Nubank, Latin America’s largest neobank, has unveiled a new loyalty initiative called Nucoin that integrates cryptocurrency rewards into its customer experience. The program allows users to earn Nucoins, the bank’s proprietary token as a loyalty incentive, which can be redeemed or held as a digital asset.This development represents Nubank’s continued push to blend traditional banking services with blockchain innovations and cryptocurrency adoption.
The Nucoin loyalty program was announced via a press release on July 22, 2025. Nubank customers can earn Nucoins through everyday banking activities, including card spending, investments, and account usage. These tokens aim to provide a new form of value by offering customers the opportunity to engage directly with the crypto economy through their banking app. Users can either redeem Nucoins for benefits or hold them as cryptocurrency, which aligns with Nubank’s vision to increase financial inclusion through accessible digital assets.
Industry observers view this move as Nubank’s strategy to differentiate itself in a fiercely competitive fintech market by leveraging Web3 technology. By integrating a rewards program based on blockchain tokens, Nubank aims to boost customer loyalty and increase engagement among younger, tech-savvy clients who demonstrate a strong interest in digital currencies.
Nucoin’s launch follows Nubank’s previous initiatives aimed at expanding financial access and product offerings, underscoring its commitment to innovation and customer-centric solutions in Latin America’s growing digital economy.
This program’s rollout coincides with rising interest across the region in cryptocurrencies and decentralized finance (DeFi). Nubank’s entry into crypto rewards could encourage wider mainstream adoption by simplifying access to digital tokens through everyday financial activities.
Notably, Deutsche Bank, in collaboration with Memento Blockchain and Interop Labs, has introduced Digital Asset Management Access 2 (DAMA 2), a new institutional tokenization platform designed to facilitate the issuance of regulated funds on public blockchains. The initiative aims to streamline fund launches by providing a Blockchain-as-a-Service model, eliminating the need for issuers to develop complex protocol teams.
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