Prefers the familiar, with low appetite for risk. [card_driver]

Comfort

[/card_driver] [card_opportunities]

Access and loyalty

[/card_opportunities] [card_description]

• What he has works for him and he has no interest or motivation to explore.
• He is financially stable, so he doesn't like to limit himself, but he also doesn't like to take risks.
• He feels comfortable with his lifestyle and his job; his income is good and allows him financial freedom.
• Better the devil you know than the devil you don't.

[/card_description] [card_need]

Make them a participant with digital activity, improving their confidence. Reinforce their perception of security and access to money. Increase their responsibility, stepping out of their comfort zone.

[/card_need] [card_experience]

• Your experience level is low because you've probably only had one bank and prefer to stick with it.
• They came to a financial entity by recommendation or through employers and stayed there.
• Prefers recognized and solid financial institutions.

[/card_experience] [card_knowledge]

• He has relatively high financial knowledge due to his career path. He has been banked for a long time, and his economic stability has allowed him to grow.
• They are afraid to experiment with new financial products because they don't trust their legitimacy and feel like they don't understand them.
• Deep knowledge of specific products within specific entities, but unaware of the sector and alternatives.

[/card_knowledge] [card_behavior]

• She likes bank branches because having a physical channel gives her confidence.
• He doesn't explore much due to lack of knowledge of the sector and complacency.
• There is a significant factor of fear and distrust when making decisions.

[/card_financial_behavior] [card_financial_life]

[card_financial_life] [card_tooltip_management]Track your money in the banking app, life stability allows you to have visibility of expenses[/card_tooltip_management] [card_tooltip_vision]Always prefers to play it safe[/card_tooltip_vision] [card_tooltip_priorities]Has visibility and plans for the future[/card_tooltip_priorities] [card_tooltip_attitude]Better the devil you know than the devil you don't[/card_tooltip_attitude] [card_tooltip_risk]Your risk is low because you already know what works for you and you know your product well[/card_tooltip_risk] [card_metrics management="45" vision="60" priorities="30" attitude="20" risk="30"]

Critical and data-driven, but reluctant to new things.

Utility, stability, and benefit

[/card_driver] [card_opportunities]

Use

[/card_opportunities] [card_description]

• Base your decisions on concrete data and be critical.
• He/She has economic stability because he/she has managed and invested wisely.
• It is hardly influenced by trends or fashions.
• They are distrustful of unverified data, products that have little time on the market, or that don't have a solid customer base.

[/card_description] [card_need]

Loyally engage him and ensure he promotes his learning to those close to him. Increase his responsibility, step out of his comfort zone.

[/card_need] [card_experience]

• He hasn't used many financial products, but he knows the ones he has used perfectly.
• You need to identify comprehensive benefits to decide whether to use a new product.
• Master financial concepts.

[/card_experience] [card_knowledge]

• He knows a lot about finance and stays informed on relevant topics.
• Learn by being informed and not so much by experience.
• He has a habit of looking for information, he is curious but from a distance.

[/card_knowledge] [card_behavior]

• Critically evaluate the financial decisions you make.
• He doesn't make decisions unless he's sure it's the best alternative.
• They have low brand loyalty, use what works for them, and stop using it as soon as it stops working for them.

[/card_financial_behavior] [card_financial_life]

[/card_financial_life] [card_tooltip_management]Perfectly knows what comes in and what goes out, is always aware of everything[/card_tooltip_management] [card_tooltip_vision]Makes decisions based on intense product evaluations[/card_tooltip_vision] [card_tooltip_priorities]Is already thinking about future investment plans[/card_tooltip_priorities] [card_tooltip_attitude]Actively informing himself about the sector and products, but hardly adopts them[/card_tooltip_attitude] [card_tooltip_risk]Does not make a decision unless he is sure and knows a lot about finance[/card_tooltip_risk] [card_metrics management="25" vision="80" priorities="35" attitude="70" risk="20"]

Risk-taker and explorer of new financial experiences.

Adventure, new experiences

[/card_driver] [card_opportunities]

Financial Education & Loyalty

[/card_opportunities] [card_description]

• He believes he has reached the tipping point between knowledge and experience.
• It's risky in your financial decision-making.
• Your trust in the products makes you early adopters.
• Browse through the various benefits and products to get the best of all.
• They tend to be a brand lover; there's a feature of their product that they defend to the death.

[/card_description] [card_need]

Look for new approaches to your financial education; ensure you can evolve with the subject so you don't fall behind. Increase your responsibility, step out of your comfort zone.

[/card_need] [card_experience]

• They see experience with products as knowledge, and they seek to develop themselves in that way.
• Once they reached a certain level of financial stability, they sought to learn from experience and make high-risk decisions.
• They are very interested in expanding into innovative and digital products to remain at the forefront.

[/card_experience] [card_knowledge]

• They overestimate their financial knowledge and are confident in making high-risk decisions.
• They have a decent financial education that has given them stability.
• They manage their daily money well, even though they don't thoroughly know the products they explore.

[/card_knowledge] [card_behavior]

• They are adventurous, they like to delve into different financial products.
• They can make very prudent day-to-day financial decisions, but they like to take risks when trying new things.
• You are interested in using financial products to your advantage.
• They are prone to recommendations from financial gurus or close circles.

