THE BRAZILIAN

INVESTMENT LANDSCAPE
A new era for Brazilian investors
REPORT QUALIFICATIONS/ASSUMPTIONS
& LIMITING CONDITIONS

Oliver Wyman was commissioned by XP Investimentos to analyze the future of the Brazilian
investment market.

Oliver Wyman shall not have any liability to any third party in respect of this report
or any actions taken, or decisions made as a consequence of the results, advice or
recommendations set forth herein.

Information furnished by others, upon which all or portions of this report are based, is
believed to be reliable but has not been verified. This report contains forward-looking
statements/ projections based on current data and historical trends, and any such
forward-looking statements are subject to inherent risks and uncertainties. Oliver Wyman
accepts no responsibility for actual results or future events. In particular, actual results
could be impacted by future events which cannot be predicted or controlled, including,
without limitation, changes in business strategies, the development of future products
and services, changes in market and industry conditions, the outcome of contingencies,
and changes in law or regulations. No warranty is given as to the accuracy of information
contained herein. Public information and industry and statistical data are from sources
Oliver Wyman deems to be reliable; however, Oliver Wyman makes no representation as
to the accuracy or completeness of such information and has accepted the information
without further verification. Oliver Wyman takes no responsibility for changes in market
conditions or laws or regulations and no obligation is assumed to revise this report to reflect
changes, events or conditions, which occur subsequent to the date hereof.
CONTENTS
EXECUTIVE SUMMARY 4
1. INVESTMENT FUNDAMENTALS 6

2. THE NEW INVESTMENT ERA  9

3. THE NEXT FRONTIER 17

EXECUTIVE SUMMARY

Brazilians have traditionally invested conservatively in basic savings accounts and fixed
income products, but that is changing as Brazil undergoes a series of demographic and
macroeconomic transformations that encourage diversification. As interest rates and
inflation drop to unprecedented levels and the number of middle-class households grows,
retail investors have started searching for higher yields and make more medium-term
investment plans.

On the institutional side, high government indebtedness has led to a decrease in

government expenditures and investments as well as a lower participation of state-owned
banks in the economy. Consequently, the crowding-out effect on private investments has
weakened. This renewed need and political support for private funding coupled with low
interest rates is stimulating corporates to tap capital markets, matching investors’ needs for
diversification and higher yield.

Copyright © 2019 Oliver Wyman 4

The combination of search for diversification and higher yields on the demand side and need
for alternative sources of funding from the supply side is triggering a change on the structure
of the Brazilian investment landscape, impacting the investment market in Brazil:

•• Investors are likely to diversify into a broader set of asset management products, shifting
away from risk-averse savings products into more attractive investment vehicles; the
total share of saving accounts (Poupança) and cash investments has dropped from
25 percent in 2012 to 20 percent in 2018 and we expect this trend to continue in the next
coming years.
•• Investors are likely to seek tools and advice in navigating a more complex financial
planning landscape as product choice and diversity multiplies.

This drive for product diversification within a more complex product offering is driving a
growing demand for comparison platforms, risk management tools and advisors that can
offer customized and individualized investment guidance. In parallel, the expansion of
digital solutions is providing greater access to products and information that were once
restricted to subsets of banks’ clients.

The trend to channel diversification is set to accelerate as challenger institutions, with

nimbler business models that leverage truly native digital analytics capabilities, are quicker
to provide investors with customized solutions that better meet their needs. In a survey with
investors, over 70 percent of respondents are satisfied with the product range offered by
independent platforms, whereas only 35 percent are satisfied with banks’ product range.

While banks have an established trust relationship with a large base of clients, they have
to deal with complex legacy systems, processes and organizations that are expensive to
maintain. Challenger institutions, on the other hand, have a lower client base and brand
recognition, but are light, quick and have greater capacity to provide niche offerings and
greater tailoring to broader base of clients.

