December 15, 2025
The search for innovative solutions has never been more urgent in the financial universe. The public's demands for digital experiences, the need to scale products, and regulatory pressure create a scenario in which launching a proprietary card requires not only agility but also technical expertise and security. In this article, we will show how the card issuance model works through Banking as a Service platforms and how fintechs, digital banks, brokerages, and even traditional retailers can create successful journeys without compromising compliance and good customer experience.
What is card issuance via BaaS?
Before discussing the stages and advantages, it is essential to understand the concept. The model of Banking as a Service (BaaS) in card issuance allows companies of all sizes to quickly launch physical or virtual cards without the need to set up their own bank or develop systems from scratch.
The essence lies in integration: technology, operations, and compliance, all orchestrated through APIs. In the BaaS model, fintechs and companies use third-party infrastructure to connect their platforms, create financial products, and issue cards under their own brand, whether for end clients, employees, or business partners.
In the past, issuing a card was a project that took months, if not years. It required dedicated IT solutions, banking partnerships, contracts with card networks, and a legal department attentive to Central Bank regulations. Today, this reality has changed. With BaaS providers like Azify, this entire ecosystem is accessed through smart, plug-and-play integrations.
Full customization of card design and functionalities
Complete management through the application or platform of the company
Control of limits, blocks, notifications, and real-time usage
Support for physical and virtual cards, prepaid, credit, or multi-cards
Embedded compliance, aligned with Central Bank guidelines, PCI DSS, and LGPD
The issuance of cards via BaaS is not limited to fintechs: digital banks, marketplaces, mobility apps, benefits companies, and even retail players already use the model to diversify revenue, create loyalty programs, or simplify internal payments.
At Azify, the proposal takes on another dimension. With robust APIs, built-in compliance, and end-to-end operation, launching a card ceases to be a technical problem and becomes a concrete opportunity for rapid and secure growth.
How does the Banking as a Service model work?
The functioning of BaaS for issuing cards can be explained by the combination of three pillars: technology, operation, and regulation. These elements make it possible for non-bank companies to operate with financial products without traditional hurdles.
At the core of BaaS are the APIs, which connect banks, processors, card issuers, and brands to the client's digital environment. This makes it possible, for example, for a mobility app to issue, manage, and deliver cards to its drivers without creating its own financial structure.
All transactions go through the platform's structure, which performs authorization, settlement, and supervision
The embedded back office ensures automatic reconciliations, fraud controls, and support for audits
Compliance rules are configured at the beginning, preventing future problems with regulatory bodies
Integrations are done with simplified documentation and testing environments
The routine can be summarized in clear steps:
Initial setup, choice of the issuance flowchart, and definition of business parameters;
Connection between the company's platform and the BaaS system through secure public APIs;
Request for cards (physical or digital), customized with branding and eligible functionalities;
Sending user information for profile analysis, validation, and automatic compliance;
Generation, activation, shipping, and monitoring of issued cards;
Operational management, with real-time reports, limit monitoring, and transaction reconciliation.
In the article about Banking as a Service by Azify, you will find a direct explanation about the integration architecture, types of APIs, and the advantages of this model compared to traditional banking outsourcing.
The highlight is the experience: for the end customer, the card arrives quickly and ready to use; for the company, the interval between conceptualizing a new product and putting it into practice is much shorter.
What are the steps to implement a card issuance solution?
Those who wish to operate the issuance of cards via BaaS need to follow a journey that goes from product design to regular operation. The steps may vary depending on the supplier, but in Azify projects, the typical flow involves:
1. Product design and definition of needs:
the company defines the audience, types of card (credit, debit, prepaid), desired functionalities, required integrations, and differentiators. This is the time to listen to the business and technology teams.
Who will be the user of the card?
What operations does it need to allow?
Will there be limits, cashback, multi-currencies, cryptocurrencies?
A clear plan avoids rework when reaching the integration phase.
2. Selection of the infrastructure provider:
next, a thorough analysis of suppliers is conducted. Factors such as technological solidity, operational capacity, security, customization, and history of relationships with the financial sector will be evaluated. Contents such as the guide to evaluating BaaS providers in Brazil can serve as a roadmap for this.
In the case of Azify, for example, the Azimut group offers global regulatory support and modern APIs, creating a reliable environment from start to finish.
3. API integration and testing
The following phase involves the work of developers. Once the documentation is in hand, integration with APIs begins, which encompass:
Card request and activation;
Balance management, limits, and blocks;
Issuance of statements and real-time notifications;
Connection to CRM and support systems.
Testing environments facilitate approval, ensure that any errors are identified, and allow for simulating the complete cycle.
By bringing technology and business closer together, the go-to-market is accelerated without sacrificing quality.
4. Customization of journeys and security:
issuing a card is not enough. It is essential to define activation flows, unlocking, reissuance, beneficiary registration, and inclusion in digital wallets (Apple Pay, Google Pay, Samsung Pay and others). Customization also includes anti-fraud rules, profile analysis, automatic alerts, and preventive blocking against attempts of suspicious transactions.
