The company employs advanced AI and data analytics to personalize services, assess creditworthiness, reduce fraud, and streamline operations, with a focus on responsible AI use emphasizing privacy, transparency, and human oversight.

Nu has acquired AI-focused startups like Hyperplane to integrate advanced language models such as ChatGPT and Google Gemini, aiming to offer hyper-personalized financial recommendations.

AI is central to Nu's platformization efforts, supporting scalable solutions for international growth, automating fraud detection, customer support, and financial advisory services, making high-end financial advice accessible to broader populations.

Nu plans to deepen customer relationships through cross-selling financial products like loans, savings, investments, and insurance, which has tripled the average monthly revenue per active customer from $4 in 2021 to $12 in 2025.

The company’s international expansion includes markets like Mexico and Colombia, with a focus on underserved populations, while maintaining compliance with diverse regulatory environments.

Despite facing competition from traditional banks and fintechs, Nu distinguishes itself through its streamlined digital-first approach, leveraging data analytics, machine learning, and instant credit decisions to enhance customer experience and operational efficiency.

Nu Holdings has established itself as a major player in Latin America's digital banking scene, leveraging technology, customer focus, and strategic expansion to drive growth.

Founded in 2013 in Brazil by David Vélez, Cristina Junqueira, and Edward Wible, Nu has evolved from a digital credit card issuer into a comprehensive financial services provider serving over 70 million customers by 2023.

The company's rapid growth is reflected in its $21 billion loan book in 2024, growing 45% annually, with decreasing delinquency rates indicating effective risk management.

Nu reported a net income of $637 million in Q2 2025, a 31% increase from the previous year, demonstrating profitability alongside its expanding scale.

Its core operations include no-annual-fee credit cards, personal loans, and a digital banking platform that allows users to manage finances and set savings goals via mobile apps.

Nu's growth strategy emphasizes profitable scaling, customer engagement, and global expansion, including recent investments in South African fintech Tyme Group and considerations to relocate its domicile to the UK and expand into the US.