Pay2Free, a fintech specializing in integrated onboarding, payments, and anti-money laundering (AML) solutions, announces the arrival of Roberto Barros as its new Chief Executive Officer (CEO). This strategic move aims to consolidate the company’s leadership in the competitive iGaming and sports betting market, combining technological robustness with the regulatory security required by the current Brazilian landscape.
Technology that becomes strategy
Roberto Barros takes the helm with a clear mission: to transform technical complexity into a lever for growth. With a track record of over 25 years in the technology and management sector, Barros is recognized for his ability to execute.
His portfolio includes leading over 130 high-impact projects and managing multidisciplinary teams of more than 400 professionals. Among his success stories are the complete restructuring of IT in large corporate groups and the implementation of high-performance systems (such as SAP HANA and IoT), which resulted in operational gains exceeding 39% and a doubling of revenue compared to previous management periods.
“Joining Pay2Free means taking technology from theory to execution: we will accelerate integrations, strengthen KYC, and create scalable processes that increase conversion and reduce risk. The goal is to grow with predictability and confidence for our partners,” says Roberto Barros, CEO of Pay2Free.
Roberto Barros in numbers
- Over 25 years of experience in Technology and Business.
- Over 130 complex projects delivered.
- Over 400 people led in high-performance teams.
- Over 50 business units digitally transformed.
- Background: Operational efficiency increases of approximately 39% in previous projects.
Action plan: security and conversion
The new CEO arrives at a crucial moment for the betting market in Brazil, marked by regulation and the need for strict compliance. Barros’ plan for the first 12 months focuses on three pillars:
- Seamless Integration: Accelerate the connection with payment gateways and financial institutions to ensure instant deposits and withdrawals (Pix and other methods).
- Smart KYC: Expanding the use of Artificial Intelligence in identity validation, reducing the bettor’s registration time without sacrificing security.
- Anti-Money Laundering (AML) Prevention: Strengthen fraud detection algorithms, protecting operators from chargebacks and regulatory sanctions.
The vision is clear: Pay2Free’s technology should remove friction for honest users while creating insurmountable barriers for fraudsters. “We don’t just sell software; we deliver the trusted infrastructure that allows betting sites to operate legally and profit securely,” the executive emphasizes.
Market analysis: the challenge of regulation
The gambling sector in Latin America is experiencing rapid expansion, but faces a compliance bottleneck. According to recent industry data (H2 Gambling Capital/Statista), the Brazilian market is one of the most promising in the world, but operators suffer from registration rejection rates and identity fraud.
Pay2Free’s strategy under Barros’ management is a unified journey. While competitors offer fragmented solutions (one company for KYC, another for payments), Pay2Free centralizes the user lifecycle. This not only reduces costs for operators but also improves the end-user experience, increasing conversion rates—the “holy grail” of affiliate marketing and betting operators.
Find out more at: www.pay2free.com.br
