nuam: a dedicated regional digital team of 20+ people to bring investing closer to young audiences

nuam is the regional holding born from integrating the stock exchanges of Colombia, Lima and Santiago. An integration that size needs a regional digital voice and a team that can sustain it. DataLab has been its agency since 2022 under a marketing staff augmentation model (dedicated services): people who work on the brand on an ongoing basis, backed by the rest of the DataLab team.

For many young people, investing in the stock market sounds distant, complex or reserved for experts. nuam's goal was to show that investing isn't out of reach and to bring financial topics and investment opportunities closer to a younger audience. And to do it across three markets at once, with a team that could scale with the operation without losing brand context.

If investment communication is dynamic, speaks the language of digital and rides current trends, young audiences engage with it and take the next step: asking how to invest. Doing that consistently takes a dedicated team, not an agency that shows up project by project.

The regional digital team grew past 20 people. Engagement rose 250% and the program generated 700+ investment opportunities. The readout: when investing is explained in the language of people just starting out, the conversation grows and turns into real intent.

A regional market needs a team that feels in-house. The dedicated model adds people without losing brand context, and it shows in how consistent the content is. Another takeaway: with young audiences, an approachable tone matters as much as an accurate number, and in finance you can't give up either one.