Conducted by Globo, a study analyzed 24 attitudinal attributes in order to offer insights for the construction of narratives
Brazil has seen an explosion in the number of investors over the last few years, driven by the fall in interest rates, which reached 2% in mid-2020, and by the democratization of information. According to data from B3, there was a growth of 514%, jumping from 700 thousand in 2018 to 4.3 million people in the first quarter of this year.
Today, these people form a population group that fits into six profiles, according to the Investimentos 2022 survey, with 1000 respondents between April 11 and 18 this year. Conducted by Globo, the study analyzed 24 attitudinal attributes and seeks to offer insights for the construction of narratives and brand relationships.
Among the most valued attributes when choosing an investment firm are experience and interaction. Less important bureaucracy for 35%; lower rates to 33%, the same percentage that yearns for good experiences on platforms and applications. This is followed by ease of use and access to digital channels, 32%, and security, 29%.
To build relevance and relationship, brands need to show that they value these customers. 84% of them, for example, consider that being treated as a person and not as a number is very important; 80% are willing to share data in exchange for personalized services. Individualized attention is important or very important to join a bank for 71% of respondents and 33% stated that they leave institutions when they feel a lack of personalization.
“By understanding which attributes are taken into account by consumers when choosing an investment partner, brands are able to design more efficient communication strategies, capable of converting campaigns and actions into business”, says Eduardo Petribu, commercial director for the Financial sectors and Globo Automotive.
A way to create a connection, according to the executive, is the creation of content, since only 11% of respondents consider themselves experienced investors. 78% said they would like to have educational information on how and where to invest; 75% rely on more interactive digital environments, with tips, videos and expert information; and 73% were very interested in financial education content. In addition, 70% want to participate in investment events.
Investor profiles
The survey identified that 39% of investors adopt the “planned” profile, with retirement goals, reserve part of their income for investments and look for above-average financial products, such as Treasury Direct; 19% are considered “measured”, who prefer not to take risks, consider it essential to have an advisor or manager to help them and opt for a strategy such as savings and private securities.
There are also those “without resources”, 12%, who have greater difficulty in saving, but are interested in changing their financial situation and are in favor of help from institutions because they say they understand little about investments; and the “distant”, 10%, who consider themselves financially savvy, are suspicious of the institutions’ understanding of their needs, invest as a way to save and look for assets such as capitalization bonds and crypto.
And yet the “fearless”, 11%, who make decisions on their own, invest in Stocks, Flls and Crypto and use social networks for updates; and the “sassy”, 9%, who are less concerned about finances, are not afraid of taking risks and are interested in experimenting and being at the forefront of innovations with portfolios built by stocks, Flls and crypto.