each month, record how Stone and rivals are described, and fix the pages they cite.

AI answers are a new front door, and the rebrand needs to reach it.

• Answers vary

  Track trends, not single answers.

• Your websitestone.com.br homepage: "Stone: O Banco pra Quem Empreende"; menu of selling tools (card machine, TapStone, payment link, catalogues, subscriptions), financial management (Conta PJ, Reserva, Investimentos, Seguros, Raio-X), credit (BNDES and Sebrae lines, credit card, working capital from 1.75% a month), segment pages, a "Mapa do Negócio" questionnaire that shows "the ideal plan for you", AI tools (sales prompts, pricing and margin calculators), service in Libras (Brazilian Sign Language), a partner programme and franchising. robots.txt (March 2026) explicitly allows AI crawlers.Source
• Competitor researchRivals' own homepages: PagBank, "Conta, Maquininha de cartão, Tap On e muito mais"; InfinitePay, "Conta Digital, Maquininha e Pagamentos"; Cielo, "Maquininhas de crédito e débito"; StoneCo's own Ton brand, "Maquininhas com taxas a partir de 0,57%" with TapTon and a digital account.See the research Source
• News coverageStoneCo newsroom, May 2026: a new visual identity and brand platform "from card machine to the bank of those who start businesses", moving from a brand "mostly known for card machines in physical channels" to "a complete ecosystem of products"; a Stone survey found "8 in 10 entrepreneurs would change bank today for a more specialised option" and "only 28%" feel recognised by their bank (translated).Source

Offer accountants a referral fee, a dashboard of referred clients and free financial reports for clients on Stone.

One accountant can bring dozens of clients.

• Low engagement

  Give accountants tools they use daily.

• Your websitestone.com.br homepage: "Stone: O Banco pra Quem Empreende"; menu of selling tools (card machine, TapStone, payment link, catalogues, subscriptions), financial management (Conta PJ, Reserva, Investimentos, Seguros, Raio-X), credit (BNDES and Sebrae lines, credit card, working capital from 1.75% a month), segment pages, a "Mapa do Negócio" questionnaire that shows "the ideal plan for you", AI tools (sales prompts, pricing and margin calculators), service in Libras (Brazilian Sign Language), a partner programme and franchising. robots.txt (March 2026) explicitly allows AI crawlers.Source
• News coverageStoneCo newsroom, May 2026: a new visual identity and brand platform "from card machine to the bank of those who start businesses", moving from a brand "mostly known for card machines in physical channels" to "a complete ecosystem of products"; a Stone survey found "8 in 10 entrepreneurs would change bank today for a more specialised option" and "only 28%" feel recognised by their bank (translated).Source