CONSUMER&

BRANDBrandKPIs

for

neobanking

&neobrokerage:

PagBank

in

BrazilConsumer

Insights

reportNovember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

2500Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

PagBank’sperformance

intheneobanking

&neobrokerage

market.Fieldwork:September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202481%

of

PagBank

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??PagBank’sbranding

resonates

more

with

Millennials?PagBankrankssecond

inawareness

withintheneobanking

&neobrokerage

market?PagBankgenerally

appealstowomen

more

thanmen?Thepopularity

ratingof

PagBankis37%?Among

PagBankenthusiasts,34%

fallunderthe

high-

?PagBankranksthirdinusageincome

category?Interms

of

loyalty,PagBankis

thirdin

Brazil?PagBankhasascore

of40%

formedia

buzz?Consumers

want

theirneobanking

&neobrokeragebrandstohavereliability,

honesty

/trustworthiness,andauthenticity3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Awarenessis

the

highest

scoring

KPI

for

PagBank

at

93%Brand

profile:

snapshotBrand

performance

of

PagBank

inBrazil93%81%40%37%30%AwarenessPopularityUsageLoyaltyBuzz5Notes:Neobanking

&neobrokerage‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,160,

respondents

who

know

the

individual

brand

(popularity),

n=1,160,respondents

who

know

the

individual

brand

(usage),

n=352,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,160,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024PagBank’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations45%40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likePagBankbygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatPagBankislikedby3%

ofBaby

boomers

and24%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is3%

and

26%,

respectively.31%29%26%24%ForMillennials

andGen

Z,

45%

and

29%

feel

positivelytowards

PagBank,versus

40%

and31%.

So

currently,forPagBank,Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.3%

3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoneobanking

&neobrokerage,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=425,

PagBank

enthusiast,

n=1,130,

neobanking

&neobrokerageusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024PagBank

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

PagBankshows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

PagBankhasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.52%48%56%56%

ofwomen

likePagBankcomparedto44%

of

men,whereas

fortheoverallindustry,52%

of

women

useneobanking&neobrokerage

compared

to48%

ofmen.89%90%9%

of

PagBankenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.44%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

neobanking

&neobrokerage,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=425,

PagBank

enthusiast,

n=1,130,

neobanking

&neobrokerageusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

PagBank

enthusiasts,

34%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.8%9%Single34%34%12%14%CoupleSingleparentNuclear34%

ofPagBank

enthusiastsare

fromhigh-income

households.PagBank’sbrandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

37%

of

PagBankenthusiastshavethiscurrent

livingsituation.6%7%33%34%32%37%35%Multi-generational11%8%24%25%33%ExtendedOther2%2%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

neobanking

&neobrokerage,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=425,

PagBank

enthusiast,

n=1,130,

neobanking

&neobrokerageusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

neobanking

&

neobrokeragebrands

to

have

reliability,honesty

/

trustworthiness,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

neobanking&neobrokerage

brandsForneobanking

&neobrokerage,

the

topthree

qualitiesusers

want

from

abrandarereliability,

honesty

/trustworthiness,andauthenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%PagBankusers

alsoappreciate

these

keyattributes,indicating

PagBankexudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatPagBankenthusiastsareleast

focused

on

arethrill/excitement

andhigh

value.ReliabilityExclusivityPagBankshould

work

on

promotingcoolness

toconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

neobanking

&neobrokerage,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

toneobanking

&neobrokerage,which

ofthe

following

brands

do

youlike?”;Multi

Pick;“Whenit

comes

toneobanking

&neobrokerage,which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:

n=352,

PagBankusers’,n=425,

PagBank

enthusiast,

n=1,130,

neobanking

&neobrokerageusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

PagBank

fans,

32%

state

that

they

get

excited

about

neobanking

&neobrokerageservicesBrand

profile:

attitudesWhat

doconsumersthink

ofneobanking&neobrokerage

ingeneral?46%35%33%32%31%27%27%24%23%20%20%20%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutneobanking

topicsrelating

toIget

excitedIliketotalkabout&neobrokerageservicesneobanking

&neobrokerageBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

neobanking

&neobrokerage

do

youagree

with?”;

