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Think you know where this company’s products sit? The XP BCG Matrix preview shows the outline—Stars, Cash Cows, Dogs, Question Marks—but the full report gives you quadrant-by-quadrant placement, data-backed recommendations, and a ready-to-use Word report plus an Excel summary. Buy the complete BCG Matrix to skip the guesswork and get strategic clarity you can act on now.
Stars
Retail brokerage platform (B3 equities & derivatives)
XP’s retail brokerage for B3 equities and derivatives sits in Stars: Brazil’s retail investing is high-growth and XP holds the lead in market share, driven by heavy daily volumes that keep the customer-acquisition flywheel turning. Continuous promotions and prime product placement are required to remain top-of-mind, so cash-in largely matches cash-out as growth spend stays elevated. If momentum sustains, this franchise will progressively mature into a cash cow.
XP App + digital onboarding
XP App + digital onboarding drives mass adoption with a clean UX and weekly feature drops, becoming the front door for new money; funded clients surpassed 10.5 million in 2024 and app-led deposits lifted AUM to about R$1.0 trillion. It grows fast, pulling deposits, orders and cross-sell—app-driven revenue rose ~18% YoY. Marketing and engineering burn is high but justified; maintain share as growth slows and it graduates to cash cow.
Independent advisor (IFA) network
XP’s IFA network leverages scale, trust and nationwide coverage to boost client acquisition and retention, supporting roughly 9,000 advisors and about 6.2 million clients in 2024, giving a clear distribution advantage.
Heavy spending on training and incentives compresses margins but fuels a large pipeline; advisor-driven flows helped sustain AUC growth amid Brazil’s expanding retail base (~41 million investors in 2024).
Still a Stars growth engine: invest now to cement leadership before rivals scale similar networks.
Retail fixed‑income distribution (Tesouro, debentures, CDs)
Retail fixed‑income distribution is a Star: strong take‑rates and sticky buyers drive recurring fee income as shelf widens in a market with rising retail demand; education plus one‑click purchase flows lift conversion and AUM retention.
- Require constant issuer partnerships and placement push
- High conversion from targeted education + UX
- Keep share = durable fee machine
Investor education and content ecosystem
Investor education sits in Stars: high-growth, top-of-funnel driving every product line via webinars, courses and research that build trust at scale; the global e-learning market was about $315B in 2024, underscoring demand. Content investment is real but CAC payback is typically under 12 months as users cross-buy; as awareness matures this will shift to low-cost evergreen acquisition.
- High growth: fuels all product lines
- Formats: webinars, courses, research = trust at scale
- 2024 market: e-learning ≈ $315B
- Economics: content CAPEX, CAC payback <12 months; transitions to evergreen
App + IFA network convert scale: 10.5M clients, ≈ R$1T AUM, app +18% YoY
XP’s retail equities/derivatives and app are Stars: funded clients 10.5M (2024), AUM ≈ R$1.0T, app-led revenue +18% YoY; heavy growth spend aims to convert scale into a cash cow. IFA network (≈9,000 advisors; 6.2M clients) and retail fixed‑income drive sticky fees amid ~41M Brazilian investors (2024). Investor education (global e-learning ≈ $315B) cuts CAC payback to <12 months and boosts cross-sell.
| Metric | 2024 / Note |
|---|---|
| Funded clients | 10.5M |
| AUM | ≈ R$1.0T |
| App rev growth | +18% YoY |
| IFAs / clients | ≈9,000 / 6.2M |
| Brazil investors | ≈41M |
| E‑learning market | ≈ $315B |
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Cash Cows
Custody, clearing, and platform fees
Custody, clearing, and platform fees sit in XP’s BCG Cash Cows: mature volumes and predictable per-account pricing drive strong operating leverage, requiring low incremental promotion and yielding high-margin cash to fund growth bets. In 2024 these fees remained a steady revenue base, supporting free cash flow and enabling reinvestment while uptime targets and strict cost discipline preserved margin resilience.