In Brazil, we estimate that independent platforms hold nearly 10 percent of clients’ assets
and that this share could grow up to 25 percent in 2024. As investment platforms expands,
they will have the possibility to tap into adjacent markets – such as payments, insurance, and
credit-, tapping into the deep knowledge they are constructing of their clients, a nascent
trust relationship and leveraging their light and quick structure to provide more tailored
solutions than currently offered by traditional institutions.

Copyright © 2019 Oliver Wyman 5

1. INVESTMENT FUNDAMENTALS:

DEMOGRAPHICAL AND MACROECONOMIC TAILWINDS

Brazil has a large and growing population, with ~220 million inhabitants it is currently the
sixth most populous country in the world. Furthermore, like most emerging economies,
Brazil has a population that is becoming older and with a larger share in the higher income
brackets. The share of households earning more than US$ 25 thousand per year is expected
to jump from 19 percent in 2009 to 26 percent by the end of 2024, while the number of
inhabitants over 50 years old is expected to jump from 51 million today to 101 million by
2060 (see Exhibit 1).

Exhibit 1: Brazilian investment market demographics

EVOLUTION OF YEARLY HOUSEHOLD INCOME BY INCOME RANGE

100%

80%
< US$ 35k
60%
US% 25k - 35k
40%

20% US% 5k - 25k

0% < US$ 5k
2009 2014 2019E 2024E 2029E

BRAZILIAN POPULATION AGE DISTRIBUTION

20%

15%

10%

5%

2019

0% 2060
0-4

5-9

10-14

15-19

20-24

25-29

30-34

35-39

40-44

45-49

50-54

55-59

60-64

65-69

70-74

75-79

80-84

85-90

90+

Source: IBGE, Euromonitor — Passport.

Copyright © 2019 Oliver Wyman 6

These are promising demographic fundamentals for the Brazilian investment landscape
as more people save more in preparation for their old age. This will be supported by a
growing investment culture that is quickly helping to increase the penetration of investment
products. Despite having nearly 162 million bank accounts and 60 million saving accounts,
there are still only 2.4 million investment accounts, including 1.2 million registered investors
with the exchange, B3. That’s just over two percent of the economically active population.1

Brazilians have been traditionally characterized by a risk-averse savings and investment

behavior, investing mostly in fixed income products, particularly the Poupança savings
account.2 This behavior stems from the experience many current investors had throughout
the eighties and nineties where these accounts where one of the few safe investment
products. However, Poupança has offered very low returns in the recent past, at times even
below the inflation (see Exhibit 2).

The Brazilian economy has transitioned from a high inflation and volatile interest rate into
a more stable environment in terms of monetary policy. Nominal interest rates are at a
historically low at 5.5 percent after peaking at 15 percent in 2015 and 25 percent in 2001.3
Macroeconomists are considering the lower interest rate (both nominal and real) as the new
normal for Brazil. Given this new scenario, Brazilian investors have started searching for
alternative to the traditional fixed income products to capture a higher yield for their savings.

Indeed, in our survey with investors, 61 percent have said that they would not consider
investing in poupança at all. Going forward, 66 percent answered they would be willing to
invest in equities and equity derivatives in the future and 52 percent answered they would
invest in funds. Only three percent mentioned Poupança as a future investment.4

Exhibit 2: Evolution of base interest rate and Poupança yield

%

30%

20%

10%
Inflation (IPCA)

Yield (Poupança)

0% Basic interest (Selic)

1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019

1. Includes the number of fiscal codes (CPFs) registered with each custody agent and number of active accounts at the Tesouro Direto. Data from B3 as of July 2019.
Source: ANBIMA, B3, Brazilian National Treasury, IBGE.
2. Poupança is a traditional system of saving accounts that exists in Brazil for over 150 years. It pays 0.5% per month (or 6.2% per year tax free) plus a small
correction for inflation if the base rate, the SELIC rate, is above 8.5% per year or 70% of the base rate if it falls below 8.5%.
3.SELIC as of October 2019.
4. Source: Survey Oliver Wyman InfoMoney from August 2019.

Copyright © 2019 Oliver Wyman 7

In addition to changes on the demand side, changes in the macroeconomic environment are
also affecting the supply of financial products. In the past years the overall indebtedness of
the public sector in Brazil has increased and reached 55 percent of GDP in June 2019 (from
30 percent of GDP in December 2013) (see Exhibit 3). This trend is expected to continue in
the next coming years under a scenario with no changes to fiscal and budget policies.5

As a result, government expenditures and investments have been adjusted downwards.

Specifically, the role of the public banks has decreased and as a consequence the crowding-
out of private investments. This renewed need and political support for private funding
coupled with low interest rates is stimulating corporates to tap capital markets, matching
investors’ needs for diversification and higher yield.

The combination of search for diversification and higher yields on the demand side and need
for alternative sources of funding from the supply side is triggering a change on the structure
of the Brazilian investment landscape.

Exhibit 3: Evolution of Brazilian net public debt and total investment

% OF GDP

60%

45%

30%

15% Indebtedness as
% GDP

Investment as
0% % of GDP
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

1. Net debt of the public sector and total investment in Brazil.

Source: IPEA.

5. Source: IFI.

Copyright © 2019 Oliver Wyman 8

2. THE NEW INVESTMENT ERA

PRODUCT DIVERSIFICATION AND SOPHISTICATED

FINANCIAL PLANNING
The effects described in Section one have caused Brazilian investment assets to boom over
the past few years. From 2011 to 2018, total investments grew from R$ 3.8 trillion to R$ 7.9
trillion, an 11 percent CAGR (see Exhibit 4).

This evolution is even more impressive when analyzed against the backdrop of a severe
economic crisis of 2014-2016. Unemployment rate has increased from four percent in
December 2013 to 12 percent in May 2019, whereas real GDP per capita has shrunk by
eight percent between 2013 and 2018 and nominal GDP has grown six percent per year
on average.6 Still, investment assets grew 11 percent in nominal terms on average per year
from 2011 to 2018. As the economy has started to recover and the middle class expands, we
expect growth to continue over the coming years.

Exhibit 4: Evolution of volume of investment assets

R$ TRILLION, NOMINAL VALUES

13.8
12.6
11.4
+10% 10.4
9.5
8.6
7.9
6.7 7.2
6.1
5.4
4.8
4.4
3.8

2011 2012 2013 2014 2015 2016 2017 2018 2019e 2020e 2021e 2022e 2023e 2024e

Note: Includes investment assets from retail (inc. pension funds and offshore) and corporate (non-financial and insurance).
Source: Brazilian Central Bank, ANBIMA, EIU, ABRAPP, SUSEP, Itaú. Oliver Wyman analysis.

6. Source: IBGE.

Copyright © 2019 Oliver Wyman 9

Higher-yielding products such as equities or structured products are expected to grow even
faster than the overall market as well as the pension segment. As investors expect the low
interest rate environment to stay, the shift from fixed income to higher-yielding assets is
already becoming evident. Between 2015 and 2018 the share of fixed income securities of
total investments has dropped from 22 percent to 19 percent and the share of Poupança and
cash investments has dropped from 25 percent to 20 percent (see Exhibit 5). In addition, the
pension segment has grown 14.5 percent per year on average between 2011 and 2018, and
the expectation is for this segment to keep growing above the market going forward. Even
so, Brazil remains one of the most conservative investment environments by international
comparison with one of the lowest equity allocations (11 percent) (see Exhibit 6). As an
additional example, there are R$ 115 billion from high net worth and ultra-high net worth
individuals allocated in Poupança accounts.7

Exhibit 5: Evolution of investment assets by product type

100%
Equities
80%
Fixed
60% incomes

Saving/
40% Cash

20% Funds

Pension
0% funds
2011 2012 2013 2014 2015 2016 2017 2018 2019e 2020e 2021e 2022e 2023e 2024e

Source: Brazilian Central Bank, Anbima, EIU, ABRAPP, SUSEP, Itaú. Oliver Wyman analysis.

