- Cost structure 65% lower than traditional banks, with operational expense per customer of R$14.70 monthly vs. R$41.90
- NPS (Net Promoter Score) of 92 points, against an average of 36 points in the traditional Brazilian banking sector
- Growing monetization capacity, with an ARPAC increase of 65% in 24 months
- Expansion from 1.2 products per customer in 2022 to 3.4 products per customer in 2024
- International presence with 147% growth in markets such as Mexico (3.8 million customers) and Colombia (650 thousand customers)
Nubank has revolutionized the Brazilian banking sector with its disruptive digital proposition, appreciating over 200% since its IPO in 2021. In this in-depth analysis, we examine whether Nubank stocks are worth it for different investor profiles in 2025, considering current financial metrics, expansion prospects and direct comparisons with competitors from both traditional and digital financial sectors.
The Nubank Phenomenon in the Brazilian Financial Market
Nubank has revolutionized the Brazilian banking scene since 2013, evolving from a credit card startup to the largest digital financial institution in Latin America, with a market value of US$35 billion in 2025. When analyzing whether Nubank stocks are worth it, it’s crucial to understand how the company has attracted more than 100 million customers in a market historically dominated by five large traditional banks.
Nu Holdings (NU) debuted on the NYSE in December 2021 with an initial price of US$9 per share, valuing the company at US$41 billion. After periods of volatility, including a 60% drop in 2022 and significant recovery in 2023-2024, many investors question whether buying Nubank stocks is worth it, especially considering the current P/E multiple of 28.5, substantially above traditional banks.
| Historical Milestone | Date | Impact on Value |
|---|---|---|
| Nubank Foundation | 2013 | Establishment of value proposition |
| Expansion to Mexico | 2019 | First step in internationalization |
| IPO on NYSE | December 2021 | Initial valuation of US$ 41 billion |
| First reported annual profit | 2023 | Validation of business model |
| Customer base expansion to 100 million | 2024 | Consolidation as largest digital bank in LA |
With growth to 100 million customers by 2024 and annual profit of R$4.7 billion, Nubank has managed to challenge the Brazilian banking oligopoly. Analyses from Pocket Option show that this case represents a unique example of disruption in a concentrated market, with a 215% return for investors since its post-IPO lowest point.
Fundamentalist Analysis: When Nubank Stocks Are Worth Considering
To determine if Nubank stocks are worth it for your portfolio in 2025, it’s essential to examine the specific financial indicators that demonstrate the company’s health and potential. Fundamentalist analysis reveals whether the current price of R$78.40 per BDR (NUBR33) reflects the real value of the business.
Nubank’s Key Financial Indicators
Nubank has demonstrated exceptional growth metrics, with customer acquisition cost 67% lower than traditional banks (R$19 vs. R$57) and a retention rate of 94.5%. Experts from Pocket Option highlight that the digital operational model allows Nubank to operate with 63% higher efficiency than traditional competitors, maintaining operational expenses of only 3.2% of total assets.
| Indicator | 2023 | 2024 (until Q3) | Trend |
|---|---|---|---|
| Total Revenue | R$ 17.2 billion | R$ 22.1 billion | ↑ 28.5% |
| Net Profit | R$ 3.1 billion | R$ 4.7 billion | ↑ 51.6% |
| Net Margin | 18.0% | 21.3% | ↑ 3.3 p.p. |
| ROE | 9.8% | 12.7% | ↑ 2.9 p.p. |
| Active Customer Base | 85.7 million | 102.3 million | ↑ 19.4% |
The numbers demonstrate a consistent upward trajectory, but this doesn’t automatically mean that buying Nubank stocks is worth it for all investor profiles. It’s fundamental to evaluate its current valuation in relation to sector competitors.
| Multiple | Nubank | Traditional Bank (average) | Global Fintech (average) |
|---|---|---|---|
| P/E | 28.5 | 7.2 | 35.3 |
| P/B | 4.9 | 1.3 | 5.8 |
| EV/EBITDA | 22.7 | 6.4 | 27.1 |
Analyzing the multiples, we verify that Nubank trades with a 296% premium over traditional Brazilian banks (P/E 28.5 vs 7.2), but still 19% below global fintechs such as Square and PayPal (P/E 35.3). This intermediate position reflects both the unexplored growth potential and the high expectations already priced into the current value.
Nubank’s Competitive Advantages: Why Some Analysts Believe Buying Nubank Stocks Is Worth It
Analysts from Pocket Option identify several quantifiable competitive advantages that can sustain Nubank’s long-term growth:
Nubank’s customer-centric model generates measurable results: 89% of new customers come by recommendation, and users expand from 1.2 financial products in the first year to 3.7 products after three years, tripling the lifetime value of each customer from R$1,200 to R$3,760.
