Nova Gestões is transforming the credit recovery market in partnership with Twilio
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Challenge
Ensure secure and innovative communication for its customers, keeping up with current trends in communication and always innovating.
Solution
- Twilio SMS
- Twilio Flex
- API for WhatsApp Business
- WhatsApp Business Calling
- RCS
Results
42% conversion rate when using WhatsApp, compared to a 2.5% conversion rate in the call center;
8% of the calls received today by Nova Gestões originate from the WhatsApp Business API (WBA).
82% of calls made via WhatsApp Business Calling reach the target audience, which are the decision-makers of open cases—which is twice as effective as traditional voice channels.
Nova Gestões, a credit recovery company founded in 1978 in Curitiba, Paraná, is one of the pioneers in this market and has been developing and growing ever since. In the 2000s, amid rapid growth in the industry and a shift in the market toward valuing credit recovery, Nova Gestões was already well prepared to serve its clients, especially large banks. The company’s mission is to restore people’s credibility and self-esteem.
This is a market that has changed significantly, as people’s relationship with debt collection has also shifted over the years. The current market operates on the premise that creditors, even when seeking to recover their assets, also value the importance of keeping debtors, now debt-free, as part of their clientele, recognizing that despite any setbacks the debtor may have suffered in the past, they are seeking to pay their debts, are happy when they are debt-free, and want to regain financial health. Nova Gestões operates on the principle that clients need to have the door open to return to seek financial assistance from institutions in the future. Keeping the doors open and maintaining an active and positive relationship between the parties is essential.
Building relationships with customers to resolve outstanding financial issues
To do this, simply having the means to collect payments is not enough. One must also have the means to build relationships. The company, which once used letters as a means of communication, has witnessed how communication channels have evolved, along with techniques, technologies, and approaches to customer dialogue and engagement. And it was precisely with this scenario in mind, throughout the company’s history, that it came across Twilio.
The company, seeking delivery reliability, quality of dialogue, and efficient communication tools that guarantee security, scalability, multichannel presence, and high availability, began its journey using Twilio’s SMS solution, later adopting its contact center solution, Twilio Flex, and, in 2017, began using Twilio’s WhatsApp Business API, maintaining the same contact phone number from the beginning of its operation.
Nova Gestões is a credit recovery company founded in 1978, in Curitiba, Paraná; it is a pioneer in this market and has been developing and growing ever since its foundation. During the first decade of the new millennium, which saw companies in this segment experience major growth, with much of the market focusing on credit recovery, Nova Gestões was very well prepared to serve its customers, in particular large banks. The company's mission is to help people regain their creditworthiness and self-esteem.
This market has changed significantly, as people’s relationship with collection proceedings has also changed over the years. Today's market is based on the perspective that the lender, even when seeking to recover its assets, also places value on retaining the borrower as a customer, having repaid their debts, on the understanding that despite any problems that the borrower may have suffered in the past, they are trying to repay their debts, they feel good about themselves when they no longer owe money and want to regain financial health. The approach of Nova Gestões is structured around the principle that the customer requires access to financial assistance from institutions at other times. Keeping an open door, an active and positive relationship between the parties is essential.
Creating customer relationships to solve financial setbacks
To tackle this process, having the means to proceed with collections is not enough. Having the means to build relationships is critical. The company, which has already used letters as a means of communication, has witnessed a change in communication trends and with it, the evolution of its own techniques, technologies and attitudes as regards dialog and customer engagement. It was precisely as part of this evolution over the course of the company's undertakings that it came across Twilio.
In the pursuit of delivery reliability, high-quality dialog and efficient communication tools that ensure security, scalability, multichannel presence and high availability, the company started out on its journey using Twilio's SMS solution, later adopting its contact center solution, Twilio Flex. In 2017, it then began using Twilio's API for WhatsApp Business, maintaining the same contact telephone number since the start of its operations.
"We pride ourselves in maintaining official communication channels from the outset, as this ensures an extra layer of reliability at both ends of the dialogue with our customers. This is a delicate field, and all parties need to be confident that they are talking to the right people and organizations, certain that they are not being scammed, for example. We are an innovative and pioneering company, and we deeply value trust, something that Twilio has always helped us with, being a crucial partner in the entire process of communication, engagement, and customer loyalty."
Pioneering and innovation: implementing WhatsApp Business Calling with Twilio Voice
Proof of its pioneering spirit and innovation is confirmed once again by the fact that the company is one of the first to use Twilio’s WhatsApp Business Calling solution in Brazil. To explain the situation in greater depth and clarity, a detailed description of the company's communication scenario is necessary.
Currently, the company uses voice as its primary channel for debt collection.
There are 1,800 employees working in voice communications, representing approximately 80% of the company’s collections.
While digital channels account for only 20% of communication, when we look at results and conversions, the scenario is reversed, with 80% of conversions being made through digital channels.
The overall return on call center communications is 2.5%, and through WhatsApp it is 42%. This fully justifies greater investment in digital channels, transferring part of voice communication to WhatsApp, which is already a channel preferred by the local public.
"The customer’s preference for contact via digital channels, such as WhatsApp, is that the conversation is endless, it is asynchronous, and happens according to the availability of the parties. It is not a debt collection call at an inappropriate time or at a time when the person cannot answer, negotiate, or talk to the attendant. That’s the real advantage of using Twilio WhatsApp. With voice, more natural conversations will only happen when requested."
The company began using WhatsApp Business Calling in January 2025, and customers are starting to get used to this new reality. Eight percent of calls received today by Nova Gestões originate from the WhatsApp Business API. Of the calls made via WhatsApp Business Calling, 82% reach the decision-makers that Nova Gestões seeks to reach directly, which represents twice the accuracy compared to traditional voice channels.
“We are witnessing a very interesting transformation in this scenario, which is already part of the reality at Nova Gestões. We hope to always be a company that is available to offer customers what they need to improve their financial health, and we always count on Twilio in this process, since it is through their tool that we are ensuring more positive relationships between creditors and debtors, improving our customers’ image, and enhancing the financial health of the parties involved,” adds Juliano.
The future with AI and Twilio’s multichannel approach
Nova Gestões is currently working on two new technologies to further improve its operations. The first of these is AI, which is being used to assist human attendants, rather than replace them, in keeping with the company's belief that human contact is essential.
The second technology is RCS, the channel with which Nova Gestões has managed to reach 56% of its customer base and is already generating more than double the ROI compared to SMS. The RCS channel has a conversion rate of 4.5%, while SMS converts around 1%. This higher conversion rate in RCS is due to the greater reliability of the channel, which provides more information to the end customer, such as a logo and verified brand sender. The expectation is to further expand the use of the channel, especially now that it has coverage for iPhone users in Brazil, which should further increase the reach of Nova Gestões’ customer base.
