In an increasingly digital world, Open Finance, the data-sharing ecosystem among banks created by the Central Bank, continues to bring new usage opportunities that make consumers' routines easier. According to the Brazilian Federation of Banks (Febraban), the number of active signatures jumped from 43 million in January 2024 to 62 million in January 2025, a 44% growth in just one year. The system also records over 2.3 billion successful communications per week, establishing it as one of the main transformation tools in the country's financial sector.
Although the scenario is positive in several aspects, the country faces significant resistance to 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 rooted in the perception of value. Pix, for example, which is a recent innovation of the financial system, has provided tangible benefits to consumers, enabling instant and free transfers, which allowed for its widespread and successful adoption.Open Finance, in turn, has not yet been able to fully explore its real advantages and appears to be less tangible to the general public.
Many consumers, for example, still do not understand that data sharing between institutions can generate direct advantages, such as better credit rates, personalized offers, and centralized financial management. Without understanding the benefits, customers do not join, they feel insecure, and this scenario results in a lack of adoption, which ultimately limits the system's impact.
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 portion of Brazilians remain skeptical about privacy and the ethical use of their information.
This concern is intensified by a history of digital fraud, which keeps financial institutions constantly alert about the need to strengthen protection measures and communication. Therefore, it is essential for institutions to demonstrate how Open Finance is secure, which involves strategies that combine education, technology, and customer experience. The implementation of educational campaigns, for example, provides practical examples of how the system can improve people's financial lives.
Investing in intuitive user journeys clearly demonstrates the value of engagement while reinforcing the customer's transparency and control over their data. In terms of technology, the use of secure APIs (from Portuguese, 'application programming interface'), 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 system's relevance to the user's daily life, including alerts for debt renegotiation, suggestions for more advantageous investments, or even credit proposals with differentiated conditions.
Partnerships between digital banks, fintechs, and technology companies also play a key role in this process. Together, these players can promote solutions that meet consumers' specific needs, combining robust security with clear incentives such as cashback, rewards, and access to exclusive financial products.
The success of Open Finance in Brazil depends, above all, on companies' ability to become relevant to the consumer. Just as Pix demonstrated the power of utility through its simplicity, this system needs to show, in practice, how it can transform Brazilians' relationship with money, creating a more inclusive, transparent, and innovative financial ecosystem.
