In an increasingly digital world, Open Finance, data sharing ecosystem between banks created by the Central Bank, continues bringing new usage opportunities that make the consumer's routine easier. According to the Brazilian Federation of Banks (Febraban), the number of active subscriptions jumped from 43 million in January 2024 to 62 million in January 2025, a 44% growth in just one year. The system also records more than 2,3 billion successful communications per week, consolidating it as one of the main transformation tools of the country's financial sector
Even if the scenario is positive in several aspects, the country faces significant resistance in adopting this new system. According to Datafolha surveys, 55% of Brazilians have never heard of Open Finance and another 19% say they are "poorly informed" and "know almost nothing".
And the reasons for this hesitation may be anchored in the perception of value. The Pix, for example, what is a recent innovation in the financial system, it showed tangible benefits to consumers, enabling instant and free transfers, what enabled its widespread and successful adoption.Open Finance, in turn, has not yet managed to explore its true advantages and appears to be less tangible to the general public.
Many consumers, for example, they still do not understand that data sharing between institutions can generate direct advantages, as better credit rates, personalized offers and centralized financial management. Without understanding the benefits, the clients do not join, if they feel insecure and this scenario results in lack of adherence, what ultimately limits the impact of the system
Furthermore, trust and data security are another critical point. Although Open Finance is regulated and operated under strict security standards and compliance with the General Data Protection Law (LGPD), a large part of Brazilians remain skeptical about privacy and the ethical use of their information.
This concern is intensified by a history of digital frauds, which keeps financial institutions constantly alert about the need to reinforce protection measures and communication. Therefore, it is essential that institutions demonstrate how Open Finance is secure and this involves strategies that combine education, technology and customer experience. The implementation of educational campaigns, for example, bring practical examples of how the system can improve people's financial lives
Investing in intuitive user journeys clearly demonstrates the value of adoption, at the same time that they reinforce the transparency and control of the customer over their data. In terms of technology, the use of APIs, secure application programming interfaces, multi-factor authentication and advanced encryption are essential practices
Another important point is to develop solutions based on Artificial Intelligence (AI) to offer personalized financial recommendations, reinforcing the relevance of the system for the user's daily life, including alerts for debt renegotiation, more advantageous investment suggestions or even credit proposals with differentiated conditions
The partnerships between digital banks, fintechs and technology companies also play a key role in this process. Together, these players can promote solutions that meet the specific needs of consumers, combining robust security with clear incentives, how cashback, rewards and access to exclusive financial products
The success of Open Finance in Brazil depends, above all, the ability of companies to become relevant to the consumer. Just as Pix demonstrated the power of utility through its simplicity, this system needs to display, in practice, how can you transform the Brazilian's relationship with money, creating a more inclusive financial ecosystem, transparent and innovative.
