Growing outside of Brazil remains more the exception than the rule for most Brazilian startups. Tax issues, legal structure, exchange 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 Unilever, Google, TikTok, Novartis, and L'Oréal, 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,” says Beto Sirotsky, co-founder and co-CEO of BPool, to NeoFeed . This year, the estimated annualized GMV is R$ 300 million.
Unlike startups that attempt to internationalize through commercial offices or local sales channels, BPool followed a different path. The company began operating outside of Brazil through multinational clients who were already using the platform in Brazil and decided to replicate the model in other regions.
“It was the customers themselves who took us to other markets,” says Sirotsky. “The platform starts being used in one country and, when the model works, that multinational tends to expand its use to other regions where it operates.”
This move 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 began 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," says Sirotsky.
The decision to operate in a new country 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 look at the legislation, then at the supplier network, and finally at the customer,” says 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 need for large physical structures. "There's no need to have a traditional office in each country. It's a lighter growth model from an operational standpoint," says the co-founder.
When the volume of business increases, BPool starts opening local companies, controlled by the Brazilian holding company, to make 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, focusing on negotiating 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,” says 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.
This initiative began to be developed after an investment by Thiago Piau, former CEO of Stone, in BPool. The product was developed to serve both clients and suppliers, standardizing financial flows and reducing the need for individual approvals in each country.
“Tax, financial, and contractual differences between countries have always been a significant challenge for internationalization. BPay was created precisely to address this complexity,” says Prianti.
