NuBank co-founder Cristina Junqueira says convenient digital banking is central to building customer trust as the Brazilian fintech expands into the crowded US retail banking market. She is leading the company’s emerging US business, where it aims to compete with established banks.
The expansion will test whether NuBank can bring its experience in digital financial services in Brazil to a market with deep-rooted incumbents. To attract customers, the company will need to make its products and service model stand out while building brand recognition and trust.
NuBank links convenience with customer trust
Speaking at a discussion titled “Building a Global Challenger,” Junqueira addressed how to establish trust and scale a banking business. She said NuBank builds convenience into its digital products, aiming to meet customer needs with a smoother service experience.
Digital channels are also central to NuBank’s business model. For a fintech entering a new market, ease of use can affect both customer acquisition and whether users continue using its services. Junqueira framed convenience as part of building trust and growing the business, rather than simply a technology upgrade.
US expansion puts NuBank up against established banks
NuBank has grown from a Brazilian fintech into one of the world’s larger digital financial services platforms. Junqueira described the US push as the company’s most significant challenge to date, given the market’s crowded field and entrenched traditional banks.
She also discussed plans to challenge existing players in retail banking. Success in the US will require more than digital products: NuBank must also earn local customers’ trust and grow its business. The company has not disclosed specific US customer targets, a product launch timetable or the investment allocated to the expansion, leaving those details to future updates.
The discussion took place on October 29, 2026, and was moderated by Dan DeFrancesco, executive editor and anchor of Business Insider Today. Junqueira focused on NuBank’s experience building its banking business and how convenient digital products could help it compete in US retail banking.