Beyond the AI Hype: How Nubank’s $50B Success Story Proves Customers Just Want Solutions That Work

The Anti-AI Pitch Strategy Fueling a Digital Banking Revolution

While competitors race to rebrand every feature as “AI-powered,” Numbank CEO Livia Chanes is building a $50 billion fintech empire by focusing on what customers actually want: solutions that work seamlessly. In an exclusive interview with Fortune, Chanes revealed why she refuses to sell AI as a product feature, instead treating it as an invisible engine driving better customer experiences., according to recent innovations

“Customers don’t care if it’s AI-enabled or not,” Chanes stated unequivocally. “I think customers just want to have the best experience possible.” This contrarian approach comes as Nubank has grown to become the world’s largest digital bank by customer count, serving over 120 million users across Brazil, Mexico, and Colombia., according to market trends

Substance Over Hype: The Engine Behind 120 Million Customers

Nubank’s staggering growth—adding 24 million customers during Chanes’ tenure as Brazil country manager alone—hasn’t come from riding technology hype cycles. Instead, the company has focused obsessively on eliminating friction in financial services. While the fintech industry often treats AI as a marketing centerpiece, Nubank treats it as infrastructure.

“AI is an additional tool… not a customer value proposition,” Chanes explained. The distinction is crucial in an industry where technology buzzwords often overshadow actual customer benefits. While Nubank invests heavily in AI across its operations, these implementations serve functional purposes: strengthening credit underwriting, detecting and preventing fraud, automating customer service, and enhancing marketing precision.

Invisible Innovation: When Technology Disappears Into the Background

The most telling example of Nubank’s philosophy might be their voice banking integration in Brazil. Customers can now initiate payments using simple voice commands like “Send 50 reais to Maria” without opening a banking app. The experience seamlessly blends AI capabilities with financial infrastructure without calling attention to the underlying technology.

This approach reflects Chanes’ broader perspective: “Customers just want to have the best experience possible and the highest level of personalization possible. It’s less important to them how.” With over 90% of customer inquiries handled digitally, AI serves as an invisible facilitator rather than a featured attraction., according to expert analysis

Real-Time Revolution: Transforming Financial Behavior at Scale

Nubank’s strategy has proven particularly effective in Latin America, where traditional banking access has historically lagged. The company has become a major player in Brazil’s instant payments transformation, processing one in every four transactions through the country’s Pix system—which now moves more money than credit and debit cards combined., as comprehensive coverage

Their integration of real-time payments through WhatsApp, the region’s most widely used messaging platform, demonstrates how Nubank embeds financial services into existing customer behaviors rather than forcing technological showmanship.

The American Ambition: Buying Optionality With a U.S. Bank Charter

Despite its Latin American dominance, Nubank is positioning for global expansion. The company recently filed for a U.S. national bank charter, signaling long-term plans to enter the competitive American fintech landscape. “We don’t have a specific date for any launches in the U.S. at this point in time,” Chanes acknowledged, “but the license is a first step… we’re buying the optionality.”

This measured approach reflects Nubank’s broader philosophy of strategic patience and customer-centric development. Rather than rushing to market with flashy technology demonstrations, the company appears focused on understanding American customer needs before launching services.

Staying Connected: The Human Element in Digital Banking

As Nubank scales globally, Chanes emphasizes the importance of maintaining connection with actual customer pain points. “It’s very easy to connect with the numbers and disconnect with the people,” she noted, highlighting a risk that intensifies with growth.

This human-centered approach has guided Nubank’s product development, resulting in more than 50 product launches during Chanes’ leadership. Each expansion has reinforced the company’s core operating philosophy: technology should remove complexity, not add it. In an AI-fueled business cycle where technology is often treated as a story rather than a tool, Nubank’s success suggests that sometimes the most powerful innovation is the kind customers don’t even notice.

“People just want to get their problem solved,” Chanes concluded. “It’s less important to them how.” In an industry obsessed with the next big thing, Nubank’s $50 billion validation of this simple truth might be the most disruptive innovation of all.

References & Further Reading

This article draws from multiple authoritative sources. For more information, please consult:

• https://thefinancialbrand.com/list-of-digital-banks

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