Stone Rebrands to Establish Itself as a Bank Focused on Small Businesses

Stone, long recognized for its card machines serving small merchants, is formalizing its transformation into a full-service bank for entrepreneurs with a new rebranding campaign titled 'Nasceu pra Empreender'. The company's marketing director, Rodolfo Luz, explained that this evolution aligns with how customers already perceive Stone — as a business partner offering integrated financial services such as accounts, credit linked to sales, earnings management, employee administration, and comprehensive payment solutions both offline and online.

The rebranding announced on July 20, 2026, features a new visual identity and a communication strategy centered on the daily realities of small business owners. Actor and entrepreneur Milhem Cortaz stars in the campaign's main film, symbolizing Stone’s connection with entrepreneurs. The campaign also includes social media content aimed at financial education and highlighting the entrepreneurial journey beyond challenges to creativity, learning, and legacy building.

Stone currently serves nearly 5 million entrepreneurs and operates as a financial conglomerate authorized by Brazil’s Central Bank. Luz emphasized, "Our focus is to clarify the relationship Stone has already built with its clients and demonstrate our evolution, expanding our presence in the entrepreneur's journey beyond the traditional payment relationship." This strategic shift consolidates Stone's position beyond payment solutions to being recognized as a dedicated bank for the small business segment in Brazil.