Bradesco, one of the largest banks in Latin America, needed to increase its penetration among a new generation of customers who see banks as a necessary evil. But Bradesco had to challenge its own segment by building a new experience from the ground up and reinventing itself.

The answer was not a campaign, but the development of a new concept of banking. “next” is a digital bank designed to meet the aspirations of a hyperconnected generation and help users make it happen by understanding their financial life cycles. “next” brings the effective use of intelligence algorithms to identify the best solution to all users individually.

By creating “next”, Bradesco has set a new standard for a traditional segment and challenged its competitors to respond to the needs of a new generation. “next” was born to transform the banking model and experience to create value, and has proven to do so.

Traditional banks are being challenged to change the way they interact with a new generation of consumers, which sees them as a necessary evil. The 75-year-old veteran Bradesco - one of the largest banks in Latin America – wanted to change this reality by reinventing the bank for the Digital Age in order to increase its penetration into this group of hyperconnected people.

The answer was in reinvention. Client and agency joined forces to develop a new concept of banking: “next”, a digital bank that emerged to meet the aspirations of a hyper connected generation.

'next' is a mobile-only bank designed by using a sophisticated set of technological and big-data solutions, that helps customers do more with their money through a pro-active bank experience. It combines data, design and technology to predict future states and deliver a customized experience that guides customers to take better daily financial decisions towards their objectives.

Over the 2-years building journey, both client and agency’s teams merged to first integrate the business needs into a new branding. This partnership redefined the future of the company by capturing value with scale and transforming its whole business model. Bradesco has taken the lead in transforming the banking model and experience for a digital era, becoming yet more relevant for its own segment’s evolution.

Since its launch in 2017, the bank has empowered more than 800,000* customers to "make it happen" in their lives, becoming a real partner to manage and conquer each client's goals.

*Source: Valor Econômico Journal, April 2019 & Jeferson Honorato, Executive Director of “next”.