Customer Base Monetization
One of the main factors that makes Pocket Option analysts consider that Nubank stocks are worth it is the consistent increase in ARPAC (Average Monthly Revenue per Active Customer), which measures how much the company can monetize each user:
| Period | Monthly ARPAC | Variation |
|---|---|---|
| 2022 | R$ 19.20 | – |
| 2023 | R$ 25.40 | ↑ 32.3% |
| 2024 (until Q3) | R$ 31.70 | ↑ 24.8% |
This trend of increasing ARPAC, combined with the addition of approximately 16.6 million new customers annually (growth rate of 19.4%), supports the thesis that Nubank still has substantial potential for expansion in revenue and profitability.
Risks of Investing in Nubank: When Nubank Stocks Are Worth Avoiding
Despite the optimism surrounding the company, there are significant and quantifiable risks that need to be considered before deciding if buying Nubank stocks is worth it for your investor profile:
- Current valuation that already prices in annual growth of 25% over the next 5 years
- Intensified competition with more than 25 capitalized fintechs operating in the same segment
- 37% increase in regulatory requirements since 2022, raising compliance costs
- Volatility history of 42.5% (vs. 22.8% of Ibovespa)
- 28.4% exposure to international markets not yet profitable (Mexico and Colombia)
Experts from Pocket Option especially warn about delinquency in recession scenarios. Although Nubank has improved its risk indicators, reducing NPL +90 days from 6.2% to 5.1% since 2022 (below the sector average of 5.8%), its customer base includes a greater proportion of consumers without traditional banking history, representing potential vulnerability in negative economic cycles:
| Indicator | 2022 | 2023 | 2024 (until Q3) |
|---|---|---|---|
| NPL +90 days (credit card) | 6.2% | 5.7% | 5.1% |
| NPL +90 days (personal loans) | 4.9% | 4.2% | 3.8% |
| Provision coverage | 218% | 234% | 251% |
Comparison with Investment Alternatives in the Brazilian Financial Sector
To objectively assess whether Nubank stocks are worth it, it’s essential to compare with investment alternatives in the same sector. The table below contrasts Nubank with the main competitors in the Brazilian market:
| Company | P/E (2024) | Revenue Growth (YoY) | Customer Growth (YoY) | ROE | Dividend Yield |
|---|---|---|---|---|---|
| Nubank (NU) | 28.5 | 28.5% | 19.4% | 12.7% | 0.0% |
| Itaú (ITUB4) | 7.3 | 7.2% | 3.1% | 20.3% | 4.8% |
| Banco do Brasil (BBAS3) | 4.9 | 5.1% | 1.8% | 21.2% | 7.5% |
| Banco Inter (BIDI11) | 22.1 | 19.7% | 12.5% | 8.4% | 0.0% |
| PagSeguro (PAGS) | 9.7 | 14.2% | 8.9% | 15.6% | 1.2% |
This comparison highlights the classic trade-off between growth and value: while Itaú and BB offer multiples 75% lower and dividends of 5-7.5% per year, Nubank presents a revenue growth rate 295% higher, without distribution of earnings. For the average investor, this means choosing between R$7,500 in annual dividends per R$100,000 invested in BB versus potential capital appreciation in Nubank.
Platforms like Pocket Option offer comparative analysis tools that allow investors to visualize this trade-off and make decisions aligned with their short and long-term financial goals.
Investment Strategies for Different Profiles: When Buying Nubank Stocks Is Worth It
Considering the analysis presented, we can outline specific data-based strategies for different investor profiles:
For Growth Investors
For growth investors with tolerance for volatility and a 5+ year horizon, buying Nubank stocks is worth it in a staggered strategy. The approach recommended by Pocket Option analysts includes:
- Allocate 8-15% of the portfolio to fintech stocks, with Nubank representing at most 5% of the total invested
- Implement scheduled quarterly purchases to minimize the impact of the 42.5% annual volatility observed
- Specifically monitor ARPAC growth metrics (target >20% annual) and customer base expansion (target >15% annual)
- Establish semi-annual reassessments with selling triggers if P/E exceeds 35x or revenue growth decelerates to less than 20%
Pocket Option provides alert and monitoring tools for systematic tracking of these critical indicators, allowing tactical adjustments when necessary.
For Conservative Investors
For investors with lower tolerance for volatility and preference for predictable income flows, Nubank stocks are worth it only as limited tactical exposure within a diversified strategy. Specific recommendations:
- Limit exposure to 2-4% of the total portfolio, preferably after corrections of at least 15% from the peak
- Complement with allocation of 10-15% in traditional banks with dividend yield >5% (Itaú, BB, Santander Brasil)
- Consider ETFs like FIND11 (Fintech Index) that offers diversified exposure to the sector with 42% lower volatility than individual stocks
- Implement stop-loss strategy at 20% below entry price for capital protection
| Investor Profile | Suggested Allocation in Nubank | Recommended Horizon | Complementary Strategy |
|---|---|---|---|
| Aggressive | 10-15% | 5+ years | Other international fintechs (PayPal, Block, MercadoLibre) |
| Moderate | 5-10% | 3-5 years | 70% traditional banks + 30% digital banks |
| Conservative | 0-5% | 3+ years | 85% traditional banks + 15% fintech ETFs |
Nubank’s Future and Long-term Potential
When evaluating if Nubank stocks are worth it for the long term, it’s essential to quantify the specific vectors of future company growth:
International Expansion
Nubank has already conquered 3.8 million customers in Mexico and 650 thousand in Colombia, with monthly growth of 9% and 12%, respectively. Pocket Option analysts project that international expansion will represent 32% of revenue by 2030, with potential to add R$22 billion to the current market value.
