Nubank: High-Income Product Strategy
Former Executive at Nubank
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Nubank: High-Income Product Strategy(June 25, 2025)
Former Executive at Nubank
Interview Transcript
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Can you compare Ultravioleta today versus the Itaú top cards? I was looking at some numbers, and I think Itaú still gives higher points and there's the lounge access. On the Nubank Ultravioleta side, it seems like there's a lower monthly fee, the 200% of CDI for points, and benefits like HBO Max. I don't think there's a lounge. Can you compare them today and discuss how competitive this card is?
The process mostly happened through the app, but there was no priority in the queues. If you have a problem with your car and you're a high-income customer paying 50 reais per month, you have no priority over customer support compared to someone with very low principal. Everyone should be treated fairly and deserve high support. However, if you're paying extra for a higher quality product, you would expect lower wait times in return. That was one lever we considered.
This is a snippet of the transcript, sign up to read more.
Can you compare Ultravioleta today versus the Itaú top cards? I was looking at some numbers, and I think Itaú still gives higher points and there's the lounge access. On the Nubank Ultravioleta side, it seems like there's a lower monthly fee, the 200% of CDI for points, and benefits like HBO Max. I don't think there's a lounge. Can you compare them today and discuss how competitive this card is?
Another hypothesis was that customer support could feel humane even if it wasn't face-to-face. To address this, Nubank created a dedicated cell of customer support specialists tailored to meet the needs and pain points of high-income customers. They were given priority in line and had a dedicated team. Unlike some banks where you may have just one or two people and their WhatsApp number, all of this still happened within the app ecosystem. There was a team of four or five faces likely to pick up, not the same person all the time, but someone who knows what they're talking about. We were testing this hypothesis, and although I didn't stay long enough to see its impact on NPS or customer satisfaction, early feedback from qualitative customer interviews was very positive.
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