Nubank is doubling down on its savings proposition with strategic moves that reveal a calculated approach to market penetration and financial inclusion.

• Nu Colômbia’s Cuenta Nu introduces a 13% annual effective interest rate—an aggressive move that signals a broader trend of digital challengers leveraging high yields as a customer acquisition tool. Free of charge and packed with unlimited transfers, this offering strengthens Nubank’s foothold in Colombia while redefining savings accessibility.
• By integrating with 1,700+ FINABIEN locations, Nubank is solving a core neobank challenge—cash deposits. This expansion enables accessibility across 98% of Mexico’s municipalities, bridging the gap between digital banking and a heavily cash-reliant population. 
• The partnership with Puntored brings 15,000+ cash deposit locations, securing Nubank’s presence across 100% Colombian municipalities. This move is about embedding trust in a region where physical presence still drives financial credibility.

Nubank’s approach rewrites the digital banking playbook for emerging markets. A high-yield strategy shows interest rates as an entry-point work—but distribution, accessibility, and behavioral alignment are equally critical. The key lies in embedding into existing financial behaviors—leveraging partnerships to meet customers where they are, while gradually nudging them toward deeper digital engagement.