---
title: "Nubank in the US: Could LatAm's biggest challenger shift US banking?"
description: We've used FinTech Insights to explore Nubank's strengths & weaknesses relative to the US challenger market and how its entry might change the landscape.
---

[FinTech Insights Blog | FinTech Insights ](https://www.fintechinsights.io/blog)

# [Nubank in the US: Could LatAm's biggest challenger shift US banking?](https://www.fintechinsights.io/blog/nubank-in-the-us-could-latams-biggest-challenger-shift-us-banking)

 Written by [Panagiotis Koutroumpis : VP of Research & Analysis at FinTech Insights](https://www.fintechinsights.io/blog/author/panagiotis-koutroumpis-) | Dec 8, 2025 1:24:57 PM

To say Nubank dominates digital banking in LatAm is to understate its success. 

In Brazil, [57% of adults](https://www.euromoney.com/article/8kmugza5dlcso0owc0c8s8wgo/awards/awards-for-excellence/latin-americas-best-digital-bank-for-consumers-2025-nubank/) have a Nubank account. And even the [entry of Revolut](https://www.fintechinsights.io/blog/nubank-vs-revolut-who-will-come-out-on-top-in-brazil) — Europe's most valuable startup — doesn't seem to have slowed its growth. 

Nubank is also a leader in every other LatAm country it expanded to, its [$56 billion market valuation](https://www.economist.com/finance-and-economics/2025/03/27/nubank-has-conquered-brazil-now-it-is-expanding-overseas) putting it in direct competition with legacy bank [Itaú Unibanco](https://www.itau.com.br/relacoes-com-investidores/en/) for the title of largest bank in the region. 

Having conquered LatAm, news began swirling that Nubank was considering [moving its domicile to the UK](https://www.fintechinsights.io/blog/nubank-vs-revolut-round-2-what-if-nubank-launched-in-europe). The prospect of European entry remains hypothetical. But US entry is definitely happening: in September 2025, Nubank [applied for a banking charter](https://www.reuters.com/business/finance/brazils-nubank-applies-us-bank-charter-2025-09-30/). 

Will it be able to replicate its success in such a vastly different market? 

Using our digital banking research platform[FinTech Insights](https://www.fintechinsights.io/), we've crunched the data to evaluate its prospects. 

[View full post](https://www.fintechinsights.io/blog/nubank-in-the-us-could-latams-biggest-challenger-shift-us-banking)

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