171
Good Practice
Financial Markets
Global Compact International Yearbook 2013
Important advances in 2012 were made
with the creation of a financial education
strategy for the organization. This strat-
egy took into consideration the priority
stakeholders and their characteristics
(
employees, customers, and community)
and the decision to utilize one language.
The strategy went beyond communi-
cation and was applied to Bradesco’s
sustainable inclusion and financial edu-
cation strategies and models, so that all
stakeholders could be aligned regarding
social security, insurance, consumption
and credit, investments, and citizenship.
Another highlight was the launch of the
Responsible Credit hotsite – open to
customers and non-customers –and the
inclusion of financial education content
in networkmanager courses, with a view
to emphasizing the responsibilities of
each employee in guiding customers
regarding their use of credit.
In 2013, the Portal de Educação Finan-
ceira (Financial Education Portal) was
launched, which contains all of Bradesco’s
related actions.
Inside out
In conjunction with guidance on the
responsible use of credit as well as prod-
ucts and services offered to customers,
Bradesco’s financial educationmeasures
include internal training. Personal fi-
nance courses and the newly launched
Responsible Credit courses are provided
through the intranet’s training system,
named TreiNet, in addition to lecturers
on financial education, onsite courses,
and training for managers.
Through trained staff, the financial
knowledge is spread to other stakehold-
ers: namely, the customers and commu-
nity. Customers can download software,
such as Net Finanças, to support personal
or corporate financial management de-
cisions. Net Finanças Pessoais and Net
Finanças Prime versions allow for the
importing of internet bank account data;
accessing graphs and reports on financial
situations; controlling investments and
credit card expenses; and for understand-
ing Bradesco Corretora’s operations and
tax calculations. For customers with a
University Account, the Bank offers on-
line courses on financial education and
other interesting themes. Another tool is
the Responsible Credit hotsite that, in ad-
dition to offering services and guidelines,
allows users to control their household
budgets and better utilize their funds.
Certain stakeholders need special atten-
tion regarding financial education, such
as those in low-income communities. In
the cities of São Paulo and Rio de Janeiro,
the Bank conducted a number of lectures
for nearly a thousand people in 2011 and
created a specific booklet on personal
finance. The topics of financial education,
sustainability, and responsible credit
were included in the Credit Municipal
Meetings’ scope and objectives.
In the first quarter of 2013, a video train-
ing on financial education is scheduled to
be available for the entire Bank network.
Network’s strength
Bradesco invests significantly in the
organization and availability of online
content, videos, and web tools on fi-
nancial education for individuals and
companies. The purpose is to offer di-
dactic, accessible content on financing
and related subjects in order to prepare
customers to make decision on how
to use and manage their money. Thus,
much content is included on websites
and distributed as follows:
•
Websites for individuals: Classic, ex-
clusive, prime
•
Websites for companies: Retail
Content structure on websites for indi-
viduals and companies: Financial Situ-
ation, My Revenues, My Expenses, My
Projects, Financial Products, Responsible
Credit, Useful Tools, Further Information,
Keeping Up to Date with the Economy.
•
Click Conta (financial education for
children and teenagers)
Click Conta has produced a web series
called Antenados, in which children play
in the role of two brothers who discuss
subjects that are based on certain situa-
tions and give tips on financial education.
•
Bradesco University Account (finan-
cial education for youngsters)
The Bradesco University Account has
developed the web series Pra toda vida,
which helps university students to use
money wisely. This is done through con-
tent and interactive videos that offer
facts and situations of students and their
personal finances.