Leading Financial Services Brands in Brazil: Q1 2025 Analysis

Introduction

In Brazil's competitive financial services landscape, three brands have emerged as digital leaders: Caixa Econômica Federal (CEF), Itau Unibanco, and Banco Bradesco SA. This article examines their performance from Q4 2024 to Q1 2025, focusing on digital presence across websites and apps. Sensor Tower's comprehensive data provides insights into audience trends, app engagement, and advertising strategies.

Caixa Econômica Federal (CEF)

Caixa Econômica Federal, known for its extensive banking services, showcases a robust digital footprint with its caixa.gov.br and youse.com.br websites, alongside the CAIXA app.

• Audience Trends:

  • caixa.gov.br peaked in December 2024 with visits reaching over 860M, declining to around 530M in March 2025.

  • youse.com.br maintained a stable monthly audience, with unique visits fluctuating between 550K and 730K.

  • The monthly true audience remained stable, exceeding 100M in March 2025, indicating a strong cross-platform presence.

• App Engagement:

  • The CAIXA app experienced a slight dip in monthly active users early in 2025 but rebounded to over 66M by March.

• Ad Spend & Channels:

  • Monthly ad spend peaked in December 2024 at over $1M, with significant impressions across Facebook and Instagram, highlighting a strategic focus on social media.

Itau Unibanco

Itau Unibanco, a prominent player in Brazil's financial sector, centers its digital strategy on itau.com.br and userede.com.br, supported by the Banco Itaú: Conta, Cartão e + app.

• Audience Trends:

  • itau.com.br saw a steady increase in unique visits, peaking at close to 10M in March 2025.

  • userede.com.br experienced growth, with visits per unique visitor reaching 15 in March.

  • The monthly true audience consistently surpassed 55M by the end of Q1 2025.

• App Engagement:

  • Monthly active users of the Banco Itaú app increased steadily, surpassing 51M in March 2025.

• Ad Spend & Channels:

  • Monthly ad spend showed a significant rise in March 2025, exceeding $1.4M, with a diverse channel strategy including Facebook, Instagram, and TikTok.

Banco Bradesco SA

Banco Bradesco SA, renowned for its comprehensive financial services, operates the bradescoseguros.com.br website and the Banco Bradesco app, both integral to its digital strategy.

• Audience Trends:

  • bradescoseguros.com.br observed fluctuations, with unique visits ranging from 2.2M to 2.5M.

  • Monthly true audience figures remained stable, maintaining around 48M throughout the quarter.

• App Engagement:

  • The Banco Bradesco app saw monthly active users steadily increase, reaching over 47M in March 2025.

• Ad Spend & Channels:

  • Monthly ad spend peaked in December 2024 at over $1.1M, with a focus on TikTok and Instagram for maximum impressions.

Conclusion

Caixa Econômica Federal, Itau Unibanco, and Banco Bradesco SA have demonstrated strong digital strategies in Q1 2025, leveraging both web and app platforms effectively. Sensor Tower's unparalleled data insights reveal critical trends and strategies, empowering brands to optimize their digital presence across platforms. Explore more about these insights through Sensor Tower's Web Insights, Pathmatics, and App Performance Insights.