Nubank, long known for democratizing finance for the underserved, is making a strategic shift—one that could redefine its future. With its Ultravioleta brand, the digital bank is now setting its sights on the affluent market, a segment traditionally dominated by incumbents. Why? The answer lies in profitability, risk mitigation, and long-term growth.

Affluent customers mean higher deposits, larger transaction volumes, and demand for premium products, translating to more revenue with lower default risks. By evolving with its customers as they accumulate wealth, Nubank reduces churn and increases lifetime value.

The digital bank’s 2024 offerings make its premium push clear:
✅ Global Account: Seamless currency conversion, 0.9% foreign transaction fees, and free withdrawals in 200+ countries—challenging legacy banks’ grip on international banking.
✅ NuViagens: An integrated travel booking platform with cashback, flexible financing, and price guarantees—expanding Nubank’s revenue model into travel fintech.
✅ VIP Lounge Access: Enhancing the Ultravioleta experience with physical card issuance and premium hospitality, reinforcing its positioning as a true lifestyle bank.
✅ Complimentary eSIM: A subtle but powerful tool that boosts engagement and retention among frequent travelers.

Nubank is building an ecosystem that reshapes premium banking with digital-first agility. Its upmarket expansion is a long-term strategy to redefine banking for the affluent digital generation