Nubank celebrates 12 years and is Brazil’s favorite financial institution

São Paulo, May 26, 2025 – Nubank, one of the largest digital financial services platforms in the world, is the financial institution with the highest preference rate in Brazil, boasting 25% favorability, according to data from Bridge Research for the first quarter of 2025. It is also the most recommended, based on individual recommendation data, considering both primary and non-primary customers as per NPS Prism by Bain & Company.

In the month it celebrates its 12th anniversary, the company announced that it closed the first quarter of 2025 with a base of nearly 119 million customers, with over 83% of them – around 99 million – being monthly active users. This solidifies Nubank’s position as the primary financial relationship for almost 30% of Brazilian adults.

Beyond preference, customer loyalty is reflected in brand value and external recognition. In 2024, Nubank ranked fifth among the most valuable brands in Brazil in the Kantar BrandZ ranking, an achievement also recognized in the Interbrand’s 25 Most Valuable Brazilian Brands ranking in 2023 and 2024.

The recognition received by Nubank is directly linked to its organizational culture, which is strongly customer-focused. The preference for the company is a consequence of its commitment, since its founding, to being the best option for all those who believe in the company’s values. This dedication is reflected in the continuous investments in launching cutting-edge products in the market, building the best platform, and offering excellent customer service.

This preference translates into results. Nubank reported revenue of US$3.2 billion in the first quarter of 2025, a 40% growth year-over-year. Even so, while Nubank’s market share in principality is 30% in Brazil, its gross profit share is only 5%

Principality and Reciprocity

To continue growing its customer base and monetization, Nubank has reinforced various actions that reciprocate customer preference. Some recent launches include Caixinha Turbo (Turbo Money Box), which can yield up to 120% of the CDI (Interbank Deposit Certificate) and depends on monthly engagement, the Ultravioleta Lounge at Guarulhos Airport, and the expansion of benefits for Nubank+ customers.

Another example is the Recomeço program. With aggressive discounts for debt renegotiation, this initiative seeks to reintegrate millions of Brazilians into the financial system and reaffirm the two-way relationship with the customer.

The company also boasts numerous examples of how, more than just solving problems, it seeks to surprise and build real connections with its customers, transforming customer service into a memorable experience. Below are testimonials from three customers about how they were recently surprised by Nubank’s customer service:

Delighting customers beyond good service

In just one year, Nubank increased its transactional NPS (Net Promoter Score), which measures customer satisfaction with service, by almost seven points. Additionally, it has been recognized for eight consecutive years by the Reclame AQUI awards and holds the RA1000 seal, which highlights companies with excellent service ratings on the platform. In the Central Bank’s complaint ranking, it appears in last place, with the lowest complaint rate among the 15 largest financial institutions.

Nubank also invests in mitigating the need for customers to contact the institution. Recent actions, including proactive product improvements, have reduced the customer service contact rate by 37% in one year.