Rethinking Financial Service Promotion With Hybrid Recommender Systems at PicPay

The fintech PicPay offers a wide range of financial services to its 30 million monthly active users, with more than 50 thousand items recommended in the PicPay mobile app. In this scenario, promoting specific items that are strategic to the company can be very challenging. In this work, we present a Switching Hybrid Recommender System that combines two algorithms to effectively promote items without negatively impacting the user's experience. The results of our A/B tests show an uplift of up to 3.2% when compared to a default recommendation strategy.