2022-07-152022-06-022022-07-152022-07-15http://localhost:8080/handle/prefix/3333In the midst of an increasingly competitive business scenario, with the need to seek and, mainly, to retain customers, implementing tools that can help in the competitiveness of companies becomes a differential today. With regard to the studied brand, Itaú Unibanco, a Brazilian private financial institution, widely recognized for its customer relationship, which invests in technology and a great supporter of cultural and social actions. , becoming the largest bank in the country, and the main financial group in the Southern Hemisphere. Thus, it became part of the list of the 20 largest financial institutions in the world (ITAÚ, 2016). As proposed, we will use the case of the acquisition of XP Investimentos by Itaú Unibanco.Acesso AbertoMercado FinanceiroCNPQ::CIENCIAS SOCIAIS APLICADASRelatório de Pesquisa