CONSUMER&

BRANDBrandKPIs

for

neobanking

&neobrokerage:

Will

Bank

in

BrazilConsumer

Insights

reportNovember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

2500Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Will

Bank’sperformance

intheneobanking

&neobrokerage

market.Fieldwork:September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202478%

of

Will

Bank

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Will

Bank’sbranding

resonates

more

with

Millennials

?Will

Bankranksoutsidethe

Top

10

inawarenesswithin

the

neobanking

&neobrokerage

market?Will

Bankgenerally

appealstowomen

more

thanmen?Thepopularity

ratingof

WillBank

is15%?Will

Bankranksninth

inusage?Among

WillBank

enthusiasts,36%

fallunderthehigh-income

category?Interms

of

loyalty,Will

Bankis

sixthinBrazil?Will

Bankhasascore

of26%

formedia

buzz?Consumers

want

theirneobanking

&neobrokeragebrandstohavereliability,

honesty

/trustworthiness,andauthenticity3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

Will

Bank

at

78%Brand

profile:

snapshotBrand

performance

of

WillBankinBrazil78%59%26%15%11%AwarenessPopularityUsageLoyaltyBuzz5Notes:Neobanking

&neobrokerage‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=740,

respondents

who

know

the

individual

brand

(popularity),

n=740,respondents

who

know

the

individual

brand

(usage),

n=80,

respondents

who

have

used

the

individual

brand

(loyalty),

n=740,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Will

Bank’sbranding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations50%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeWill

Bankbygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatWillBankislikedby2%

ofBaby

boomers

and

17%

ofGenXers,

whereas

thetotalshareof

industryusers

is3%and26%,

respectively.40%32%31%26%ForMillennials

andGen

Z,

50%

and

32%

feel

positivelytowards

Will

Bank,versus

40%

and31%.

Socurrently,forWill

Bank,Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.17%3%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoneobanking

&neobrokerage,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=109,

Will

Bank

enthusiast,

n=1,130,

neobanking

&neobrokerage

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Will

Bank

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Will

Bankshows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%11%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Will

Bankhasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.52%48%57%56%

ofwomen

likeWill

Bankcomparedto43%

of

men,whereas

fortheoverallindustry,52%

of

women

useneobanking&neobrokerage

compared

to48%

ofmen.90%86%11%

ofWill

Bank

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.43%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

neobanking

&neobrokerage,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=109,

Will

Bank

enthusiast,

n=1,130,

neobanking

&neobrokerage

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Will

Bank

enthusiasts,

36%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.5%Single9%34%36%12%14%CoupleSingleparentNuclear36%

ofWill

Bank

enthusiastsare

fromhigh-income

households.Will

Bank’sbrandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

43%

of

Will

Bankenthusiastshavethiscurrent

livingsituation.6%7%31%34%32%43%35%Multi-generational11%8%19%25%33%ExtendedOther4%2%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

neobanking

&neobrokerage,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=109,

Will

Bankenthusiast,

n=1,130,

neobanking

&neobrokerage

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

neobanking

&

neobrokeragebrands

to

have

reliability,honesty

/

trustworthiness,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

neobanking&neobrokerage

brandsForneobanking

&neobrokerage,

the

topthree

qualitiesusers

want

from

abrandarereliability,

honesty

/trustworthiness,andauthenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Will

Bankusers

alsoappreciate

thesekey

attributes,indicating

Will

Bankexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatWillBank

enthusiastsareleast

focused

on

arehighvalueandthrill/excitement.ReliabilityExclusivityWill

Bankshould

work

on

promotinginclusiveness

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

neobanking

&neobrokerage,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

toneobanking

&neobrokerage,which

ofthe

following

brands

do

youlike?”;Multi

Pick;“Whenit

comes

toneobanking

&neobrokerage,which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:

n=80,

Will

Bank

users’,n=109,

Will

Bank

enthusiast,

n=1,130,

neobanking

&neobrokerage

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Will

Bank

fans,

48%

state

that

they

get

excited

about

neobanking

&neobrokerageservicesBrand

profile:

attitudesWhat

doconsumersthink

ofneobanking&neobrokerage

ingeneral?60%48%39%37%35%33%30%24%23%20%20%20%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutneobanking

topicsrelating

toIget

excitedIliketotalkabout&neobrokerageservicesneobanking

&neobrokerageBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

neobanking

&neobrokerage

do

youagree

with?”;

