Open Finance para fortalecer la colocación de tarjetas de crédito en Banco GNB Sudameris

Abstract

Open Finance has become one of the most relevant initiatives in the digital transformation of the financial sector, as it enables the secure and authorized sharing of information, subject to user consent, through application programming interfaces (APIs). In Colombia, its implementation presents significant opportunities for financial institutions, while also requiring the resolution of regulatory, technological, and strategic challenges in a market where the effective use of data is increasingly becoming a source of competitive differentiation. This article analyzes how Open Finance can support credit card origination and placement at Banco GNB Sudameris through three main elements: the review of market opportunities, the diagnosis of the product, and the formulation of data-driven commercial strategies. The research was developed using a qualitative approach with a descriptive scope, based on specialized literature, regulatory documents, industry reports, and institutional information related to digital transformation in the financial sector. Selected good practices from the PMBOK Guide were also used to support the organization of the study, particularly to define its scope, structure the information, and organize the findings. The analysis concludes that Open Finance can become a strategic enabler for Banco GNB Sudameris, provided that its adoption goes beyond regulatory compliance and is supported by technological capabilities, robust data governance, change management, and clear mechanisms to protect customer information.