Mexican Buy Now Pay Later Fintech Aplazo bought data platform Sensai Metrics

October 11, 2022
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Aplazo will use Sensai's data to recommend where merchants should spend their marketing budgets.

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Aplazo bought data platform Sensai Metrics for an undisclosed amount to improve its merchant network and help brands manage marketing to customers.

Aplazo has integrated the Sensai data platform into its system, so merchants using Aplazo can directly access Sensai's machine learning-powered data services like sales figures, marketing performance, and customer demographics. The deal closed in the second quarter, according to Aplazo cofounder and CEO Angel Peña.

Sensai cofounders Salo Dabbah and Daniela Gorra will join Aplazo as the company's head of growth and product manager, respectively.

Peña said the acquisition helps increase the level of sophistication around ecommerce in Mexico.

"Our intention is to help merchants connect to consumers better and have insights that they've never had before," Peña said. "The reality is that many merchants in Mexico didn't want to grow beyond their websites because doing the marketing and customer data was hard."

He added that Aplazo began talking with Sensai "many months ago."  After the deal closed in the second quarter, both companies have been working on integration since then.

Sensai uses machine-learning to create revenue predictions on sales and provides recommendations on where stores can put marketing budgets. It also helps merchants figure out how to target customers better.

Aplazo, which last raised a $27 million Series A in 2021, lets users in Mexico pay for purchases in installments and split these transactions between online and offline payments, where they can then pay in person. The company does not require a credit card for its customers.

Founded in 2020 by Peña and Alex Wieland, Aplazo has around 2,500 active merchants with 5,000 points of sale on its platform. Sensei had 300 merchant customers before the acquisition, who will be grandfathered into the combined Aplazo-Sensai system.

Investors in Aplazo include Oak HC/FT, Kazsek, Picus Capital Bridge Latam, and Audeo Ventures.

The buy now, pay later sector has grown in recent years with the emergence of companies like Klarna, Afterpay, and Affirm. These companies flourished during the pandemic, but the economic downturn has slashed valuations in the space. Klarna recently announced layoffs of nearly 100 people, the second time this year the company has resorted to job cuts, reported Sifted.

Peña said providing these types of tools to ecommerce merchants is just one step in improving how people buy products online in Mexico.

"The goal is to help merchants become better providers, which is one of the steps in improving financial literacy in the country," he said.
Las opiniones compartidas y expresadas por los analistas son libres e independientes, y de ellas son responsables sus autores. No reflejan ni comprometen el pensamiento u opinión de Latam Fintech Hub, por lo cual no pueden ser interpretadas como recomendaciones emitidas por la platafomra. Esta plataforma es un espacio abierto para promover la diversidad de puntos de vista sobre el ecosistema Fintech.

Aplazo bought data platform Sensai Metrics for an undisclosed amount to improve its merchant network and help brands manage marketing to customers.

Aplazo has integrated the Sensai data platform into its system, so merchants using Aplazo can directly access Sensai's machine learning-powered data services like sales figures, marketing performance, and customer demographics. The deal closed in the second quarter, according to Aplazo cofounder and CEO Angel Peña.

Sensai cofounders Salo Dabbah and Daniela Gorra will join Aplazo as the company's head of growth and product manager, respectively.

Peña said the acquisition helps increase the level of sophistication around ecommerce in Mexico.

"Our intention is to help merchants connect to consumers better and have insights that they've never had before," Peña said. "The reality is that many merchants in Mexico didn't want to grow beyond their websites because doing the marketing and customer data was hard."

He added that Aplazo began talking with Sensai "many months ago."  After the deal closed in the second quarter, both companies have been working on integration since then.

Sensai uses machine-learning to create revenue predictions on sales and provides recommendations on where stores can put marketing budgets. It also helps merchants figure out how to target customers better.

Aplazo, which last raised a $27 million Series A in 2021, lets users in Mexico pay for purchases in installments and split these transactions between online and offline payments, where they can then pay in person. The company does not require a credit card for its customers.

Founded in 2020 by Peña and Alex Wieland, Aplazo has around 2,500 active merchants with 5,000 points of sale on its platform. Sensei had 300 merchant customers before the acquisition, who will be grandfathered into the combined Aplazo-Sensai system.

Investors in Aplazo include Oak HC/FT, Kazsek, Picus Capital Bridge Latam, and Audeo Ventures.

The buy now, pay later sector has grown in recent years with the emergence of companies like Klarna, Afterpay, and Affirm. These companies flourished during the pandemic, but the economic downturn has slashed valuations in the space. Klarna recently announced layoffs of nearly 100 people, the second time this year the company has resorted to job cuts, reported Sifted.

Peña said providing these types of tools to ecommerce merchants is just one step in improving how people buy products online in Mexico.

"The goal is to help merchants become better providers, which is one of the steps in improving financial literacy in the country," he said.
Las opiniones compartidas y expresadas por los analistas son libres e independientes, y solamente sus autores son responsables de ellas. No reflejan ni comprometen el pensamiento o la opinión del equipo de Latam Fintech Hub y, por lo tanto, no pueden interpretarse como recomendaciones emitidas por la plataforma. Esta plataforma es un espacio abierto para promover la diversidad de puntos de vista en el ecosistema Fintech.
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