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BrandMe Up™ Index by Square Root Marketing recognizes Alejandro Valenzuela, CEO of Banco Azteca, as a digital leader in Latin American banking.

By: Tecnoempresa
Original Note: LINK

Alejandro Valenzuela of Banco Azteca, followed by Roberto Saluoti of Banco BTG Pactual and Fausto de Andrade, former CEO of Banco de Brasil, are the leading figures in the banking sector of Latin America, based on their reputation and leadership in the digital world.  

These rankings are included in the study «The Digital Pulse of Banking and Fintech in Latin America,» which measures the presence and influence of executives in the financial sector, conducted by Square Root Marketing, a marketing and public relations agency based in Miami.  

In the Fintech sector, Sergio Furio of Creditas and David Velez of Nubank top the ranking; emphasizing the importance of the Brazilian market. Pablo Viguera of Belvo holds the third position.  

Based on an algorithm by Square Root Marketing, the ranking known as the BrandMe Up Index evaluates the main external communication activities of banking and Fintech leaders, including traditional media, corporate events, and social networks.  

«Corporate reputation is increasingly influenced by digital presence and executive leadership. In the competitive landscape of banking and fintech, the digital influence and visibility of a leader can be a key differentiator,» emphasized Andrea Padilla, CEO of Square Root Marketing.  


«Our BrandMe Up Index not only analyzes but also sets a clear direction for those leaders looking to consolidate their position as references in the financial sector,» added Padilla.  

Despite the digital boom, only 7% of Banking and Fintech executives show consistent activity on essential B2B platforms like LinkedIn. What is even more surprising is that the prestige or size of a bank does not guarantee the positioning of its leadership; many high-ranking executives in the index do not come from the leading banking institutions in the region.  

Another revealing fact is that the sector remains dominated by men, with only 5.40% of industry leaders being women.  

The study includes comparative results for 2022 vs. 2023, as well as detailed analyses for key markets in the region such as Mexico, Brazil, Central America, and South America. 



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