Banking in Brazil Emerging Consumption Needs Analysis¶
Impact of Behavior Changes¶
The Brazilian banking sector is experiencing significant behavior changes among both individual and business customers during 2024 and 2025, largely driven by accelerated digital transformation and regulatory initiatives like Pix and Open Finance. This has a profound impact on consumption behavior and, consequently, the banking value chain.
The widespread adoption of digital channels and payment methods, particularly Pix, signifies a strong preference for convenience, speed, and accessibility in daily transactions. This shift moves consumption away from traditional physical branches and cash towards mobile and online platforms. For the Fundraising/Captation step, this means increased competition for retail deposits on digital platforms and a need for banks to offer attractive digital experiences to attract and retain funds. [Anbima, 2025 #4, Anbima, 2025 #6, 17]
In Financial Intermediation/Lending, the demand for digital and faster credit products is growing. The increased use of alternative data and technology for credit scoring, partly enabled by Open Finance, is influencing lending decisions and potentially expanding access to credit for previously underserved segments. The significant growth of the Buy Now, Pay Later (BNPL) market reflects a changing consumer preference for installment-based payments, impacting the usage of traditional credit products. Macroeconomic conditions continue to shape credit demand and risk assessment within this step.
The Transaction Processing & Payments step is perhaps the most directly impacted, with a massive migration towards Pix and digital payments. This leads to a decline in the use of cash and potentially traditional methods like debit cards. It also puts pressure on traditional fee incomes from card transactions due to Pix's low costs, necessitating significant investment in secure, instant payment infrastructure and creating opportunities in areas like contactless and embedded payments.
For Investment Banking & Capital Markets, increased corporate demand for funding, as seen in the record issuances in 2024, influences the types of securities and funds in demand. [Anbima, 2025 #7, 24] In Asset Management & Wealth Management, the growing volume of individual investments drives the need for more sophisticated digital investment platforms and personalized advisory services. [Anbima, 2025 #4, Anbima, 2025 #6, 22, 20] Competition from digital investment platforms is also shaping consumption behavior in this area.
Other Financial Services, such as bancassurance, are seeing increased digitalization in distribution channels. Customers seek integrated financial solutions, leading to potential bundling of products. [McKinsey, 2024 #38]
Across all steps, the behavior changes necessitate significant investment in Technology & IT Management to support digital channels, data analytics, AI, cybersecurity, and compliance with new regulations. [FEBRABAN, 2025 #2, 3, 27, 17] The demand for talent in these areas is also increasing. Legal & Compliance activities are adapting to new digital products and data sharing frameworks like Open Finance. [27, 17, 28, IT Forum, 2025 #27]
Emerging Consumption Needs¶
Based on the analysis of current behavior changes, the following consumption needs are emerging within the Brazilian banking sector:
- Seamless and Instant Digital Experiences: Customers require highly intuitive, fast, and reliable mobile and online banking platforms for all their financial interactions, from account management to complex transactions. [Galileo, 2024 #14, Ciklum, 2024 #16, Zendesk, 2025 #18]
- Personalized Financial Solutions: Driven by data availability (especially via Open Finance), customers expect tailored product offerings, credit terms, investment recommendations, and proactive financial advice based on their specific financial situation and behavior. [Capgemini, 2025 #20, CGAP, 2024 #35]
- Flexible and Accessible Credit Options: Beyond traditional loans, there is an increasing need for easily accessible, quick, and potentially smaller credit lines, including digital personal loans and integrated BNPL options at the point of sale. [ResearchAndMarkets.com, 2025 #2, CEIC Data, 2024 #8] The use of alternative data for credit assessment caters to those potentially underserved by traditional models.
