Nubank Wins American Banker’s Best Innovation of the Year in Digital + Mobile-First Banking for its Under-18 product

São Paulo, May 6, 2025 – Nubank wins American Banker’s Best Innovation of the Year in the Digital + Mobile-First Banking category for its Under-18 offering. The Innovation award celebrates pioneering solutions that are driving real business impact and redefining what is possible in banking and financial services. Launched in 2022, the Under-18 offering is improving the financial lives of families and financial literacy for young adults, building the foundation for long-term financial success. 

Young people (Generation Alpha born between 2010 and 2025) have an influential role within their households and are expected to have a purchasing power of $5.46T by 2029 (according to a McCrindle survey), nearly as much as the combined spending power of Gen Z and Millennials. Nubank’s commitment to customers includes empowering young adults to take control of their finances regardless of their age. By beginning their financial journeys as soon as possible, adolescents can cultivate important financial habits and develop the discipline that they can carry with them throughout their lives. 

Skills such as budgeting, knowing how to invest and save for the future, and making informed financial decisions not only set them up for success, but also reduce anxiety and stress around finances. For parents, having visibility into their kid’s financial decisions also creates an opportunity to have conversations about money choices and financial management as a household. 

By working directly with the Under-18 segment to empower their financial lives, Nubank is actively working to advance the prosperity of a new generation, while continuing to lead the market in innovative features and products.  

About the American Banker Innovation Awards

American Banker is a leading financial industry trade publication published in the U.S. Its inaugural Innovation of the Year 2025 Award spotlights the most impactful and collaborative innovations shaping the future of financial services. Ten honorees are recognized as the top innovations of 2024, culminating in the announcement of one overall Innovation of the Year, announced during a special awards ceremony during the Digital Banking Conference in Boca Raton, Florida in June 2025.