Historical series Itaú Personnalité transforms its business model and aims to expand its leadership in high income segment
February 08, 2023 – Itaú Personnalité, the leader for 28 years in the high-income market, is transforming its business model to respond to and anticipate the needs of this client segment and modernize its value proposition. If, in the past, exclusivity meant impeccable assistance, with specialists available on extended working days, today it is about exclusive benefits, autonomy and self-service, as well as humanized consulting. For this reason, Itaú Personnalité invested to improve the experience, remodel its platform of benefits and advantages, and strengthen the ecosystem of international investments and products. Finally, it introduced a new brand, which reflects its more modern, simple and innovation-driven purpose.
“Technology has changed the way we consume products and services, made us more independent and empowered us to make decisions about our financial lives, and this has also changed the needs of high-income clients. On the other hand, the financial life of these clients is more fragmented, because they are always eager for new benefits and advantages, which has made management more complex and time consuming. In the new Itaú Personnalité, we strengthen the concept of a full bank, so that clients can have the best of all products and solutions in a single place, with a holistic view of their present and future”, explains Adriana dos Santos, director of Itaú Personnalité.
To make the transformation a reality, Itaú Personnalité delved into the new journeys and needs of the consumer, which resulted in the expansion of the phygital experience – which combines the physical and the digital. Now, clients all over Brazil can open an account in a digital and simplified way, in addition to accessing the international market in partnership with Avenue. The personal and humanized contact will also gain reinforcement, and the segment will open new branches in relevant markets throughout 2023, in addition to the inauguration of seven new Investment Centers, the first in Rio de Janeiro – exclusively for discussions, investment advisory, as well as events and experiences.
“The high-income client wants freedom to make choices, expert advice to facilitate their decision making, and fast communication anytime, anywhere, always in an ethical and transparent way,” says Adriana. The new proposal of the segment is precisely to integrate the strength of the full bank in a super app, with a new exclusive platform of advantages, open shelf of investments and support planning at all moments of the client’s life.
Learn more about the new features:
Phygital Experience
The points of contact and service models were the result of much research. Based on research carried out both in the domestic and foreign markets, Itaú Personnalité developed a plan to consolidate its phygital experience and expand its area of operation, with national expansion and the opening of branches in relevant markets. The locations will be announced throughout 2023. The segment also announced the inauguration of seven new Investment Centers, the first in the city of Rio de Janeiro.
Itaú Personnalité’s new application underwent a series of redesigns to make it more agile and intuitive, and bring all the bank’s full services to the palm of your hand. The main functionalities can be accessed even before the login screen and the application will provide insights to the consumer for better financial management.
The online account, meanwhile, allows a customer, in any city in the country, to become an Itaú Personnalité customer, with full service, including access to the entire platform of financial products and services and advice from expert consultants.
New brand:
With a more modern and minimalist logo, the brand reflects a new moment for Itaú Personnalité guided by launches and innovations in search of even greater proximity and relevance in the most important moments of each client’s life. In its new visual identity, Personnalité now adopts livelier tones, getting closer to the various generations of high-income clients who seek specialization and agility.
The summary of the transformation:
- Phygital:
– 7 new Investment Centers
– National presence with the opening of new branches to be announced throughout 2023
– New Super APP
– Digital account with human onboarding
- My Advantages
– Engagement and recognition
– New Card Shelf
- Investments
– One regional investment consultant for each customer
– International Avenue account with banking services
– Investment platform