O estudo apresenta os avanços e resultados obtidos pelo maior banco privado brasileiro em seu processo de Transformação Digital (TD), bem como seus desdobramentos culturais, metodológicos e tecnológicos. Esses desdobramentos foram alinhados à proposta de valor do banco, “ágil e centrada no cliente”, com a disponibilização de produtos e serviços cada vez mais adequados às necessidades e desejos da clientela, especialmente por canais digitais, para fazer frente aos desafios de inovação trazidos por bancos digitais e fintechs. Esta é uma pesquisa qualitativa e exploratória, sob a forma de estudo de caso, que indicou: (1) aspectos mais desenvolvidos do processo de TD: cliente no centro de tudo, liderança e Capital Humano reforçam o novo modelo de negócio, todo o time de tecnologia treinado e seguindo os “ritos e cerimônias ágeis”, ampliação dos investimentos para manter-se na vanguarda do setor e ambiente vivencial para teste de hipóteses; (2) aspectos menos desenvolvidos: necessidade de avanço na comunicação nos diversos níveis e áreas e para a disseminação da agilidade pela organização, lideranças das áreas de negócio em “fase de comprar o modelo”, manter-se atento a concorrentes menores e mais ágeis em criar e adotar novas tecnologias. Além das contribuições teóricas/metodológicas aos programas de mestrado profissional, cuja espinha dorsal consiste na produção deste modelo de trabalho acadêmico (relato técnico), o estudo contribui para a gestão, ao apresentar os passos dados pelo banco estudado e os resultados obtidos em seu processo de TD.

The thesis presents a proposal for a model of performance with microinsurance in Brazil, inspired by similar cases in the world and field survey (cases, interviews with specialists, regulators, and contributions from researchers). This is a theoretical contribution, as studies in Administration that seek to distinguish between poverty (PO) and social exclusion (SE) are incipient, but necessary in understanding Inclusive Business (IB). The theoretical review addressed the concepts of PO and SE; microfinance and insurtechs, IB and social entrepreneur profile. The international cases were obtained from the academic literature, among those that mention social mission and search for financial sustainability. As for primary data, 3 Case Studies were organized, in addition to interviews with experts and contributions from researchers who published on microinsurance. The research can be classified as qualitative and exploratory, given the incipience of theoretical and empirical research on the subject. Main results: at the context level (macro), the need to structure and propose more comprehensive public policies involving microinsurance and the search for constant alignment of the market with SUSEP, to adapt to the reality of the low-income population; at the level of the insurance sector (meso), the low interest of traditional insurers in microinsurance, creates space for specialization on the part of new players, the importance of taking advantage of the stimulus to innovation, given by SUSEP, to test and adapt solutions focused on low income and alignment with SUSEP for a regulation that seeks to streamline processes for the benefit of customers, without prejudice to the constitution of technical reserves; and at the level of organizations (micro): intensive use of technology as a precondition (high volumes and low tickets), business model that seeks to reconcile financial sustainability and social mission, focused operation, to expand knowledge about the low-income population (PO, SE, needs) and base the offer on solutions that are more in line with their needs, develop commercial partnerships with mass distribution channels that enjoy the trust of this public (such as neighborhood associations), to reconcile the technical performance of the insurer and social knowledge of the partners on the target audience, processes that combine technology and humanization and it is recommended that the team (entrepreneur and employees) have a profile that combines entrepreneurial skills and social orientation, in order to know the reality and meet the needs of this population. The research contributes to the theoretical advance by approaching the concepts of PO and SE, together with theories about Entrepreneurship and IB, to elaborate and present a proposal for a model to work with microinsurance in the Brazilian market. It also contributes in an applied way, by expanding the possibilities of understanding Brazilian microinsurance companies, based on international cases, the profile of the entrepreneurs who created and/or lead such businesses and the (in)existence of contextual factors that help to explain better results, being yet another reference for entrepreneurs and insurance professionals in understanding limits and possibilities, such as identifying more suitable performance formats for working with microinsurance, to offer solutions that are more adherent to the needs of the excluded and low-income public in the country

No abstract

No abstract