The Company That Rewrote the Rules of Renting
There is a version of renting in Brazil that most people know well. It involves a stack of documents, a guarantor who has to own property in the same city, weeks of waiting, and a process that feels designed to exhaust everyone involved before a single key changes hands. For decades, that friction was simply accepted as the cost of doing business in the rental market.
Loft was built on the belief that it does not have to be that way.
Founded in 2018, the company combines data, software, and embedded fintech to digitize and simplify all parts of the real estate journey, from property listing to closing, financing, and rental management. What began as an effort to modernize property transactions has evolved into something far more consequential: a complete reimagining of how Brazil rents.
From Proptech to Market Leader
Loft’s trajectory is not a straight line, and that is precisely what makes it credible.
The business that started as an iBuyer, buying, renovating, and reselling apartments in São Paulo, has completed a structural transformation into a B2B fintech and SaaS platform. That kind of pivot requires conviction. It also requires a clear-eyed reading of where the real, durable problem lies.
The rental market was that problem.
Rising rents, growing rental penetration near 25%, and regulatory moves limiting short-term rentals have all driven demand for long-term leases. At the same time, the traditional infrastructure supporting those leases, the guarantors, the security deposits, the paper-heavy approval processes, was failing everyone it was supposed to protect.
Market potential is substantial: 60% of Brazilians are unaware of rental guarantee products, and 17.8 million rental households lack cash flow solutions.
Loft saw that gap and moved decisively into it.
Fintech products, led by its rent guarantee service, now account for the majority of company revenue, a shift that CEO Pencz described as the defining feature of the current phase.
What It Means to Be the Largest Rental Guarantee Provider in Brazil
Numbers matter in this business because they represent trust at scale. Loft today operates across more than 800 Brazilian cities, with 500,000 contracts under management and a new contract processed every 90 seconds. The platform serves more than 2,800 partner real estate agencies and has analyzed over 2 million customers. These are not marketing figures. They are the output of a company that has spent years solving a problem methodically, at every layer of the rental transaction.
The flagship product, Loft/Fiança Aluguel, eliminates the need for a traditional guarantor or security deposit entirely. Approval happens in under a minute, contracting is 100% digital, and coverage plans are flexible enough to fit the needs of both individual tenants and companies leasing commercial space.
The company cites rising delinquency and rapid adoption of payroll-deducted rent as evidence of a broader shift toward professionalized guarantees, and is leaning directly into that shift.
The innovation does not stop at the guarantee itself. Loft/Garantia Investe, developed in partnership with B3 and the National Treasury, takes guarantee funds and invests them in federal securities, so tenants earn returns on money that would otherwise sit idle. It is a structural improvement on the traditional security deposit that benefits all parties simultaneously.
Building the Ecosystem, Not Just the Product
What separates Loft from a point solution is the depth of the platform surrounding its core products. Real estate agencies using Loft do not just get a rental guarantee. They get a CRM with over 20 years of accumulated real estate expertise, AI-powered lead qualification, automated property listings syndicated across major portals, and integrated property insurance. They get Loft/Quita Fácil, which allows tenants to pay overdue rent in installments while agencies receive full payment immediately. They get eviction management support through specialized legal partnerships.
In the second half of 2025, Loft launched two new financial products that extend the platform’s reach into the payment flows of real estate agencies. Loft/Repasse, launched in October 2025, automates accounts payable and receivable for agencies, including rent collections, landlord disbursements, and broker commissions.
In its first month of operation, the tool processed R$10 million and demonstrably reduced administrative time by half and banking fee costs by up to 70% for partner agencies.
This is what a platform looks like when it is built around the actual workflow of its users rather than around a product roadmap drawn up in isolation.
The Values Behind the Technology
Loft was named Best PropTech in LatAm in 2024 for product innovation and industry impact. Recognition like that reflects something real: the company’s values are not decorative. Agility, security, and the deliberate reduction of bureaucracy are not brand slogans at Loft. They are engineering constraints. Every product in the portfolio is measured against them.
The company positions itself at the intersection of credit, brokerage, and digital services to support both transactions and long-term leasing. That positioning is earned. Loft does not just offer a faster version of what already existed. It offers a structurally different model, one where the interests of tenants, property owners, and real estate agencies are aligned rather than placed in opposition.
The rental market in Brazil is large, underserved, and moving fast. Loft has spent years building the infrastructure to meet it, and the scale of what the company has already built makes one thing clear: this is not a company still figuring out what it wants to be. It knows exactly what it is, and it is only getting started.
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