Multi

Pick;“When

it

comesto

neobanking

&neobrokerage,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=109,

Will

Bankenthusiast,

n=1,130,

neobanking

&neobrokerage

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1178%

of

Will

Bank

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

neobanking

&neobrokerage,

theaverage

awareness

of

abrandinBrazil

is77%.Awareness

ofWill

Bank,however,

isat59%.Awareness15%

ofBrazilian

neobanking

&neobrokerage

userssaythey

likeWill

Bank,compared

toanindustryaverage

brand

popularity

of26%.11%

ofindustryusers

inBrazil

saythey

useWill

Bank,with

the

average

usageofabrandat20%.BuzzPopularity78%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

76%.Will

Bankhasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of26%compared

to

28%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Neobanking

&neobrokerage‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=740,

respondents

who

know

the

individual

brand

(popularity),

n=740,respondents

who

know

the

individual

brand

(usage),

n=80,

respondents

who

have

used

the

individual

brand

(loyalty),

n=740,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Will

Bank

ranks

outside

the

Top

10

in

awareness

within

the

neobanking

&neobrokeragemarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofWill

BankRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1NubankPagBankInter97%93%89%86%81%81%80%75%75%61%2341%4C6BankBanco

BMGBanco

PanIti5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.659%78NeonOutofallrespondents,

59%

were

aware

of

WillBank.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9NextAwarenessN/A10Banco

Original13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Will

Bank

is

15%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofWillBankRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1NubankInter74%39%37%34%23%23%19%16%15%15%15%23PagBankC6BankIti4Outofconsumers

who

knew

thebrand,

15%

saidtheyliked

Will

Bank.This

ranksthemtenthcompared

toother

brandssurveyed

inthismarket.56Neon7Next8Banco

PanBanco

OriginalWillBank85%9PopularityN/A1014

Notes:“When

it

comesto

neobanking

&neobrokerage,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=740,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Will

Bank

ranks

ninth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofWillBankRank#

BrandUsage

%65%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

toneobanking

&neobrokerage,

which

of

the

followingbrandshaveyou

usedinthepast12

months?”.1NubankInter11%231%3PagBankC6BankIti30%Outofconsumers

who

knew

thebrand,

11%

saidtheyused

Will

Bank.Thisranksthemninth

compared

toother

brandssurveyed

inthismarket.424%517%6Neon16%7Next13%8Banco

PanWillBankBanco

Original12%89%Usage911%N/A1010%15

Notes:“When

it

comesto

neobanking

&neobrokerage,which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=740,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,Will

Bank

is

sixth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofWillBank’sconsumersRank#

BrandLoyalty

%91%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1NubankInter22%283%3PagBankAgibankNeon81%480%579%6WillBankNext78%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

neobanking

&neobrokerage,

which

of

the

following

brandsareyoulikely

to

useagaininthe

future?”.774%8Banco

BMGC6BankIti71%78%970%Outofrespondents

whohaveused

Will

Bank,78%saidthey

would

usethebrand

again.LoyaltyN/A1070%16

Notes:“When

it

comesto

neobanking

&neobrokerage,which

ofthe

following

brands

areyoulikely

touse

again

in

the

future?”;

MultiPick;Base:

n=80,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Will

Bank

has

a

score

of

26%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofWillBankRank#

BrandBuzz%70%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1NubankC6BankPagBankInter245%26%340%Outofconsumers

who

knew

thebrand,

26%

saidtheyhadheardaboutWill

Bank

inthe

media.

Thisranksthemfifth

compared

to

other

brandssurveyed

inthismarket.436%5WillBankBanco

BMGNeon26%622%721%74%8Banco

PanIti21%920%BuzzN/A10Next19%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=740,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowtho