Clarity before speed
Moving fast doesn't help when nobody knows where they're going. I start with the problem, the behavior that needs to change, and the result that actually matters.
Breno Ribeiro — BAR
Creating Strategies
breaking complexities
I create strategies and build products, platforms, and teams that make technology, data, and finance simpler to use, easier to trust, and more relevant to people's lives. Twenty-plus years of work across Brazil, Europe, the US, and Asia.
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Where the work starts
The work starts before the product.
People don't want technology. They want to feel they can finally move forward.
They want to understand what's happening. They want to trust the next decision. They want something hard to feel possible.
That's where my work begins.
I work at the intersection of product, technology, data, and business, turning complex systems into experiences that are simpler, more scalable, and more human.
About
The biggest problems were never just in the code.
My career started close to engineering: quality, and the details almost nobody sees. Over time I noticed the biggest problems were rarely in the code alone. They were in the lack of clarity. In the distance between strategy and execution. In teams building without understanding why. In products that worked, but didn't make people feel they worked for them.
That's what led me to product, data, strategy, and leadership. Since then: digital platforms, marketplaces, loyalty programs, B2B products, fintech, AI, and Web3 infrastructure. At Rakuten, I led international product, technology, and data teams, up to 72 people across three continents.
Today, as the founder of diBoaS Finance, I work on making the relationship between people and money clearer, more intentional, and simpler.
Breno Ribeiro — BAR
Selected work
The evidence, labeled honestly.
Flagship
More work
How I work
The order of things matters.
Simplicity before sophistication
Complexity can live behind the experience. It doesn't need to be transferred to the person using the product.
Outcomes before activity
Roadmaps, meetings, and launches aren't results. What matters is what got better after the delivery.
Context before control
People do better work when they understand why it matters. My job as a leader is to create clarity, remove barriers, and give teams room to own their work.
Systems before heroics
Rules written down and wired into the pipeline: quality gates, reviews, AI doing the heavy lifting. The machine executes. The judgment stays human.
In numbers
Numbers don't tell the whole story.
But they help prove it happened.
- years in product and technology
- 20+years in product and technology
- people in the largest organization I led
- 72people in the largest organization I led
- continents with teams under my leadership
- 3continents with teams under my leadership
- launches across different markets
- 10+launches across different markets
- increase in customer loyalty
- 19%increase in customer loyalty
- faster release speed after platform modernization
- 2×faster release speed after platform modernization
Principles
The user shouldn't carry the weight of the system behind the screen.
Technology has to earn its place through the value it creates.
A simple product isn't a product with less capability. It's a product that made the hard decisions before reaching the user.
Data helps find answers. Critical thinking asks better questions.
Good teams don't just need to know what to build. They need to know why it deserves to exist.
Trajectory
Where the years went.
diBoaS Finance
Founder & Product Lead
Financial products, Web3, AI, strategy, and business development.
Rakuten Europe
Executive Director — Product, Technology & Data, EMEA
Led the European product, technology, and data organization.
Rakuten Germany
CTO
Technology strategy, platforms, engineering, organizational transformation.
Rakuten Germany
Product Manager — Data & Quality
User behavior, acquisition, conversion, product quality.
TOTVS · Globo.com
Product, Engineering & Quality
Digital products and systems for Brazilian and international projects.
Field Notes
The Financial Infrastructure Minute
A bilingual essay series on how financial infrastructure actually gets adopted: the behavior, not the technology. Four episodes from Act 1, written to be read in a minute.
Contact
Some problems don't need another feature.
They need a different way of seeing the product.
I'm always open to talk and explore new ideas.