The self-made mythos is as powerful as ever, despite societal upheaval testing its limits. Even mundane pastimes have been monetised as people cash in on massive audiences and leave no niche unexplored. Selling out is no longer a source of embarrassment, it’s just what makes the world go round.

Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

Offering everything from financial services to an array of virtual storefronts, superapps have the potential to gain a substantial foothold among Brazil’s mobile-first population. But what do people expect from these platforms? And how can they help brands build long-term loyalty?

Brazilian neobank Nubank is set to become South America's largest financial institution as it files for an IPO. With people demanding accessibility, personalisation, and reduced friction with their finances, there are lessons for all outdated industries in how the digital can disrupt through inclusivity.

Mastercard has partnered with Binance to launch the Binance Card in Brazil – a top ten market for the cryptocurrency exchange. The move hints at Brazilians' growing acceptance of digital currencies, but the risks inherent in this market mean that brands may be expected to provide education.

German digital bank Kontist offers automated bookkeeping, integrated tax consulting, and expert support. Its main target market? Freelancers. As more and more young people turn to self-employment, the disruptor neobank is offering financial literacy and control to young German earners.