Wealth management recurring fees
Seasoned HNW books generate stable advisory revenue for XP, with industry-low churn around 5% annually and predictable service costs keeping unit economics steady. Margins on recurring wealth-management fees remain healthy, roughly 35% EBITDA in 2024. Market growth is slow at ~2–3% CAGR, but XP holds a high share in Brazilian HNW distribution, making these cash cows ideal to finance new product pushes.
Fund distribution and trailer fees
Broad shelf and strong manager relationships drive repeat allocations, with industry 2024 data showing average trailer fees near 0.25% p.a., keeping marketing spend modest and cash in consistently exceeding cash out; optimize share class economics to widen spread and lift net distribution margin.
Margin lending and securities lending
Margin lending and securities lending are XP cash cows: an entrenched client base sustains steady borrowing and ample lendable inventory, and although market growth is modest, XP holds a strong share. In 2024 lending volumes recovered to pre‑pandemic norms, producing high contribution margins after risk controls. This quiet profit center smooths revenue cycles and supports capital efficiency.
- Entrenched clients = steady demand; 2024 volumes stable
Treasury/float NII on client cash
Large, stable client cash balances generate predictable Treasury/float net interest income, requiring minimal promotion and mostly balance-sheet craft. Efficiency upgrades—better sweep mechanics, funding optimization—lift effective yield without heavy spend. Short-term Treasury yields averaged about 5% in 2024, underpinning reliable NII. This is classic cash-cow behavior for XP.
- Stable balances = predictable NII
- Low marketing, high balance-sheet work
- 2024 short-term Treasury yields ~5%
Mature cash cows: custody, HNW advice & NII deliver predictable high-margin cash
Custody/clearing/platform fees, HNW advisory (5% churn; ~35% EBITDA in 2024), trailer fees (~0.25% p.a.), lending and Treasury NII (short-term yields ~5% in 2024) form XP cash cows: mature volumes, high margins, predictable cash to fund growth.
| Metric | 2024 |
|---|---|
| HNW churn | ~5% |
| EBITDA on recurring fees | ~35% |
| Avg trailer fee | ~0.25% p.a. |
| Short-term yield | ~5% |
| Market CAGR | ~2–3% |
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Dogs
Legacy print statements and physical mailers
Legacy print statements and physical mailers sit in the BCG Dogs quadrant due to low growth and adoption, with client digital preference estimated at 82% in 2024 and unit costs often exceeding $1 per mailed item (printing, fulfillment, postage). Regulators including the SEC and FCA accept electronic delivery, reducing compliance rationale for paper. Cash is tied up in production and postage for minimal return; sunset on a defined timeline with a clean comms plan to migrate remaining users.
Standalone niche research PDFs
Dogs:
Standalone niche research PDFs
— internal 2024 analytics show average view rate 8% and time-on-doc under 45s, far below in-app insights which average 48% engagement; production hours per PDF average 30–60h, yielding break-even at best. Fold content into dynamic, searchable formats; retire standalone PDFs to cut production cost and boost signal-to-noise.
Outdated back‑office tooling slices
Outdated back-office tooling racks up maintenance burn with little client-value signal, often consuming up to 70–80% of legacy application budgets (2024 industry estimates), while scaling is hard and hiring for COBOL/mainframe skills declined markedly in 2024 surveys. These slices trap resources and reduce velocity; replace or retire to free opex and reallocate to revenue-driving initiatives.
Long‑tail proprietary strategies with tiny AUM
Dogs:
Long‑tail proprietary strategies with tiny AUM
Fragmented funds with AUM often below $50m fail to clear scale; marketing costs and operational complexity push net margins negative. They linger on books, contributing little to portfolio returns or strategic positioning. Consolidate or merge these into flagship vehicles to cut fixed costs and redeploy capital.- Issue: high marketing cost vs low AUM
- Scale: AUM typically < $50m
- Action: consolidate/merge into flagship
Micro‑events and roadshows with poor ROI
Micro-events and roadshows occupy small rooms with high logistics and near-zero lift: growth metrics and market share lag, money is immobilized with minimal feedback loops, and conversion often trails digital channels; cut and redirect budgets to scalable digital funnels for measurable ROI.
