Leading Brands in Brazil's Consumer Finance Category in Q3 2024

Introduction

In Q3 2024, Brazil's consumer finance sector witnessed remarkable performances from leading brands such as Caixa Econômica Federal (CEF), Wise Payments Limited, and Remessa Online. These brands demonstrated significant reach across both web and app platforms. Sensor Tower's comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide in-depth insights into these trends.

Caixa Econômica Federal (CEF)

Caixa Econômica Federal stands out with its digital presence, featuring the websites caixa.gov.br and youse.com.br, alongside the CAIXA app.

• Audience Trends:

  • The combined monthly deduplicated audience across CEF's platforms remained steady, hovering around 100M each month.

  • caixa.gov.br consistently attracted a large web audience, while youse.com.br showed a noticeable spike in visits in July and September.

• App Engagement:

  • The CAIXA app maintained a strong monthly active user base with active users nearing 19M, indicating stable engagement.

• Ad Spend & Channels:

  • CEF's monthly ad spending peaked in July, exceeding $600K, with significant impressions across Facebook and Instagram channels, showing a strategic focus on social media.

Wise Payments Limited

Wise Payments Limited, operating through its wise.com website and the Wise: International Transfers app, demonstrated impressive growth.

• Audience Trends:

  • The web audience remained robust, with visits consistently around 11M monthly. The monthly deduplicated audience saw an upward trend, reaching over 4M by August.

• App Engagement:

  • The Wise app experienced a steady increase in monthly active users, peaking at over 600K in August, showcasing a rising preference for mobile transactions.

• Ad Spend & Channels:

  • Monthly advertising efforts were concentrated on Facebook and Instagram, with ad spend reaching approximately $140K in July, enhancing brand visibility.

Remessa Online

Remessa Online, accessible via remessaonline.com.br and the Remessa Online: Câmbio PJ e PF app, showed a mixed performance.

• Audience Trends:

  • The website attracted a stable audience, with unique visits exceeding 700K in September. The monthly deduplicated audience remained around 900K.

• App Engagement:

  • The app's monthly active user base slightly declined, stabilizing at around 100K by September, reflecting a shift in user preference.

• Ad Spend & Channels:

  • Monthly ad spend was modest, with a peak of around $47K in June. Facebook remained the primary channel, delivering the majority of impressions.

Conclusion

The Q3 2024 data highlights the dynamic nature of Brazil's consumer finance sector. Caixa Econômica Federal, Wise Payments Limited, and Remessa Online have effectively utilized both web and app platforms to reach their audiences. Sensor Tower's unparalleled data insights continue to play a crucial role in understanding these cross-platform user behaviors, offering key strategic advantages for brands in the digital landscape.