| Country | Population | Banking Penetration | Market Potential |
|---|---|---|---|
| Brazil | 214 million | 84% | Main market already in advanced monetization |
| Mexico | 126 million | 47% | High (3.8 million customers, +9% monthly) |
| Colombia | 51 million | 46% | Medium (650 thousand customers, +12% monthly) |
| Other LatAm markets | ~230 million | Variable (38-52%) | Planned expansion to Chile and Peru in 2026 |
Product Diversification
The integration with NuInvest has already captured R$18.7 billion in new assets under management in 2024, representing 42% growth in 12 months. This movement not only diversifies revenues but transforms the company’s profile from purely banking to a complete financial ecosystem, similar to the model that added US$200 billion to the market value of Asian fintechs like Ant Financial.
The expansion of the Nubank ecosystem now includes six main verticals with growing contribution to total revenue:
| Vertical | % of Revenue 2022 | % of Revenue 2024 | Growth |
|---|---|---|---|
| Credit Cards | 67% | 48% | ↓ 19 p.p. |
| Digital Account and PIX | 18% | 22% | ↑ 4 p.p. |
| Personal Loans | 12% | 15% | ↑ 3 p.p. |
| Investments (NuInvest) | 2% | 8% | ↑ 6 p.p. |
| Insurance | 1% | 4% | ↑ 3 p.p. |
| Marketplace and Services | 0% | 3% | ↑ 3 p.p. |
Final Considerations: Are Nubank Stocks Worth It in 2025?
After detailed analysis of multiple aspects of Nubank as an investment, we conclude that the answer to “are Nubank stocks worth it?” is directly linked to the investor profile, time horizon, and specific financial goals.
Nubank represents a strategic exposure to the future of digital financial services in Latin America, with potential appreciation of 85-120% in the next five years according to Pocket Option projections, if it maintains a compound annual revenue growth rate above 22% and net margin expansion to 25-27%.
For investors with a 5+ year horizon and tolerance for 30-40% volatility, buying Nubank stocks is worth it considering strategic allocation of 5-15% within a diversified portfolio, preferably during correction moments below P/E 25. For more conservative profiles, limited exposure of 3-5% is recommended or covered option strategies for income generation on the position.
Pocket Option offers analytical tools that allow monitoring Nubank’s main performance indicators, facilitating tactical-operational decisions at different moments of the market cycle.
Nubank’s disruptive potential in the financial sector is supported by concrete metrics: revenue growth of 28.5%, customer base expansion at 18% per year, and growing margins. Like all investments in high-growth companies, the investment thesis requires understanding of specific risks, intensified competition scenarios, and sensitivity to economic cycles.
FAQ
What is Nubank's stock symbol on stock exchanges?
Nubank is traded on the New York Stock Exchange (NYSE) under the ticker "NU". In Brazil, investors can purchase Nubank BDRs (Brazilian Depositary Receipts) on B3 under the code "NUBR33", which represents fractions of the shares traded in the US.
Does Nubank pay dividends to its shareholders?
Currently, Nubank does not pay regular dividends to its shareholders. Like most growth-stage technology companies, the company reinvests its profits to fund expansion of operations, product development, and customer acquisition. The strategy is focused on growth and stock appreciation in the long term, rather than distribution of earnings.
What are the main risks of investing in Nubank shares?
The main risks include: high valuation that already incorporates future expectations, increased competition in the fintech sector, potential regulatory challenges, risks associated with international expansion into new markets, and sensitivity to defaults during economic slowdowns.
How to buy Nubank shares in Brazil?
Brazilians can invest in Nubank in two main ways: 1) Buying BDRs (NUBR33) directly on B3 through any national broker; 2) Buying the original shares (NU) on the NYSE through brokers that offer access to the international market. Platforms like Pocket Option offer tools for analyzing these options.
Is Nubank profitable? Does this affect the stock potential?
Yes, Nubank has been profitable since 2023, with growing margins. The transition to profitability represents an important milestone that differentiates Nubank from many other global fintechs that are still operating in the red. This factor is positive for the stock, as it demonstrates the viability of the business model and reduces the risk of needing new capital raises that could dilute existing shareholders.