Davivienda, one of Colombia’s largest banks, is known for its diverse range of financial services, including loans, credit cards, and investment solutions. With a commitment to innovation and digital transformation, Davivienda set out to improve the financial well-being of its 21 million customers. The initiative aimed to strengthen customer relationships by helping individuals manage their finances better, fostering trust, and creating personalized, meaningful solutions.
The Challenge of Measuring and Enhancing Financial Well-Being
To achieve this goal, Davivienda needed a way to measure customer financial well-being across multiple dimensions, such as planning, management, confidence, and resilience. However, the bank faced several significant challenges.
Integrating data from diverse sources — including debit and credit cards, loans, savings, and credit bureau information — was complex. Developing models that accounted for varying levels of data availability further added to the difficulty. For instance, customers with limited credit card usage required different modeling approaches than active users.
Scalability was another critical factor. A solution needed to accurately assess and address the financial well-being of 21 million customers while maintaining efficiency. Furthermore, governance and compliance were non-negotiable. Any solution had to be transparent and adhere to regulatory standards, requiring oversight from the Chief Data Office (CDO).
How Dataiku Delivered a Scalable, Multi-Dimensional Solution
Davivienda turned to Dataiku — the Universal AI Platform — to address these challenges and create a comprehensive, scalable solution. The Dataiku platform enabled the bank to manage the entire analytics pipeline seamlessly — from data preparation to model development, automation, and reporting.
Collaboration was central to the project’s success. Teams from marketing, financial education, analytics, and governance worked together, defining business needs, developing models, and ensuring compliance. The bank leveraged over 400 behavioral variables to create 32 binary models that evaluated financial well-being across the four dimensions. These models accounted for different levels of uncertainty, offering tailored insights for each customer.
Dataiku helped us manage this complexity easily, as we could automate the process and run everything through scenarios, ensuring that the models were updated regularly. It also allowed us to scale this solution for our 21 million customers.
- Diego Maca, Senior Professional of Analytical Modelling at Davivienda
Automation played a crucial role in scaling the solution. Dataiku allowed the bank to regularly update models, ensuring they remained relevant and accurate for all customers. Its transparent workflows simplified governance, enabling the CDO to review and approve models with ease, meeting compliance requirements without disrupting the process.
Transformative Results for Customers and Davivienda
The implementation of Dataiku has delivered transformative results. For customers, the models improved financial inclusion by identifying individuals in need and providing them with tailored educational resources and financial products. This approach not only addressed immediate needs but also empowered customers to plan confidently and make informed decisions about their finances.
Internally, Davivienda has experienced significant improvements in efficiency and decision-making. Teams now have access to accurate, real-time data, enabling faster, more informed actions. Collaboration across departments has also strengthened, as shared tools and insights foster a unified approach to enhancing customer experiences.
We solved this challenge using Dataiku, and it really became the backbone of the entire process. One of the main reasons we chose Dataiku was because it allows us to manage the entire pipeline in one place. From data preparation to model building, automation, and reporting, everything could be done inside Dataiku, which saved us a lot of time and made the process more efficient.
- Diego Maca, Senior Professional of Analytical Modelling at Davivienda
A Vision for the Future of Financial Services
This initiative marks a significant milestone in Davivienda’s digital transformation journey. Moving forward, the bank will leverage gamification by introducing interactive tools that empower customers to set financial goals and track their progress. This approach aims to enhance engagement and foster long-term financial well-being.
By combining data-driven innovation with a strong customer focus, Davivienda continues to redefine financial services. With Dataiku as a trusted partner, the bank is setting new standards for sustainable growth and delivering exceptional customer value.
The transparency provided by Dataiku enables the CDO to efficiently review and approve models, ensuring full compliance with regulatory standards. Additionally, the Dataiku Academy and Community play a vital role in upskilling teams, fostering collaboration, and promoting best practices across the organization.
Dataiku has brought great value to our organization by improving speed and agility. We can now process data and build models much faster, which has made our teams more efficient. It also integrates well with our tech stack, reducing frictions and simplifying workflows.
- Diego Maca, Senior Professional of Analytical Modelling at Davivienda