In 2022, Itaú—the largest bank in Latin America—launched Itu, its first fully digital B2C product in Chile. The product was built on a clear differentiation strategy grounded in three simple pillars, deeply connected to insights from research with Chilean consumers: everyday simplicity, transparency that builds trust, and education that empowers financial autonomy.

A key part of this strategy is Chanchitus—digital money spaces that allow customers to separate and organize funds for different goals. More than following a trend among digital banks, Chanchitus respond to a common local behavior of using multiple banks to segment money, enabling customers to manage their finances within a single app while maintaining a unified financial view.