Growing outside of Brazil remains more the exception than the rule for most Brazilian startups. Tax issues, legal structure, exalter rates, and access to global clients often limit international expansion. Few manage to break through these barriers – although the number of those that venture out has grown.
This is the case with BPool, a platform that connects large advertisers with companies in the creative sector and has clients such as Kenvue, Dell, Unilever, Telefônica, Danone, L’Oréal, Reckitt, XP, Novartis and Casas Bahia, founded by Beto Sirotsky and Daniel Prianti.
The startup, whose investors include funds like Chromo Invest and Quartz Investimentos, has just opened an office in Ireland to expand into Europe, plans to strengthen its operations in the United States, and consolidate its presence in Latin America.
“Today, practically 50% of our revenue comes from outside Brazil,” states Beto Sirotsky, co-founder and co-CEO of BPool, to NeoFeed . In March, the estimated annualized revenue is R$ 300 million.
Unlike startups that attempt to internationalize through commercial offices or local sales channels, BPool followed a different path. The company launched operating outside of Brazil through multinational clients who were already applying the platform in Brazil and decided to replicate the model in other regions.
“It was the customers themselves who took us to other markets,” states Sirotsky. “The platform starts being applyd in one countest and, when the model works, that multinational tfinishs to expand its apply to other regions where it operates.”
This relocate led to BPool’s presence in countries such as Mexico, Argentina, Chile, Colombia, and Ecuador, in addition to Uruguay, which even served as a regional base for Latin America. Today, according to the company, Mexico is BPool’s second largest market, behind only Brazil.
In the United States, the operation launched to scale up throughout 2024 and 2025, with teams dedicated to serving local clients. In Europe, the process is more recent, with contracts still in the initial stages.
“The structure in Ireland was created with the aim of serving the European market, functioning as a starting point for contracts on the continent,” states Sirotsky.
The decision to operate in a new countest follows three main criteria. The first involves legislation, tax structure, and regulatory feasibility. The second is the formation of a local supplier base. The third is the existence of clients willing to concentrate contracts through the platform.
“When we start a new market, we first view at the legislation, then at the supplier network, and finally at the customer,” states Sirotsky. Part of the supplier base is formed with the support of local partners. Another part comes from the customers themselves, who migrate already contracted suppliers into the platform.
The company states that the expansion occurs without the required for large physical structures. “There’s no required to have a traditional office in each countest. It’s a lighter growth model from an operational standpoint,” states the co-founder.
When the volume of business increases, BPool starts opening local companies, controlled by the Brazilian holding company, to create the operation viable.
Up to this point, BPool’s international growth has been bottom-up, starting with local operations for multinational companies. According to the founders, the company is now entering a new phase, focapplying on neobtainediating regional and global contracts directly with the parent companies of these corporations.
“With six years of operation and a consolidated customer base, we have also started to operate in a top-down manner, talking to global headquarters to structure broader contracts,” states Daniel Prianti, co-founder and co-CEO of the company.
BPool’s proposal is to centralize the contracting of marketing and event services — a category that, according to the company, is usually fragmented across large organizations, with multiple suppliers, contracts, and payments distributed across different areas and countries.
BPay gains weight in revenue.
In addition to geographic expansion, BPool has begun to register growth in a new revenue stream linked to the financial area.
BPay, a module created to centralize payments, compliance, and financial advances for suppliers, accounted for approximately 20% of the company’s transactions in the first quarter of 2026, according to data released by the company.
The product was developed to serve both customers and suppliers, standardizing financial flows and reducing the required for individual approvals in each countest.
“Tax, financial, and contractual differences between countries have always been a significant challenge for internationalization. BPay is well-established in Brazil and, in the internationalization process, is a solution to address this complexity,” states Prianti.
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