Exhibit 6: Evolution of investment asset mix – international comparison

% OF TOTAL FINANCIAL ASSETS

Sweden
Chile
United States
Denmark1
Australia
France1
Belgium
Italy1
Spain
United Kingdom
Korea
Equity
Germany1
Brazil Fixed income
0% 20% 40% 60% 80% 100%
1. Data from 2017. Fixed income includes currency and deposits and securities other than equity; excludes mutual funds, pension plan and
life insurance.
Source: OECD, Anbima.

7. Data as of 2018. Source: ANBIMA.

Copyright © 2019 Oliver Wyman 10

With the rising complexity of new investment products, the expansion of the number of
investors and the growing number of investment choices, investors will need sophisticated
intermediaries and advice to find the products that best suit their investment needs.

This change drives a growing demand for comparison platforms, risk management tools and
advisors that can offer customized and individualized investment guidance. In many markets
independent advisors have been the most effective channel to navigate a broad offering and
support their clients with tailored solutions.

While banks in Brazil still account for over 90 percent of Assets under Custody (AuC), brokers
and independent advisors are consistently gaining market share (see Exhibit 7). Between
2016 and 2018 their share has grown from five percent to seven percent and is expected to
continue to grow in the coming years as investors continue to look for independent advice,
breadth of products and open architecture.

While some Brazilian banks have opened their product suite to independent manufacturers,
the offering has historically fallen short of changing demand. When compared to
international markets, Brazilian investment distribution is still dominated by banks, while
many of the international markets have made a transition to other distribution channels.

Exhibit 7: Evolution of distribution channels

EVOLUTION OF DISTRIBUTION CHANNELS IN BRAZIL MUTUAL FUNDS ASSETS BY DISTRIBUTION CHANNEL1

100%

80%

60%

40%

20% Other
channels

0% Banks
2018 2019e 2020e 2021e 2022e 2023e 2024e UK US FR GE IT ESP

1. For banks, it includes both retail and private banking branches as well as online banking; it excludes networks of IFA belonging to the
groups. 2017 data.
Source: ANBIMA, Valor, Infomoney survey May/2017, Financial Times, Platforum. Oliver Wyman analysis.

Copyright © 2019 Oliver Wyman 11

 The increasing relevance and demand for independent investment platforms is being
supported by a large and growing pool of independent advisors. Since 2015, the number
of registered independent advisors (Agentes Autônomos de Investimento) in Brazil has
increased from just over 5,000 to over 9,000. In the United States, there were 12,578
registered investment advisors (RIAs) in 2018 within a universe of over 300,000 people that
work with financial advisory and planning.8

Independent advisors fulfil a key role in advising on more complex and long-term
investments: 17 percent of investors in our survey have answered that they prefer to invest
with an advisor than to make the decision by themselves. As the industry evolves and
products become more complex, the demand for advice is set to increase. We expect that,
similarly to what happened in other countries, independent advisors will become multi-
product advisors and include other long-term products such as insurance and mortgages
over time.

As banks continue to close branches to move to a more digital presence, we expect bank
managers with previous expertise and strong client bases to become independent financial
advisors helping brokers and independent platforms to continue to earn market share. For
example, between January 2016 and June 2019, Itaú, Bradesco and Santander – the top three
private banks – have closed 11 percent of their branches (or 1,349 branches).9 The same
analogy holds for insurance brokers; since 2016, there was an eight percent decrease in the
number of registered insurance brokers in Brazil (see Exhibit 8).

Exhibit 8: Number of independent financial advisors, branch managers and

insurance brokers
EVOLUTION OF REGISTEREED EVOLUTION OF BRANCH MANAGERS AND
BRAZILIAN IFAs INSURANCE BROKERS2
2015-2019 (IN THOUSANDS) 2016-2019 (IN THOUSANDS)
100%
9.3 Relationship Managers

200 -8%
80% 7.7
185
6.6
60% 6.0
5.2

40% Insurance Brokers

-8%
20% 107
98

0%
2015 2016 2017 2018 2019 2016 2019

Source: Ancord, Brazilian Central Bank, CVM, SUSEP, Oliver Wyman analysis.

