Digital banks and the new profile of the primary account
Young and informal workers are making digital banks their primary account. See how this movement is redefining banking primacy in Brazil.
Young adults, informal workers, and students are reshaping the logic of the banking market. The data makes the trend unmistakable: digital banks.
When we talk about banking primacy, a transformation is underway that cannot be ignored. Digital banks have consolidated their position as the primary financial providers for millions of Brazilians — and that changes everything.
The strength of digital banks among young and informal customers
Among people aged 18 to 29, 74% have a digital bank as their primary account. Among students, MEI entrepreneurs, informal workers, and self-employed individuals, that presence is even more dominant.
This is not just a trend. In many cases, digital banks represent the only gateway into the formal financial system.
Accessibility as a competitive advantage
Lower bureaucracy, combined with easy account opening, made digital banks the most accessible option for people with unstable employment situations.
As a result, the success of fintechs cannot be read simply as innovation. They are also reconfiguring the national financial system — particularly in terms of financial inclusion.
The transformation of financial inclusion in Brazil
In 2013, roughly 60% of Brazil's population had a bank account. By 2024, that figure reached 90%. Part of this progress is thanks to digital banks, which have managed to reach populations historically overlooked by the traditional system.
According to the Central Bank of Brazil, this growth is directly linked to increased digital access and the emergence of simpler solutions for individuals and micro-entrepreneurs.
Understanding this new profile is therefore essential for any financial institution that wants to stay relevant.
What traditional banks need to understand
For traditional banks, this shift is a wake-up call. The game is no longer about customer acquisition. It's about relationship.
That's why whoever moves first — offering a fluid, accessible, and meaningful experience — has the best chance of becoming and remaining the customer's primary bank.
Investing in customer experience is more than a priority; it is survival.
Want to see the full numbers? Access the study and see how banking primacy is shifting in Brazil.