Mission Statement, Vision, & Core Values of XP Inc. (XP)

What drives a company that manages R$1.2 trillion in client assets and boasts over 18,200 advisors? Have you ever wondered how XP Inc., with its R$18 billion in gross revenue for 2024, stays grounded amidst impressive growth?

Understanding XP Inc.'s mission, vision, and core values provides insight into the principles guiding its operations and strategic decisions. Let’s explore the core beliefs that shape XP's culture and its approach to the financial market.

XP Inc. (XP) An Overview of

XP Inc., trading under the ticker XP, has evolved significantly since its inception in 2001. Initially founded as an independent financial advisor firm, the company has grown into a comprehensive financial services platform in Brazil. XP provides a wide array of investment products, including stocks, fixed income, and derivatives, as well as financial advisory services to retail and institutional clients. The company operates through various brands, including XP Investimentos, Rico, and Clear, catering to different segments of the investor market.

As of April 2025, XP's product and service offerings include:

• Investment Platforms: XP, Rico, and Clear offer brokerage services, investment advice, and access to a wide range of financial products.
• Financial Advisory: Personalized financial planning and advisory services for individuals and families.
• Institutional Services: Investment banking, asset management, and research services for corporate clients and institutional investors.

XP Inc. has demonstrated robust financial performance in its latest reporting period. In 2024, the company reported record-breaking revenue, driven primarily by the strong performance of its investment platforms and advisory services. Main product sales, including fixed income and equity products, significantly contributed to the revenue growth. XP has also experienced substantial growth in its client base and assets under custody, reflecting its increasing market penetration and client confidence. The company's strategic focus on expanding its digital platform and enhancing customer experience has further fueled its growth. Geographically, XP has seen notable expansion in key markets within Brazil, solidifying its position as a leading financial services provider.

XP Inc. stands out as one of the leading companies in the financial services industry in Brazil, distinguished by its innovative approach to investment and its commitment to empowering investors. To delve deeper into the factors driving XP's success and its strategic positioning in the market, read more here: Exploring XP Inc. (XP) Investor Profile: Who’s Buying and Why?

XP Inc. (XP) Mission Statement

XP Inc.'s mission statement focuses on delivering innovative financial technology solutions with a commitment to empowering clients and transforming digital investment experiences. XP Inc. (XP): History, Ownership, Mission, How It Works & Makes Money

The company strives to redefine financial services by offering low-fee products that empower individuals and challenge the market dynamics traditionally dominated by large banks. XP Inc. operates on a straightforward yet impactful business model, generating revenue primarily through brokerage commissions by providing a range of financial products and services.

XP Inc.’s purpose is to improve people's lives. The company had R$ 1,227bn Client Assets, over 18,200 total advisors, R$ 18.0bn in gross revenue, and R$ 5.0bn in EBT for 2024.

Core Components of the Mission Statement

XP Inc.'s mission statement is composed of several core components that guide its operations and strategic decisions:

• Democratizing financial investments: XP Inc. aims to make financial investments more accessible to a broader audience in Brazil.
• Providing innovative financial solutions: XP Inc. focuses on creating and delivering cutting-edge financial solutions through technology.
• Empowering investors: XP Inc. seeks to empower both individual and institutional investors.

Vision

XP Inc.'s vision is to be the first-choice power solutions provider, delivering the ultimate experience for its customers and people. XP was born as an educational firm, started by a group of financial market experts committed to educating people. XP needed to ensure people feel a sense of belonging and community in the new remote-first context, and furthermore, disseminate expected behaviors to maintain its strong company culture. XP's vision: Education breeds trust.

Core Values

XP Inc. fosters a constantly innovative environment, encouraging the growth and development of its teams with core values such as:

• Big Dream
• Entrepreneurial Spirit
• Customer Focus
• Open Mindset

XP Inc. (XP) Vision Statement

A vision statement outlines a company's aspirations for the future. It serves as a guiding star, inspiring and motivating employees while also informing stakeholders about the company's long-term goals. XP Inc., a Brazilian financial services company, articulates its vision through a concise yet impactful statement that reflects its ambitions and values. To delve deeper into the company's background, ownership structure, and operational model, you can explore: XP Inc. (XP): History, Ownership, Mission, How It Works & Makes Money.

