For decades, the term "clientes" (clients) in the educational publishing sector referred simply to schools and parents purchasing textbooks. However, in the modern landscape, (a flagship brand of PRISA Group) has redefined this relationship. This paper analyzes how Santillana has transitioned from a traditional content provider to a comprehensive educational solutions partner. By leveraging digital ecosystems like the Compartir platform, Santillana has created a sticky, value-added relationship with its clients—ranging from government ministries to private institutions and families—ensuring retention in a highly competitive and digitizing market.