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With the advance of technology, banking services have shown growth since the beginning of the century. Currently, competition has increased among financial institutions, especially between traditional ones and fintechs. This is explained by the strong trend in the democratization of banking services and the offer of fully digital solutions for financial transactions, the main characteristic of this new segment in relation to traditional banks. We observe that the banking segment is gradually becoming more dependent on technological factors. Linked to this, there are also global trends that directly impact this segment, as is the case of Open Banking, or Open Financial System, which was born as an initiative of the Central Bank of Brazil to promote innovation in the financial system, to heat up competition and to improve the offer of financial products and services to consumers. We intend to identify what are the main attributes valued by consumers when choosing a particular banking service, and to understand how the sharing of financial data can influence the perception of these attributes.
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