Nubank (NYSE: NU) continues to enhance banking and telecommunications with innovative updates tailored to its high-income Ultravioleta customers and broader user base.
In a series of announcements, Nubank has introduced enhancements to its travel eSIM benefit, relaunched its NuCoin rewards program, and expanded its NuCel mobile service with a new physical chip option.
These developments, rolled out in July 2025, underscore Nubank’s commitment to delivering seamless, customer-centric solutions that extend beyond traditional financial services.
Nubank Ultravioleta, the premium offering for high-income clients, has upgraded its international travel eSIM benefit.
As of July 28, 2025, the 10GB of data provided through the eSIM no longer expires and can be used across multiple trips throughout the year.
Additionally, the benefit now renews automatically every 365 days, eliminating the need for customers to reactivate a new virtual SIM annually.
This update offers unparalleled flexibility, ensuring continuous connectivity in over 150 countries without the hassle of purchasing local SIM cards or incurring exorbitant roaming fees.
The eSIM, accessible exclusively to Ultravioleta customers with a Global Account, is activated with a few clicks via the Nubank app.
In partnership with Gigs, a enabler of embedded mobile services, the service simplifies data management and provides dedicated support with reduced wait times.
According to Nubank’s internal data, customers consume an average of 4.4GB per trip, with Europe accounting for 45% of usage, followed by North America (24%), Latin America (17%).
This non-expiring 10GB package is ideal for those who travel multiple times a year, offering peace of mind and seamless connectivity for navigation, communication, and more.
On July 21, 2025, Nubank announced the testing phase of its revamped NuCoin relationship program, designed to democratize rewards for its 100 million-plus customer base.
Unlike traditional programs that prioritize high credit card spending, the NuCoin rewards users for everyday financial activities, such as using their debit card, paying bills on time, registering a Pix key, or sharing data via Open Finance.
This approach aims to recognize customers who centralize their financial lives with Nubank.
In its initial phase, NuCoin is available to a select group of customers, with plans to expand gradually.
Participants can earn NuCoins through app-based activities and redeem them for exclusive perks, including discounts on products like iPhones and TVs (up to 90% off through “Flash Offers”), event tickets, and enhanced Nubank features.
Partnerships with retailers like Shopee, Magalu, and Amazon further enrich the program’s ecosystem.
Notably, Ultravioleta customers are excluded from NuCoin, as they already have a benefits package, but existing NuCoin holders from the previous program will seamlessly transition to the new mechanics.
Nubank’s foray into telecommunications took a step forward with the July 23, 2025, launch of a physical chip option for its NuCel mobile service.
Initially introduced in October 2024 as an eSIM-only offering, NuCel now allows customers to purchase a physical chip through the NuCel tab in the Nubank app, with home delivery in a few days.
This expansion enhances accessibility for users whose devices may not support eSIM technology, reinforcing Nubank’s mission to transform the mobile telecommunications sector.
NuCel offers flexible plans (15GB for R$45, 20GB for R$55, and 35GB for R$75 monthly) with no loyalty requirements, unlimited WhatsApp usage, and access to a “Caixinhas Turbo” savings feature yielding 120% of the CDI.
Ultravioleta and Nubank+ customers receive extra data automatically if they exceed their plan’s allowance.
Covering 93% of Brazil with 5G, NuCel combines digital convenience with real-time usage suggestions, ensuring customer autonomy.
These updates reflect Nubank’s strategy to build a consumer platform that integrates financial services, travel benefits, and telecommunications.
The enhanced eSIM caters to the demand for international travel, while NuCoin redefines customer rewards by prioritizing engagement over expenditure.
Meanwhile, NuCel’s physical chip option broadens the service’s reach, making it a viable choice in Brazil’s telecom market.
As Livia Chanes, CEO of Nubank Brazil, noted, these updates aim to simplify logistics and enhance experiences, positioning Nubank as a leader in delivering value to its customers.