Digital transformation The digitalization of financial services is no longer a trend, but an established reality. Technological advances have revolutionized the way consumers handle money, making transactions faster and more accessible. However, this evolution has also brought significant challenges, especially in terms of security and user trust.
The Brazilian Financial Market Radar
an Digital transformation unprecedented integrate with your content marketing strategy study by ClearSale in partnership with Dynata, reveals a detailed overview of consumer behavior in this new scenario. The data indicate that, while technology makes life easier for customers, it also requires financial institutions to constantly strive to balance innovation and fraud protection.
The importance of digital experience in the financial sector
The study shows that PIX has become the banking feature most valued by Brazilians , being considered essential by 95% of those interviewed. This data reinforces that agility and convenience are determining factors in the choice of financial services.
Furthermore the decision about which bank
use goes far beyond brand trust. 47% of consumers choose b2b prospecting: why not just do it actively their financial institution based on whether they receive a salary or government benefits , while 41% prioritize benefits such as credit card rewards programs and 34% seek lower fees . This shows that to achieve priority, banks need to offer more than just a secure service; they need to add value to the user experience.
Financial fraud: a growing risk in digitalization
Greater connectivity in the banking sector has also denmark business directory led to a significant increase in financial scams. One in three Brazilians has been a victim of fraud , according to the survey. The most common types include:
Credit card cloning (27%) – a scam that continues to evolve, taking advantage of vulnerabilities in online and in-person purchases;
Scams using PIX (21%) – a reflection of instant payments, which, despite robust security, are still exploited by criminals through social engineering;
FakeING call center scam
a scheme that takes Digital transformation advantage of customers’ trust to obtain sensitive data;
WhatsApp cloning (10%) – an attack that uses persuasion techniques to hijack accounts and apply scams to the victim’s close contacts.
The numbers highlight the need for robust prevention strategies , which involve not only the adoption of anti-fraud solutions, but also ongoing consumer education . Today, it is not enough for banks and fintechs to implement advanced security systems; it is essential to ensure that their internal processes and policies are always up to date, as well as to ensure that customers know how to identify fraud attempts and adopt good practices in their daily lives. Protecting the financial ecosystem depends on a joint effort between technology, processes and awareness.
Security as a competitive advantage
The survey reveals that 92% of consumers prioritize security over speed when making purchases with a credit card . This data reinforces the perception that customers are increasingly aware of the protection of their information and transactions.
Another relevant point is the preference for communication channels for security notifications. The banking app leads the consumer preference (50%) , followed by WhatsApp (16%) . More traditional methods, such as phone calls (13%), email (12%) and SMS (9%) , generate greater inconvenience, losing their relevance.
This behavior signals a clear path
for financial institutions: in the digital experience, security needs to be perceived, but excessive friction can even motivate people to change their preferred bank, but the fraud felt can lead to a loss of trust in the brand.
Banks that do not invest in a secure and intuitive ecosystem will lose the fight for dominance.
The rise of digital banks and the balance in the sector
The growth of fintechs and digital banks has been challenging the dominance of traditional financial institutions. The study shows that, although conventional banks still lead in number of accounts (55%) and consumer preference (62%) , digital banks now account for 45% of accounts and are the main choice for 38% of respondents .
The agility, streamlining and hyper-personalization of digital native financial services motivate preferences.
This scenario imposes a need for adaptation on the part of traditional banks, which must incorporate innovative practices without giving up the solidity and reliability that have consolidated them in the market.
Challenges and opportunities for the future of the financial market
The financial sector is facing a crucial moment. Accelerated digitalization brings undeniable benefits, but it also increases challenges, especially in terms of security and competitiveness.