Nubank has implemented changes to the benefits offered to customers of the Ultravioleta and Nubank+ cards, specifically regarding free access to the HBO Max Basic with Ads plan.
Nubank has implemented changes to the benefits offered to customers of the Ultravioleta and Nubank+ cards, specifically regarding free access to the HBO Max Basic with Ads plan.
For Ultravioleta and Nubank+ clients, the benefit of the HBO Max Basic with Ads plan will be maintained at no additional cost, but only for a period ranging from six to twelve months. After this period, an extra monthly charge of R$ 4.90 will be required to continue using the streaming service.
Historically, access to HBO Max was part of the benefits of Nubank Ultravioleta since 2024, without additional costs. However, in April of this year, Nubank began notifying its customers about the end of this free access.
Initially, the change stipulated that Ultravioleta clients would need to pay R$ 11.90 monthly for the Basic with Ads plan or R$ 17.90 for the Standard plan (ad-free). This proposal was later modified.
In July 2026, Nubank informed Ultravioleta clients via email that the HBO Max Basic with Ads plan will be free for another 12 months. For those who wish to keep the plan after July 2027, the cost will be R$ 4.90 monthly.
It is important to note that new Ultravioleta clients will not receive the one-year free period; for them, the subscription will cost R$ 4.90, but without the temporary benefit.
Nubank justified this update by stating that the company is assuming a large part of the streaming platform's costs. The update is part of the evolution of benefits for Nubank+ and Ultravioleta clients. For new subscriptions, the Basic with Ads plan will cost R$ 4.90, with Nubank covering 80% of the regular price of HBO Max in Brazil.
Ultravioleta clients can still opt for the Standard plan, but they will have to bear an additional fee of R$ 14.90 monthly, without the 12-month free coverage.
Nubank+ clients will also benefit, albeit under different conditions. For this group, the HBO Max Basic with Ads plan will be free for only six months. Starting in January 2027, the extra monthly fee of R$ 4.90 will be required.
Similar to Ultravioleta clients, new Nubank+ clients will not receive the free period. They can also choose the Standard plan, paying R$ 14.90 per month. In any scenario, the costs for Ultravioleta or Nubank+ clients remain more advantageous than subscribing to HBO Max separately.
Currently, HBO Max plans in the Brazilian market, excluding promotions and the Extra Member option, have the following prices.
Ellen Kiss, director of Nubank's Design Excellence Center, stated that the financial conglomerate has not conducted layoffs due to Artificial Intelligence. On the contrary, the company maintained its hiring pace but altered the selection criteria for new employees. According to the executive, Nubank began favoring candidates who already possess knowledge or some exposure to AI tools, which has become a decisive factor. This change aligns with movements observed in other corporations, such as GM. Kiss's statements contrast with the discourse of some large Brazilian companies, where there is pressure for cuts among junior staff at managerial levels. Furthermore, Nubank uses Figma to build its design system, NuDS, which standardizes the application screens for more than 118 million customers in Brazil, Mexico, and Colombia.