8. Source: SEC for Registered Investment Advisors and Cerulli Associates for financial advisors in the United States.
9. Includes HSBC retail branches that have been acquired by Bradesco. Source: Brazilian Central Bank.

Copyright © 2019 Oliver Wyman 12

This channel diversification trend is set to even accelerate as challenger institutions, with
nimbler business models that leverage truly native digital analytics capabilities, are quicker
to provide investors with individual or mass customized solutions that better meet their
needs. Indeed, our survey shows that 89 percent of respondents who are considering
investing in the future would rather do it through an independent financial broker, while only
11 percent would choose a bank.

As for investment channels, our survey demonstrates that apart from

smartphones – investors’ favorite channel – independent brokers are better rated than
banks for all other categories (see Exhibit 9).

Exhibit 9: Investors evaluation of investment channels and service offerings

PER SERVICE OFFERING
%
Returns Prices/fees
Banks Banks
Independent brokers Independent brokers
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%

Digital platform/technology Recommendations

Banks Banks
Independent brokers Independent brokers
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%

Educational materials Product range

Banks Banks
Independent brokers Independent brokers
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%

PER INVESTMENT CHANNEL

%
Overall evaluation of investment channels Branch manager/IFA
Bancos Banks
Independent brokers Independent brokers
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%

Smartphone Homebroker
Banks Banks
Independent brokers Independent brokers
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%

Email Phone
Banks Banks
Independent brokers Independent brokers
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%

Branch1
Banks
Unsatisfied Neutral Satisfied
0% 50% 100%

Copyright © 2019 Oliver Wyman 13

The same pattern holds true when investors evaluate the service offering. The survey
participants were much less satisfied with their bank’s returns, prices and product range
than they were with what they got through the brokers. This is most likely explained by the
fact that independent brokers are open architecture and offer a much broader choice of
products and investment options. Digital platforms and technology are however rated with
similarly high satisfaction for banks and brokers, which indicates that independent brokers
will need to better combine independent advisors with their digital offerings (see Exhibit 10).

Although investors are migrating to independent platform, banks still fare well on platform
stability and trust, but have been unable to adapt their offer spectrum to fulfil more tailored
needs. When investors are asked why they would migrate to other institutions, better returns
and a greater variety of products were mentioned as the main reason (see Exhibit 11).

The customer service and experience gap of unmet needs and offers has opened a gap
that nimbler, technology-based companies have begun to explore, filling a space left
by the traditional banks. With their product and sales-oriented approaches, banks have
been slow to truly adapt to a customer centric approach that is able to meet clients’ true
individual needs.

Exhibit 10: Channel usage for investments

Banks
Independent brokers
0% 20% 40% 60% 80% 100%

Branch Phone Email Homebroker Smartphone Investment advisor Branch manager

Exhibit 11: What do you consider important in your investment platform?

INVESTMENT ASSETS BY PRODUCT TYPE
% OF TOTAL ANSWERS
Platform stability/technology

Trustful institution

Costs/fees

Speed and agility Not Important

Ease of navigation
Indifferent
Returns
Product variety Not very
important
Good recommendations
Important
Centralized of services
Educational material Essential
0% 20% 40% 60% 80% 100%

Copyright © 2019 Oliver Wyman 14

 Despite the acknowledged importance of customer centricity, it has proven difficult for
product organizations to think of the customer outside of the context of their products or for
horizontal innovation teams to drive customer outcomes across the competing demands
of different product lines and outside the bank product scope. Most financial institutions
are still grappling with product and functional silos, where product manufacturing and
distribution are two distinct components of their operating models. In addition, legacy IT
systems and the installed infrastructure of branches are difficult to overcome and require
significant investment to restructure.

