The general objective of this research was to determine how customer loyalty influences the positioning of the Proempresa financial company in the city of Huamachuco - 2017. The problem was: How customer loyalty influences Financial positioning Proempresa in the city of Huamachuco - 2017?. The population was formed by the 450 clients up to the present, whose sample was 59 clients; the data collection technique used was the survey whose instrument was the questionnaire. The research design that was used was nonexperimental transectional type correlational. After obtaining the respective results and being analyzed, the corresponding discussion was carried out, thus demonstrating the study hypothesis that "Customer loyalty has a positive influence on the positioning of Financiera Proempresa in the city of Huamachuco - 2017 ". The main conclusion is that customer loyalty has a positive influ...