Sucursales para la nueva clase media.
Author | Downie, Andrew |
SÃO PAULO, Brasil. -- A muchos banqueros no les gusta usar frases y palabras como "gente pobre" o "favelas". En cambio, prefieren usar eufemismos, como "la nueva clase media" o "comunidades populares".
Más allá de la nomenclatura, la pujante economía nacional, ha mejorado los niveles de empleo y los salarios y ha sacado de la pobreza a 31 millones de brasileños desde 2003. Esta gente es un enorme segmento de mercado que precisa servicios bancarios.
Los bancos minoristas del, país han simplificado la apertura de cuentas, particularmente al abrir sucursales en algunas favelas y comunidades rurales.
"Todos los bancos principales están hablando de aumentar la cantidad de sucursales porque sabemos que para ser parte de la vida diaria de esta gente, para generar riqueza, necesitamos estar en su radar", dijo Hideraldo Dwight, gerente de canales de distribución en el. Banco do Brasil, que el año pasado abrió sucursales en favelas de Brasilia, São Pauto y Rio de Janeiro. El banco tiene planes de abrir más de 2,000 nuevas sucursales en cientos de ciudades y pueblos durante los próximos tres años.
Itaú, el, banco más grande del país, además ha instalado cajeros automáticos en dos favelas de Rio el año pasado y tiene la intención de instalar más y de abrir sucursales en otras áreas pobres este año.
Las sucursales de las favelas tienden a ser más pequeñas que una sucursal tradicional, pero los servicios que prestan son los mismos.
A pesar de que las enormes mejoras en las condiciones de seguridad en el Complexo de Alemão en Rio de Janeiro, otrora notoriamente violento, llevaron a Santander a incursionar allí, el, banco primero consultó con una organización no gubernamental local, que ayuda a los niños a dejar la droga y el delito a través de la música.
Cuando Santander abrió, la entrada a la favela estaba bloqueada por residentes que habían instalado vallas de hierro para que los autos de la policía no pudieran entrar. El, interior de la...
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