Renova Be: R$ 21 million on Black Friday
From buying intent to confirmed order, the case of our partner Renova Be shows how to reach 99.3% approval.
Every day, 20,000 people reach Renova Be's checkout. Each of them comes for a different reason: strengthening hair, improving skin, or recovering daily energy. But, deep down, they're all looking for the same thing: taking better care of themselves.
Today, +3 million customers trust their care routine to Renova Be, and the brand has already passed R$ 1 billion in cumulative revenue. The CEO, Nivaldo Júnior, reveals the secret:
“Audio: Nivaldo Júnior — on the secret behind Renova Be's growth (13:09 to 13:55).”
And taking good care of the customer includes a frictionless payment journey — which wasn't the brand's reality before the partnership with Appmax.
With another gateway, 90% approval limited Renova Be's performance. In a model based on recurring purchases, every declined payment isn't just a lost sale — it's also all the future purchase potential that ceases to exist.
10% of 20,000 means thousands of buying intentions that never converted. In practice, up to 2,000 orders could be declined on this first attempt every day — with an average ticket of R$ 275, that meant more than R$ 550K per day.
The turnaround: from 90% to 99.3% approval
Deciding to buy is just the start — approving every legitimate order is what turns that decision into action, and only the right payment technology can guarantee it.
With the combination of anti-fraud technology and AI from Appmax, integrated with Uappi, Renova Be's approval rate jumped from 90% to 99.3%.
In practice, that means approving virtually every legitimate order that reaches checkout — something rare in large-scale operations.
Renova Be trusted its revenue to Appmax, but could a single infrastructure replace tools that previously generated up to R$ 80K in operating costs?
The Black Friday 2025 numbers left no doubt.
Black Friday 2025: +R$ 21M in sales
Renova Be Dashboard · November 2025
Throughout the partnership with Appmax, the brand has earned more than R$ 217 million, with R$ 21 million in revenue in just 30 days on Black Friday 2025.
Almost double the monthly average of R$ 11 million, totaling 78,000 orders in November alone, with an average ticket of R$ 275 and a 99.3% approval rate.
From entrepreneur to entrepreneur
At Renova Be, 55% of operating costs are tied to marketing. That's exactly why losing a sale at the most decisive moment, the payment, can be one of the brand's most expensive mistakes. Nivaldo shares his main lessons:
Build a solid customer base: every order should provide a simple, fluid buying experience down to the very last click. That's how Renova Be has 64% of its monthly base made of customers who buy regularly, generating most of the revenue.
For Renova Be, every approved order keeps the customer's self-care routine going and ensures the continuity of the business.
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