Magie is a Brazilian fintech reimagining personal banking as a conversation. Its core product is an AI financial assistant that operates entirely within WhatsApp, the messaging app nearly all Brazilians already use daily. Through it, users can send money, make instant Pix transfers, and pay bills using whatever input is most natural, voice notes, text, or even photos of bills, while the assistant connects securely to their existing bank accounts via Brazil's Open Finance framework. The aim is to strip away app-switching and complex interfaces, making routine money tasks as simple as sending a message.
The approach targets a large mainstream audience for whom traditional banking apps can feel cumbersome. By meeting users inside WhatsApp and accepting flexible, conversational inputs, Magie lowers the friction of everyday financial actions and leans on Open Finance to remain bank-agnostic rather than forcing users to move their money. Photo-based bill payment and voice-driven transfers are designed to feel intuitive even for less digitally confident users.
Magie was founded in 2024 by Luiz Ramalho and João Camargo and is based in São Paulo. After launch it grew quickly, acquiring over 12,000 clients who transacted more than 18 million US dollars on the platform in its early period, evidence of real demand for chat-native financial services in Brazil.
The company raised a seed round that brought total funding to about 5.1 million US dollars, led by Lux Capital, which made its first Brazilian investment in Magie, with participation from Canary. The backing of a prominent deep-tech US fund alongside a leading Brazilian seed investor underscores confidence in Magie's bet that conversational, AI-driven banking inside WhatsApp can reach a mass Brazilian audience.