You know those finance videos that pop up in your feed looking like spontaneous opinion? Brazilian newspaper Estadão reported on Friday (16) that, in the case of lawyer and influencer Gabriela Prioli, the spontaneity had a script, and a script reviewed by Daniel Vorcaro himself, owner of Banco Master. According to the paper, she acted as an informal spokeswoman for the bank under a 12-month contract.
The investigation, by Aguirre Talento, Luiz Vassallo, Gustavo Côrtes and Vinícius Valfré, draws on messages extracted from the banker's cellphone. The conversations are between Vorcaro and Ana Matos, who ran the bank's communications and marketing from 2023 to late 2025. In one exchange, the executive writes that "the contract is signed for 12 months" and describes building a network of about 15 influencers, from the left and the right, tasked with attacking the press and defending the bank's business at a time when it was under investigation for suspected billion-real fraud.
What the messages say
According to the report, Prioli sent her videos to the bank's team before posting and worked in the requested changes. In April 2025, Vorcaro allegedly celebrated: "Prioli, great shot". Two days later, he called the hiring the bank's best strategy. He also asked to be named in the script ("I think she has to mention me in the text") and told the team to cut references to the Workers' Party: "Take PT out. People want to politicize it".
The first video went up in early April 2025, days after news broke of talks for BRB, the Brasilia state bank, to buy Master. In it, Prioli said she discussed finance "not as an expert, but as someone interested". Weeks later, the paper says, Vorcaro suggested content about the bank's CDBs, a popular type of bank deposit certificate, to hold on to investors, and one video stated the product "is safer because it is guaranteed by the FGC", Brazil's deposit insurance fund. In May, the banker allegedly gave another directive: "You have to hit journalists, not BTG". Estadão counted at least four posts made under guidance from the Master team. All of them were deleted.
Prioli's defense
In a statement sent to the newspaper, the influencer denied everything:
"Daniel Vorcaro never edited, approved or directed any content produced by Gabriela Prioli. (...) 100% of her income is documented in invoices, and none was issued to Banco Master or companies linked to Daniel Vorcaro. Conversations about Gabriela Prioli are not conversations with Gabriela Prioli. Assumptions without proof are not truths."
That same Friday, Prioli posted a video on Instagram repeating her version. In it, she says she never met anyone from Banco Master, in person, by phone or by message, that she never received instructions and that she signed no contract and received no payment from companies linked to the banker. "Where is this 12-month contract? Where are these payments?", she asks. Ana Matos was contacted and did not respond.
The case returned to the spotlight because the news site Poder360 had already revealed the banker's conversations with an agency representing the influencer, and Folha de S.Paulo picked up the story on Sunday (18). For those who want to check it out, Prioli's response video is still up on her Instagram profile. The original videos defending Master, however, are gone, deleted by the influencer herself.