With 122 million customers, Nubank creates products capable of gaining global scale

São Paulo, October 20, 2025 – Nubank closed the second quarter of 2025 with almost 123 million customers and a portfolio that serves all seasons of its customers’ financial lives. At the center of this operation is the Account, a product that concentrates most of the company’s features and serves more than 110 million in Brazil, Mexico, and Colombia.

In the new episode of Nu Videocast, Laura Marino, Global GM of Nu’s Account, uses the account as an example to detail how the company develops products capable of scaling globally.

According to her, there are four key elements for success: “the first one, and probably the most important, is to focus on the customer. We need to deeply understand our customers, understand their needs, and build a product that truly solves a problem for them,” says the executive.

The Account team even created a routine of customer visits for in-depth investigations into how to evolve the product according to real needs and experiences. The initiative was replicated by other areas, increasing direct contact with end consumers and, according to Laura, directly impacting the teams’ roadmap.

The second point she highlights is the bond of trust, after all, Nubank’s products are built to facilitate customers’ financial lives. The third element refers to the importance of having a high-level team, able to understand and meet these needs with innovative solutions.

The last fundamental pillar is a global mindset. “We cannot go and build again and again and again in every country. We build platforms that serve the purpose, but then can be extensible and configurable to meet the unique needs of each country,” she explains. This flexibility has already allowed, for example, to adapt the optimized Pix experience in Brazil to the SPEI instant payment system in Mexico and accelerate the launch of Bre-B in Colombia by more than six months.

The Smart Account: organization, convenience, and guidance

With this in mind, Laura reports how Nubank is guided by the concept of a Smart Account, which combines organization, convenience, and personalized guidance to help customers better manage their finances day-to-day. This concept helps guide product decisions, which is the entry point for a customer to decide to transact a larger portion of their finances through the institution.

“Organization” refers to setting money aside for monthly spending, reserving amounts for medium and long-term goals at yields, and planning future expenses to avoid unforeseen events. Tools like “Caixinhas” (Money Boxes) help maintain financial control and discipline.

“Convenience” comes from offering fast and simple transactions, with the fewest clicks and as little time spent as possible.

“Guidance” refers to everything the institution can suggest to the customer, based on intelligence formed by previous behaviors, so that they optimize their financial lives. This includes the functionalities of the Payment Assistant—reminders for bills to pay, warnings when the balance is not enough to cover expenses, and personalized recommendations according to financial behavior.

Check out the full episode of Nu Videocast: