Nu Holdings' Nubank now serves as the primary financial institution for 31.5 million people in Brazil. This figure represents nearly one in five adults across the country.
A Bain & Company study reports that Nubank led as the primary bank in 17 Brazilian states during the fourth quarter of 2025. Approximately 30% of the population in these regions chose the digital bank to manage their finances.
The platform has integrated 31.5 million previously unbanked or underbanked individuals into the formal financial system. Primary user incidence reached 34% in the North. Incidence in the Northeast reached 31%. These users now rely on Nubank for salaries, payments, and other financial products.