Cobre o pix da sua amiga sem virar inimiga — lembrete polite via WhatsApp, ela paga em 1 toque

Source signals

• SIG-20260426-br-personal-money-amiga-deve-1k-cobrar: "ended up just hanging up on her and now im here asking for advice on reddit because i have no idea what to do"
• SIG-20260426-br-personal-money-cashy-whatsapp-controle-divida: "Controlar dívidas (suas ou de outros)" — explicit feature request

What we ship

**Core features (MVP)**

• Open Finance Pluggy connection → every Pix tagged with who and how much; user marks "this was an empréstimo" one-tap from feed
• Auto-detect: if Pix description contains "emp", "empréstimo", "depois te pago" → auto-suggest "loan" tag
• Per-friend ledger: open balance, partial repayments history, agreed payment plan (if any)
• **Polite reminder engine**: AI generates message based on (relationship type: friend/family/colleague), (months overdue), (amount) — user edits + sends via WhatsApp deep-link
• Reminder cadence options: gentle (every 30 days), firm (every 14 days), final (custom)
• Settlement: friend gets WhatsApp "X says you owe R$340. [Pay now] [Dispute]" with pre-filled Pix QR via Asaas
• Premium: unlimited friends + auto-cadence + dispute resolution chat

**Primary user flow**

1. Landing "Cobrar a galera sem virar chata" — CTA "Começar grátis"

2. Pluggy OAuth — 2 minutes, last 90 days Pix imported

3. Tag first empréstimo: "Pix R$200 para Maria 4 meses atrás" → "Era emp"? Yes → debt created

4. Schedule reminder: "Send WhatsApp polite reminder in 7 days?" → AI generates message

5. Maria gets WhatsApp + Pix QR → pays in 1 tap → settlement triggered

6. Pricing trigger: free 3 active debts, R$4.90/mo for unlimited + custom cadence

**What it looks like**

• **Landing page**: hero "Sua amiga deve R$X há 4 meses?" + social proof "5 mil pessoas usaram pra cobrar sem brigar" + Pix QR CTA
• **Main app screen**: list of friends with open balances + colored urgency (green = recent, red = 90+ days)
• **Output / notification**: WhatsApp message draft + Pix QR + accept/dispute buttons on friend-side

**MVP build plan (8 days)**

• Day 1-3: backend (User, Friend, Debt, Reminder), JWT auth, Pluggy OAuth Pix history sync
• Day 4-5: AI reminder generator (Claude Sonnet, relationship-aware tone), WhatsApp Twilio deep-link with Pix QR via Asaas
• Day 6-7: dashboard, dispute flow, Stripe + Pix subscription
• Day 8: PT-BR landing, deploy, Reddit r/financaspessoais soft launch

Reasoning

Pix volume in BR — 64 billion transactions in 2024 (FEBRABAN data) — meaning enormous inter-personal transfer volume. Splitwise is dominant but lacks Pix integration and soft-reminder workflow — users on r/literaciafinanceira complain about free-tier limits and no Pix-payback. Small box sizes (~R$100-500) generate social-friction for direct "send me the money" — so AI-generated polite copy creates a moat. Buildable in 8 days: Pluggy SDK, Twilio WhatsApp, Asaas Pix-out, Claude Sonnet for copy. Recurring subscription is weak (pain is transactional), but free-to-paid funnel works via 3-debt limit when user wants to track 5+ friends.

Quick competitive read

5 competitors profiled (CMP files in `data/competitors/`):

• **Splitwise** (CMP-089-splitwise) — global bill-splitter, 14 yrs, dominant brand in BR by mind-share; Free + Pro $4/mo. NO Pix integration, NO polite-reminder AI, NO WhatsApp-native flow. Pro paywall hits at 4+ active expenses; users on r/financaspessoais complain about it monthly.
• **Cumbuca** (CMP-089-cumbuca) — BR couples/group joint-account banking app, 4 yrs, free (interchange-monetized). Different category: shared-account UX, BOTH parties must onboard a Pix-CNPJ — no per-friend IOU ledger, no debt reminder.
• **Cashy WhatsApp bot** (CMP-089-cashy) — BR PFM bot inside WhatsApp, 2 yrs, R$9,90/mo Premium. Generic finance assistant; debt-tracking is one feature among many. No Pix-out settlement, no AI polite-reminder generation, no friend-relationship modeling.
• **Divide Conta / Quem Deve Pra Quem** (CMP-089-divide-conta) — thin BR Splitwise clones, 8 yrs old combined, free + ads. No Pix, no WhatsApp, no AI, Android-only, ratings <3.5 stars. Paper floor.
• **Tricount** (CMP-089-tricount) — EU bill-splitter, 16 yrs, Free + €2,99/mo. PT translation only — UX is travel/trip-centric, R$ not first-class, no Pix, no Brazilian payment infrastructure awareness.

**Market density**: medium (3 real competitors, 2 paper). **White-space**: Pix-native settlement + WhatsApp deep-link + AI polite-reminder copy + friend-IOU semantic model (not couple-budget, not group-trip). Splitwise is the entrenched mind-share brand, but it has been static on Pix for 5+ years — wedge is real and durable in BR for the next 18-24 months. Competitive pressure score: **5/10** — saturated category globally, but BR-Pix-culture-fit slice is open.

Initial pricing hypothesis

Freemium: free 3 active debts + manual reminder, R$4.90/mo for unlimited + AI-cadence + dispute mediation. Low price because pain is transactional not recurring. ARPU R$60/year. Alternative: R$19 one-time "single big debt" purchase for users who just want to recover R$1K from amiga.

Distribution hypothesis

TikTok/Instagram Reels with storytime "Como cobrei R$1000 da amiga sem brigar" — high viral potential + Reddit r/Advice (English) and r/desabafos (PT-BR) + ProductHunt for anglophone diaspora + WhatsApp share-link mechanic (when friend receives reminder, sees link "use também" → viral loop).