5. Continuous operational management:
with the solution in production, the routine involves real-time monitoring, reissuing cards, expanding functionalities, and constant compliance monitoring.
24-hour support,
Compliance with circulars and regulations from the Central Bank and card networks
Data management according to the LGPD
Automated reports for internal audits
The differential of Azify is offering real and consultative support, both from the technical and regulatory points of view, which brings peace of mind in times of incidents or inspections.
How to ensure security and regulatory compliance?
The concern with security and compliance is natural when it comes to financial products. The Brazilian regulatory environment is among the most demanding in the world. However, a good BaaS project incorporates these requirements from the start.
In the BaaS model, security is designed by default. Just look at the best practices of the top providers to understand how this happens continuously.
End-to-end data encryption
Anti-DDoS protection on all API endpoints
24/7 incident detection and response systems
Processing within PCI DSS requirements for sensitive data protection
Constant vulnerability testing
Automatic updates to keep the platform always compliant with the manuals of payment networks and the Central Bank
Compliance by Design Solutions
The term "compliance by design" refers to the idea that all steps, from registration to the settlement of a purchase, should be prepared to meet local and international regulations.
Automated procedures for KYC (Know Your Customer)
Active monitoring of suspicious transactions (AML)
Ongoing audit with intelligent reports
This approach is detailed in the article compliance in BaaS, which shows how new technologies enhance data protection and the transparency of financial operations.
Responsible Data Management
Data travels through the BaaS infrastructure with modern protocols and different layers of security. There is limited permission by profile, auditable logs, and processes for anonymizing sensitive data according to the LGPD. This means that customer information is protected and used only for authorized purposes, with complete traceability.
Constant Audits and Updates
Robust BaaS platforms undergo regular audits, conducted by both national and international entities, to ensure compliance with rules such as PCI DSS, SOC 2, various ISOs, as well as resolutions from the Central Bank. These audits are not just bureaucracy; they serve to quickly detect and correct vulnerabilities before they reach the end user.
The update process is continuous. Regulatory changes are closely monitored and quickly reflected in adjustments to the API, the fraud prevention system, and governance policies. On our blog, the content about BaaS APIs shows how integrations are not only secure but also adaptable to new legal and technological requirements. Compliance is not built after the fact; it is born alongside the product.
In conclusion, the era of financial services is changing. The Banking as a Service model democratizes access, accelerates time to market, ensures personalization, and above all, maintains full adherence to regulations.
Azify stands out as a protagonist in this transformation, offering pluggable APIs, complete back-office, real-time monitoring, and robust regulatory support. The result? Modern, scalable, and secure experiences, no matter the size or segment.
Frequently asked questions about Banking as a Service and card issuance
What is the BaaS model for cards?
The BaaS (Banking as a Service) model for cards allows non-banking companies to launch and operate physical or virtual cards using the infrastructure of specialized platforms. The company chooses the features, customizes the solution, and offers the end customer a complete experience, without the need to establish a bank of its own. All technical, operational, and regulatory aspects are the responsibility of the BaaS provider, making it possible to enter the financial market quickly, securely, and scalably.
How to issue cards using BaaS?
The issuing of cards starts with the design of the product (type of card, target audience, features) and continues with the choice of an infrastructure provider, such as Azify. The integration of APIs connects the company's platform to the financial infrastructure, allowing for requesting, activating, and managing cards online. The provider takes care of compliance, connection with card networks (such as Visa and Mastercard), physical production of cards when necessary, user validation, and fraud monitoring. With just a few clicks, the company can start offering cards under its brand.
Is it safe to operate cards with BaaS?
Yes, operating cards through Banking as a Service is safe, provided that you choose suppliers that prioritize compliance, encryption, and continuous monitoring. The systems use multiple layers of fraud protection, constant vulnerability testing, and automatic updates to meet new requirements. Additionally, mechanisms such as KYC (Know Your Customer) and AML (Anti-Money Laundering) are applied from the registration, reducing risks for the company and its users.
What are the advantages of BaaS for fintechs?
Fintechs find advantages in BaaS such as speed of launch (reducing projects from years to weeks), reduction in operational costs, flexibility to grow with demand, and the ability to customize products according to the audience profile. The model also offers embedded compliance, automatic updates for regulatory standards, and technical support that eliminates the need for large internal teams. The result is a dynamic, innovative, and much more accessible ecosystem.
How to scale card operations with BaaS?
Scalability is part of the DNA of BaaS infrastructures. Unlike legacy solutions, BaaS is designed to absorb volume increases without loss of performance or security risks. The company can start testing with a limited group of users and, in just a few weeks, expand to thousands or even millions of customers. API integrations, combined with automated back office, allow for managing large volumes, automating reports, adjusting limits, launching new products, and expanding internationally without needing to reconfigure the entire infrastructure.
If your company wants to launch, operate, and scale cards with safety and freedom, the first step is a conversation with those who understand the subject. Talk now to Azify and discover how your brand can lead the next generation of financial products.
