Historical series Itaú Unibanco launches a new area dedicated to benefits and experiences in the Superapp
The “Pra Você” area makes it easier to access benefits, deals, and experiences and is now available for Itaú customers to use.
São Paulo, December 2025 – In another move to enhance the customer experience and strengthen its beyond banking strategy, Itaú is introducing the new “Pra Você” (For You, in Portuguese) area in its Superapp. This new feature centralizes, in a single place, all the exclusive opportunities, benefits, and offers available to bank customers, bringing together experiences that go beyond traditional financial services and making access to these benefits simpler, more visible, and integrated.
Located on the app’s home screen, the area reorganizes initiatives that were previously spread across different menus, offering a clearer and smoother journey. Here, customers will find Itaú Shop, with daily deals and selected collections; Airline Tickets, with inspiration and possibilities for purchasing trips and experiences; benefits from the Minhas Vantagens (My Advantages, in Portuguse) program and credit cards; as well as exclusive editorial content for the Itaú Personnalité segment, such as special event coverage and insights from the Investment Center. The space also concentrates after-sales services, allowing users to track orders, points, and the progress of their shopping or travel journeys.
“The ‘Pra Você’ area was born from our vision of delivering even more value to customers in a practical and relevant way. By concentrating benefits and experiences in one place, we make it easier for them to discover what they are already entitled to as Itaú customers and expand our presence in different moments of their lives, beyond banking,” says Michele Vita, Itaú Unibanco’s Director of Beyond Banking.
With this new feature, Itaú reinforces the Superapp’s value proposition by integrating lifestyle, marketplace, and content into a unique, simple, and personalized experience. This move also broadens the bank’s presence in customers’ daily lives, offering more convenience and strengthening its relationship with the Itaú ecosystem.