StoneCo Ltd. is a financial technology company whose operations focus on Brazil. Known primarily through the Stone and Ton brands, it enables businesses to accept payments and manage some of their financial flows. Its model combines technological infrastructure with on-the-ground distribution in a country where digital adoption is growing but merchants’ needs remain highly varied.
A fintech born out of merchants’ needs
Founded in 2012 by André Street and Eduardo Pontes, StoneCo grew in a payments market historically dominated by players linked to major banks. The company built its positioning around direct relationships with merchants, focusing on readily available customer service and local sales teams.
Its Nasdaq listing in 2018, under the ticker symbol STNE, gave it access to international capital markets. It also raised its profile among foreign investors interested in the transformation of Brazilian financial services.
The group’s development also includes diversification into business management software, illustrated by its acquisition of Linx in 2021. This transaction reflected an ambition: to bring payment acceptance closer to other business functions, such as sales tracking and operational organization. StoneCo’s story thus extends beyond that of a simple terminal provider.
From payment acceptance to financial services
Its core business is payment acceptance and processing, particularly card payments, both in-store and remotely. StoneCo provides the equipment and tools needed to accept payments, then helps businesses track transactions and receivables. It also operates in an environment shaped by Pix, Brazil’s instant payment system.
The group’s brands cater to different customer profiles. Stone primarily targets small and medium-sized businesses with a range of services and sales support. Ton focuses more on self-employed professionals and very small businesses, with largely digital distribution and solutions designed to make electronic payment acceptance more accessible.
These activities are complemented by business accounts, financial management features and financing options. Receivables advances, in particular, allow merchants to receive funds from their sales sooner. These services make the platform more useful in day-to-day operations, but also require discipline in pricing, risk management and operational quality.
What’s next?
StoneCo competes with banks, PagBank, Mercado Pago and other payment specialists. The spread of Pix is changing payment habits and forcing providers to demonstrate their value beyond the transaction alone. For the group, the challenge is to develop lasting relationships with merchants while keeping acquisition costs and credit risks under control. Its trajectory will depend on its ability to turn payment acceptance into genuinely useful services without complicating the experience for small businesses.