Historical series Itaú Uniclass opens specialized consulting and immersive experience space on Avenida Paulista
Uniclass Space reinforces the strategy of supporting clients by making practical solutions and experiences tangible that accompany clients’ financial evolution
São Paulo, January 23, 2026 – Itaú Unibanco presents the Uniclass Space, an initiative that brings the Uniclass segment’s proposal to life through an integrated experience. Located on Avenida Paulista, the new venue, which is also open to the general public, spans approximately 400 m² and offers specialized service, immersive experiences, partner services, and practical demonstrations of how Itaú Uniclass connects with those who have already built a financial journey and continue to move forward.
More than just a service point, the Uniclass Space was conceived as a place for building relationships, listening, and exchange, where clients find support to plan decisions, organize projects, and easily access everything that is part of the Uniclass ecosystem.
“Retail banking is undergoing a major transformation, where people seek more simplification, digital autonomy, and qualified guidance with human support for complex decisions. It is in this context that the Uniclass Space was developed, to tangibly deliver what is already at the core of the segment’s value proposition: a close, consultative relationship connected to each client’s life stage. It’s an environment that will enhance conversations, support choices, and make the Uniclass experience even more complete, with the goal of promoting financial well-being,” says Beatriz Couto, Director of Itaú Uniclass.
A space that brings together the segment’s complete ecosystem
Designed to bring this banking ecosystem to life, clients will find in the Uniclass Space an environment that integrates financial guidance and immersive experiences in a fluid, connected way. The space serves as a convergence point for the integrated experience offered to clients, making the Uniclass value proposition more visible, accessible, and personal. Highlights include:
• Consultative service with specialized managers, private meeting rooms, and extended hours – including weekends.
• Interactive experiences that encourage financial planning and decision-making in a playful, tangible manner for everyone.
• Integration with digital channels, ensuring continuity of conversations that may have started on the bank’s other platforms.
• Dedicated areas that foster personalized, in-depth conversations to support needs like credit, foreign exchange, insurance, and other financial matters.
“Uniclass clients are generally people who have already consolidated important stages of their financial lives and are in a phase of growth. With the new space, they will be able to experience Uniclass in a complete way, understanding in practice how the bank can support their projects and choices, paving the way for them to make use of the entire Itaú Uniclass ecosystem,” adds Beatriz.
Experiences and partners
In addition to specialized financial consulting, the space offers immersive experiences and partner benefits that expand the bank’s role in the client’s daily life:
Minhas Vantagens: The “My Benefits” loyalty program comes to life through interactive installations, such as the Dream Simulator, which helps clients visualize their goals. Other activations showcase how a client’s relationship with the bank translates into real rewards.
Itaú Shop: The venue features the first physical Itaú Shop store in Brazil, offering a selection of products with special pricing, easy installment plans, and exclusive discounts for clients.
Travel Hub with Decolar: In partnership with Decolar (a leading travel company), the space provides a travel planning hub where clients receive specialized consultation to plan trips, access exclusive conditions, and turn travel plans into reality.
Café Biscoitê: An in-house Biscoitê café complements the experience, creating a welcoming atmosphere that invites clients to stay longer, engage in conversations, and build relationships – with exclusive perks for Uniclass clients.
“The Uniclass Space is an extension of our approach to customer service. It allows us to listen more, understand better, and continuously evolve the experience we offer. Our focus is to facilitate consultative conversations about goals, planning, and next steps in our clients’ financial lives,” comments Beatriz.
This initiative aligns with evolving customer behavior, as highlighted by the recent study “Consciência e Prosperidade: a nova relação do brasileiro com o dinheiro” (“Consciousness and Prosperity: the new relationship of Brazilians with money”), conducted by Itaú in partnership with Grupo Consumoteca. The study found that 67% of Brazilians expect their banks to be more consultative and 53% desire support for making smarter decisions. Meanwhile, 41% already view banks as strategic partners, whereas only 22% still see them as merely transactional institutions.
Benefits aligned with client needs
The Uniclass Space makes tangible the ecosystem of advantages available to Itaú Uniclass clients. Among the banking benefits offered through the Minhas Vantagens program are the waiving of the monthly account fee and the annual credit card fee for Visa Signature and Mastercard Platinum+ cards, as well as waivers of monthly fees for up to two electronic toll/parking tags, and perks such as up to 10 interest-free days on overdraft usage.
The Uniclass segment also provides enhanced rewards on credit cards (accelerated points accumulation) and special terms for products like mortgage loans. For clients with a higher level of engagement, additional benefits can include waivers of fees on premium credit cards (Infinite and Black tiers) and access to airport VIP lounges.
Beyond financial services, the Uniclass Minhas Vantagens program offers complementary benefits through partnerships across various categories – retail, mobility, entertainment, and health. Clients enjoy discounts on Itaú Shop purchases, special deals at fitness centers, offers on wellness services, access to mobility apps, discounts on streaming services, wine vouchers, car rental deals, and free online medical consultations, among others. These benefits (including seasonal promotions) vary according to the client’s relationship tier with the bank and the specific terms of each partnership.
Service:
Uniclass Space – Avenida Paulista, 329, São Paulo – SP.
Hours: Banking services: Monday to Friday, 10 a.m. to 7 p.m.
Other services: Monday to Friday, 10 a.m. to 7 p.m.; Saturday, Sunday and holidays, 10 a.m. to 4 p.m.
Events: Monday to Friday, 6 p.m. to 9 p.m.