Nubank ranked #1 in The Banker’s Top 50 Global Banking Brands

São Paulo, October 9, 2025 - Nubank has been ranked #1 in the world in The Banker's Top 50 Global Banking Brands study, a collaboration between The Banker and Kantar BrandZ. The study is designed to identify banks best positioned for future growth by measuring brand equity, which reflects the strength of customer perception and the likelihood of gaining market share. According to the methodology, brands with positive momentum and customer trust are strongly positioned for future value growth. Nubank was first listed in the brand ranking in 2021.

The ability to connect with consumers on an emotional level is a major ingredient of brand growth, as is meeting the practical needs of customers. To gauge this connection, thousands of customers across 26 markets were asked how meaningful, different, and salient a brand is. While providing a seamless and reliable service is considered "table stakes," the study found that the ability to differentiate and build an emotional connection is what truly sets a brand apart. This ranking thoroughly reflects what Nubank is all about: customer love and making the customer feel fanatic about their experience with Nu.

"Nubank's first product was a no-fee credit card managed via the app, which was revolutionary in a market with high financial exclusion, high fees and bureaucratic tendencies," said Ellie Thorpe, a director at Kantar, underscoring the company's early market disruption.

Consistent Commitment to Customer Experience

Nubank is deeply rooted in its unwavering commitment to the customer, a priority consistently validated by top industry benchmarks. Nubank has received the prestigious RA1000 seal from Reclame Aqui - the highest level of excellence in customer service from the leading consumer evaluation platform in Brazil. Furthermore, the company has been recognized for its service quality for eight consecutive years in the annual Reclame Aqui Awards.

This dedication to customer love has tangible results. According to the Brazilian Central Bank, Nubank consistently maintains the lowest rate of customer complaints among the country's 15 largest financial institutions, solidifying its reputation as a global leader built on trust and a genuinely customer-centric model.

About the Kantar BrandZ Study

The ranking lists the banks most likely to grow value share in the next 12 months, according to customer perceptions. The ranking is an indicator of whether a brand is achieving good brand equity scores for its size, i.e. whether the bank is building its brand effectively. The ranking is based on Kantar's customer research with 10,400 respondents across 26 markets. Data is taken from the home market for each brand between January 2024 and May 2025. Each study interviews a sample of 400 respondents, all of whom have a current or savings account and are aware of the brands in question.