Brazil’s digital bank Nubank (NYSE: NU), continues to redefine banking with a series of initiatives unveiled this month.
From debt renegotiation campaigns to marketing and new financial products in Brazil and Mexico, Nubank is doubling down on its mission to simplify finance, promote inclusion, and empower its 114 million customers across the region.
These updates showcase Nubank’s approach to addressing diverse customer needs while staying committed to its customer-centric strategy.
Recently, Nubank unveiled “Recomeço” (Restart), its debt renegotiation campaign, targeting over 6 million customers in Brazil.
This program offers discounts of up to 99.9% on overdue payments for a limited time, aiming to help clients reset their financial lives.
Eligible customers, identified based on positive credit behavior and engagement with Nubank, receive personalized offers through the app, ensuring a seamless process.
Livia Chanes, CEO of Nubank Brazil, emphasized the company’s commitment to long-term financial health, stating:
“We’re providing tailored solutions to help our customers restart with confidence.”
The campaign not only alleviates debt burdens but also allows participants to regain access to Nubank’s iconic “Roxinho” credit card, either with a restored limit or as a limit-building option.
Nubank’s focus on financial education, with 60% of app users improving their financial journey within 24 months, underpins this initiative, reinforcing its role as a trusted partner in financial recovery.
In another move to expand access to credit, Nubank introduced a new workers’ payroll loan in Brazil.
This product targets employees with stable incomes, offering a low-risk, affordable borrowing option tied directly to payroll deductions.
With competitive interest rates starting at 1.3% per month, the loan reflects Nubank’s strategy to provide sustainable credit while minimizing default risks.
The fully digital experience, from application to repayment, eliminates bureaucracy, aligning with Nubank’s promise of simplicity.
This launch builds on the success of previous secured credit offerings, such as NuConsignado for public servants, and caters to Brazil’s growing demand for accessible, low-cost loans.
By diversifying its credit portfolio, Nubank strengthens its position as a one-stop financial platform.
Beyond financial products, Nubank is capturing attention with creative marketing.
Recently, the company launched a campaign featuring Brazilian actor Antonio Fagundes, inspired by HBO’s The Last of Us.
Titled “The Fagundes Rehearsal,” the short film depicts Fagundes preparing for what he believes is a role in the series, only to discover he’s been invited to celebrate his fandom through Nubank’s partnership with Max.
This initiative promotes Nubank+, a premium experience offering benefits like cashback and a Max subscription at no extra cost for the Basic plan.
Juliana Roschel, Nubank’s CMO, noted:
“This campaign connects with our customers’ passions, blending financial services with authentic experiences.”
By sponsoring the second season of The Last of Us on Max, Nubank reinforces its brand as a lifestyle partner, not just a bank.
Meanwhile, in Mexico, Nubank launched Cajita Turbo on March 2025, a high-yield savings product offering a 15% annual return with immediate liquidity.
Designed to meaningfully compete with traditional banking options, Cajita Turbo allows customers to earn competitive returns without locking in funds, addressing Mexico’s need for flexible, high-return savings.
This product complements Nubank’s growing portfolio in Mexico, where it serves over 6 million customers, and underscores its regional expansion strategy.
With no fees and full app-based management, Cajita Turbo empowers Mexicans to save smarter in an inflationary economy.
These updates highlight Nubank’s multifaceted approach: tackling debt, expanding credit, engaging customers creatively, and innovating savings solutions.
With a net income of $1.97 billion in 2024 and a 28% return on equity, Nubank’s financial strength supports its ability to scale impact.