Regional Deep Dive: Digital Transformation in Financial Services Across Emerging Markets

Emerging markets are rewriting the playbook for digital transformation in financial services. In Africa, Southeast Asia, and Latin America, financial institutions are not simply catching up—they are leapfrogging legacy constraints to deliver innovative, customer-centric digital experiences at a pace that often rivals or surpasses their Western counterparts. This regional dynamism is fueled by a unique blend of challenges and opportunities, from regulatory complexity and infrastructure gaps to rapidly evolving customer expectations. At Publicis Sapient, we have witnessed firsthand how tailored digital strategies, modular cloud-native platforms, and agile delivery models are enabling rapid market entry, sustainable growth, and a new era of financial inclusion across these vibrant regions.

Unique Regional Challenges—and the Opportunities They Create

Financial services organizations in emerging markets face a distinct set of hurdles:

Regulatory Complexity: Navigating diverse and evolving regulatory environments demands platforms that can be tailored to local compliance needs while maintaining global standards.
Infrastructure Gaps: Many regions contend with legacy systems, limited digital infrastructure, and varying levels of internet penetration, requiring robust, scalable, and adaptable solutions.
Evolving Customer Expectations: Customers in these markets are increasingly digitally savvy, expecting seamless, mobile-first experiences that are personalized and accessible.

Yet, these very challenges create unique opportunities. With less entrenched legacy technology, many institutions can adopt modern, cloud-native platforms and agile ways of working, enabling them to move faster than Western incumbents burdened by decades-old systems.

Modular, Scalable Platforms: The Foundation for Growth

A compelling example of this transformation is the journey of Ninety One, a South African-founded asset manager. When Ninety One set out to establish itself as an independent, global brand, it faced the daunting task of entering a 200-year-old market dominated by Western incumbents. The solution was a complete reimagining of its digital experience platform. By adopting an enterprise-grade, modular content management system, Ninety One gained the flexibility to tailor digital experiences for 27 countries at launch—each with its own regulatory and business requirements. The platform’s composable architecture enabled rapid development and deployment of new features, seamless integration with sales and marketing tools, and the ability to personalize content for diverse audiences. This approach not only improved site performance globally but also laid the groundwork for ongoing innovation and market responsiveness.

Accelerating Market Entry and Innovation

Speed is critical in emerging markets, where the ability to launch new products and services quickly can be a decisive competitive advantage. Publicis Sapient’s proven, repeatable approach to digital transformation enables financial institutions to:

Rapidly prototype and launch digital banks or platforms—sometimes in as little as 90 days—by leveraging cloud-native technologies and agile, cross-functional teams.
Integrate with legacy systems and align with local regulatory standards, ensuring compliance without sacrificing innovation.
Build a “steel thread” of core technology and processes that supports future growth, allowing new apps, services, and products to be added efficiently as market needs evolve.

For example, a leading Thai bank partnered with Publicis Sapient to deliver a new customer-first platform in just 12 weeks. By combining modern core banking technology with agile delivery and customer-centric design, the bank was able to connect all account types, deliver new products at speed, and lay the foundation for long-term digital transformation.

Tailoring Solutions to Local Needs

Success in emerging markets requires more than just technology—it demands a deep understanding of local customer behaviors, regulatory nuances, and business objectives. Publicis Sapient’s approach is rooted in partnership, working side-by-side with clients to:

Identify barriers to growth and digital adoption unique to each market.
Build cross-capability teams that blend global expertise with local insight.
Design and implement solutions that are both globally scalable and locally relevant.

Our work with a multinational insurance company expanding across Asia illustrates this approach. By implementing a cloud-based, scalable platform, the insurer was able to rapidly enter new markets, reduce costs, and deliver fresh, easy-to-understand customer experiences—achieving significant improvements in engagement and operational efficiency.

The Power of Partnership: Global Reach, Local Expertise

With over 30 years of digital innovation and more than 100 financial services clients worldwide, Publicis Sapient brings a unique blend of global perspective and local execution. Our partnerships with leading fintechs, cloud providers, and technology vendors ensure that clients in emerging markets have access to the latest innovations and best practices.

We understand that digital transformation is not a one-time event, but an ongoing journey. By building modular, future-ready platforms and fostering a culture of continuous innovation, we help financial services firms in Africa, Southeast Asia, Latin America, and beyond to:

Adapt to changing customer needs and regulatory landscapes
Unlock new value streams and revenue opportunities
Compete—and win—on a global stage

Ready to Transform?

The future of financial services in emerging markets belongs to those who can move fast, think big, and put the customer at the center of everything they do. Whether you’re looking to modernize your core systems, launch new digital products, or build a data-driven organization, Publicis Sapient is your partner for what’s next.

Connect with our financial services experts to start your transformation journey today.