Leading Brands in Brazil's Consumer Finance Sector: Q1 2025 Overview

As Brazil's consumer finance sector continues to evolve, several brands have emerged as leaders in attracting audiences across their websites and apps. This article delves into the performance and trends of three key players: Caixa Econômica Federal (CEF), Wise Payments Limited, and XE.COM INC. Data from Q4 2024 to Q1 2025, provided by Sensor Tower, offers valuable insights into their digital presence and audience engagement.

Caixa Econômica Federal (CEF)

Caixa Econômica Federal stands as a prominent figure in Brazil's consumer finance landscape, with a significant digital footprint across its website, caixa.gov.br, and mobile application, CAIXA.

• Audience Trends: The website experienced fluctuating monthly visits, peaking in December 2024 with around 865M visits before stabilizing at approximately 526M by March 2025. The monthly true audience remained consistently above 97M throughout the quarter, with a notable balance between app and web-only visitors.

• App Engagement: The CAIXA app maintained strong engagement, with monthly active users ranging from 62M to 66M, indicating robust user interaction via mobile platforms.

• Ad Spend & Channels: CEF's advertising efforts were concentrated in Q4 2024, with a peak monthly spend of approximately $1.18M in December. The focus was primarily on OTT and social media platforms, generating significant monthly impressions.

Wise Payments Limited

Wise Payments Limited, formerly known as TransferWise, continues to thrive with its website, wise.com, and the Wise: International Transfers app.

• Audience Trends: Wise.com showed a strong upward trend, with monthly visits increasing from around 10M in October 2024 to over 29M by March 2025. The monthly true audience also grew steadily, reaching approximately 9.3M in March.

• App Engagement: The app's monthly active users rose consistently, exceeding 3.7M by March 2025, highlighting a growing preference for mobile transactions.

• Ad Spend & Channels: Monthly advertising spend increased significantly in Q1 2025, with a focus on Facebook and Instagram, delivering impressions exceeding 200M each month.

XE.COM INC

XE.COM INC is a key player with its website, xe.com, and the Xe Send Money & Currency app.

• Audience Trends: The website's monthly visits saw a peak in December 2024 at around 5.6M, followed by a decline to about 4.6M by March 2025. Monthly true audience figures remained stable at over 1M throughout Q1 2025.

• App Engagement: The app's monthly active user base showed a steady increase, reaching over 115K by March 2025, suggesting a niche yet engaged audience.

• Ad Spend & Channels: XE.COM INC's advertising presence was minimal, with negligible monthly spend and impressions across digital platforms.

Conclusion

The consumer finance sector in Brazil is witnessing dynamic changes, with leading brands like Caixa Econômica Federal, Wise Payments Limited, and XE.COM INC setting benchmarks in digital engagement. Sensor Tower's comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide unparalleled insights into these trends. As these brands continue to innovate and expand their digital footprints, the coming quarters promise further growth and transformation. Sensor Tower's analytics empower decision-makers to harness these insights for strategic advantage.