Nubank invests in global brand presence to support international expansion

São Paulo, March 11, 2026 — Nubank is investing in expanding its brand power into new territories. Recent partnerships with Inter Miami CF and the Mercedes-AMG PETRONAS Formula 1 Team are the clearest examples of this strategy, which aims to build global connection and brand awareness among both current and potential customers.

• Cristina Junqueira, co-founder of Nubank and CEO of Nu in the US, details these investments in a new episode of the Nu Videocast.

Cris highlights that Nubank has already been recognized as the best and strongest banking brand in Brazil, and as one of the country’s most valuable brands across all sectors. As a result, the company is now the largest private financial institution in the country, with 113 million customers, and 131 million globally.

“We are competing with brands that have existed for decades. Some for over 100 years. And suddenly, we’ve become just as valuable as they are,” says the co-founder.

In Mexico, the company has been growing even faster, helping shift the habits of a population that has historically hesitated to digitize its finances. In Colombia, Nu’s account and card products are the most highly rated by users.

Expansion into the U.S.

Nu has already received conditional approval from the Office of the Comptroller of the Currency (OCC) to establish a national bank in the United States, which is expected to occur within 18 months. The strategy prioritizes generating value for audiences in spaces they already care about.

“The way you do that is by meeting people where they are, and where they want to be. Not interrupting them, not demanding their attention,” she states.

Product and experience at the core

Paid marketing efforts do not replace the historical logic of organic growth that guides the company, reinforces the CEO. When launching products in new markets, Nubank still expects word of mouth to drive customer acquisition, with loyalty built on the quality of its products and services.

“At the end of the day, it all comes back to a great product, a well-executed experience, and trust. The brand is a consequence of that. We have always believed that a satisfied customer is the best form of growth,” the executive concludes.