We are pleased to welcome João Manuel Campanelli Freitas as our new CEO. João succeeds our founder, Lauriney Santos, who will now dedicate his efforts to his new role as General Manager of Blockfy, our recently established technology company.

With over 40 years of experience in the banking sector and recognized as one of Brazil's leading authorities in foreign exchange and governance, João assumes the CEO position of the Beeteller Group at a strategic moment of expansion.

In an exclusive conversation, he emphasized how this new phase will be built.

“Assuming the leadership of the group at a time of expansion it's a great responsibility. We are delivering solutions that cross borders with speed, technology, and trust. A new Beeteller is on its way!"

João Freitas, CEO Beeteller Group

Check out the full interview:

How does your background in the financial market contribute to your role as Beeteller's CEO, which you assume in 2025?

João: Every professional's goal is to reach the top. Throughout my career, I've always aimed for this position. To get here, I prepared by gaining a comprehensive understanding of all areas of the financial market, specializing in foreign exchange. While other areas were an option, foreign exchange captured my attention and became the foundation of my knowledge of the banking sector as a whole. I've worked in various capacities, from back office at agencies to departments at the headquarters, including technology, cash management, assets (loans), investments, and the trading desk. When I became an executive, I oversaw areas like human resources, accounting, administrative services, compliance, and internal audit.

What knowledge did you bring from Brazil to the countries where you worked?

João: During my professional development, I experienced six economic plans and various currencies before the "Real" was introduced in 1994. This experience gave me the ability to navigate different countries and business environments worldwide, leading to better deals and highlighting the institutions I worked for at the time.

And the opposite: what did you learn abroad that you brought back to Brazil?

João: Abroad, I learned about business transparency. In Brazil, we are guided by strict legislation and regulatory oversight, which is not always the case elsewhere. I saw small gaps that, thanks to practices in other countries, allowed me to improve products and negotiations at various points in my career.

What do you expect from this new chapter in your career?

João: I hope to apply the knowledge I've gained over the past 50+ years to Beeteller's daily operations. I believe I can help in many different areas and build a strong company that secures its place in the Brazilian financial industry.

What is your vision for the future of Beeteller and the company's next steps?

João: Beeteller has succeeded thanks to the entrepreneurship of its founders, who knew how to build products and operate in previously underserved markets. This has solidified the company's position, and today it holds a place in the vast financial market. The next steps, which are still being discussed, will not only introduce new products but will also increase Beeteller's market share in Brazil. My goal is to position it as a leader in the financial sector.

In which sectors does the company currently see the greatest growth potential?

João: Beeteller is a "payment services" company, and this market is expanding globally through various platforms that enable instant payments. The crypto asset market, along with proprietary or third-party stablecoins, is also transforming the global payments industry. This is the market Beeteller is involved in, and we believe our greatest expansion and growth will come from launching the right products that meet our clients' needs, providing them with convenience and security.

What message would you like to leave for clients, partners, and employees?

João: A leader's challenge is to think about and communicate the future. We live in a world that is in constant flux, where change happens quickly and actively. Today's products and activities won't be tomorrow's. Everything is changing very quickly. My message is divided into a few parts.

First, "be aware" of what's happening around you. We cannot afford to be deaf or distracted and miss what's going on. Second, "be ready" for change; it will come suddenly and force us to move to the third part, which is to "be adaptable" to change. Many of us resist change, but it's already happening, and we don't have time to resist. As I was growing up, there was a song that said, "the future has already begun." That's how it works — once it starts, it doesn't stop. This is what I will do at Beeteller: take the company to a new, modern, fast, and consistent level. I want everyone who participates in this climb to feel proud and say: "I was part of this process."

Best regards, João Manuel