{"id":181643,"date":"2026-11-06T09:46:50","date_gmt":"2026-11-06T12:46:50","guid":{"rendered":"https:\/\/www.itsitio.com\/co\/?p=181643"},"modified":"2026-11-06T09:46:50","modified_gmt":"2026-11-06T12:46:50","slug":"la-era-de-la-banca-impulsada-por-la-demanda-el-nuevo-pulso-de-los-servicios-financieros-en-colombia","status":"publish","type":"post","link":"https:\/\/www.itsitio.com\/co\/fintech\/la-era-de-la-banca-impulsada-por-la-demanda-el-nuevo-pulso-de-los-servicios-financieros-en-colombia\/","title":{"rendered":"La era de la banca impulsada por la demanda, el nuevo pulso de los servicios financieros en Colombia"},"content":{"rendered":"<p><strong>SoFi Tech Solutions<\/strong>, proveedor de tecnolog\u00eda financiera que conecta a bancos, fintechs y marcas con capacidades innovadoras de procesamiento, da cuenta de un nuevo paradigma que est\u00e1 <strong>redireccionando los servicios financieros en Latinoam\u00e9rica<\/strong>.<\/p>\n<p>Se trata de la <strong>banca impulsada por la demanda<\/strong>, es decir, las <strong>necesidades de los usuarios, donde los usuarios han conformado sus propios ecosistemas financieros a la medida<\/strong>, combinando m\u00faltiples entidades y evaluando continuamente a sus proveedores en funci\u00f3n de la conveniencia real de la experiencia.<\/p>\n<p>Adem\u00e1s, la velocidad, la comodidad y la personalizaci\u00f3n han dejado de ser atributos adicionales en las aplicaciones para convertirse en requisitos b\u00e1sicos sobre la arquitectura y la resiliencia de los sistemas.<\/p>\n<figure id=\"attachment_181207\" aria-describedby=\"caption-attachment-181207\" style=\"width: 1200px\" class=\"wp-caption alignnone\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-181207\" src=\"https:\/\/www.itsitio.com\/co\/wp-content\/uploads\/sites\/4\/2026\/10\/BBVA-fortalece-su-expansion-bancaria-en-Panama.jpg\" alt=\"La banca impulsada por la demanda redefine los servicios financieros en Latinoam\u00e9rica, con usuarios que priorizan la inmediatez, la comodidad y la personalizaci\u00f3n.\" width=\"1200\" height=\"582\" srcset=\"https:\/\/www.itsitio.com\/co\/wp-content\/uploads\/sites\/4\/2026\/10\/BBVA-fortalece-su-expansion-bancaria-en-Panama.jpg 1200w, https:\/\/www.itsitio.com\/co\/wp-content\/uploads\/sites\/4\/2026\/10\/BBVA-fortalece-su-expansion-bancaria-en-Panama-300x146.jpg 300w, https:\/\/www.itsitio.com\/co\/wp-content\/uploads\/sites\/4\/2026\/10\/BBVA-fortalece-su-expansion-bancaria-en-Panama-1024x497.jpg 1024w, https:\/\/www.itsitio.com\/co\/wp-content\/uploads\/sites\/4\/2026\/10\/BBVA-fortalece-su-expansion-bancaria-en-Panama-768x372.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><figcaption id=\"caption-attachment-181207\" class=\"wp-caption-text\">La banca impulsada por la demanda redefine los servicios financieros en Latinoam\u00e9rica, con usuarios que priorizan la inmediatez, la comodidad y la personalizaci\u00f3n.<\/figcaption><\/figure>\n<h2><span style=\"color: #333399;\">C\u00f3mo cambia la demanda de servicios financieros digitales en Latinoam\u00e9rica<\/span><\/h2>\n<p>Un nuevo reporte de <a href=\"https:\/\/tech.sofi.com\/es\/\" target=\"_blank\" rel=\"noopener\"><strong>SoFi Tech Solutions<\/strong><\/a> que ser\u00e1 publicado pr\u00f3ximamente evidencia el cambio de prioridades en el mercado latinoamericano, entre ellas estas que se presentan en exclusiva:<\/p>\n<ul>\n<li><strong>Expectativa de inmediatez total: <\/strong>la mayor\u00eda de los usuarios espera poder gestionar la totalidad de sus tareas financieras directamente desde su smartphone y considera indispensable que los pagos se procesen de manera instant\u00e1nea las 24\/7.<\/li>\n<li><strong style=\"font-size: 16px;\">Fidelidad vol\u00e1til hacia las marcas: <\/strong><span style=\"font-size: 16px;\">la lealtad tradicional se ha disuelto frente a la experiencia; un dato revelador es que m\u00e1s de la mitad de los encuestados no siente una fidelidad s\u00f3lida hacia su principal proveedor financiero, tanto que les resulta indiferente si el servicio proviene de un banco, un comercio minorista o una plataforma tecnol\u00f3gica.<\/span><\/li>\n<li><strong style=\"font-size: 16px;\">Demanda de finanzas integradas y seguridad: <\/strong><span style=\"font-size: 16px;\">aunque los usuarios esperan encontrar herramientas financieras integradas en sus aplicaciones cotidianas, la confianza sigue siendo el pilar de retenci\u00f3n definitivo, dado que se\u00f1alan a las alertas proactivas contra el fraude como la funcionalidad esencial m\u00e1s cr\u00edtica.<\/span><\/li>\n<\/ul>\n<p><strong style=\"font-size: 16px;\">Eduardo Azuara, principal de estrategia y ventas para M\u00e9xico y Colombia en SoFi Tech Solutions, <\/strong><span style=\"font-size: 16px;\">comenta al respecto:<\/span><\/p>\n<figure id=\"attachment_179346\" aria-describedby=\"caption-attachment-179346\" style=\"width: 1200px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-179346\" src=\"https:\/\/www.itsitio.com\/co\/wp-content\/uploads\/sites\/4\/2026\/03\/La-omnicanalidad-digital-transforma-la-banca-y-mejora-la-experiencia-del-cliente.jpg\" alt=\"La posibilidad de realizar pagos instant\u00e1neos y gestionar operaciones financieras desde el smartphone se consolida como una expectativa b\u00e1sica de los usuarios.