We are not a bank: we are a technology company in which the customer is at the center of the strategy. We develop our technology, challenge the complexity of the industry, and make data-driven decisions. 

The quote above is from our CEO, David Vélez, in 2019. It summarizes how we work and prioritize things at Nubank, embodying the five core values around which our culture is built. 

  1. We want our customers to love us fanatically; 
  2. We are hungry and challenge the status quo; 
  3. We think and act like owners; 
  4. We build strong and diverse teams; 
  5. We pursue smart efficiency;

Here’s a closer look at what these values mean and how they shape our everyday actions and products.

1. We want our customers to love us fanatically

Okay, you can say this in many ways, but ultimately, our mission is to fight complexity to empower people in their daily lives by reinventing financial services.

And if we do that, what are we doing for real? It’s quite easy to understand what we do: we want to tackle their root problems to delight our customers daily and create emotional connections.

We’re not just seeking commercial transactions when we create features like Intelligent Suggestions. We’re building genuine relationships that promote mutual success. 

This powerful feature offers personalized messages and recommendations to enhance the customer experience. This means we’re letting them know what they need before they even think about it.

To ensure this customer love, we always aim to connect our product experiences worldwide, as we are expanding not only in Brazil but also scaling our operations and customer-centricity for Mexico and Colombia.  

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2. We are hungry and we challenge the status quo

Nubank’s constant improvement and innovation mindset ensures that the company remains relevant in the market. Nubankers are encouraged to do things with different (and creative) approaches, going beyond mere incremental improvements.

With this attitude, it’s not hard to understand why features like ‘Modo Rua’ emerge so naturally from Nubankers’ minds. ‘Street Mode,’ in a loose English translation, is the tool in our app that provides an extra layer of security for all accounts.

At the initiative of some team members, we surveyed Nubank customers to find out whether they felt safe using the app. 

In their responses, many users reported some rituals that caught our team’s attention, such as logging out of the app before leaving the house, reducing their credit card limit, or even not taking their cell phones with them.

In a lightbulb moment, the team decided to create an extra layer of security that could make their customers feel safer.

When creating a new feature, the possibilities are endless—because we don’t make this kind of decision by looking at competitors’ technology but by trying to solve our market’s root problems.

We could have gone down various paths to offer more security, but the decision to do this by letting people choose trusted Wi-Fi networks, such as their homes or those of their family members, was as simple as it was ingenious.

This idea, which emerged from a collaboration between Nubankers, is now available to more than 100 million users in Brazil, Mexico, and Colombia.

3. We think and act like owners, not renters

This value nurtures a sense of accountability, uniting a team with a shared purpose. We expect professionals to take the lead and commit fully, not temporarily. By sharing information and trusting our teams, we empower everyone to innovate without relying on an innovation department.

This spirit of shared leadership has been responsible for countless achievements—like NuBolão, for example.

In less than 6 months, a small team of 6 Software Engineers, 2 Designers, 1 Business Analyst, 1 Product Manager, 1 Product Marketing Manager, and 1 Tech Manager successfully created Nubank’s first social feature.

This multidisciplinary team shared responsibilities and co-created every part of the process. And so they helped us revolutionize the financial market again.

As the players took to the field to compete in the 2022 Football World Cup in Qatar, NuBolão came on the scene to enable interactions and data sharing between users for the first time in the Nubank app. Historic!

4. We build strong and diverse teams

At Nubank, diversity drives our creativity and problem-solving skills. It is not the end but the path itself. And it leads us to the best products and the best customer experience.

For example, NuBraille was designed to impact our visually impaired clients positively. With the help of Leonardo Ferreira, our Software Engineer who himself is blind, we completely changed the relationship that visually impaired people have with our services.

In addition to the customer’s name in braille to the card, we’ve gone beyond the market pattern and added the last four digits of the card. They can also create a virtual card more quickly by scanning a QR code.

5. We pursue smart efficiency

At Nubank, growth isn’t over the top—it’s all about simple, scalable solutions.

With simple but revolutionary solutions like Precog, Nubank’s Real Time Event AI, we can innovate in every dimension, while managing our resources thoughtfully.

Investing in Machine Learning (something that has been a big part of Nubank since day 1), we encoded customer events as a sequence of symbols. This helps us to understand and predict customer needs.

By doing so, customers no longer have to navigate tedious menus and listen to endless recordings. This AI functionality has changed our call routing forever.

But where does smart efficiency come in here? We don’t tie the string representations that make this possible to any particular domain. This way, we can reuse them in different models. 

Conclusion

Nubank’s unique culture and values set it apart as a technology company that genuinely prioritizes its customers. 

This customer-centric approach is evident in products like the ones mentioned in this article, like Intelligent Suggestions, Modo Rua, NuBolão, and others, reflecting Nubank’s mission to solve root problems and build meaningful connections. 

By empowering teams to collaborate and share leadership and by embedding diversity into its DNA, Nubank innovates with scalable, resourceful solutions that keep the customer at the core. Join us as we continue redefining the market. 

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