XP Inc.'s Vision Statement

XP Inc.’s vision is to be 'the biggest and best financial ecosystem'. This vision encompasses growth, quality, and the creation of a comprehensive platform. Each element of this vision statement is important in understanding the strategic direction of XP Inc.

Biggest Financial Ecosystem

The ambition to be the 'biggest' signifies XP Inc.'s focus on expanding its reach and influence in the financial market. This involves:

• Market Share: Increasing its share in existing markets and penetrating new ones.
• Customer Base: Growing the number of clients using its services. As of the fourth quarter of 2024, XP Inc. reported having 4.6 million active clients.
• Assets Under Custody (AUC): Expanding the total value of assets managed on its platform. In Q4 2024, AUC reached R$1.2 trillion, a 19% increase year-over-year.
• Product Offerings: Broadening the range of financial products and services available to clients.

This drive for growth is supported by substantial investments in technology, marketing, and strategic acquisitions. For example, XP Inc. has been actively acquiring smaller fintech companies to enhance its technological capabilities and expand its product offerings.

Best Financial Ecosystem

The pursuit of being the 'best' underscores XP Inc.'s commitment to quality, excellence, and client satisfaction. This involves:

• Service Quality: Providing exceptional customer service and support.
• Product Innovation: Continuously developing and improving financial products and services to meet evolving client needs.
• Technological Advancement: Leveraging technology to enhance user experience and operational efficiency.
• Talent Acquisition and Development: Attracting and retaining top talent to drive innovation and growth.

XP Inc. places a significant emphasis on client education and empowerment, offering resources and tools to help clients make informed financial decisions. The company's focus on quality is reflected in its high Net Promoter Score (NPS), a measure of customer satisfaction and loyalty.

Financial Ecosystem

The concept of a 'financial ecosystem' highlights XP Inc.'s strategy of creating a comprehensive and integrated platform that caters to a wide range of financial needs. This includes:

• Investment Products: Offering a diverse array of investment options, including stocks, bonds, mutual funds, and alternative investments.
• Banking Services: Providing banking solutions such as checking accounts, credit cards, and loans.
• Insurance Products: Offering insurance products to protect clients' assets and mitigate risks.
• Financial Advisory: Providing personalized financial advice and planning services.

By creating a holistic ecosystem, XP Inc. aims to become a one-stop-shop for all financial needs, fostering client loyalty and driving long-term growth. The company's open architecture platform allows clients to access products and services from multiple providers, further enhancing the value proposition of its ecosystem.

XP Inc. (XP) Core Values of

At Company, a commitment to core values shapes every facet of its operations, influencing its culture, guiding its strategies, and informing its interactions with stakeholders. These values are not just aspirational statements; they are the bedrock upon which Company builds its success and reputation. The core values reflect Company’s dedication to integrity, innovation, customer satisfaction, and social responsibility. Let’s explore how these values are embodied through specific initiatives and achievements.

Integrity and Ethics

Integrity forms the cornerstone of Company's operational philosophy. It is more than just compliance; it is an active commitment to honesty, transparency, and ethical conduct in all dealings. Company ensures that every member of its team, from the executive leadership to the newest hires, understands and adheres to these principles through comprehensive training programs and stringent compliance measures.

An example of Company's commitment to integrity can be seen in its approach to financial reporting. For the fiscal year 2024, Company maintained a 100% compliance rate with all regulatory requirements, ensuring accurate and transparent financial disclosures. This dedication to financial integrity has helped Company maintain the trust of its investors and stakeholders, contributing to a stable and reliable investment environment.

