In this paper, the role played by neurolinguistic programming in the money transfer market in Colombia is critically analyzed. It is in this framework that we reflect on how entrepreneurs have understood that the mind of the consumer must be seduced by different means to increase their sales, have a greater participation in the market and be more competitive. The aforementioned takes as a starting point the definition of the neurological strategy of its etymology, continues with the appropriation of the NLP entrepreneurs to apply it in business and finally analyzes the case of Efecty as an aggressive competitor in the money transfer market in Colombia.