Brazil's digital banking market continues to raise customer experience standards
Brazil's banking and fintech app ecosystem continues to demonstrate a high level of customer satisfaction, although competition remains intense and only a limited number of platforms are managing to significantly outperform the market. According to the latest edition of the BRAZIL BANKING AND FINTECH APP USER SATISFACTION RANKING
, updated with information through June 2026, 25 banking and fintech applications were evaluated, providing a comprehensive snapshot of customer perceptions across the country's leading digital financial platforms.
The study found that the industry achieved an average APS Score of 72.9. On average, 79% of users were classified as highly satisfied (Fans), while 13% reported negative experiences or significant criticism (Critics). Although these figures reflect a generally positive user experience, they remain below the performance levels typically required to stand out in Brazil's highly competitive market.
Only exceptional customer satisfaction levels allow apps to differentiate themselves
The survey establishes demanding benchmarks for applications seeking to achieve a leading competitive position. To be considered among the country's strongest performers, an app should reach approximately 89% highly satisfied users, limit dissatisfied users to around 5%, and achieve an APS Score close to 89.6.
These thresholds illustrate how difficult it has become for digital banking platforms to create meaningful differentiation. As financial institutions continue expanding their digital capabilities, customer expectations regarding usability, reliability, speed and available services continue to increase.
PAGBANK, NU and MERCADO PAGO lead Brazil's APS ranking
The highest APS Scores in the Brazilian market were achieved by BANCO PAGBANK: CONTA GRATUITA, developed by PAGBANK, followed by NU, MERCADO PAGO: BANCO DIGITAL from MERCADO LIBRE, SANTANDER BRASIL developed by BANCO SANTANDER (BRASIL) S.A., and INFINITEPAY TAP, CONTA, CARTÃO, developed by CLOUDWALK.
The results suggest that both digital-native fintech companies and established financial institutions continue competing successfully for customer loyalty, with innovation and user experience becoming increasingly decisive competitive factors.
NU records the highest proportion of highly satisfied users
When measuring the percentage of users expressing very high satisfaction, NU ranked first, followed by BANCO PAGBANK: CONTA GRATUITA, BRADESCO: CONTA, CARTÃO E PIX!, INTER: CONTA, CARTÃO E PIX, INFINITEPAY TAP, CONTA, CARTÃO, and MERCADO PAGO: BANCO DIGITAL.
This ranking highlights the importance of consistently delivering positive digital experiences that encourage customer advocacy rather than simple satisfaction.
INTER stands out by minimizing dissatisfied users
The survey also evaluated the proportion of users reporting problems, criticism or poor experiences. In this category, INTER: CONTA, CARTÃO E PIX recorded the lowest percentage of dissatisfied users, followed by NU, MERCADO PAGO: BANCO DIGITAL, BANCO ITAÚ: CONTA, CARTÃO E +, and SANTANDER BRASIL.
Maintaining low criticism rates has become a critical performance indicator, particularly in financial services where reliability and trust remain fundamental drivers of customer retention.
Success Case: BANCO PAGBANK delivers one of Brazil's strongest customer experience performances
Among all applications evaluated, BANCO PAGBANK: CONTA GRATUITA, developed by PAGBANK, emerged as one of the survey's most notable success cases.
The application achieved an APS Score of 94.5, exceeding the national average by 21.6 points and placing it within the "Excellence Zone" under the APS methodology. Additionally, 94.1% of surveyed users were classified as highly satisfied, comfortably above the national reference benchmark of 89%.
Equally significant, only 3.8% of users reported negative experiences or relevant criticism, outperforming the country's 5% benchmark for this indicator and reinforcing the platform's strong consistency in customer experience.
A broad financial ecosystem appears to support PAGBANK's customer satisfaction
The application combines a wide range of retail banking, payments, investment and business management services within a single digital platform. Besides offering a free digital account and credit card solutions for both individuals and businesses, the platform includes automated savings features, investment products such as CDBs, government bonds, investment funds and equities, together with educational content designed to support financial decision-making.
The app also integrates payment acceptance solutions aimed at merchants, including traditional POS terminals and Tap on Phone technology, allowing compatible smartphones to function as payment terminals for contactless transactions. These capabilities are complemented by business banking services, Pix payments, bill payments, lending products and various cash management tools designed for entrepreneurs and small businesses.
For consumers, the platform additionally offers different card options, prepaid solutions and a portfolio of insurance products covering health, life, mobile devices, payment card protection, home insurance, income protection and business insurance. By combining banking, payments, investments and insurance services within a single application, the platform seeks to provide users with a comprehensive digital financial ecosystem.
Customer experience continues becoming the defining competitive factor
The latest Brazilian survey illustrates that competition is increasingly shifting beyond pricing or product availability toward the overall digital experience delivered through mobile applications. As consumers expect financial services to become more integrated, intuitive and reliable, institutions capable of consistently exceeding customer expectations are positioning themselves to strengthen loyalty and differentiate themselves in one of Latin America's most dynamic digital banking markets.
The data presented in this article are based on the BRAZIL BANKING AND FINTECH APP USER SATISFACTION RANKING, updated through June 2026, published by RankingsLatAm.