[/card_financial_behavior] [card_financial_life]

financial_life[/card_vida_financiera] [card_tooltip_gestion]Track your money in the banking app, life stability allows for spending visibility[/card_tooltip_gestion] [card_tooltip_vision]Tends to be idealistic, as they have a false perception of their financial capabilities[/card_tooltip_vision] [card_tooltip_prioridades]Can be balanced, tends to have high ambitions for the future, but likes to treat themselves[/card_tooltip_prioridades] [card_tooltip_actitud]They are particularly active as they seek to explore as many available products as possible and take advantage of them[/card_tooltip_actitud] [card_tooltip_riesgo]Their willingness to make high-risk financial decisions (like investments) puts them at greater risk of losing everything[/card_tooltip_riesgo] [card_metricas gestion="40" vision="30" prioridades="20" actitud="10" riesgo="20"]

Guided by urgency or pleasure in their decisions.

Pleasure, the goal they seek to achieve.

[/card_driver] [card_opportunities]

Use from the restrictions.

[/card_opportunities] [card_description]

• They are idealists by choice (or lack of experience), they see it as a way of life.
• They don't see knowledge as necessary for making financial decisions.
• Financial products are a means.
• They believe "money comes and goes.".
• They are guided by pleasure (benefits, performance, consumption).

[/card_description] [card_need]

Increase your responsibility by connecting with new value propositions.

[/card_need] [card_experience]

• Are they open or looking to level up their experience to receive benefits.
• Their openness to exploration and pursuit of hands-on learning provide them with a high level of expertise.

[/card_experience] [card_knowledge]

• Your level of knowledge is low, and it's partly related to your carelessness about the future.
• They feel they can learn everything they need through pure experience, although this can have serious consequences.
• On occasion, they may have an aversion to theoretical financial knowledge (either because they are lazy, or because seeking more knowledge causes them more anxiety than just living in the moment).

[/card_knowledge] [card_behavior]

• They seek to maximize financial benefits.
• They are impulsive and open to trying new things.
• They tend to get stuck in consumption habits or fixed goals.
• They prefer to learn from people they trust, reducing their worry about the future.

[/card_financial_behavior] [card_financial_life]

[/card_financial_life] [card_tooltip_management]They don't worry much about money, but they can make an effort to get organized[/card_tooltip_management] [card_tooltip_vision]They feel that money comes and goes, they may not be attached to reality, but they prefer not to worry[/card_tooltip_vision] [card_tooltip_priorities]Their priority is to enjoy the present and not worry about the concept of scarcity or failure[/card_tooltip_priorities] [card_tooltip_attitude]They can be impulsive (in purchases, taking out loans, etc.) in their pursuit of these benefits, comfort, or what they perceive as triumph[/card_tooltip_attitude] [card_tooltip_risk]Their risk is high due to their high level of action and impulsivity without being cautious, or fully informing themselves[/card_tooltip_risk] [card_metrics management="60" vision="20" priorities="80" attitude="80" risk="80"]

Avoid making financial decisions out of fear and lack of knowledge.

Fear, stress avoidance

[/card_driver] [card_opportunities]

Financial Education.

[/card_opportunities] [card_description]

• New to the financial world.
• They are afraid of the world of finance, which is why they avoid gaining experience and knowledge beyond what is necessary.
• They avoid talking about finances because they perceive it as imprudent, or it stresses them out.
• They are looking for low risk and simplicity.

[/card_description] [card_need]

Strengthen your decision-making moment. Increase your independence, step out of your comfort zone.

[/card_need] [card_experience]

• Your level of experience with financial products and services is almost nonexistent.
• They tend to only have a debit card and a credit card.
• Your fears may be based on your lack of experience, or on negative family experiences.

[/card_experience] [card_knowledge]

• Their level of knowledge is very low, usually because they haven't needed to develop it.
• Your financial knowledge (and sometimes "trauma") tends to be inherited.
• They might prefer learning through advice from trusted individuals (the theory of the financial world seems intimidating to them, and learning through experience scares them too much).

[/card_knowledge] [card_behavior]

• They tend to go with the first option, guided by advice from trusted individuals or information from social media.
• They don't explore much; they're afraid of their own ignorance and the unknown.
• They avoid increasing their knowledge because finances stress them out.

[/card_financial_behavior] [card_financial_life]

[/card_financial_life] [card_tooltip_management]Although they have generalized anxiety about finances, they worry about making big mistakes, so they try to focus on their finances[/card_tooltip_management] [card_tooltip_vision]Their fear prevents them from being idealistic about finances, but their lack of experience keeps them away from their financial reality[/card_tooltip_vision] [card_tooltip_priorities]They tend to worry about the future but in a very passive way[/card_tooltip_priorities] [card_tooltip_attitude]Their worry makes them very passive and avoidant[/card_tooltip_attitude] [card_tooltip_risk]Their risk is medium due to their passivity, but they have high risk due to their high dependence and low knowledge[/card_tooltip_risk] [card_metrics management="80" vision="70" priorities="35" attitude="15" risk="60"]