Mission Statement, Vision, & Core Values of Nu Holdings Ltd. (NU)

Ever wondered what drives a company that has amassed over 114 million customers across Brazil, Mexico, and Colombia? What are the guiding principles behind a digital financial services platform that reported a net income of US$ 1.97 billion in 2024 and US$ 11.5 billion in revenues?

Understanding the mission, vision, and core values of Nu Holdings Ltd. provides insight into how they fight complexity and empower people. Do you want to know how these elements contribute to their innovative products, responsible lending, and overall success in transforming financial services in Latin America?

Nu Holdings Ltd. (NU) An Overview of

Nu Holdings Ltd. (NU), operating as Nubank, has redefined financial services in Latin America. Founded in 2013, the company provides digital banking services, including credit cards, personal loans, and investment products. Nubank distinguishes itself through its customer-centric approach, leveraging technology to offer simple, transparent, and affordable financial solutions. As of April 2025, Nubank continues to expand its reach, focusing on innovation and financial inclusion across Brazil, Mexico, and Colombia.

Nubank's core offerings include:

• Nu Credit Card: A no-fee credit card managed via a mobile app.
• NuConta: A digital savings account with automatic investments.
• Personal Loans: Accessible and straightforward loan options.
• Investment Products: A range of investment options tailored to different risk profiles.

In 2024, Nubank achieved record-breaking revenue, driven significantly by the increasing adoption of its credit card and digital banking services. The company's expansion into Mexico and Colombia has further fueled its growth, capturing a substantial market share in these regions. With a focus on underserved populations, Nubank's innovative approach has resonated with millions, solidifying its position as a leading fintech company in Latin America.

Nubank stands out as a leader in the digital banking revolution, transforming how people interact with financial services. To delve deeper into Nubank's financial health and strategic performance, explore Breaking Down Nu Holdings Ltd. (NU) Financial Health: Key Insights for Investors.

Nu Holdings Ltd. (NU) Mission Statement

Nu Holdings Ltd., operating as Nubank, aims to simplify financial services across Latin America. Nubank focuses on empowering individuals by offering accessible, transparent, and affordable financial products. This approach addresses the complexities and inefficiencies prevalent in traditional banking systems, fostering financial inclusion and driving economic development in the region.

Nubank's mission is encapsulated in the following key components:

• Accessibility: Providing easy access to financial services for a broad spectrum of the population, including the unbanked and underbanked.
• Transparency: Ensuring clear and straightforward communication about products, services, and fees.
• Affordability: Offering cost-effective financial solutions that challenge the high fees and charges typical of traditional banks.

These components collectively guide Nubank's strategies and operations, shaping its commitment to customer empowerment and financial innovation.

Accessibility

Nubank prioritizes making financial services accessible to everyone, particularly those underserved by traditional banking systems. This commitment addresses a significant issue in Latin America, where a large portion of the population lacks access to basic financial services. According to the World Bank, in 2021, approximately 49% of adults in Latin America and the Caribbean were unbanked. Nubank aims to reduce this gap by offering digital solutions that eliminate the need for physical bank branches and complex paperwork.

Key strategies to enhance accessibility include:

• Digital Platform: A mobile-first approach allows users to manage their accounts and access services from anywhere with an internet connection.
• Simplified Application Process: Streamlined online applications reduce the barriers to entry for new customers.
• No Branch Requirement: Eliminating the need to visit physical branches makes banking more convenient, especially for those in remote areas.

As of 2024, Nubank reported having over 90 million customers across Brazil, Mexico, and Colombia, demonstrating the effectiveness of its accessibility-focused approach in reaching a broad audience. This widespread adoption underscores the company's success in penetrating markets with significant unmet financial needs.

Transparency

Transparency is a core tenet of Nubank’s mission, fostering trust and confidence among its users. The company is committed to providing clear and straightforward information about its products, services, and fees. This approach contrasts sharply with traditional banks, which often have complex fee structures and hidden charges.

Key transparency initiatives include:

• Clear Fee Disclosure: Explicitly outlining all fees associated with accounts and services, ensuring customers are fully aware of potential costs.
• Simple Language: Avoiding jargon and using easy-to-understand language in all communications.
• 24/7 Customer Support: Providing readily available customer service to address questions and concerns promptly.

Nubank's dedication to transparency has earned it high customer satisfaction ratings. In a 2023 survey, 85% of Nubank users reported being satisfied with the clarity and transparency of the company's communications. This level of satisfaction highlights the importance of transparency in building strong customer relationships and fostering loyalty.

Affordability

Nubank aims to disrupt the traditional banking model by offering affordable financial solutions. Traditional banks in Latin America are known for high fees and interest rates, making financial services expensive for many. Nubank addresses this issue by leveraging technology to reduce operational costs and offering more competitive pricing.

Key affordability strategies include:

• No Maintenance Fees: Eliminating monthly maintenance fees on basic accounts.
• Competitive Interest Rates: Offering lower interest rates on credit cards and loans compared to traditional banks.
• Free Transfers: Providing free and unlimited transfers between Nubank accounts.

These strategies have made Nubank an attractive alternative for cost-conscious consumers. As of the end of fiscal year 2024, Nubank reported an average cost per customer of approximately $1, significantly lower than that of traditional banks in the region. This cost advantage allows Nubank to offer more affordable services while maintaining profitability.

