Iara

In Brazil, low-income communities often face overwhelming financial stress, limited access to trustworthy information, and deep-rooted mistrust in financial systems. Traditional financial education models tend to be too technical, formal, or disconnected from the realities of marginalized populations, especially young people and women. We created Iara to bridge this gap. As a conversational interface available via WhatsApp, Iara makes financial learning simple, engaging, and culturally resonant. The idea came from our team’s lived experiences, our long-standing work with underserved groups, and a commitment to dismantling systemic barriers to economic inclusion. For over nine years, we’ve worked closely with marginalized communities across Brazil and witnessed how the chronic nature of inequality is reinforced by the lack of access to quality, relevant education, especially financial literacy, which is not culturally valued or prioritized. Through Iara, we’ve created a model that not only addresses this social need but also responds to a market demand. Many companies—mainly in the financial sector—are required by public policy to provide financial education to their clients. We offer tailored, branded versions of Iara to these companies, who fund the educational journeys for specific target groups such as women entrepreneurs and public school students. This approach enables us to scale impact sustainably, delivering public value while solving a private sector pain point.

Iara is a WhatsApp-based chatbot that delivers financial education using AI, gamification, and behaviorally informed content design. Users interact with Iara in natural, friendly language, progressing through microlearning modules on topics such as budgeting, saving, debt, entrepreneurship, and investment basics.

Each conversation is tailored to the user’s pace and context, making the learning journey feel personal and supportive. A key feature is the use of storytelling: users follow narratives of relatable characters who reflect their own realities. For example, they might learn from Aline, a cosmetics reseller who overcomes inconsistent income by creating a budgeting system, or Adriana, a street vendor during Carnival who learns to reinvest her seasonal earnings to stabilize her income year-round. These stories offer both emotional connection and practical tools, showing that financial transformation is possible, even in informal economies. Iara was designed to function even in low-bandwidth environments and requires no downloads.only a smartphone with WhatsApp. This makes it ideal for scale in low-resource contexts.

Since its launch, Iara has expanded rapidly through strategic partnerships with companies. We deliver customized, branded versions of Iara tailored to specific target groups, such as women entrepreneurs, public school students, informal workers, and beneficiaries of social programs. These companies fund the deployment of Iara as part of their corporate social responsibility initiatives or to meet regulatory requirements mandating financial education for clients.
This public-private model has allowed Iara to reach over 150,000 users across Brazil.

Our ability to integrate Iara into existing communication channels, like WhatsApp, has made scaling frictionless, especially in low-resource contexts. The modular design of Iara also enables quick adaptation to different themes, regions, and target audiences, further accelerating expansion.

We continuously iterate on Iara based on user feedback, engagement metrics, and evolving community needs. Recently, we added audio-based learning options to better serve users with low literacy levels or those who prefer listening over reading, increasing accessibility and engagement. We also integrated AI-powered doubt resolution, allowing users to ask personalized questions and receive immediate, context-aware financial guidance, enhancing the learning experience. Additionally, we adapted Iara to function within educational competitions and financial literacy tournaments, creating special modes that encourage participation, gamify learning progress, and reward achievements.

To try Iara, all you need is a smartphone with WhatsApp installed. Users simply click on an access link or scan a QR code provided by our partners or campaigns to start chatting instantly. No downloads, complex registrations, or technical barriers. For organizations interested in adopting Iara, we offer customized versions adapted to specific audiences and goals. You can contact us at contato@barkus.com.br to explore partnership opportunities, receive a demo, or discuss implementation support.