# Startup spirit in a traditional industry: Unleashing innovation at Banco Itaú with Priscila Bezerra

### About this export

| Field | Value |
| --- | --- |
| **content_type** | standalone_content |
| **platform** | contentstack-academy |
| **source_url** | https://www.contentstack.com/academy/content/start-up-spirit |
| **slug** | start-up-spirit |
| **title** | Startup spirit in a traditional industry: Unleashing innovation at Banco Itaú with Priscila Bezerra |
| **markdown_file_url** | /academy/md/content/start-up-spirit.md |
| **generated_at** | 2026-05-04T05:36:57.751Z |

> **Academy MD v3** — standalone Academy content entry (not a multi-lesson course export).

## Overview

### Description

Creating change is hard. Creating change inside a traditional bank? That's a whole other level of hard. Today's guest is [Priscila Bezerra](https://www.linkedin.com/in/pribr/), Head of Martech and Digital Acquisition at [Banco Itaú](https://www.itau.com.br/). In this episode, she unveils the secrets behind instituting change inside a century-old banking institution with over 100,000 employees.  
Priscila shares invaluable lessons on embracing a startup mindset, taking calculated risks, and identifying strategic starting points in a composable transformation journey. Hear her advice from a four-year transformative journey that is helping to redefine traditional banking. This episode is a masterclass in innovation and change management.  

#### Timestamps:

  
01:16The challenges of innovation in a century-old bank04:25Building the martech foundation at Banco Itaú06:03Deciding where to start with composable: Overcoming cultural and operational hurdles  
11:37The Importance of "the people part" in technology transformation18:00Creating a startup mentality in a traditional bank21:24How the perception of martech has shifted inside the business, four years later  
24:49The importance of preserving the "startup" mindset after initial successes28:52Advice on maintaining personal motivation and choosing your battles

## Supplement for indexing

### Content summary

Creating change is hard. Creating change inside a traditional bank? That's a whole other level of hard. Today's guest is Priscila Bezerra (https://www.linkedin.com/in/pribr/), Head of Martech and Digital Acquisition at Banco Itaú (https://www.itau.com.br/). In this episode, she unveils the secrets behind instituting change inside a century-old banking institution with over 100,000 employees. Priscila shares invaluable lessons on embracing a startup mindset, taking calculated risks, and identifying strategic starting points in a composable transformation journey. Hear her advice from a four-year transformative journey that is helping to redefine traditional banking. This episode is a masterclass in innovation and change management. Timestamps: 01:16The challenges of innovation in a century-old bank04:25Building the martech foundation at Banco Itaú06:03Deciding where to start with composab

### Retrieval tags

- Contentstack Academy
- start-up-spirit
- standalone content

### Indexing notes

Single-page standalone entry; index as one primary chunk. Slug: start-up-spirit.

### Asset references

_No image or video thumbnail URLs were extracted._

### External links

| Label | URL |
| --- | --- |
| Contentstack Academy home | `https://www.contentstack.com/academy/` |
| Training instance setup | `https://www.contentstack.com/academy/training-instance` |
| Academy playground (GitHub) | `https://github.com/contentstack/contentstack-academy-playground` |
| Contentstack documentation | `https://www.contentstack.com/docs/` |
| Priscila Bezerra | `https://www.linkedin.com/in/pribr/` |
| Banco Itaú | `https://www.itau.com.br/` |