Financial services firms in emerging markets—across Africa, Southeast Asia, and Latin America—are rewriting the rules of competition. No longer content to follow the lead of established Western players, these organizations are leveraging digital transformation to leapfrog legacy constraints, address unique regional challenges, and deliver innovative, customer-centric experiences at speed and scale.
At Publicis Sapient, we have seen firsthand how digital transformation can empower financial institutions in these regions to claim their place in mature, global markets. Our work with clients like Ninety One, a South African-founded asset manager, demonstrates that with the right strategy, technology, and mindset, regional challengers can not only compete but thrive on the world stage.
Emerging markets present a distinct set of challenges for financial services firms:
Yet, these challenges also create opportunities. With less entrenched legacy technology, firms can adopt modern, cloud-native platforms and agile ways of working, enabling them to move faster than their Western counterparts burdened by decades-old systems.
The transformation journey of Ninety One is a powerful example. When this South African asset manager 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? 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.
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:
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.
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:
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.
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:
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.