The Tax Reform has already begun to transform how Brazilian companies need to look at pricing, cash flow, contracts, and financial management. This was one of the topics of the first PagCorp Insights event of 2026, promoted by ACG | PagCorp to discuss trends and changes that directly impact the corporate environment.
One of the event's panels brought together Mariana Carneiro, a tax law specialist and partner at PwC Brazil , and Dan Josua, partner and Director of Innovation and People at ACG | PagCorp. During the discussion, the experts demonstrated how the transition to the new tax system goes far beyond the fiscal sector and should alter strategic decisions within companies, particularly in the financial, commercial, technological, and operational areas.
Pricing, cash flow, and margins are central to the strategy.
For Mariana Carneiro, the main practical discussion of the Tax Reform is directly linked to price formation. According to her, companies will need to understand in depth how the new tax burden impacts each operation, product, and business model. "The point in practice is: how much do I change my price? How much cheaper does it get, how much more expensive does it get?" stated Mariana.
The expert explained that the current model creates distortions because taxation varies according to origin, destination, and type of operation, especially in the ICMS (Tax on the Circulation of Goods and Services). With the new VAT (Value Added Tax), formed by CBS (Contribution on Goods and Services) and IBS (Tax on Goods and Services), the logic changes and requires a complete review of commercial and financial strategies.
By detailing the impacts of the change, Mariana showed that companies can face very different scenarios depending on the structure of their operation. In some cases, maintaining the current price may mean a loss of margin and even losses. In others, reducing the effective load may increase profitability. "You can have a portfolio that makes money and a portfolio that loses money," she explained.
According to her, this should even change the dynamics of negotiations between companies. "Prices will be discussed differently starting next year. And that's why sales departments need to be very well aware of the impact of the reform," Mariana emphasized.
Another topic that gained prominence during the panel was cash flow. Mariana emphasized that the new tax model, especially with the gradual implementation of "split payment" (an automatic collection mechanism that separates the tax amount from the value of the merchandise at the time of purchase), will have a direct impact on the availability of capital for companies.
The system will ensure that part of the tax is automatically collected through payment methods, reducing the scope for using that amount as temporary working capital. "The tax reform in business-to-business relationships is a direct cash flow effect," he summarized.
According to her, many companies will need to revise their financial planning, cash flow structure, and even debt strategies to face the first years of the transition. "For many companies, cash flow is a matter of survival," Mariana warned.
The panel also addressed the effects of the Tax Reform on the service sector, which is expected to face one of the biggest changes in tax burden under the new system. Mariana explained that technology companies, digital platforms, applications, and service providers tend to suffer significant tax increases, especially in operations aimed at the end consumer. "The service sector is highly impacted," she stated.
The expert even cited global technology and streaming companies that have already begun communicating possible price adjustments related to the Tax Reform in Brazil. According to her, the impact should be even greater on businesses targeting social classes C, D, and E, where price elasticity tends to be more sensitive.
Dan Josua added to the discussion by emphasizing that technology companies should feel the effects of the change even more intensely. "The impact is even greater. It goes from 14 to 28," he highlighted.
Technology and automation should accelerate the adaptation of companies.
Beyond the tax discussion, the panel offered reflections on technology, automation, and corporate expense management. Mariana highlighted that the Tax Reform will require updates to ERPs, tax engines, internal processes, and control systems.
"The question is: what is your structure like today? Where is your ERP? What is your tax solution like?", Mariana asked.
According to her, the advancement of digitalization should transform even the relationship between companies and government in the coming years, with increasingly automated processes monitored in real time.
Next, Dan Josua demonstrated how ACG | PagCorp has been using artificial intelligence and automation to help companies increase control over corporate expenses, reimbursements, and the capture of tax information. According to him, one of the main challenges for companies lies precisely in the small expenses that end up outside of control systems, generating a loss of information and tax credits.
"The best information is clear and useful information. It's not just data thrown around, it's data processed into information that changes companies' day-to-day practices," Josua stated.
The executive explained that, with the Tax Reform, the quality of information recorded by companies will become even more important, especially in the reconciliation of tax credits and the monitoring of tax transactions in real time. According to him, automation solutions should help companies reduce operational errors and increase control over corporate expenses.
Josua also highlighted that artificial intelligence can contribute to automating expense validations, identifying inconsistencies, and ensuring greater adherence to companies' internal policies. "Real-time information allows for real-time action," he said.
Another point he raised was the need to increase visibility into expenses considered minor, but which often escape traditional business controls and end up impacting financial and tax management.
"Everything I want to know about what's happening needs to be guaranteed within the company's policies," Josua emphasized.
In conclusion, Dan emphasized that companies will increasingly need structured information and adaptability to face the new tax landscape. "In this world where no one is clear on the steps to take for each company's specific situation, the best information is clear and useful information," he concluded.
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