Building a strong banking reputation in Latin America requires combining innovation, integrity, and social contribution
Mexico City, June 25, 2026. Reputation Lab participated in a new edition of the Empresability Congress, held in Mexico City and streamed online, with a presentation exploring the evolution of banking reputation across Latin America based on the findings of RepCore Banking 2026.
During the session, Fernando Prado, Partner at Reputation Lab, presented the main findings of the analysis, which measures the reputation of 137 financial institutions across 19 markets based on 27,602 ratings from the general public.
The presentation focused on one of today’s key business challenges: the role that integrity and social contribution continue to play in building banks’ reputations in an environment shaped by digital transformation, technological innovation, and the growing adoption of artificial intelligence.
Innovation and social contribution: complementary expectations
One of the central messages of the presentation was that digital transformation has fundamentally changed the way people interact with banks, but it has not replaced their expectations regarding how financial institutions should behave.
The findings of RepCore Banking 2026 show that attributes such as technological development, operational security, agility, and service quality are among the strongest drivers of banking reputation in Latin America today. At the same time, factors related to integrity and social contribution—including ethical behavior, support for entrepreneurship, commitment to the country’s development, access to credit, and equal treatment—remain among the priorities that shape how consumers evaluate financial institutions.
The main conclusion is that these two dimensions do not compete with one another. Banks with the strongest reputations are those that successfully combine innovation, efficiency, and operational excellence with a meaningful contribution to the economic and social development of the countries in which they operate.
Understanding stakeholder expectations to strengthen reputation
The presentation also highlighted the importance of understanding how public expectations toward the banking sector are evolving and how these expectations shape corporate reputation.
The analysis shows that the risks with the greatest potential to damage a bank’s reputation are those that directly affect the customer experience, including information security, the use of personal data, pricing practices, and complaint resolution.
The session also emphasized that reputation is a strategic asset that directly influences behaviors such as recommending a bank, purchasing financial products, and maintaining long-term customer relationships. This reinforces the importance of measuring reputation through robust, objective indicators and using those insights to support better management decisions.
Watch the full presentation
The full recording of the presentation is available at:
Reputation Lab would like to thank Empresability for the invitation to participate in this international forum, which brought together business leaders, institutions, and organizations to discuss the key challenges of sustainability, responsible business, and leadership.