PicPay dedicated the entire month of May to organizational discussions about ethics, featuring executives, specialists, and employees across departments in programming designed to reinforce the company’s core values and decision-making principles. The initiative emphasized that in the financial sector, ethical conduct is not a competitive advantage but a fundamental prerequisite. These principles continue beyond the campaign as part of PicPay’s standard operating culture, applied across product development, conflict of interest management, customer relationships, and responsible technology implementation.