The purpose of this paper is to discuss how the bill n. 3.076/2020, which establishes the Programa Universidades e Institutos Empreendedores e Inovado-res - Future-se, whose first draft was presented in 2019, can be understood in the context of neoliberal policies that foster values such as competitiveness, individual initiative, entrepreneurship and innovation. By proposing a reform of these edu-cational institutions, bringing them closer to the private corporate sector, the bill shows how values and norms associated with market economy are gaining promi-nence in the field of education.