The digital transformation of the financial sector in Latin America has taken another leap in recent months. Among banks, fintechs, brokerages, and digital wallets, investments in digital media totaled $327 million in the first quarter of 2025, with 16.9 billion impressions, according to Admetricks data. The significant volume reinforces a shift in mindset in the sector, which has come to see online channels not just as support, but as the protagonists of growth strategies.
For Rafael Magdalena, director of US Media Performance, the change is deeper than it appears. "The increase in digital media investment represents a strategic turnaround. Since the pandemic, the digitization of financial services has gained momentum, leading banks and fintechs to prioritize digital channels for customer acquisition. Digital wallets, for example, have evolved into full-fledged banks, competing with traditional institutions—especially in the credit segment," he states.
Digital channels cease to be secondaryThe Appsflyer survey reinforces the new scenario: the financial sector led media investments in the region in 2024, totaling US$1 billion, nearly three times more than the second-place sector, gaming. In Mexico, the financial vertical stood out as a leader in user acquisition investments — a clear reflection of the centrality of digital in growth strategies.
With the forecast that mobile banking will surpass 3.6 billion users worldwide by the end of this year, the financial sector not only responds to changes in consumer behavior — it sets the pace of transformation. "This new appetite from investors has been driving the advancement of digital marketing strategies, consolidating media as one of the main vectors of scale and return. Online presence has ceased to be accessory and has become central to acquisition actions," reinforces Magdalena.
Data, segmentation, and performance: the new triad of acquisition
The movement also has direct impacts on how campaigns are structured. Strategies based on primary data, more refined segmentations, and performance technologies have enabled highly targeted actions, boosting results throughout the entire journey. According to Adjust data, the digital performance of the financial sector grew by 27% globally in 2024. In Latin America, the number of sessions in apps increased by 50% and installations by 29%.
"Being online is no longer enough," Magdalena points out. The industry is beginning to understand that it is necessary to know where, when, and how to appear. This requires good positioning, efficient use of metrics, and a keen understanding of the audience. Diversification of formats and channels is not just a trend; it is essential. The future of cost-effective advertising lies in connecting touchpoints seamlessly, activating actions with clear objectives, and measuring impact accurately.
Much more than brand building
With this new logic, the focus of communication also evolves. Conversion, retention, and re-engagement began to guide decisions, placing financial institutions in a more complex—and more strategic—scenario. Mobile platforms, CTV, social media, influencers, and Retail Media are already operating in an integrated manner, requiring consistency throughout the entire journey.
With the right data and a well-planned architecture, the sector is ready to turn media investment into a competitive advantage.
