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Banking in Colombia Final Customers Identification

Customers Categorization

The final customers in the Colombian banking value chain can be broadly categorized into two main segments: Business-to-Consumer (B2C) and Business-to-Business (B2B). These segments represent the individuals and entities that directly interact with banks and financial institutions to utilize their services across the various stages of the value chain, namely Captación (Funding), Colocación (Lending), and Servicios Financieros Especializados (Specialized Financial Services). Gestión de Tesorería is primarily an internal function or involves interbank/market relationships, which can be considered B2B but not necessarily "final" customers in the traditional sense of receiving the core financial products and services consumed by individuals or non-financial businesses.

B2C Customers

B2C customers are individual consumers who use banking services for their personal financial needs. They are active in the following value chain steps:

  • Captación (Funding): Individuals are a crucial source of funds for banks through Retail Deposits.
    • Characteristics and Demographics: This segment includes millions of individual customers across Colombia. They utilize accessible and widely marketed products like checking accounts (cuenta corriente bancaria), savings accounts (cuenta de ahorros), and time deposits (Certificados de Depósito a Término - CDT, Certificados de Depósito de Ahorro a Término - CDAT). [Context] Their primary need is a safe place to store funds, earn potential interest, and facilitate transactions and payments. The text also highlights a significant segment of the population, referred to as unbanked and underbanked individuals, who represent a financial inclusion gap. These individuals often reside in the informal economy and require tailored products (like simplified accounts or microcredit) and potentially financial literacy support to access formal financial services. [Context, Context] Davivienda's Daviplata platform, reaching 18.5 million users by the end of 2024, specifically targets this segment with low-amount deposits and digital payment services, indicating a large portion of the B2C customer base engages through digital channels. [Context]
  • Colocación (Lending): Individuals are recipients of credit through Retail Lending and Mortgage Lending.
    • Characteristics and Demographics: These customers seek credit for personal needs, including consumption, vehicle purchases (auto loans), education (student loans), or obtaining revolving credit (credit cards). [Context] Mortgage lending customers are individuals seeking long-term loans secured by real estate for purchasing, constructing, or renovating residential properties. [Context] The text indicates a challenge in this segment with rising delinquency rates, suggesting some B2C customers are facing financial difficulties in meeting their debt obligations. [Context, Context]
  • Servicios Financieros Especializados: Individuals utilize various specialized services, particularly Wealth Management, Brokerage Services, Fiduciary Services, and Digital Banking/Fintech.
    • Characteristics and Demographics: Wealth Management clients are typically high-net-worth individuals and families requiring personalized financial planning, investment advisory, and portfolio management services. [Context] Brokerage Services customers are individuals who wish to buy and sell securities (stocks, bonds) in the financial markets. [Context] Individuals can also be settlors or beneficiaries of certain Fiduciary Services (e.g., investment trusts). [Context] A growing number of B2C customers are engaging with banks through Digital Banking/Fintech platforms for online account management, digital payments, and P2P transfers, valuing convenience and speed. [Context]

B2B Customers

B2B customers are businesses and institutions that utilize banking services for their operational, investment, and financial management needs. They are active in the following value chain steps:

  • Captación (Funding): Businesses and institutions provide funds to banks through Corporate/Business Deposits and Institutional Deposits, and banks interact with institutions in Market Funding.
    • Characteristics and Demographics: This segment includes small, medium, and large enterprises. [Context] They require deposit solutions and comprehensive cash management services integrated with payment and collection services for efficient liquidity management. [Context] Institutional Deposits come from entities like other banks, pension funds, government bodies, and mutual funds, often involving large-volume deposits and negotiated terms. [Context] In Market Funding, banks interact with institutional investors when issuing debt instruments or engaging in interbank borrowing, although these are financial institutions rather than end consumers of the banking value chain's primary services.
  • Colocación (Lending): Businesses are major recipients of credit through Commercial Lending and Microcredit.
    • Characteristics and Demographics: Commercial Lending customers range from SMEs to large corporations. They seek loans and credit lines to finance operations, working capital, capital expenditures, and expansion projects. [Context] This requires detailed financial analysis and ongoing monitoring by banks. The text notes challenges in this segment with rising delinquency rates and slow credit growth impacting SMEs. [Context, Context] Microcredit customers are microentrepreneurs or individuals in the informal economy requiring small-value loans to support productive activities. [Context] Development banks also provide credit to businesses, often with a focus on specific sectors like agriculture. [Context]
  • Servicios Financieros Especializados: Businesses and institutions are key users of specialized services, including Fiduciary Services, Investment Banking, Wealth Management, Brokerage Services, Leasing and Factoring, and Digital Banking/Fintech.
    • Characteristics and Demographics: Corporations and government entities utilize Fiduciary Services for managing assets, executing specific tasks under trust agreements (fiducia mercantil), or acting as collateral agents. [Context] Investment Banking clients are typically corporations and governments seeking advisory services for M&A, underwriting securities issuances (equity, debt), and project finance. [Context] While Wealth Management primarily targets high-net-worth individuals, businesses may also use these services for corporate investments. Businesses utilize Brokerage Services to trade securities. [Context] Pension Fund Administrators (AFPs) manage funds contributed by employers and employees (a B2B2C relationship), engaging with asset managers and brokerage houses for investments. [Context] Leasing and Factoring are alternative financing solutions primarily used by businesses to acquire assets or manage cash flow by selling accounts receivable. [Context] Businesses are also increasingly using Digital Banking/Fintech platforms for managing accounts, making payments, and accessing online lending or other financial services. [Context] Fintech companies themselves can also be B2B customers of traditional banks, partnering to offer technology or reach new segments.

References:

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