Desenvolvimento de novos produtos digitais no mercado financeiro: proposta de modelo

Abstract

In recent years, the financial sector has faced significant changes with the growth of Fintechs, startups focused on technological innovations and providing a good customer experience. With the development of new technological solutions, there is a noticeable shift in consumer habits. In a context of increasing competition, the emergence of new products that are shaping consumer behavior, and strict regulations in solution development, it is essential for companies in the sector to adopt best practices to overcome these challenges. The objective of this study was to develop a model for the development of digital financial products, based on the analysis of limitations in the application of traditional methodologies in the financial market context and the identification of best practices. To achieve the research objective, this paper employed bibliographic and documentary research on product development methodologies, documentary analysis, and semi-structured interviews with members of the Pix team from the acquiring company, as well as mapping of a model for the development of digital financial products. As a result, the development model is presented with the aim of assisting decision-making by market managers and contributing to the theoretical foundation of the studied theme. The model consists of two phases: product development and continuous product improvement. Each phase involves stages, and each stage consists of a set of activities.