\" width=\"1200\" height=\"582\" srcset=\"https:\/\/www.itsitio.com\/co\/wp-content\/uploads\/sites\/4\/2026\/03\/La-omnicanalidad-digital-transforma-la-banca-y-mejora-la-experiencia-del-cliente.jpg 1200w, https:\/\/www.itsitio.com\/co\/wp-content\/uploads\/sites\/4\/2026\/03\/La-omnicanalidad-digital-transforma-la-banca-y-mejora-la-experiencia-del-cliente-300x146.jpg 300w, https:\/\/www.itsitio.com\/co\/wp-content\/uploads\/sites\/4\/2026\/03\/La-omnicanalidad-digital-transforma-la-banca-y-mejora-la-experiencia-del-cliente-1024x497.jpg 1024w, https:\/\/www.itsitio.com\/co\/wp-content\/uploads\/sites\/4\/2026\/03\/La-omnicanalidad-digital-transforma-la-banca-y-mejora-la-experiencia-del-cliente-768x372.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><figcaption id=\"caption-attachment-179346\" class=\"wp-caption-text\">La posibilidad de realizar pagos instant\u00e1neos y gestionar operaciones financieras desde el smartphone se consolida como una expectativa b\u00e1sica de los usuarios.<\/figcaption><\/figure>\n<p><em>\u201cEsta transformaci\u00f3n evidencia que la ventaja competitiva ya no radica \u00fanicamente en el tama\u00f1o de la instituci\u00f3n o en el dise\u00f1o de su interfaz, sino en la capacidad t\u00e9cnica de su infraestructura interna para responder con agilidad, escalabilidad y protecci\u00f3n en tiempo real a las exigencias continuas del usuario\u201d.<\/em><\/p>\n<p>Tambi\u00e9n destacan perfiles regionales y demogr\u00e1ficos diferenciados en todos los mercados. Por ejemplo, Argentina lidera la adopci\u00f3n digital financiera: casi 7 de cada 10 utiliza m\u00e1s servicios que hace tres a\u00f1os. En el caso de M\u00e9xico, los usuarios muestran una mayor dependencia de un \u00fanico proveedor (52,7%), acompa\u00f1ada de una importante demanda insatisfecha. <strong>En Colombia, el 65,7% de los consumidores prefiere aplicaciones financieras o <a href=\"https:\/\/www.itsitio.com\/ch\/fintech\/la-revolucion-de-la-billetera-digital-latinoamerica\/\">billeteras digitales<\/a> porque son m\u00e1s r\u00e1pidas y sencillas<\/strong>.<\/p>\n<h3><span style=\"color: #333399;\">Preguntas frecuentes<\/span><\/h3>\n<ol>\n<li class=\"x1ghz6dp x1717udv x1wty727 x1pd3egz x4gjf66 x1kw3rcc x104jwf5 x1lziwak x15472z4 x1qlqyl8 x15bjb6t x1lliihq x14rh7hd\" data-d-component=\"text\"><strong><span class=\"xt0psk2 x1ghz6dp x1717udv x1wty727 x4gjf66 x15eiy0f x1lziwak x15472z4 x1qlqyl8 x15bjb6t x1s688f x14rh7hd xdj266r\" data-d-component=\"text\" data-d-inline=\"\">\u00bfQu\u00e9 es la banca impulsada por la demanda? <\/span><\/strong>Es <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">un<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">modelo<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">de<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">servicios<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">financieros<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">centrado<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">en<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">las<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">necesidades<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">y<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">preferencias<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">de<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">los<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">usuarios,<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">quienes<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">combinan<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">productos<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">de<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">diferentes<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">bancos,<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">fintechs<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">y<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">plataformas<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">para<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">construir<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">ecosistemas<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">financieros<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">personalizados.<\/span><\/li>\n<li class=\"x1ghz6dp x1717udv x1wty727 x1pd3egz x4gjf66 x1kw3rcc x104jwf5 x1lziwak x15472z4 x1qlqyl8 x15bjb6t x1lliihq x14rh7hd\" data-d-component=\"text\"><strong>\u00bfQu\u00e9 <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">buscan<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">los<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">usuarios<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">latinoamericanos<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">en<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">los<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">servicios<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">financieros<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">digitales? <\/span><\/strong>Priorizan <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">la<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">inmediatez<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">de<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">los<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">pagos,<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">la<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">posibilidad<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">de<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">gestionar<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">sus<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">operaciones<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">desde<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">el<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">smartphone,<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">la<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">comodidad,<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">la<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">personalizaci\u00f3n<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">y<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">las<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">herramientas<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">de<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">seguridad,<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">especialmente<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">las<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">alertas<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">proactivas<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">contra<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">el<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">fraude.<\/span><\/li>\n<li class=\"x1ghz6dp x1717udv x1wty727 x1pd3egz x4gjf66 x1kw3rcc x104jwf5 x1lziwak x15472z4 x1qlqyl8 x15bjb6t x1lliihq x14rh7hd\" data-d-component=\"text\"><strong>\u00bfC\u00f3mo <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">evoluciona<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">la<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">adopci\u00f3n<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">de<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">servicios<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">financieros<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">digitales<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">en<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">Argentina,<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">M\u00e9xico<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">y<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">Colombia? <\/span><\/strong>Los <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">mercados<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">presentan<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">comportamientos<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">diferentes:<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">Argentina<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">lidera<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">la<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">adopci\u00f3n<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">digital,<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">M\u00e9xico<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">registra<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">una<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">mayor<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">dependencia<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">de<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">un<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">\u00fanico<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">proveedor<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">financiero<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">y<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">Colombia<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">muestra<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">una<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">marcada<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">preferencia<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">por<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">las<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">aplicaciones<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">financieras<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">y<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">billeteras<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">digitales<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">debido<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">a<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">su<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">rapidez<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">y<\/span> <span style=\"font-size: 16px;\" data-d-streaming-word=\"\">sencillez.<\/span><\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>El 65,7% de los consumidores colombianos prefiere las billeteras digitales y aplicaciones financieras por su rapidez y sencillez, en un mercado cada vez m\u00e1s centrado en el usuario.<\/p>\n","protected":false},"author":229,"featured_media":181644,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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