Nu México surpasses 13 million customers and drives financial inclusion beyond major cities

Mexico City, October 16, 2025 – Nu México announced that it has surpassed 13 million customers in the country, a sign of exponential and consistent growth, having added one million new customers in less than a quarter. With this new customer base, the company reaches around 14% of the adult population and approximately 23% of all banked individuals, consolidating its position as the leading digital player in expanding financial access in Mexico.

“This growth shows that digitalization is erasing the boundaries of Mexico’s financial system. Today, millions of people across the country, in both rural and urban communities, can save, access credit, and manage their money without the need to visit a branch,” said Daniel Rojas, Director of Growth and Marketing at Nu México.

Territorial inclusion

Although the majority of Nu México’s customers are concentrated in the major financial hubs (State of Mexico, CDMX, Jalisco, and Nuevo León), 78% live outside large cities, including in regions where traditional banking infrastructure is limited or, in many cases, nonexistent.

The states of Veracruz, Oaxaca, Chiapas, Puebla, and Guerrero concentrate a significant part of Nu’s rural base, with more than 2 million customers. These territories, according to data from the National Banking and Securities Commission (2024), contain one in three localities without physical financial services.

In rural areas, the gateway is often digital saving, through products like Cuenta Nu (Nu Account) and Cajita (Little Box), and subsequently, many users incorporate credit, replicating the same level of multi-product adoption recorded in large cities (58% in both cases). The difference is not in which financial product they use, but in the order in which they adopt it: they save first and then access credit.

Economic inclusion: Cross-sectional access to financial services

More than 60% of Nu’s customers belong to low and lower-middle- income households, while another third corresponds to the consolidated middle class, which means that Nu’s growth is driven by the country’s broadest and most representative social groups.

When analyzing product usage through this lens, we find that the combination of savings and credit is present across all income levels, with over 60% of customers using both products. Additionally, more than half have had a relationship with Nu for over two years, reflecting trust, loyalty, and sustained digital adoption.

Equal and intergenerational digitalization

Nu’s customer base is diverse, ranging in age from 18 and 39 years old. The majority are between 18 and 39, young adults who are building their financial history directly from their mobile phones. However, inclusion is not limited to digital natives: one in five customers over the age of 50 uses more than one financial product within the Nu ecosystem, although they tend to lean more towards the credit card.

In terms of gender, the base is virtually equal: 48% women and 52% men. Women are more prevalent in the middle and lower-middle-income segments, indicating that they are leveraging digital tools to close the financial gap from sectors that have historically had less access to the banking system.

“Simple, inclusive, and 100% digital products allow women across the country, from urban to rural areas, to save, build credit history, and access financing on equal terms,” Rojas noted.

For Nu, every customer represents a story of inclusion: someone who was able to get their first credit card and generate savings for the first time. The future of Mexican finance is being built on technology, financial education, and digital trust, enabling millions of people to participate in the formal financial system for the first time.