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Case
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Reference no. 521-0060-1
Subject category: Marketing
Authors: David Dubois (INSEAD)
Published by: INSEAD
Originally published in: 2021
Version: 06/2021
Revision date: 13-Jul-2021
Length: 11 pages
Data source: Field research
Topics: Consumer technology; Digital disruptions; Mobile strategy; Marketing strategy; Digital growth; Analytics and big data; Banking / finance; Fintech; Bottom of pyramid; Inclusive business model; Go-to-market strategy; Influencer marketing; Platform competition; Tech and touch
Share a link: https://casecent.re/p/177074
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Abstract

Uala's bold 'tech-and-touch' strategy brought 2.7 million new customers - 1 out of 20 people in Argentina - into banking in less than four years (2017-21). Readers step into the shoes of CEO Pierpaolo Barbieri as he begins by (1) uncovering pain points and untapped needs in banking in Argentina through digital analytics, (2) transforming his insights into a clever tech-and-touch strategy combining physical (prepaid card) and digital aspects powered by a mobile app. Having achieved massive success onboarding unbanked customers in Argentina, Uala must craft a strategic response to new competition from online banks and digital 'Goliaths' such as Mercado Pago (finance arm of Mercado Libre, the 'Amazon of Latin America').
Location:
South America
Industries:
Financial services; Banking
Other setting(s):
2017-2021
Teaching note
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Reference no. 521-0060-8
Subject category: Marketing
Authors: David Dubois (INSEAD)
Published by: INSEAD
Originally published in: 2021
Version: 05/2021
Length: 15 pages
Data source: Field research
View full details

About

Abstract

Uala's bold 'tech-and-touch' strategy brought 2.7 million new customers - 1 out of 20 people in Argentina - into banking in less than four years (2017-21). Readers step into the shoes of CEO Pierpaolo Barbieri as he begins by (1) uncovering pain points and untapped needs in banking in Argentina through digital analytics, (2) transforming his insights into a clever tech-and-touch strategy combining physical (prepaid card) and digital aspects powered by a mobile app. Having achieved massive success onboarding unbanked customers in Argentina, Uala must craft a strategic response to new competition from online banks and digital 'Goliaths' such as Mercado Pago (finance arm of Mercado Libre, the 'Amazon of Latin America').

Settings

Location:
South America
Industries:
Financial services; Banking
Other setting(s):
2017-2021

Related

Teaching note
-
Reference no. 521-0060-8
Subject category: Marketing
Authors: David Dubois (INSEAD)
Published by: INSEAD
Originally published in: 2021
Version: 05/2021
Length: 15 pages
Data source: Field research
View full details