The economic viability of artisanal fishing practiced in the estuarine region of Santos, São Paulo, Brazil, was evaluated, considering the hypothesis that this activity could be more profitable for fishers, with the storage and maintenance of white shrimp Litopenaeus schmitti in tanks for sale as live bait for recreational fishing. Between August 2022 and July 2023, socioeconomic and fishing production data were obtained through interviews with 282 artisanal fishers. The initial investment costs, with and without the live bait maintenance system, were, respectively, US$ 4285.79 and US$ 3663.20, and the operational cost for a 12-month cycle were, respectively, US$ 25,798.80 ( ± 26.43 standard deviation) and US$ 25,583.02. Three scenarios were proposed, considering production 20 % higher (scenario A) and 20 % lower (scenario C) in relation to normal production conditions (scenario B). A sensitivity analysis was also carried out with four models related to the possibilities of selling shrimp for consumption and live bait. Annual gross income ranged from US$47,581.20 to US$52,635.60. All scenarios and modeling were viable as they showed investment recovery capacity and a return rate higher than the minimum attractiveness rate of 12 % year−1. The alternative system for maintaining shrimp in recirculation improved profitability, ensured more security, and enabled more fishers and families to be incorporated into supplying live bait, strengthening the activity and promoting economic and social improvements in the region.