Banking Primacy Study

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Thank you for your interest in the study's full data. Book a chat with one of our specialists to support you in the best decision.

What you can hire from the study

Pick what fits your moment — or combine everything.

The full report for this wave and the next ones — 2 more still this year.

Cross-cuts by demographic and behavioral variables, your way.

A session with your team to turn the study into action.

Cuts focused on your segment or brand, or additional fieldwork to cover specific customer profiles.

A 360° view of Brazilians' relationship with banks and financial products.

Products & financial usage

Which financial products Brazilians use — from accounts and cards to FX, insurance, crypto and investments (fixed income, equities and savings)
Financial product usage
Insurance product usage
Investment product usage and amount invested
Credit product usage and loan amounts
Open finance adoption

Brand, image & relationship

Brand image attributes (solidity, trust, innovation, UX) and brand-performance rankings (satisfaction, intent to recommend, to use more products and to stay)
Competitive health of the banking relationship (e.g., current credit limit and satisfaction with it)
Satisfaction with card and credit limit
Service preference

Primacy & loyalty

Bank ranking in brand awareness, accounts opened, primacy and loyalty (Bank Loyalty)
Priority matrix to build primacy
Weight of brand attributes and product performance in building primacy
Card primacy
Insurance primacy (auto, life, among others)
Investment primacy and its reasons
Credit primacy
Primary bank's share of wallet by financial product
Reasons for not being the primary bank

Behavior & macroeconomics

In a quick chat, our specialists walk you through the study and help you choose the ideal package.