In Brazil, banks are legally required to use part of the money raised through savings accounts to finance real estate and rural credit. This links savings directly to the development of strategic sectors of the economy. In a context where the population has limited access to information and, especially, to financial education, how could we increase the collection of savings deposits?
Increase savings deposits by strengthening Sicredi's cooperative approach, with the premise of promoting sustainable local development.
Based on our Customer Intelligence approach and the generation of valuable insights into people's financial behavior, we designed a solution that allows member clients to define the purpose of their money—making financial decisions less complex and more connected to their daily lives.
This is how Poupador (The Saver) was born: a feature within Internet Banking that encourages saving with every payment or transfer between accounts. When depositing money into savings, the user assigns it a purpose—for example, “Emergency Fund” or “Buy a Car”—and all management is guided by the goal of the savings, not just the available balance.
The solution was designed to turn saving into a natural habit by integrating it into the members’ daily financial flow. By semi-automatically encouraging a percentage of each payment or transfer to be directed into savings, a recurring trigger is created for the act of saving.
The smoothness of the process, the interface, and the micro-interactions keeps the action visible and tangible, reinforcing an immediate sense of reward and supporting the development of more sustainable financial behavior over time.
Over time—once the habit is established—the stimulus could become fully automated for everyday transactions made through digital channels.
