Ethan Eismann’s priority at Nubank is to offer the ‘best financial experience in the world’

São Paulo, September 29, 2025 – Ethan Eisemann, who recently joined Nubank as the company’s inaugural Chief Design Officer, states that his mission is to provide customers with a powerful, emotional, and positive experience related to their money. His first priority is to ensure the Nu app is the best financial experience in the world. This goes beyond guaranteeing uninterrupted and fluid services: for him, good design empowers the customer to make better financial decisions. 

In a new episode of Nu Videocast, Eismann describes how he was attracted by Nu’s mission and the company’s true dedication to design, which is underscored by the decision to bring this area to the C-Level, ensuring customer representation in all forums.

The CDO, who has worked at companies such as Airbnb, Slack, Uber, Google, and Adobe, explains that design is not limited to visuals and is a fundamental pillar of strategy. It integrates the discovery of customer needs, understanding the market, competition, regulations, and opportunities. “From that, we translate everything into an experience that is not only useful and usable, but also incredibly enjoyable,” he says.

Artificial intelligence to personalize and optimize the financial experience is key to getting there. Eismann recalls that Nubank has over 122 million customers and high levels of engagement and principality. This translates into a rare database in the market, placing the company in a unique position to understand consumers and offer superior products and services.

“If we can apply AI to the great data we have, in a way that is truly focused on positive outcomes for customers, these insights can really power a level of optimism in people’s financial lives,” he explains.

Good taste as a human differentiator

Technology is a key element in this journey, but Eismann sees people as the great differentiator. “When I vibe code right now, I get this output that I know is going to be generic. So the differentiation in the future, when everything kind of looks and feels the same, will be the level of craft, the aspect of the experience that is styled in a tasteful way.”  For him, this is what designers bring best: “an understanding of craft and of style and good taste. These are three very hard things to build. You just don’t get them with a prompt.”

Eisemann emphasizes that he sees in Nubank the right team and the necessary tools for a future of positive impact. “The opportunity to work with people’s financial data — which can be a source of joy or real challenge, a source of optimism or pessimism — is truly incredible,” he says.