The Southern region is growing on the B3 with individual investors and XP aims to expand its market

The number of stock market investors in Paraná has nearly doubled in the last five years, a move that highlights the discovery of the financial market. In January 2021, the state had approximately 201,600 active investors. By July 2025, this number jumped to over 390,200, representing a growth of approximately 92%. The amount invested by this group exceeds R$30.76 billion, according to a survey by B3 itself.

The trend isn't limited to Paraná . Across the entire Southern region, the number of individual investors grew 25% between 2021 and 2025, driven by increased financial power and the growing search for diversification. There are over 1 million investors in the region, with a volume exceeding R$86 billion invested in the stock market.

With this significant growth scenario, XP Inc. has intensified its commitment to the region. After a year of operating with Espaço XP in Paraná, the company has been consolidating its presence with a focus on personalized advisory services, portfolio monitoring, and a continuous transformation agenda.

Renato Sarreta, XP's partner and regional leader in the South, emphasizes that the company's investment reflects the region's enormous potential , the main area on the company's radar after the Southeast. Curitiba is the capital city with the second best business environment in the country, according to the Municipal Competition Index (ICM), published by the Ministry of Economy.

"The existence of a highly qualified target audience makes the region a laboratory for the company's operations," says Sarreta. The concept store opened in the Batel neighborhood, geared toward high-income and private consumers, has become a successful model for customer relations in the capital of Paraná.

"We have managed to establish a bond of trust with a demanding segment of the population." Sarreta also highlights the potential of Londrina (PR), where there is greater penetration in the automotive and agricultural sectors.

Financial education is a key factor in training investors

Regionalization is one of XP's pillars, founded in Rio Grande do Sul, a state with a strong investment culture. The long-term strategy is to achieve market leadership within a decade.

In addition to physical expansion, XP has been testing initiatives that foster financial literacy among the population, which, according to Sarreta, is one of the main drivers of the country's transformation. "We believe the country urgently needs more financial education," he emphasizes.

The company, which has been offering courses for 24 years, implemented the XP In Company program, which brings financial education lectures to the companies served by its offices, expanding workers' access to knowledge and the practice of conscious investments.

The firm's operations expanded in Curitiba through creative initiatives by the advisors themselves, such as holding a financial education talk aimed at children, with the participation of clients' children. The idea arose from an understanding of the family profile of the local investor base.

AI promises to boost the segment

Sarreta emphasizes that Brazil is experiencing a new transformative phase, only seen after the Plano Real, which boosted investment culture thanks to economic stability. The hot topic is Artificial Intelligence (AI) , which promises to accelerate this transformation.

The company, which has invested in areas dedicated to the use of AI, believes the tool will be crucial for the future of investments, combining knowledge and trust. "Intelligent access to information allows us to identify the needs of different investor profiles," says Sarreta.

“Technology has helped us increase our customer focus pillars, as relationships are the foundation of every business,” he adds.