For more insights into Nubank's investor profile, check out: Exploring Nu Holdings Ltd. (NU) Investor Profile: Who’s Buying and Why?

Nu Holdings Ltd. (NU) Vision Statement

Nu Holdings Ltd. (NU), as of April 2025, aims to offer accessible and innovative financial services. Examining their mission, vision, and core values provides insight into their strategic direction and operational focus. As a digital financial services platform, it serves customers in Brazil, Mexico, and Colombia. The company's performance in fiscal year 2024 demonstrates its commitment to growth and efficiency. For example, it reported a revenue of $7.2 billion, reflecting a 58% increase on a FX Neutral basis compared to the previous year. This growth is supported by a customer base that has expanded to 93.9 million by the end of the year. These figures not only highlight the company's expansion but also emphasize its increasing relevance in the financial sector. Further analysis of its financial health can be found at: Breaking Down Nu Holdings Ltd. (NU) Financial Health: Key Insights for Investors.

Nu Holdings Ltd. focuses on reshaping financial services through technology and customer-centric solutions. Its vision is reflected in its operational strategies and financial achievements. Understanding these elements helps stakeholders evaluate the company's strategic alignment and potential for future success.

Mission Statement

Nu Holdings Ltd.'s mission is to empower people by providing simple, transparent, and affordable financial services. This is evident through several key metrics and initiatives:

• Customer Growth: Reaching 93.9 million customers by the end of 2024 demonstrates the company's expanding reach and appeal.
• Cost Efficiency: The monthly Average Revenue per Active Customer (ARPAC) reached $11.40 in Q4 2024, with a cost to serve per active customer of approximately $0.90. This indicates a highly efficient operating model.
• Product Expansion: Nu offers a range of products including credit cards, personal loans, and digital accounts. The active product count reached 1.7 per customer, showing increased customer engagement with multiple offerings.

Vision

Nu Holdings Ltd. envisions a future where financial services are accessible to everyone, challenging the status quo of traditional banking. Key aspects of their vision include:

• Technological Innovation: Nu leverages technology to drive efficiency and enhance customer experience. For example, its efficiency ratio improved to 31.7% in 2024, showcasing the impact of technological investments.
• Market Leadership: As one of the leading digital banking platforms in Latin America, Nu continues to expand its footprint. The company's deposits grew to $25.4 billion by the end of 2024, reflecting strong customer confidence.
• Geographic Expansion: Beyond Brazil, Nu is growing in Mexico and Colombia. Mexico, in particular, saw its customer base increase to 7.4 million by the end of 2024.

Core Values

Nu Holdings Ltd.'s core values are centered around customer focus, innovation, and challenging the status quo. These values are reflected in their business practices and financial outcomes:

• Customer-Centric Approach: Nu prioritizes customer satisfaction, which is reflected in its Net Promoter Score (NPS) of 90 in Brazil. This high score indicates strong customer loyalty and positive word-of-mouth.
• Commitment to Diversity and Inclusion: Nu is dedicated to fostering a diverse and inclusive workplace. This commitment enhances the company's ability to innovate and connect with a broad customer base.
• Data-Driven Decision Making: Nu uses data analytics to understand customer needs and optimize its offerings. This approach supports sustainable growth and improved profitability.

Nu Holdings Ltd. (NU) Core Values

While specific, publicly detailed core values for Nu Holdings Ltd. can be challenging to pinpoint, one can infer key values from their actions, mission, and overall approach to the financial services market. The company emphasizes customer focus, innovation, and social impact, which are reflected in its services and operations. These inferred values guide their strategic decisions and contribute to their brand identity.

Customer Focus

Customer focus is evident in Nu Holdings' approach. The company prioritizes understanding and meeting the needs of its customers. This is reflected in its efforts to provide accessible and user-friendly financial services, particularly to those who are traditionally underserved by the banking industry.

• The company offers services such as fee-free basic accounts and credit cards with no annual fees.
• Their mobile-first platform and streamlined application processes are aimed at simplifying banking for a broader audience.

Nu Holdings has grown to serve over 99 million customers across Latin America as of February 2025. This growth indicates a strong alignment between the company's offerings and customer needs.

For more information, check out this article: Breaking Down Nu Holdings Ltd. (NU) Financial Health: Key Insights for Investors

Innovation

Nu Holdings demonstrates a commitment to innovation by leveraging technology to create new and improved financial solutions. This includes the development of its digital banking platform, which offers a range of services accessible through mobile devices.

• The company uses data analytics and machine learning to personalize customer experiences and improve risk management.
• Nu constantly introduces new products and services to meet the evolving needs of its customer base, such as cryptocurrency trading and investment options.

Nu Holdings has allocated significant investments in technology and product development. This includes the development of new features and functionalities for its app, as well as the exploration of blockchain technology and other emerging trends.

Social Impact

Social impact is another key value. Nu Holdings aims to promote financial inclusion and empowerment, particularly in Latin America, where access to banking services has traditionally been limited.

• The company focuses on providing affordable and transparent financial products to help customers build credit, save money, and achieve their financial goals.
• Nu supports financial literacy initiatives and partners with organizations to promote economic development in underserved communities.

Nu Holdings actively promotes diversity and inclusion within its workforce. As of 2024, over 30% of its employees are women, and it has programs in place to support the advancement of underrepresented groups.