Women who Inspire with Lívia Esteves Assan: when challenges turn into fuel for success
Being a female entrepreneur goes beyond a career choice; it is also about acting as an agent of change, innovation, and courage, driving and inspiring others to forge their own paths.
Brazil witnesses a historic milestone in women’s entrepreneurship. According to data from Sebrae, based on IBGE information, in 2022, the percentage of female entrepreneurs in relation to the total number of businesses reached 34%, translating to more than 10 million women.
To give voice to this narrative, I invite everyone to immerse themselves in the journey of Lívia Esteves Assan, founder and CEO of PO27, a technology company specializing in the formalization of vehicle warranties nationwide.
I can already tell you that Lívia refuses to be labeled by stereotypes or limitations, demonstrating an inspiring strength that transcends gender boundaries. Her journey is a brilliant example of resilience, leadership, and overcoming challenges, serving as a source of inspiration for all individuals.
Check out all the details of our conversation:
First and foremost, do you believe that gender can influence innovation and transformation in the business environment?
Lívia: I believe that what truly influences is the example, regardless of gender, and in a predominantly male-dominated traditional market, my perspective, being a woman, doesn’t change significantly. The central challenge for any manager, today and always, is dealing with people. If we position ourselves as victims of prejudices or restrictions from those we interact with on a daily basis, it becomes a crutch that hinders our evolution.
I prefer to focus on what I can offer to the market. My greatest contribution is understanding the needs of my clients and efficiently solving their day-to-day problems. My focus is always on the customer and delivering results, not on competition or any potential obstacles related to my gender.
PO27 was the first and remains the only vehicle warranty fintech “as a service” in Brazil. How did all of this begin?
Lívia: I graduated in law and started my career working for a company that played a crucial role in the financial market by creating the Sistema Nacional de Gravames (SNG), a platform widely used to integrate the financial market with traffic departments throughout the country. I believe this experience was the starting point for understanding the sector’s needs and the complexities involved in credit operations with vehicles as collateral.
After a period in the company, which was acquired by B3, a financial market infrastructure, I continued to work as a lawyer. Later, I was invited to be a consultant for ACREFI — the National Association of Credit, Financing, and Investment Institutions, where I further deepened my knowledge in the field and established important connections.
During this journey, I also actively engaged with other trade associations, allowing me to see the automotive sector from various perspectives, understanding the needs of manufacturers, dealership owners, banks, and other market players.
Around 2017, after significant regulatory changes that impacted vehicle warranty operations and formalization in the country, along with my close friend Daniel Stephens, who always had extensive experience in technology and products, we decided to turn all that knowledge into an innovative platform.
I realize that PO27 is positively impacting the financial and automotive market by providing a tool that simplifies and optimizes operations, making them more efficient and transparent. I believe the future of innovation in the sector involves technological solutions that streamline processes and meet the needs of all involved parties, and we are at the forefront of this transformation.
In terms of leadership, how do you perceive the legacy you are creating within and outside of PO27?
Lívia: As I’ve mentioned before, I deeply believe in the power of good examples! When I am working, one of the fundamental messages I share with my team is that success is within reach for anyone who dedicates themselves and does their best, regardless of gender or personal characteristics. What truly matters is the difference you make for the people around you, and this involves seeking challenges that motivate you.
I aim to influence through determination, an unwavering pursuit of excellence, and, above all, belief in our own potential. Entrepreneurship is a journey filled with challenges, and for women, adversities can be even more pronounced, with internal conflicts and vulnerabilities that we face.
Many times, I have faced attempts to minimize my position or challenge my knowledge simply because I am a woman, but one thing I never allow myself to do is to position myself as a victim. Instead, I see each situation as an opportunity to demonstrate the results I am capable of achieving, always focusing on growth and overcoming challenges.
Finally, who are your female references and why are they examples to be followed?
Lívia: My greatest source of inspiration is my grandmother, who is 91 years old. She is a teacher and the founder of a school, and she remains active to this day, inspiring and teaching everyone around her. Her journey is a solid example of perseverance, entrepreneurship, and dedication.
Regarding the business world, I prefer not to put people on a pedestal; everyone has their flaws and weaknesses. Instead of having idols, I usually focus on successful outcomes and the journey taken to achieve them, regardless of who it is.
But if, at the end of the day, a woman, especially a mother, is responsible for that success, it holds even greater meaning for me. Balancing motherhood with a career is undoubtedly one of the most challenging aspects we face in the market, and as a mother of two young children, I know how complex it is to juggle all these responsibilities.
However, I believe that we all have incredible potential, and I see motherhood as both a gift and motivation. Being a mother can bring guilt and pressure, but it also brings strength and inspiration. My main message is that we should use any challenge as fuel to overcome obstacles and achieve the success that each one of us aspires to.
Lessons and Inspirations
Despite experiencing a historic moment in female entrepreneurship, it is essential to recognize that there are still barriers to be overcome. In this interview series, we are delving into the inspiring journeys of exceptional entrepreneurs who are playing a fundamental role in transforming the business landscape in Brazil.
During the conversation with Lívia, I was particularly impressed with her attitude in the face of adversity. Her refusal to see herself as a victim is truly a remarkable approach. She and many other female entrepreneurs are paving the way and showing us that there are no limits to what women can achieve.
I appreciate you for joining us for another chapter, and I invite everyone to stay tuned as there is much more to come. The entrepreneurial journey is rich in stories and lessons, and it is crucial that we continue to explore and support this journey.
