Who truly knows you can surprise you. Those who know you only superficially can, at best, offer generic suggestions. This principle, so true in human relationships, is becoming a reality in the financial market. In the world of data, the depth of knowledge about a customer is what differentiates a product that truly meets their needs from one that merely tries to fit them into a generic offer.
We are witnessing a shift in the financial sector, driven by the strategic use of data and intelligence. Companies now have the ability to know their customers like never before—analyzing history, behavior, preferences, and life moments. This deeper understanding allows financial solutions to be personalized in an unprecedented way, going beyond surface-level recommendations to offer something that truly makes a difference.
Data-driven personalized credit
Financial product personalization is no longer a luxury—it has become a necessity. A clear example is credit granting. In the past, a client with variable income, such as a freelancer, was seen as high-risk and often excluded from financing options. Today, with data usage, it’s possible to understand income seasonality and offer terms that fit their reality. This kind of personalization is only possible when the financial system stops trying to change the consumer to fit the product and instead shapes the product to fit the customer.
Moreover, those who truly know you can anticipate your needs and offer guidance that goes beyond the obvious. Imagine someone with multiple credit card debts, paying high interest rates and feeling overwhelmed. A superficial analysis might just suggest a new card or limit increase. But a deep data-driven analysis could identify an opportunity to consolidate those debts into a loan with better conditions—saving money and reorganizing that person’s financial life.
The impact of Open Finance on financial personalization
This transformation wouldn’t be possible without the advancement of Open Finance, which allows integration of financial information from different sources into a single view. This helps build a more complete and accurate picture of the customer—not only based on today’s snapshot, but also considering their history, behavior, and even future goals.
Personalization and intelligence aren’t just about understanding—they’re about acting with intention. The difference between surprising and simply recommending lies in the quality of the interaction. That means not only creating tailored products, but also ensuring that customers understand and trust the solutions offered. Transparency, clarity, and a true commitment to the consumer are essential to turning data into value.
The data-driven future of financial services
Open Finance, combined with data intelligence, has the power to transform the credit market into something far more efficient. It enables companies not only to meet consumers’ immediate needs but also to anticipate risks, prevent problems, and guide people toward better financial decisions. It’s this depth of knowledge—and the intent to use it for the customer’s real benefit—that defines the future of finance.
We’re just at the beginning of this journey, but the possibilities are already immense. This future isn’t a distant promise—it’s being built today. And those who know how to use data to truly understand and surprise their customers will be the ones leading this transformation.
📌 Article originally published in Exame