ueno bank was awarded the LATAM 2026 Award for its innovative customer experience and inclusion strategy
ueno bank has emerged as a regional leader by receiving the prestigious LATAM 2026 Award in the category “Best Customer Service Strategy.” The recognition was granted by the Latin American Alliance of Organizations for Customer Interaction (ALOIC), during the regional congress LATAM Customer Experience CX 2026, held in Buenos Aires, Argentina.
The bank earned the distinction through its “Senior Adult Service Model,” a groundbreaking initiative rooted in the firm conviction that financial inclusion also means standing by people every step of the way. This award not only celebrates the bank’s excellence and commitment to customer experience, but also establishes this Paraguayan institution as a relevant player on the international stage in the areas of innovation, inclusion, and human-centered service.
This achievement places ueno bank’s model at the forefront of the region, setting a clear benchmark against solutions across the entire Latin American financial industry. This international stage also became the ideal platform to share a transformative vision with leaders from other countries, powerfully demonstrating that technological innovation reaches its true value when it serves people with warmth and closeness.
“We are deeply honored to receive this award because it recognizes what truly defines ueno bank: our people and our commitment to building a more inclusive financial system. It shows that leadership in customer experience is not achieved through cutting-edge technology alone, but by making every interaction more human. Our goal has always been to remove barriers and demonstrate that technology can—and should—be a bridge to greater connection, respect, and dignity for older adults,” said Silvia Bracho, Director of Customer Experience at ueno bank.
The Model That won over the Region
The award-winning case demonstrated to international judges that age is not a barrier to technology adoption. Among the pillars supporting this recognized strategy, the following were highlighted before regional leaders:
• 24/7 in-person service: With more than 76 Experience Centers open around the clock, retirees can access banking services whenever they need them, without time restrictions or unnecessary pressure. This 24/7 branch model is a unique differentiator in the global banking industry.
• Effective educational coaching: Through its “Trainers” program, the bank implemented a robust ongoing training initiative targeted at senior citizens. As a result, the share of retirees independently using the Digital Experience Terminals reached a historic milestone, rising from 40% to over 70%.
• Senior Employment Inclusion (Senior Talent): The model incorporates senior talent into ueno bank’s customer experience team. These team members serve customers in both Spanish and Guaraní, fostering immediate connections built on empathy, trust, and shared experiences.
• Accessible and Secure Tools: Ongoing support through the virtual assistant “uendi” complements a fully integrated 360° experience.
The bank earned the distinction through its “Senior Adult Service Model,” a groundbreaking initiative rooted in the firm conviction that financial inclusion also means standing by people every step of the way. This award not only celebrates the bank’s excellence and commitment to customer experience, but also establishes this Paraguayan institution as a relevant player on the international stage in the areas of innovation, inclusion, and human-centered service.
This achievement places ueno bank’s model at the forefront of the region, setting a clear benchmark against solutions across the entire Latin American financial industry. This international stage also became the ideal platform to share a transformative vision with leaders from other countries, powerfully demonstrating that technological innovation reaches its true value when it serves people with warmth and closeness.
“We are deeply honored to receive this award because it recognizes what truly defines ueno bank: our people and our commitment to building a more inclusive financial system. It shows that leadership in customer experience is not achieved through cutting-edge technology alone, but by making every interaction more human. Our goal has always been to remove barriers and demonstrate that technology can—and should—be a bridge to greater connection, respect, and dignity for older adults,” said Silvia Bracho, Director of Customer Experience at ueno bank.
The Model That won over the Region
The award-winning case demonstrated to international judges that age is not a barrier to technology adoption. Among the pillars supporting this recognized strategy, the following were highlighted before regional leaders:
• 24/7 in-person service: With more than 76 Experience Centers open around the clock, retirees can access banking services whenever they need them, without time restrictions or unnecessary pressure. This 24/7 branch model is a unique differentiator in the global banking industry.
• Effective educational coaching: Through its “Trainers” program, the bank implemented a robust ongoing training initiative targeted at senior citizens. As a result, the share of retirees independently using the Digital Experience Terminals reached a historic milestone, rising from 40% to over 70%.
• Senior Employment Inclusion (Senior Talent): The model incorporates senior talent into ueno bank’s customer experience team. These team members serve customers in both Spanish and Guaraní, fostering immediate connections built on empathy, trust, and shared experiences.
• Accessible and Secure Tools: Ongoing support through the virtual assistant “uendi” complements a fully integrated 360° experience.
