São Paulo, March 4, 2026 – Nubank, one of the largest digital financial services platforms in the world, has become the fourth strongest banking brand worldwide and the strongest among neobanks, according to Brand Finance Banking 500 2026 list. Additionally, the company is ranked as the strongest banking brand in Brazil and in Latin America.
The consultancy highlights Nubank as the best example of the evolution from challenger to national leader. According to Brand Finance research, it outpaces the average Brazilian incumbent across the brand funnel, capturing awareness, familiarity, consideration, and preference.
Brazilian customers also rank Nubank highest for trust, preference, and love, underlining that its success stems from more than digital functionality alone. Nubank pairs simplicity and emotionally resonant brand positioning, combining a seamless experience with strong customer connection. It no longer operates as a digital alternative, but as a digital-first favorite.
“Nubank’s exceptional strength highlights the growing power of digitally native banking brands, not just in Brazil but also globally. Strong brand equity, innovation, and customer trust are proving decisive in driving long-term value in an increasingly competitive and fast-moving market”, says Eduardo Chaves, Managing Director, Brazil, Brand Finance commented.
Methodology
Brand Strength is measured by the Brand Strength Index (BSI), a 0-100 score evaluating marketing investment, stakeholder equity, and business performance. Compliant with ISO 20671, this score determines a brand’s relative performance and assigns a corresponding rating up to AAA+, similar to a credit rating.