• Nubank used customer insight to shape crypto adoption:
  Millennials and Gen Z made up 84% of Nubank Crypto’s user base, giving the company a clear view of where digital asset demand was strongest. Stablecoins also emerged as an important entry point, with 1 in 4 new crypto investors choosing USDC for their first Nu Cripto transaction.
• Product expansion helped move crypto from access to engagement: Nubank expanded its token portfolio, scaled USDC rewards to all users, launched NBIT11, a Bitcoin futures contract ETF on Brazil’s B3 exchange, and piloted NuCoin for in-app rewards. The 400% growth in cryptocurrency swap volume shows how broader product choice and rewards-led experimentation helped deepen usage.
• Leadership became a signal of long-term commitment: The appointment of Michael Rihani as Head of Crypto gave Nubank’s digital asset strategy a dedicated leadership layer. This matters because crypto growth inside a large digital bank requires more than product launches, it needs governance, sequencing and a clear roadmap for scaling responsibly.

Nubank’s 2025 crypto progress shows a measured approach to building digital asset services inside a mainstream banking platform. By learning from younger users, expanding crypto and stablecoin use cases, testing rewards, and adding dedicated leadership, Nubank created a stronger foundation for Nu Cripto. The year positioned digital assets as a more structured part of Nubank’s broader financial ecosystem rather than a standalone experiment.