As a result, banks are not fully addressing customers’ needs. For example, in many
institutions, mass market segments have been de-prioritized, leaving a large chunk of the
market underserved or subject to high fees. Comparing administration fees for fixed income
funds, for example, funds that require a minimum investment of less than R$ 1,000 are
charging an average fee of 2.33 percent whereas the average for all fixed income funds is
1.01 percent (see Exhibit 12).

Y PRODUCT TYPE Exhibit 12: Average administration fee for fixed income funds per minimum level
ASSETS of investment

3.06%

2.33%

1.02% 0.89%
0.53%

< R$1 or no >=R$1 >R$ 1,000 >R$ 25,000 >R$ 100,000

restriction <=R$ 1,000 <=R$ 25,000 <=R$ 100,000

Note: Fees as of June 2019.

Source: ANBIMA.

Copyright © 2019 Oliver Wyman 15

Exhibit 13: Comparison of competitive advantage banks vs. challenger institutions

INDEPENDENT BROKERS/
TRADITIONAL BANKS CHALLENGER INSTITUTIONS
Technology •• Legacy systems that are expensive to •• Nimbler platforms that are cheaper to
maintain and update maintain and update
•• In-flight process redesign requiring •• Starting from new, shorter time to launch
greater time and effort to launch

Costs •• Higher customer to FTE ratio •• Lower cost base

•• Expensive physical branch structure, •• Small physical presence, with mostly
hard to cut due to multiservice offer and digital/ remote offering
union pressure •• Supported by a large network of
•• Requires large network of independent advisors
branch managers and in-house
investment advisors
Trust •• High brand recognition •• Limited brand recognition
•• Reliability and established •• Limited track record to establish degree
trust relationship of reliability

Attractiveness •• Multi-service offering, large cross- •• Limited offer of products and services
sell opportunity in one place, limited opportunity
•• Large client base of cross-sell
•• Limited tailoring below •• Small client base
UHNW individuals •• Niche offering, opportunity for
•• Deprioritization of mass clients greater tailoring
•• Value proposition for mass clients

Copyright © 2019 Oliver Wyman 16

3. THE NEXT FRONTIER

MULTI-PRODUCT FINTECHS AND CROSS-SELLING

With R$ 7.9 trillion in assets in 2018, the investment market is large on its own. A bottom-up
analysis of average fees charged by incumbents indicates an average ROA of one percent
that would translate into a revenue pool of ~R$ 71 billion.10 As assets are expected to
continue to grow at ~11 percent per year until 2024, the investment market alone should be
a R$ 136 billion opportunity in the next five years (see Exhibit 14).

This large market is currently underserved by traditional banks and challenger institutions
have understood the potential for disruption. In the recent years, there has been significant
innovation and investment in the Brazilian investment services industry. For example, the
number of investment-focused fintech’s grew from four firms in 2015 to 29 in June 2019.11

In investment, nimbler organizations, highly leveraging technology have been able to

address market segments traditionally underserved by banks. With a lower cost base
that leverages robo advice and advanced algorithms, investment-focused fintechs have
started to provide customized services to customers on the mass segment, enabling a
“mass” personalization of investment processes and services. Although robo-advice has
not replaced human input, it has been proving to be a crucial tool to provide scale to the
financial advisor.

Exhibit 14: Total investments revenues and RoA

IN R$ BILLIONS AND PERCENTAGES

1.1% 1.1%
1.1% 1.0% 1.0% 1.0% 1.0%
1.0% 1.0% 1.0%
0.9% 0.9% 0.9%

136
123
111
+10.8%
98
86
78
70 71 71
64
54
40 44
ROA

Total
2012 2013 2014 2015 2016 2017 2018 2019e 2020e 2021e 2022e 2023e 2024e Revenue

Source: Brazilian Central Bank, ABECS, The Economist Intelligence Unit, SUSEP, Oliver Wyman analysis.

