Data Nubank: Nubank Leads as Brazilians' Primary Financial Institution and Has Already Banked 31.5 Million People
Survey shows that across all regions of the country, around 30% of the population chose Nubank to concentrate their salary, payments, and financial products, highlighting the company's role in financial inclusion
Nubank, one of the largest digital financial services platforms in the world, led primary institution incidence across Brazil in the fourth quarter of 2025, according to research conducted by NPS Prism by Bain & Company. In 17 states, roughly 30% of the population chose Nubank as their primary institution. This means that, across every region of the country, millions of Brazilians rely on Nubank to manage their salary, payments, and financial products.
The data is part of Data Nubank, a study mapping the company's presence and impact in the country, now in its eighth edition. The report "From North to South: Nubank's Presence and Impact Across Brazil" details the institution's reach across all Brazilian regions, covering bancarization, GDP participation, and Nubank's primary incidence.
According to NPS Prism by Bain & Company, the period's highlights were the North region, with a primary incidence of 34%, and the Northeast, with 31%. In these regions, roughly one in three Brazilians chose Nubank as their primary financial institution. Even in states with lower primary incidence, Nubank's presence remains significant, with all registering at least 23%, or nearly one in four people.
