from Mexico to Latin America – El Financiero

Mexico became the ‘beachhead’ of Vanguard Latin America, being the headquarters for the region of the largest provider of investment funds in the world, which manages 8.3 billion dollars.

The responsibility falls on Juan Hernández, CEO of Vanguard in Mexico, where the firm manages about 15 billion dollars.

Vanguard has the connotation of being the low-cost provider, since every time it generates a profit, it returns it to its customers through lower commissions.

Vanguard began operating in Mexico in 2009, but it was until 2017 when it opened its office here to offer a better service and cover all clients, not only large investors, known as institutional investors, including Afores and Seguros.

It was the first office that Vanguard opened in Latin America and also in an emerging market. In fact, it opened offices in Mexico and China at the same time.

One of the main reasons why Varguard came to Mexico to offer products and services to the entire market is macroeconomic stability, which was achieved with the independence of the central bank, a very prudent monetary policy and a fiscal policy very well managed by the Secretary of Finance.

There are a couple of other things that Vanguard de México really likes. One is the pension system, which transitioned to a mandatory defined contribution regime and which will be strengthened with last year’s reform.

The other is that Mexico still has a population bonus and a growing middle class with little penetration of banking or financial services, in which there is more and more saving capacity and purchasing power.

“I believe that we are more constructive in Mexico than the Mexicans,” says an optimist Juan Hernández.

Will the finances of Mexicans improve in 2022?

The survey “Economic Well-being and Attitudes on Financial Decision Making 2021 ″, carried out by the market research company Ipsos MORI on behalf of Provident, which David Parkinson directs in Mexico, reveals that six out of 10 Mexicans indicated that they trust their finances improve by 2022., this before it was announced that the end of the year and the January slope could be more complicated due to higher inflation forecasts than expected.

According to the study, 27 percent of the Mexicans surveyed responded that their financial situation will be “much stronger” and 34 percent that it will be “somewhat stronger” in the next 12 months; while 18 percent said that they consider that their economic context will be similar and only 16 percent foresee that their finances will be weaker.

When asked about how they compare their financial situation a year ago, 15 percent indicated that their finances were much stronger than now, 26 percent that they were a little stronger, while 28 percent considered that they are in a similar situation. , 14 percent who were slightly weaker and 11 percent said they were much weaker.

It is striking that 64 percent of those who believe that their economic situation will be stronger in the next 12 months, say that they have little or no money available at the end of the month; while 38 percent said they do not trust the knowledge they have about financial products or services.

Word of Mouth Advertising Increases Confidence: Nielsen Media

Nielsen released the results of the “Trust in Advertising 2021”, which in its recent edition adds new types of advertising activity, such as sponsorships at sporting events or the role of influencers.

According to this study, “word of mouth” advertising that probes opinions of real consumers published online, pages with a strong brand identity and sports sponsorships, are the three types of advertising with the highest confidence on the part of the user. .

It is striking that ads with sexual themes generate less resonance, contrary to humorous advertising, which hooks Mexicans more. In addition, 81 percent of the people surveyed trust sports sponsors, but not so much in the products advertised by influencers, where the number drops to 71 percent. A report to keep an eye on.

– .