Market Research | October 2025 Conducted by Ex.id Digital Marketing Agency
This groundbreaking research analyzes the online reputation of 498 physical branches of the five major traditional Brazilian banks based on real consumer reviews on Google Reviews, focusing exclusively on the physical branch experience.
498
Branches Analyzed
31,435
Real Consumer Reviews
12
Brazilian States
28
Cities Analyzed
Key Findings
Itaú Unibanco leads with an average rating of 3.31 stars, followed by Banco do Brasil with 3.23 stars
Source: Ex.id Research (October 2025)
71% of Caixa Econômica Federal branches have ratings below 3.0 stars — the worst performance among the five banks analyzed
Source: Ex.id Research (October 2025)
68.3% of Bradesco branches have ratings below 3.0 stars, revealing service issues
Source: Ex.id Research (October 2025)
Significant regional disparity: Northern branches average 3.37 rating (best), while the South records only 2.72 (worst)
Source: Ex.id Research (October 2025)
Traditional banks take 11 to 23 days to respond to complaints, while fintechs respond in 5-7 days
Source: Reclame Aqui (last 6 months until Sep 30, 2025)
Brazil Divided by Satisfaction
Regional analyses reveal where consumers need better service the most
North
Best Rating
Manaus, Belém
3.37/5.0
10.4% of branches
Northeast
Recife, Fortaleza, Salvador
3.09/5.0
25.7% of branches
Center-West
Brasília
2.93/5.0
7.0% of branches
Southeast
SP, RJ, BH
2.87/5.0
30.3% of branches
South
Worst Rating
Curitiba, Porto Alegre
2.72/5.0
26.3% of branches
Legend: % of branches relative to total and rating by region
Source: Ex.id Research - Google Reviews (October 2025)
Overall Bank Ranking
Rank
Bank
Average Rating
Total Reviews
1st
Itaú Unibanco
★★★☆☆ 3.31
5,184
2nd
Banco do Brasil
★★★☆☆ 3.23
7,274
3rd
Santander
★★★☆☆ 2.84
6,397
4th
Banco Bradesco
★★★☆☆ 2.67
4,225
5th
Caixa Econômica Federal
★★★☆☆ 2.65
8,355
Business Impact
Poor digital reputation represents a direct threat to the competitiveness and profitability of traditional banks
-19%
Reduction in peak hour occupancy with a 0.5-star drop
UC Berkeley Study
-5 to 9%
Revenue decrease with a 0.5-star drop
Harvard Business School
97%
of consumers research online before choosing a branch
BrightLocal 2024
86%
of consumers hesitate to hire companies with negative reviews
ReputationX 2025
Response Time: Banks vs Fintechs
PicPay (Fintech)RA1000
Average Rating7.97/10
Response Time5 days 5h
Issues Resolved91.9%
Nubank (Fintech)RA1000
Average Rating7.49/10
Response Time11 days 4h
Issues Resolved92.6%
Banco do BrasilGood
Average Rating6.90/10
Response Time7 days 11h
Issues Resolved80.3%
Itaú UnibancoGood
Average Rating6.53/10
Response Time18 days 4h
Issues Resolved83.8%
BradescoFair
Average Rating5.72/10
Response Time12 days 2h
Issues Resolved71.8%
SantanderFair
Average Rating5.08/10
Response Time23 days 19h
Issues Resolved65.2%
Caixa EconômicaFair
Average Rating5.63/10
Response Time11 days 23h
Issues Resolved69.1%
Institution
RA Reputation
Average Rating
Response Time
Issues Resolved
PicPay (Fintech)
RA1000
7.97/10
5 days 5h
91.9%
Nubank (Fintech)
RA1000
7.49/10
11 days 4h
92.6%
Banco do Brasil
Good
6.90/10
7 days 11h
80.3%
Itaú Unibanco
Good
6.53/10
18 days 4h
83.8%
Bradesco
Fair
5.72/10
12 days 2h
71.8%
Santander
Fair
5.08/10
23 days 19h
65.2%
Caixa Econômica
Fair
5.63/10
11 days 23h
69.1%
Source: Reclame Aqui - Last 6 months until September 30, 2025
International Case Studies
How LSL Property Services (UK) transformed its online reputation into an advantage.
LSL Property Services operates three major real estate and financial services brands in the UK
(Reeds Rains, Your Move, and Embrace Financial Services) with over 250 branches and hundreds of financial advisors. Using technology from global leader Uberall for online reputation management, it saw its results soar and become a competitive advantage.
80%
of branches in Google's Local 3-Pack
60%
of locations ranked for regional searches
250+
locations managed centrally
Source: Uberall Case Study
Reputation as a Competitive Advantage
By investing in specialized platforms, financial institutions can transform negative reviews into improvement opportunities and strengthen consumer trust.
Centralized Management: Manage all branches from a single dashboard with data consistency across 120+ channels.
Artificial Intelligence: Fast and personalized responses with AI that learns from service history
75% reduction in response time to negative reviews
Source: Uberall Platform Benefits
Responding to 30% of reviews is associated with +40% conversion in local/Google searches.
Source: Uberall
Less than 1% of analyzed bank branches achieve 4.5+ stars on Google Reviews
Source: Ex.id Research - Analysis of 31,435 reviews across 498 branches (2025)
Ex.id + Uberall
Ex.id, in strategic partnership with Uberall – global leader in digital presence management with over 1.35 million locations managed in 194 countries – offers the complete solution to transform the online reputation of bank branches and financial institutions into real and measurable competitive advantage.
1.35M+
locations managed globally
194
countries served
125+
integrated platforms
Sources and References
Primary Data
Ex.id proprietary research - Collection of 31,435 Google Reviews ratings from 498 bank branches (October 2025)
Sample: 498 physical branches in 12 states and 22 cities (major cities and urban centers). Base: 31,435 public Google Reviews. Margin of error: ±1.8% (95% CI)
Secondary Data and Market Studies
Central Bank of Brazil. 'Q2 2025 Complaints Ranking'. Available at: https://www.bcb.gov.br