71% of analyzed bank branches register ratings below 4 stars
Groundbreaking research reveals: negative reviews could cost billions to traditional banks and drive migration to fintechs
“"A drop of just 0.5 stars in rating can reduce peak hour occupancy by up to 19% and decrease revenue between 5% and 9%"”
With 97% of consumers researching online before choosing a branch, poor digital reputation represents a direct threat to the competitiveness of traditional banks
What the Research Revealed
Critical data about the reputation of Brazilian bank branches
Two of the most traditional banks lead in dissatisfaction
About 60% of these banks' branches have ratings below 3.0 stars - approximately 7 out of 10 branches with compromised reputation
3x Slower Response Time
Traditional banks take 11 to 23 days to respond to complaints, while fintechs respond in 5 to 7 days. Find out who the response time leaders are.
Critical Regional Disparity
Two regions compete in isolation for the best and worst ratings according to the research. Learn more about regional disparity.
About the Research
This groundbreaking research, developed by digital marketing agency Ex.id, used an autonomous and audited data analysis system to automatically collect and analyze 31,435 real reviews from 498 bank branches on Google Reviews.
Covering 5 regions, 12 states and 28 Brazilian cities during October 2025, the data was enriched with information from secondary sources such as Central Bank of Brazil, Reclame Aqui, Forbes, Uberall and internationally recognized studies.
The research was coordinated by José Jarbas, director of Ex.id, who has conducted other national studies on brand satisfaction and reputation in Brazil.
Sources and references used are detailed in the infographic.
Brazil Divided by Satisfaction
Regional analyses reveal where consumers need better service the most
Download the infographic to see all data
Download the infographic to see all data
North
Best RatingManaus, Belém
10.4% of branches
Northeast
Recife, Fortaleza, Salvador
25.7% of branches
Center-West
Brasília
7.0% of branches
Southeast
SP, RJ, BH
30.3% of branches
South
Worst RatingCuritiba, Porto Alegre
26.3% of branches
Download the infographic to see all data
Source: Ex.id Research - Google Reviews (October 2025)
The High Cost of Poor Online Reputation
Online reputation is not just an image issue - it directly impacts the revenue and competitiveness of financial institutions.
Studies show that 86% of consumers hesitate to hire services from companies with negative reviews, and 94% actively avoid companies with poor reviews.
For banks with millions of customers and thousands of branches, these percentages represent billions of reais in revenue at risk. The cost of acquiring a new customer can be higher than retention.
Transforming reputation into competitive advantage
In the UK, large financial institutions with many physical branches have invested in centralized online reputation management platforms to solve challenges similar to those identified in this research. Learn about some of the results achieved:
75% reduction in response time: From 20 to 5 days (2024)
Response rate between 60 and 80% consistently maintained among various other positive metrics
Download Complete Infographic
Access all data, regional rankings, comparisons and strategic recommendations to transform the online reputation of bank branches