Multi

Pick;“When

it

comesto

neobanking

&neobrokerage,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=425,

PagBankenthusiast,

n=1,130,

neobanking

&neobrokerage

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1181%

of

PagBank

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

neobanking

&neobrokerage,

theaverage

awareness

of

abrandinBrazil

is77%.Awareness

ofPagBank,however,

isat93%.Awareness37%

ofBrazilian

neobanking

&neobrokerage

userssaythey

likePagBank,compared

toanindustryaverage

brand

popularity

of26%.30%

ofindustryusers

inBrazil

saythey

usePagBank,with

the

average

usageofabrandat20%.BuzzPopularity81%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

76%.PagBankhasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of40%compared

to

28%.Sooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Neobanking

&neobrokerage‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,160,

respondents

who

know

the

individual

brand

(popularity),

n=1,160,respondents

who

know

the

individual

brand

(usage),

n=352,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,160,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024PagBank

ranks

second

in

awareness

within

the

neobanking

&

neobrokeragemarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofPagBankRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.7%1NubankPagBankInter97%93%89%86%81%81%80%75%75%61%234C6BankBanco

BMGBanco

PanIti5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678NeonOutofallrespondents,

93%

were

aware

of

PagBank.Thisranksthemsecond

compared

tootherbrandssurveyed

inthismarket.93%9NextAwarenessN/A10Banco

Original13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

PagBank

is

37%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofPagBankRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1NubankInter74%39%37%34%23%23%19%16%15%15%23PagBankC6BankIti37%4Outofconsumers

who

knew

thebrand,

37%

saidtheyliked

PagBank.Thisranksthemthirdcompared

toother

brandssurveyed

inthismarket.56Neon63%7Next8Banco

PanBanco

OriginalWillBank9PopularityN/A1014

Notes:“When

it

comesto

neobanking

&neobrokerage,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=1,160,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024PagBank

ranks

third

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofPagBankRank#

BrandUsage

%65%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

toneobanking

&neobrokerage,

which

of

the

followingbrandshaveyou

usedinthepast12

months?”.1NubankInter231%30%3PagBankC6BankIti30%Outofconsumers

who

knew

thebrand,

30%

saidtheyused

PagBank.Thisranksthemthirdcompared

toother

brandssurveyed

inthismarket.424%517%6Neon16%7Next13%70%8Banco

PanWillBankBanco

Original12%911%UsageN/A1010%15

Notes:“When

it

comesto

neobanking

&neobrokerage,which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=1,160,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

PagBank

is

third

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofPagBank’s

consumersRank#

BrandLoyalty

%91%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1NubankInter19%283%3PagBankAgibankNeon81%480%579%6WillBankNext78%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

neobanking

&neobrokerage,

which

of

the

following

brandsareyoulikely

to

useagaininthe

future?”.774%8Banco

BMGC6BankIti71%81%970%Outofrespondents

whohaveused

PagBank,81%

saidthey

would

usethebrand

again.LoyaltyN/A1070%16

Notes:“When

it

comesto

neobanking

&neobrokerage,which

ofthe

following

brands

areyoulikely

touse

again

in

the

future?”;

MultiPick;Base:

n=352,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024PagBank

has

a

score

of

40%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofPagBankRank#

BrandBuzz%70%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1NubankC6BankPagBankInter245%340%Outofconsumers

who

knew

thebrand,

40%

saidtheyhadheardaboutPagBank

inthe

media.

Thisranksthemthirdcompared

toother

brandssurveyed

inthismarket.40%436%5WillBankBanco

BMGNeon26%622%60%721%8Banco

PanIti21%920%BuzzN/A10Next19%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,160,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

Identif