10. Return on assets – RoA – has been calculated as the ratio between total revenue from administrative fees and total volume of assets under management
(average between current and previous year) for retail investments, non-financial corporates and investments from insurance companies.
11. Source: FintechLab.

Copyright © 2019 Oliver Wyman 17

This new service model has already brought significant change in the market. As an example,
Charles Schwab, the US-based broker, has announced on October 2019 the decision to
reduce online trade commissions for U.S and Canadian-listed equities and ETFs to $0, and
to reduce the base charge on options to $0, as well.12 This has come as a response to the
change in the competitive environment, with new entrants using zero or low commission as
a lever to enter the market. The business model of the future monetizes data and services
rather than direct compensation for (decreasing) execution costs.

When looking at challenger institutions, we have observed five successful entry strategies
across international markets. Players start from a clear problem for a specific group of people
and, as the solution is developed and gain momentum, other solutions are added providing
a better and more complete experience for the customer (see Exhibit 15).

Exhibit 15: Value propositions of challenger institutions in the investment services industry

DESCRIPTION AND CORE

VALUE PROPOSITION TARGET AUDIENCE FUNCTIONALITY
“Your financial •• Offers in-depth advice in investment and •• Calculators and simulators
co-pilot” financial products – has sophisticated •• Robo advisory
real-life experience sharing and
examples – e.g., calculating the cost •• Purpose-based portfolio
of a year out. •• Borrow/portfolio line of credit
•• Millennials/digital economy
workers/lifestyle
Regular savings •• Offers simple funding of investment •• Automated portfolio investment
and spend wisely through rounding up credit card spent •• Found money (ad referral earnings –
(only small amount needed) – found e.g., Uber bookings)
money and debit card
•• Debit card and analytics
•• Millennials/thrifty savers/
bargain hunters
Beginners – we teach •• Offers broad information and investment •• Kids custodial account
you investing education as well as low cost/level •• Automated portfolio investment
investment and “practice” portfolios.
Offers to plan spending and investment •• Credit, debit and bill pay
•• Millennials/young families •• Spend, advice and planning
•• 2-day payday cash advance for free
We help you to care for •• Offers SME employers to provide •• Portfolio selection
your employees (SME) retirement plans and benefits to •• Automated portfolio selection
their employees
•• Employer plan management
•• SMEs with less than 90 employees
We help you invest •• Offers full banking services to •• Full banking product suite (investments,
and manage your individuals – online and in-person credit and payments/cash management)
banking needs advice – different service offerings •• Calculators
at different price-points depending
on needs •• Robo advisory
•• All investors

12. Charles Schwab announcement on October 1st 2019.

Copyright © 2019 Oliver Wyman 18

What these strategies have in common is the construction of successful cross-selling
propositions. Based on the harvesting of relevant data, successful challengers have been
able to better serve and continuously adapt to their customers’ needs. While in the past
the lack of client data limited the ability to add value and deepen the client relationship,
organizations in the investment industry today can build a full view of clients across their
lives span and identify emerging needs. This allows for a much richer engagement and
differentiated value proposition.

For players in the investment industry, there is an increased ability to expand to adjacent
markets. Managing investments requires a higher level of trust from clients as the payoff will
only come in the future, whereas for cards or loans, for example, the client gets the benefit
in the short term. Hence, it is easier for players in the investment segment to expand into
other areas than the other way around. Indeed, many disruptors in the investment market of
developed countries have evolved to include in their offering adjacent products such as (i)
insurance brokerage, (ii) credit and debit cards and (iii) consumer loans.

