Brazil’s largest banks have extended their fierce competition for high-income and private clients to the shores of Florida.
This transnational rivalry has escalated in recent months, marked by the recruitment of new management teams, launching new operations, and aggressive marketing investments.
The surge in interest is driven by the growing number of affluent Brazilians visiting, investing, or residing in the United States, particularly in the Sunshine State.
The services offered by these banks range from real estate financing and investment services to international transfers and immigration planning assistance, primarily in sought-after cities like Miami, Orlando, and Fort Lauderdale.
Among the recent initiatives, Banco Bradesco has strengthened its overseas operations to capture a larger share of the high-income segment.
In April, the bank inaugurated the new headquarters of Bradesco Bank, previously known as BAC Florida Bank, in Plaza Coral Gables, an upscale area of Miami.
Guilherme Leal, the head of Bradesco Private Banking, shared that the number of Brazilians constituting more than half of their customer base has increased, largely those who desire to make investments in the US.
He also mentioned the growth in the number of Brazilians opening accounts in the US through their digital platform, Bradesco Invest US.
Itaú, another major Brazilian bank, has a significant presence in Miami and other Latin American countries.
Their services outside Brazil include wealth planning, banking services, and credit offerings.
In July 2022, Itaú acquired broker Avenue, which caters to Brazilian clients interested in investing in U.S. market assets.
However, not all banks are directly targeting the high-income or private banking segment.
For instance, Banco Inter acquired YellowFI, a US real estate lender and fund manager in February this year, and the US fintech Usend in 2021.
Similarly, XP operates an office in Miami, primarily serving single-family and multifamily offices.
The banks’ focus on real estate financing in the US corresponds to Brazilians being among the top ten foreign investors in South Florida’s real estate, according to a report by local brokerage firm Real Estate Investments by Borrero.
Investing in Florida’s real estate appears to be a low-risk, cash-flow-generating opportunity for many Brazilian investors, enticing them to venture into this market.
With information from Bloomberg
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