Brazil is one of the most promising ride-hailing markets in the world — but it’s also one of the toughest to win. In this episode, Ana Paula Picasso sits down with Luiz Fittipaldi, former global strategist at Bolt, to unpack why global players like Uber, Didi, and others face unique hurdles when entering the Brazilian market.

From regulation gaps to payment challenges, Luiz shares first-hand insights on what works, what doesn’t, and where the real opportunities lie — especially in tier-2 and tier-3 cities and frontier markets.

For more stories on innovation and emerging markets, visit www.emergingmarkets.today and subscribe to the Substack newsletter: https://emergingmarketstoday.substack.com

You can contact Luiz Fittipaldi here https://luizfittipaldi.com/

00:00:00 — New Season Kickoff

Ana Paula launches the 2025 season of the podcast and welcomes guest Luiz Fittipaldi, former global strategist at Bolt.

00:02:14 — Who Owns the Road in BrazilA deep dive into the ride-hailing landscape: Uber, 99 (Didi), and the smaller challengers trying to break in.

00:05:11 — Why Brazil Attracts Global PlayersLuiz explains why Brazil’s size, infrastructure gaps, and urban mobility issues make it a strategic market.

00:08:02 — Cowboy Style vs RegulationHow Uber and other players grew fast in Latin America with little pushback, and why that doesn’t work in Europe.

00:12:30 — Cash, Cards, and PixBrazil’s payments puzzle: from cash-based habits to leapfrogging with Pix and digital wallets.

00:16:13 — Cracking the Market (or Not)Luiz lays out hard truths and smart strategies for anyone trying to enter Brazil’s ride-hailing market.

00: 21:45 — Beyond Bolt: Frontier MarketsFrom Bolt to mentoring startups, Luiz shares why frontier markets like Kazakhstan and Tajikistan are the next big play.

I’m back with a new season of Emerging Markets Today.

This year, I’ll explore how technology and innovation grow where infrastructure, regulation, and creativity meet — from fintech and ride-sharing to digital identity and trade.

Each episode brings real stories and insights from people building the future of emerging markets.

The first episode, Ride-Sharing Strategy in Emerging Markets, drops later this week. You’ll be able to watch it on Spotify or Substack.

Subscribe on emergingmarketstoday.substack.com to get new episodes and insights straight to your inbox.

In the first episode of the year, we talked about emerging markets in 2025, exploring key trends and investment opportunities.

With sources curated by Ana Paula Picasso and analysis/voices from Google's NotebookLM, we examined accelerating digital transformation in Southeast Asia, Africa, and India, and the crucial role of sustainability and green investments in driving growth, citing examples from India, Brazil, and Africa.

We also analyzed the impact of evolving geopolitics and trade patterns, including the US-China dynamic and its effect on global supply chains.

Ana Paula Picasso will be back very soon with in-person interviews - in the meantime, don't forget to check out www.emergingmarkets.today for more articles.