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Ita? Unibanco Holding
How is Itaú Unibanco redefining its sales and marketing for the future?
The Feito de Futuro rebrand (2024–2025) shifted Itaú Unibanco from legacy bank to tech-driven platform, using global ambassadors to signal modernity while preserving trust. The bank leverages phygital channels and data-led marketing to capture younger, digital-first customers.
Itaú pairs a dense branch network with a massive digital stack, using AI for personalized offers, CRM-driven sales funnels, and premium-brand campaigns that sustained recurring net income of R$40.7 billion in 2025. See Ita? Unibanco Holding Porter's Five Forces Analysis
How Does Ita? Unibanco Holding Reach Its Customers?
Itaú Unibanco's sales channels blend a dominant digital engine with a streamlined physical presence, centering on the Itaú Super App and specialized digital platforms while maintaining advisory-focused branches and a strong Wholesale direct-sales force.
Omnichannel core
The Itaú Super App served over 32 million active users in 2025 and is the primary channel for customer acquisition and product distribution.
Digital product sales
More than 70 percent of retail products—personal loans, insurance, investment funds—are sold through digital channels, driven by in-app offers and cross-sell algorithms.
Specialized platforms
Platforms like íon target investment customers; B2B and SME portals support commercial clients with tailored workflows and digital onboarding.
Phygital branches
Network optimized to approximately 2,500 branches in 2025, repurposed as advisory centers for complex sales and relationship management.
Digital-first distribution is complemented by direct Wholesale sales, retailer and automaker partnerships for point-of-sale financing, and co-branded cards that sustain consumer finance share.
Channel performance highlights
Sales channel metrics emphasize digital conversion, advisory-led branch sales for high-ticket products, and targeted corporate coverage for Wholesale Banking.
- Super App active users: 32 million (2025)
- Share of products sold digitally: 70%+
- Branches optimized to: ~2,500 (2025)
- Strategic partnerships for POS financing and co-brand cards maintain strong consumer finance penetration
See further context on target segments in the article Target Market of Ita? Unibanco Holding.
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What Marketing Tactics Does Ita? Unibanco Holding Use?
Itaú Unibanco's marketing tactics combine data-driven hyper-personalization, heavy MarTech investment and a digital-first performance approach to drive acquisition and retention across retail and corporate segments.
AI-powered CRM
By 2025 the bank has fully integrated AI into CRM for real-time segmentation and personalized offers tied to spending patterns and life stages.
Search and SEO focus
Significant investment in SEO and paid search captures intent-based traffic for credit, investment and insurance queries.
Social lead generation
Instagram, TikTok and LinkedIn are used as direct lead channels via influencers and targeted video content to boost customer acquisition.
Mass media reach
Prime-time TV and sponsorships of events such as Rock in Rio and the Miami Open maintain brand positioning and broad reach.
Thought leadership content
The Itaú Views platform delivers economic analysis and financial education, reinforcing the bank's role as a thought leader for investors and strategists.
Innovation in engagement
Retail media, in-app gamification and experimentation with new formats drive higher engagement and cross-sell conversion rates.
Performance and spend
The combined approach balances brand and performance: the bank spends upwards of 2 billion Reais annually on marketing and communications to secure dominant share of voice and support Itaú Unibanco sales strategy and Itaú Unibanco marketing strategy.
- AI-driven personalization increases offer conversion by up to 20–30% in targeted segments (internal 2024–25 campaign benchmarks).
- Paid search and SEO account for a majority of digital acquisition for loans, investments and insurance-related keywords.
- Social platforms contribute a fast-growing share of new retail clients through short-form video and influencer funnels.
- Content channels like Itaú Views improve institutional trust and support B2B marketing for corporate banking clients.
Key tactical priorities align with the broader Itaú Unibanco business strategy: optimize customer lifetime value, accelerate digital transformation in sales and marketing, and sustain mass-market brand presence while using precise performance channels for conversion; see further context in Competitors Landscape of Ita? Unibanco Holding.
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How Is Ita? Unibanco Holding Positioned in the Market?
Itaú Unibanco positions itself as Brazil's gold standard in banking, blending institutional stability with tech-driven innovation under the core message 'Feito com você' to deliver seamless, customer-centric experiences across channels.
Core positioning
The brand emphasizes partnership and trust, promising security from scale and agility from digital investment, distinguishing its Itaú Unibanco marketing strategy from digital-only challengers.
