Innovation Playbook
Digital Banking
2026/27
The decisions, trends, and use cases redefining banking and fintech across Ibero-America.
More than 40 voices transforming banking across Ibero-America
Leaders in banking, fintech, product, technology, innovation, marketing, and growth share the decisions they are making today to compete in 2026.
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The data behind the transformation
The report combines interviews, data, and analysis to show where the real opportunities and barriers in digital banking lie today.
87,7%
Profitability is at the center of the agenda
Nearly 9 out of 10 industry leaders believe profitability will be a key priority for the sector in 2026–2027.
61%
Data remains the main obstacle
Data integration and quality emerge as the biggest barrier to scaling digital growth.
77%
AI is already impacting customer service
Customer care and service is the area where the largest number of industry leaders identify a tangible impact from artificial intelligence.
The 5 macrotrends redefining digital banking
From autonomous agents to profitable growth: the transformations that will shape banking and fintech decisions in 2026/27.
Artificial intelligence
The era of autonomous agents
Agentic Commerce
Artificial intelligence is evolving from reactive chatbots into agents and copilots capable of understanding instructions, executing tasks, and supporting decisions through natural language.
Customer experience
From personalization to contextual hyperpersonalization contextual
Segmentation is no longer enough. The new standard is to anticipate customer needs based on their behavior, context, and stage of life.
Financial ecosystems
Embedded finance and Open Finance
Embedded Finance
Financial services are becoming increasingly invisible, integrating directly into the platforms and experiences people already use.
Digital trust
Advanced cybersecurity as a driver of trust
Security is no longer merely a layer of protection; it becomes a central part of the digital experience.
Profitable growth
From mass growth to profitability
Ltv and monetization
Success is no longer measured only by downloads, registrations, or acquired users; it begins to be evaluated based on the quality and profitability of growth.
Voices transforming banking Ibero-America
Leaders in banking, fintech, product, technology, innovation, marketing, and growth share the decisions they are making today to compete in 2026.
“We always try to stay at the forefront of the innovation wave; we cannot afford to stand still.”
Alberto Cofiño
Chief Digital Officer & Customer Experience (CDO, CX)
Banco Promerica, Guatemala
“We are moving toward a conversational model where you tell the app, ‘Transfer 1,000 pesos to Mauro,’ and it is done—without pressing a button.”
Francisco Martha
Managing Director of Digital Business Development
Banorte, México
“Customers no longer want to be a segment: they are looking for a one-to-one experience tailored to their own timing and expectations. ”
Marilina Trevisan
Data & AI Advanced Product Lead
NaranjaX, Argentina
“The major revolution still ahead is how we move from national solutions to regional and global ones.”
José Luis Langa
Deputy Managing Director
Iberpay, España
“The big test this year is whether customers start to forget the app as we know it and begin solving everything through conversation.”
Gonzalo Duarte
CIO-COO, Operations and Systems Manager
Banco Falabella, Chile
“Today, digital channels do more than process transactions: they also sell, and we need to view them as a P&L, not just as a cost center. ”
Fabián Garzón
Vice President of Digital Transformation
Produbanco, Ecuador
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