Company: DMA - Digital Made Accessible
Company Description: DMA – Digital Made Accessible is a Swedish-Israeli company that arrived in Brazil in 2018, offering innovative call digitization solutions. Its technology converts call center interactions into smartphone visual menus, simplifying self-service. With 150+ clients, including Itaú and Natura, it reaches 130M smartphones. In 2024, Protect Call blocked 6M+ fraud attempts in nine months.
Nomination Category: Customer Service & Call Center Awards Achievement Categories
Nomination Sub Category: Best Use of Technology in Customer Service - Financial Services Industries
 Nomination Title: How Itaú Reduced Phone Fraud by 50% with DMA’s Protect Call
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the nominated achievement since July 1, 2022, OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions for this category, provide them in the spaces below.
- Briefly describe the nominated organization: its history and past performance (up to 200 words):
Total 171 words used.
Itaú Unibanco is one of the largest banks in Latin America, recognized for its innovation and leadership in the financial sector. With a customer base exceeding 70 million, a network of over 3,000 branches, and 39,000 ATMs, the bank is valued at USD 60.1 billion, making it Brazil's most valuable brand, worth USD 8.4 billion according to Brand Finance.
The bank plays a strategic role in Brazil's economy as one of the leading agents of credit and financial inclusion. However, Brazil faces an alarming scenario of digital fraud. In 2023, the country recorded a 35% increase in digital crimes, particularly fake call center scams, where fraudsters spoof phone numbers to deceive customers and steal sensitive information.
By March 2024, Itaú reported 22,000 cases of phone fraud per month, with average losses of BRL 4,000 per victim, resulting in monthly damages of BRL 88 million (~USD 15 million). This scenario highlighted the urgent need for advanced technological solutions to protect customers and safeguard the bank’s reputation.
- Outline the nominated achievement since July 1 2022 that you wish to bring to the judges' attention (up to 250 words):
Total 188 words used.
Committed to providing the safest experience for its customers, Itaú implemented the Protect Call solution, developed and patented by DMA, in April 2024. This innovative technology blocks fraudulent calls before they reach customers, preventing social engineering attempts by scammers. Additionally, a visual alert on the smartphone screen informs customers about the attempted scam, increasing their awareness.
The implementation was completed in just two weeks, thanks to the bank's efficiency and the flexibility of DMA’s solution. Protect Call leverages a collaborative business community of over 160 companies. DMA's SDK is embedded in the apps of these companies, covering more than 130 million smartphones across Brazil. This network enables continuous sharing of information about fraudulent numbers, enhancing the system’s collective intelligence and speeding up the identification of new threats.
Since its implementation, Itaú has reduced phone fraud by 50%, saving millions in losses and strengthening its reputation as a leader in digital security. The solution also garnered extensive media coverage, with over 45 articles highlighting its positive impact on the financial sector.
Protect Call has set a new standard for phone fraud security, fostering a safer digital environment for all.
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 118 words used.
The following materials have been attached to support the claims made in this case:
- Case presentation in PowerPoint (PDF): Includes visual aids to facilitate case evaluation.
- Demonstration video of Protect Call: Shows how the technology blocks fraudulent calls in real-time, highlighting the system's effectiveness. you can also watch video here: https://drive.google.com/file/d/1gPjxeRD6tK4g0oUcIngoFhRrmvuVmtON/view?usp=drive_link
- Screenshot of the Itaú app: Displays the Protect Call enable/disable functionality, emphasizing transparency and customer education.
- Spreadsheet with 45 press articles: Validates the positive media coverage and the solution's impact on the Brazilian financial market.
These materials underscore the effectiveness and relevance of Protect Call, showcasing its role in reducing fraud, protecting customers, and strengthening Itaú's reputation as a leader in digital security.
- Explain why the achievement you have highlighted is unique or significant. If possible compare the achievement to the performance of other players in your industry and/or to the organization's past performance (up to 250 words):
Total 210 words used.
Brazil is one of the most affected countries by digital fraud worldwide, with criminals using advanced "spoofing" techniques to disguise phone numbers and deceive customers. A recent survey by Opinion Box and Mobile Time portal revealed that 65% of smartphone users in Brazil have received fraudulent calls from fake bank call centers, with 25% disclosing personal information and 16% suffering financial losses.
Before implementing Protect Call, Itaú faced monthly losses of BRL 88 million (~USD 15 million) due to phone fraud. DMA's innovative solution made Itaú a pioneer in real-time, preventive blocking of fraudulent calls, eliminating the possibility of scams before they occur.
While other banks rely on reactive measures, Itaú stood out with a proactive approach. By integrating Protect Call into its digital ecosystem, Itaú reinforced its position as a leader in the financial market and increased customer trust.
The partnership with DMA's B2B community, connecting over 160 companies, amplified Protect Call's impact, enabling rapid adaptation to new fraud patterns and protecting millions of users.
This initiative demonstrates Itaú's leadership in digital security, setting it apart from competitors and redefining protection standards in the financial sector. With measurable impact, cutting-edge technology, and an unwavering focus on customer protection, Itaú reaffirms its commitment to innovation and a safer financial ecosystem.
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