Visual identity
In 2024 the orange-and-blue palette was modernized to a more digital, fluid aesthetic, reinforcing a tech-forward reputation while retaining high recognizability.
Segmented brands
Multi-tiered branding includes Itaú Personnalité for HNW clients, Itaú Uniclass for emerging upper-middle customers, and the core Itaú for mass-market accessibility and reliability.
ESG integration
Itaú Unibanco integrates ESG into positioning; ESG initiatives support trust and appeal to younger investors and sustainability-focused customers, contributing to brand differentiation.
Market perception and performance metrics further validate positioning and inform the Itaú Unibanco sales strategy and Itaú Unibanco customer acquisition efforts.
Trust and ranking
In 2025 brand perception surveys consistently ranked Itaú as Brazil's most trusted bank; the bank frequently wins Top of Mind awards in banking categories.
Digital adoption
By 2024–2025 digital channels handled the majority of retail transactions, supporting cross-selling and Itaú Unibanco digital marketing initiatives that raised active digital customers by double digits year-over-year.
Product suite advantage
Positioning stresses a comprehensive service suite—retail, wealth, corporate and insurance—enabling cross-sell rates that exceed many digital challengers and bolster lifetime customer value.
Customer segments
Targeted branding supports differentiated acquisition funnels: premium advisory for Personnalité, hybrid service for Uniclass, and high-accessibility journeys for mass retail.
Security and scale
The message of large-institution security complements innovation claims, reducing churn risk and aiding corporate and SME trust in financial relationships.
Reference analysis
For a detailed examination of how these elements feed into broader strategy see Growth Strategy of Ita? Unibanco Holding.
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What Are Ita? Unibanco Holding’s Most Notable Campaigns?
Key Campaigns highlight how Itaú Unibanco sales strategy and marketing strategy blend legacy with innovation, notably through the 2024–2025 centenary 'Feito de Futuro' effort and long-running social impact work like Leia para uma criança, driving brand positioning and digital marketing engagement across generations.
100 Years Campaign (Feito de Futuro)
Launched late 2024 and extended through 2025 to mark the centenary, the campaign paired global stars and local icons to signal continuity and renewal, boosting brand favorability among Gen Z and Millennials.
Celebrity-led creative reach
High-profile talent including Madonna, Jorge Ben Jor and Ronaldo generated massive reach; the Madonna film alone delivered hundreds of millions of impressions across social and TV.
Leia para uma criança (Read to a Child)
Ongoing CSR initiative that doubles as a brand-building tool, enhancing cultural relevance and emotional loyalty while supporting long-term customer retention metrics.
Measured impact beyond sales
Campaign ROI tracked via brand equity scores and engagement; beyond short-term product sales, marketing lifts include improved Net Promoter Scores and demographic penetration.
Key tactical takeaways for Itaú Unibanco marketing strategy and Itaú Unibanco sales strategy follow below, showing how campaigns translate to competitive advantage and customer acquisition.
Brand positioning via scale and trust
Large-scale campaigns emphasize safety and ecosystem breadth, reinforcing premium status while countering fintech disruption in customer acquisition.
Digital marketing amplification
Social-first assets—short films and influencer activations—drove hundreds of millions of impressions and increased digital engagement among target cohorts in 2025.
Emotional loyalty through CSR
Leia para uma criança strengthens lifetime value and cross-sell potential by linking social impact to everyday banking relationships.
Cross-channel measurement
Success metrics combine brand equity, share-of-voice, and product uptake rather than isolated attribution to credit cards or accounts alone.
Local culture + global stars
Mixing international celebrities with Brazilian cultural icons preserved authenticity while expanding international visibility.
Competitive defense vs fintechs
Campaigns are used tactically to remind consumers of institutional scale, full-service offerings and regulatory oversight advantages.
Operational outcomes and KPIs
Reported effects in 2025 included strong brand lift and digital reach, with specific impacts observed across acquisition and engagement metrics.
- Centenary film assets generated hundreds of millions of impressions
- Noticeable increase in brand favorability among Gen Z and Millennials
- CSR program improved community engagement and retention indicators
- Integrated measurement focused on brand equity and long-term CLV
For historical context and deeper company background related to these campaigns see Brief History of Ita? Unibanco Holding
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- What is Customer Demographics and Target Market of Ita? Unibanco Holding Company?
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