Nubank Tone of Voice — Simple & Transparent
Tagline: "Fighting complexity to empower people"
Industry: Digital Banking
Sector: Finance
How Nubank Communicates
Nubank talks like it is on a mission against the banks. "Fighting complexity to empower people" names an enemy and takes a side — simple, transparent, unmistakably on the customer’s team. The voice is a challenger’s, not an incumbent’s.
Tone Words
Nubank's brand voice is defined by the following tone words: Simple, Transparent, Customer-First.
Communication Style
- Language Style: Crusading
- Sentence Type: Statement
- Tense: Present
- Expression: Imaginative
Nubank Brand Story
Nubank has become the world's largest digital banking platform outside Asia by declaring war on Brazil's notoriously customer-unfriendly banks. Founded in 2013 by David Vélez, a Colombian-American, Nubank started with a no-fee purple credit card managed entirely through a mobile app. The bank's radical transparency and customer obsession created millions of fanatic customers who lined up for accounts while traditional banks charged for everything. Now serving over 90 million customers across Brazil, Mexico, and Colombia, Nubank has proven that challenger banks can achieve massive scale while remaining customer-focused.
Brand Message
The largest digital bank outside Asia, fighting for consumers
Brand Mission
To fight complexity and empower people to take control of their finances
Brand Positioning
Core Concept: Bank Without Fees
Central Tension: Traditional Banks vs. Fintech
About Nubank
Nubank is a Brazilian neobank headquartered in São Paulo, Brazil. Although it is not formally part of Brazil’s National Financial System (Sistema Financeiro Nacional), Nubank operates as a financial and payment institution regulated and supervised by the Central Bank of Brazil . It is the largest fintech bank in Latin America, with around 88 million customers in Brazil and 6 million between Mexico and Colombia and a revenue of $8 billion. At its initial public offering in December 2021, Nubank was valued at $45 billion. According to the Q3 updates, the company reported a $783 million net income for the July-September period, up 39% year-on-year on a currency-neutral basis.
Frequently Asked Questions About Nubank
What is Nubank's tone of voice?
Nubank uses a simple, transparent, customer-first tone of voice. Their communication is crusading, typically using statement-style sentences in the present tense. Their tagline "Fighting complexity to empower people" exemplifies this voice.
How does Nubank communicate with customers?
Nubank has become the world's largest digital banking platform outside Asia by declaring war on Brazil's notoriously customer-unfriendly banks. Founded in 2013 by David Vélez, a Colombian-American, Nubank started with a no-fee purple credit card managed entirely through a mobile app. The bank's radical transparency and customer obsession created millions of fanatic customers who lined up for accounts while traditional banks charged for everything. Now serving over 90 million customers across Brazil, Mexico, and Colombia, Nubank has proven that challenger banks can achieve massive scale while remaining customer-focused.
What is Nubank's brand message?
Nubank's core message: The largest digital bank outside Asia, fighting for consumers Their mission: To fight complexity and empower people to take control of their finances
What is Nubank's slogan?
Nubank's slogan is "Fighting complexity to empower people". It carries their simple, transparent, customer-first voice.
What is Nubank's mission?
Nubank's mission: To fight complexity and empower people to take control of their finances
What makes Nubank's brand voice unique?
Nubank stands out through their simple, transparent, customer-first communication style. Their central brand tension, "Traditional Banks vs. Fintech", shapes how they communicate across the Finance sector.
What language style does Nubank use?
Nubank uses crusading language, with imaginative messaging, in statement-style sentences, using the present tense.
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