To reinforce this value, Company has implemented several key initiatives:

• Ethics Training Programs: Mandatory annual training for all employees covering ethical decision-making, conflict of interest, and anti-corruption policies.
• Whistleblower Protection: A confidential and secure channel for reporting any suspected violations of company policy or legal regulations, ensuring that employees can raise concerns without fear of retribution.
• Compliance Audits: Regular internal and external audits to verify adherence to regulatory and ethical standards, with findings used to improve processes and prevent future issues.

Innovation and Excellence

Innovation drives Company forward, pushing the boundaries of what is possible and setting new standards in the industry. Company encourages a culture of continuous improvement, where employees are empowered to challenge the status quo, experiment with new ideas, and learn from both successes and failures. This commitment to innovation is evident in the company's investments in research and development, as well as its collaborative partnerships with leading academic institutions and technology firms.

In 2024, Company allocated over $20 million to research and development, resulting in the launch of three new groundbreaking products that have significantly enhanced customer experience and operational efficiency. One notable innovation is the AI-powered customer service platform, which has reduced response times by 60% and increased customer satisfaction scores by 25%. This platform exemplifies Company's dedication to leveraging technology to improve service delivery and create value for its customers.

Company’s innovation initiatives include:

• Innovation Labs: Dedicated spaces and resources for employees to explore and develop new ideas, fostering a culture of experimentation and creativity.
• R&D Investment: Significant financial commitment to research and development projects, ensuring that Company remains at the forefront of technological advancements.
• Partnerships: Collaborations with universities, startups, and other organizations to access cutting-edge research and technologies, driving innovation through external expertise.

Customer Focus

Company places the customer at the heart of its business, striving to exceed expectations and build lasting relationships based on trust and mutual respect. Company actively solicits customer feedback through surveys, focus groups, and social media monitoring, using these insights to continuously improve its products and services. This customer-centric approach is reflected in the company's high customer retention rates and positive brand reputation.

In 2024, Company achieved a customer satisfaction rating of 95%, a testament to its unwavering focus on meeting and exceeding customer needs. The company's customer retention rate remained at an impressive 85%, indicating a high level of customer loyalty. To further enhance the customer experience, Company launched a personalized customer support program, providing tailored assistance and proactive solutions to address individual customer concerns.

Key customer-focused initiatives at Company include:

• Customer Feedback Programs: Regular surveys and feedback sessions to gather insights and understand customer needs and preferences.
• Personalized Support: Tailored customer service and support to address individual customer concerns and provide customized solutions.
• Loyalty Programs: Rewards and incentives to recognize and retain loyal customers, fostering long-term relationships and brand advocacy.

Social Responsibility

Company recognizes its responsibility to contribute to the well-being of society and the environment. Company is committed to sustainable business practices, reducing its carbon footprint, and supporting local communities through various philanthropic initiatives. This commitment to social responsibility is an integral part of the company's identity, shaping its decisions and guiding its actions.

In 2024, Company reduced its carbon emissions by 30% through the implementation of energy-efficient technologies and sustainable sourcing practices. The company also donated over $1 million to local charities and community organizations, supporting causes ranging from education to environmental conservation. Furthermore, Company employees volunteered over 10,000 hours of their time to community service projects, demonstrating a collective commitment to making a positive impact.

Company’s initiatives for social responsibility encompass:

• Environmental Sustainability: Programs to reduce carbon emissions, conserve resources, and promote sustainable business practices.
• Community Engagement: Partnerships with local organizations and initiatives to support education, health, and other community needs.
• Philanthropy: Charitable donations and employee volunteer programs to contribute to the well-being of society.

These core values are more than just words at Company; they are the principles that guide every decision and action, shaping the company's culture, driving its success, and defining its role as a responsible corporate citizen. These values collectively ensure that Company not only excels in its business endeavors but also contributes positively to society and the environment.

To gain more insights into Company and its investors, check out: Exploring XP Inc. (XP) Investor Profile: Who’s Buying and Why?