Itaú Unibanco is taking a significant leap forward in enhancing its digital banking experience by launching a new superapp, which integrates multiple applications into a single platform. This initiative introduces new features designed to simplify everyday banking tasks for both account holders and non-account holders alike, providing hyper-personalized services that cater to individual needs.
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The new superapp marks a critical phase in Itaú's broader strategy to revamp its digital experience, offering customers a more integrated and user-friendly platform. Among the key innovations are the introduction of new hubs for Cards and Payments, along with features aimed at streamlining financial transactions via Pix and improving overall financial management.
Estevão Lazanha, Director of Digital Channels and Beyond Banking at Itaú Unibanco, highlighted the bank's commitment to this transformation. He noted that the superapp will allow approximately 15 million customers to transition to a unified platform, enhancing usability and providing a full banking experience that is unmatched in the market. With the extensive use of data and artificial intelligence, customers will benefit from hyper-personalized journeys tailored to their unique needs and profiles.
The new hubs within the superapp are designed to offer greater agility and autonomy in managing daily financial tasks. These areas were co-created with customer input to ensure that the solutions developed are aligned with real-world needs. Notable features include the ability to use credit card limits for Pix transfers, pay bills in installments, and allocate funds toward various financial goals, thereby simplifying personal financial planning.
Rubens Fogli, Director of Cards, Accounts, and Payments at Itaú Unibanco, emphasized that these innovations are a direct result of the bank's internal transformations. The superapp is set to deliver a seamless, comprehensive banking experience, functioning as a financial management consultant for everyday needs.
The Cards Hub allows customers to manage their credit cards more efficiently, with intuitive tools for viewing transactions, splitting payments, and anticipating future expenses. Meanwhile, the Payments Hub consolidates all financial obligations in one place, enhancing cash flow management with AI-driven alerts and personalized recommendations.
Additionally, the new Pix Credit feature offers a way for customers to use their credit limits for instant transfers, helping them manage their resources more effectively without dipping into available account funds. The superapp also introduces a “Guardar Dinheiro” feature, allowing users to easily set aside money for specific goals, such as a trip or vehicle purchase, with better returns than traditional savings accounts.
Itaú’s superapp is now available to a select group of customers, with plans to roll out these features to all users soon. The initiative represents a significant milestone in Itaú Unibanco’s ongoing efforts to deliver cutting-edge digital banking solutions tailored to the evolving needs of its customers.
