Private pensions are increasingly distant from Brazilian investors. Less than 2% of the population currently uses this financial product, according to Investor X-Ray, released by Anbima. The volume is even lower than cryptocurrencies, which are the preference of 11% of people interviewed in the survey.
“More people invest in crypto assets than in private pensions. This makes us very upset. Either we are losing out to hype or we are selling ourselves in such a complicated way that crypto actually seems simpler”, admits Bruno Venceslau, Data Superintendent at .
In recent years, the company has been trying to rejuvenate its customer base and expand the reach of private pensions in the country, simplifying communication with retail investors and investing in technology.
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Today, around 33% of Brasilprev’s administrative expenses are allocated to the technology area, including investments in people, systems, data and the evolution of digital channels.
Before the pandemic, around 80% of calls were made via call centers, while only 20% went through digital channels. Today, the relationship has practically reversed. In 2025, almost 85% of interactions took place digitally.
The movement was accompanied by operational growth. Operations in the company’s digital environment reached R$3.154 billion in 2025. Throughout the year, 15.45 million accesses to services and transactions were recorded on digital channels, an increase of 19.9% in the annual comparison.
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The change in investor profile is directly related to the advancement of these platforms. “The customer who arrives on the app or WhatsApp doesn’t want to know about acronyms or economese. They want to understand if the plan is paying off well and if it makes sense for them”, says Bruno.
To achieve this, the company started using generative artificial intelligence to translate technical content into natural language and personalize recommendations. Currently, Brasilprev uses more than 20 machine learning analytical models aimed at customer retention, reducing cancellations and personalized offers within the CRM.
The company also applies AI to virtual assistants and internal processes. The company’s chatbot already operates with embedded artificial intelligence resources, while OCR tools are used for automated document reading. The company has also started using AI agents to gain operational efficiency.
Technological advances already impact commercial results. Business volume influenced by data reached R$16 billion in 2025, above the R$14 billion recorded in the previous year.
Another focus of the strategy is to expand access for customers outside Banco do Brasil’s traditional base. For decades, Brasilprev’s distribution was concentrated in the bank’s channels. Now, the company is trying to build its own relationship channels, including for people without a checking account.
Last year, the company started to allow the contracting of pension plans directly through the app and WhatsApp, with immediate digital onboarding. According to Bruno, the first results show that the profile of users of these channels is considerably younger, mainly concentrated in the 30s and 40s.
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“It’s a public that is in the most active phase of their professional life and has little time to analyze investment alternatives. At the end of the day, people want practicality”, he says.
Currently, Brasilprev has around 500 thousand unique monthly users on digital channels. Of this total, approximately 90 thousand use exclusively the company’s own channels, without a banking relationship with BB.
“The private pension market is not very friendly to customers, there is a challenge of democratizing access, of bringing pensions to more people. For many years, this was done through human advice. Now, generative AI is here to help in this process”, points out Bruno.
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