- Diversified and Accessible Investment Opportunities: As individual investment grows, customers need access to a broader range of investment products, including fixed income, variable income, and alternative assets, presented through user-friendly digital platforms with clear information and potentially digital advisory tools. [Anbima, 2025 #4, Anbima, 2025 #6, 22, 20, Chambers and Partners, 2025 #24, Chambers and Partners, 2024 #26, NeoFeed, 2025 #42]
- Integrated Payment and Financial Services: Customers, both individuals and businesses, seek unified platforms where banking, payment, investment, and even insurance services are seamlessly integrated, simplifying financial management. [McKinsey, 2024 #38]
- Transparent and Secure Digital Transactions: With increased digital adoption, the need for robust security measures, fraud prevention, and clear communication about transaction safety is paramount to build and maintain customer trust. [FEBRABAN, 2025 #2, 3, 27, 17]
- Financial Education and Support: As financial products and digital platforms become more complex, there is an increased need for accessible financial education resources and readily available support to help customers make informed decisions and navigate the digital financial landscape safely. [Agência Gov., 2023 #39, World Bank, #40]
- Value-Aligned Financial Services: Growing awareness of ESG factors may lead to a greater demand for financial products and services that align with sustainable and ethical principles, such as green bonds or socially responsible investment funds.
These emerging needs are not isolated but interconnected, reflecting a broader demand for a more integrated, personalized, digital, and secure financial ecosystem. Meeting these needs requires banks to continue their digital transformation, leverage data effectively, adapt their business models, and prioritize customer experience and financial literacy.
Potential Impact of Emerging Consumption Needs on the Value Chain¶
| Emerging Consumption Need | Potential Impact on Value Chain Step(s) |
|---|---|
| Seamless and Instant Digital Exp. | Impacts all steps, particularly Fundraising/Captation, Financial Intermediation/Lending, and Transaction Processing & Payments. Requires significant investment in Technology & IT Management and Digital Infrastructure. Influences Marketing & Sales strategies. [FEBRABAN, 2025 #2, 3, 27, 17] |
| Personalized Financial Solutions | Impacts Fundraising/Captation (targeted offers), Financial Intermediation/Lending (customized credit), Asset Management & Wealth Management (tailored portfolios). Relies heavily on Technology & IT Management (data analytics, AI) and Open Finance implementation. [Capgemini, 2025 #20, CGAP, 2024 #35] |
| Flexible and Accessible Credit Options | Primarily impacts Financial Intermediation/Lending. Requires innovation in product development and credit risk assessment. Influences partnerships with Fintechs. [ResearchAndMarkets.com, 2025 #2, CEIC Data, 2024 #8] |
| Diversified and Accessible Investments | Primarily impacts Fundraising/Captation (attracting funds via investment products) and Asset Management & Wealth Management. Requires expanding product offerings and enhancing digital investment platforms. [Anbima, 2025 #4, Anbima, 2025 #6, 22, 20, Chambers and Partners, 2025 #24, Chambers and Partners, 2024 #26, NeoFeed, 2025 #42] |
| Integrated Payment and Financial Srvcs | Impacts Transaction Processing & Payments, Other Financial Services, and the integration across all Core Functions. Requires enhanced Technology & IT Management (APIs, platforms) and strategic partnerships. [McKinsey, 2024 #38] |
| Transparent and Secure Digital Txns | Crucial for all steps, particularly Transaction Processing & Payments and Fundraising/Captation. Requires continuous investment in Technology & IT Management (cybersecurity) and robust Risk Management and Legal & Compliance frameworks. [FEBRABAN, 2025 #2, 3, 27, 17] |
| Financial Education and Support | Cross-cutting impact, supporting customer relationships in all Core Functions. Requires investment in Marketing & Sales (educational campaigns) and Human Resources (training staff). [Agência Gov., 2023 #39, World Bank, #40] |
| Value-Aligned Financial Services | Impacts Financial Intermediation/Lending (green finance), Investment Banking & Capital Markets (ESG issuances), and Asset Management & Wealth Management (SRI funds). Requires developing new products and integrating ESG into Risk Management and Compliance. |
References¶
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