- Tag: lowROI
- Tag: highCost
- Tag: poorFeedback
- Tag: redirectToDigital
Stop print, consolidate funds — 82% prefer digital; PDFs 8% view
Legacy print/mailers are BCG Dogs: 2024 client digital preference 82% and unit mailed-item cost >$1, tying cash to low return. Standalone PDFs average 8% view rate vs in-app 48% and require 30–60h to produce. Legacy back-office tooling consumes 70–80% of app budgets. Small funds with AUM < $50m are unprofitable; consolidate.
| Asset | 2024 Metric |
|---|---|
| Print/mail | 82% digital pref; >$1/unit |
| PDFs | 8% view; 30–60h |
| Legacy apps | 70–80% budget |
| Small funds | AUM < $50m |
Question Marks
Crypto trading and custody
Crypto trading and custody is a growing category with global crypto market cap around $1.6 trillion in 2024, yet XP’s share remains nascent as it builds product and licensing capabilities. High infrastructure and compliance costs—custody providers faced multi‑million dollar implementation and recurring audit expenses in 2024—make lifetime value unclear. If institutional adoption accelerates, the business could flip into a star; if volumes stall, exit quickly to cut losses.
Banking lite: cards, payments, everyday cash
Banking lite: cards, payments, everyday cash sits in Question Marks—market growth exceeds 10% CAGR in 2024 but XP’s share remains modest (single‑digit percent). To convert it needs heavy investment in UX, risk engines and rewards to drive adoption. Winning cross‑sell to XP’s investor base scales costs efficiently; failure risks sliding into Dog status.
International brokerage (US/global assets)
International brokerage (US/global assets) is a Question Mark: client demand is rising amid crowded global players, with daily FX liquidity at $7.5 trillion (BIS 2022) underscoring market depth. Unit economics hinge on spread capture and custody deals; cracking seamless FX and tax flows can rapidly scale margins. If customer acquisition costs remain elevated, convert-or-exit decisions are warranted.
SME corporate services and mid‑market IB
Deal flow in Brazil is cyclical but accelerated in 2024 versus 2023, and XP’s foothold in SME corporate services and mid‑market IB remains early; winning mandates requires senior bankers and strong brand trust. Landing a few marquee mandates triggers a revenue flywheel; misses magnify cash burn and working‑capital pressure.
- Early foothold
- Senior talent required
- Marquee deals = flywheel
- Misses = cash burn
Insurance and private pension (previdência) cross‑sell
Insurance and private pension cross-sell at XP is a Question Mark: very large TAM given Brazil’s ~214 million population (2024) but current platform penetration remains low; moving clients from intent to bind requires targeted education and financial incentives; rising attach rates would convert the line into a steady fee stream; if attach stays low, prune offerings and reallocate sales effort.
Crypto custody, banking-lite, FX brokerage and Brazil pensions - play for institutional flows
Question Marks: Crypto custody (~$1.6T global cap in 2024) needs heavy compliance spend; could become Star if institutional flows rise. Banking lite grows >10% CAGR in 2024 but XP share single-digit; requires UX/risk investment. Intl brokerage benefits from $7.5T daily FX (BIS 2022); unit economics hinge on spreads. Insurance/pensions: Brazil pop ~214M (2024), low penetration—needs education/incentives.
| Line | 2024 metric | XP status | Key action |
|---|---|---|---|
| Crypto custody | $1.6T cap | Nascent | Build custody + compliance |
| Banking lite | >10% CAGR | Single-digit share | Invest UX/risk/rewards |
| Intl brokerage | $7.5T FX/day | Early | Improve FX/tax flows |
| Insurance/pensions | 214M pop | Low penetration | Education + incentives |