In the United States, Robinhood was launched in 2014 as a commission-free trading app.
Although it provided a limited offering compared to other brokers, Robinhood has been very
successfully acquiring customers, particularly among a younger demographic, and the app
has amassed millions of users. At the same time Robinhood also expanded the product range
into banking products such as cash management services.13

In Brazil, these adjacent offerings mean a significant expansion of total addressable market
for brokers and independent investment platforms. For cards, the volume of electronic
payments using debit or credit has grown from R$ 710 billion in 2012 to R$ 1.3 trillion in
2018. With R$ 76 billion in outstanding balances with average interest rates varying from
159 percent to 313 percent the debit/credit card market alone would mean a revenue pool of
R$ 94 billion (see Exhibit 16).14

13. Source: Bloomberg, https://www.bloomberg.com/news/features/2018-02-08/brokerage-app-robinhood-thinks-bitcoin-belongs-in-your-retirement-plan.

14. Includes revenues from overdraft (debit card), loans outstanding (revolving credit and parcelado), MDR, POS rental, cards fees, and receivables.

Copyright © 2019 Oliver Wyman 19

Exhibit 16: Credit and debit cards volume and overall revenues
R$ BILLION

+8.4%

+7.9%
1,867
1,754 127
1,649
1,550 121
1,388 1,468 111 116
1,314 106
1,216 100
1,065 1,137 91
94
964 95
837 84
710 71
62
51

2012 2013 2014 2015 2016 2017 2018 2019e 2020e 2021e 2022e 2023e 2024e

Volume Revenue

Note: includes revenues from loan on balances, MDR, receivables, card fees, and POS rental. In 2017, a one-month cap has been imposed
on revolving credit; after this period, consumers have to be offered another type of line of credit.
Source: ABECS, Brazilian Central Bank, Oliver Wyman analysis.

The insurance market, with a written premium of R$ 142 billion in 2018, has grown ~68%
since 2012, which reflects a 11 percent CAGR and a R$ 33 billion revenue opportunity for
brokers (see Exhibit 17).15

Exhibit 17: Insurance premium and brokerage revenues

R$ BILLION

+8.2%

+9.4%
218
206
195 55
185 51
169 48
155 45
133 142 41
124 37
110 118 32 33
84 97 27 28
25
19 21

2012 2013 2014 2015 2016 2017 2018 2019e 2020e 2021e 2022e 2023e 2024e

Written premium Revenue

Source: SUSEP, Oliver Wyman analysis.

15. Revenues reflect brokerage fees.

Copyright © 2019 Oliver Wyman 20

Lastly, there were R$ 2.0 trillion in outstanding loans in the end of 2018 with average interest
rates varying from 10 percent for mortgages to 107 percent for personal loans. These loans
constitute another R$ 288 billion revenue pool (see Exhibit 18).16

Of course, not all this revenue pool will necessarily be tapped by investment players,
however opportunities abound. To illustrate a few, with a significant volume of assets
under management, margin loans can be an interesting product. Even if they represent the
equivalent of one percent of retail customer AUM that would mean an extra R$ 69 billion
in loans.

As challenger institutions become established in their segments and data availability

increases, the probability of expanding and developing successful cross-sell propositions
also grows. Indeed, given the market concentration and the underserved consumer needs,
fintechs will compete on who will be able access these different markets.

Exhibit 18: Consumer and corporate loans

R$ BILLION

+4.2%

+8.9%

2,947
2,781
2,625 401
2,477 389
2,331 2,298 377
2,217 2,156 2,049 2,135 356
2,019 320 2,007 325
1,789 256 271 267 309
227 288
143

2012 2013 2014 2015 2016 2017 2018 2019e 2020e 2021e 2022e 2023e 2024e

Volume Revenue

Note: Includes corporate loands and consumer loans (personal, payroll, auto and mortgage loans).
Source: Brazilian Central Bank, Oliver Wyman analysis.

16. Includes car loans, personal loans, overdraft, mortgages, and payroll loans (Consignado).

Copyright © 2019 Oliver Wyman 21

ABOUT OLIVER WYMAN

Oliver Wyman is a global leader in management consulting. With offices in 60 cities across 29 countries, Oliver Wyman combines deep
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LUCAS LEME
Consultant

Copyright © 2019 Oliver Wyman

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