Nubank improves plans and increases internet allowance by up to 40% for NuCel customers

Nubank customers faced a change that will impact their costs, as the institution began charging for the insurance previously offered free as part of the benefits of the high-income Ultravioleta card. This service, called Ultravioleta Protegido, will have a monthly cost of R$ 19.99, totaling an annual increase of R$ 239.88. The expectation was that all customers could subscribe to this new service by the following day, September 24th.

This modification generated several complaints online. Users argue that protection against fraud and transactions made under duress was already included in the Ultravioleta package, at no additional cost, under the name Digital Transaction Protection, and this was stated in the card's terms and conditions.

As of the writing, the reason for this change has not been clarified, and contact with Nubank has not received a response. However, the email communication details that Ultravioleta Protegido offers two distinct coverages. Subscription can be done directly through the Nubank app, while activating the insurance coverage must be done through Customer Service (SAC), also accessible via the app 24 hours a day. The bank assures that 98% of refunds are processed within five business days.

As an initial incentive, there is a limited-time offer: those who purchase the insurance will receive 50% of the value back as cashback during the first three months.

Renê Fraga, a customer, expressed his opinion on NuCommunity, acknowledging the new protections, such as coverage for bags, but criticizing the model, stating that 'something that was an advantage of Ultravioleta now has a separate price.' According to him, the bank is reducing benefits and turning free services into paid products, increasing the card maintenance cost.

This is not the first time similar changes have occurred. The free subscription to Rappi Pro was discontinued on December 31, 2024. Furthermore, in September 2025, Nubank ended the 200% CDI yield on cashback, which provoked many criticisms. In this same restructuring, the Ultravioleta monthly fee increased from R$ 49 to R$ 89, and the minimum spending for exemption rose from R$ 5 thousand to R$ 8 thousand monthly on credit, although customers with R$ 50 thousand saved or invested in the bank remain exempt.

There were also changes related to HBO Max. In April, Nubank announced the end of free access to the streaming service, but in July revised this decision: current Ultravioleta customers are entitled to 12 months of the Basic Plan with Ads free of charge, after which they will have to pay R$ 4.90 monthly, a low amount in the market.

At the time of the HBO Max change, the bank justified that the changes in benefits are aligned with market conditions and customer adoption levels.

Nubank announced the restructuring of NuCoin, its free benefits program, aiming to increase customer attraction to Roxinho, the institution's main card. The updates include cash raffles, discount offers, and the release of tickets for performances at Nubank Park.

The new features were previously disclosed to Tecnoblog by Vice President and General Manager Artur Valadão. For every R$ 100 spent, the customer receives valid numbers to participate in raffles held weekly, monthly, and quarterly. The first quarterly raffle is scheduled for September 30th, with a prize of R$ 500 thousand, and the prizes are managed by the Federal Lottery. Valadão emphasized that there is no additional cost to join the new mechanism.

The program now has five tiers, mirroring the structure of Itaú's Minhas Vantagens. However, Valadão explained that this replication of format resulted from market analysis and, above all, conversations with users themselves.

Level advancement is determined by the use of banking services and maintaining healthy financial practices, such as timely payment of obligations. Upon reaching Level 4, the customer gains access to a Turbo Savings Account with a yield of 115% of the CDI. At Level 5, it is possible to compete for tickets to events at Nubank Park (such as Jão's concert on Friday, the 25th) and other experiences. The Palmeiras stadium, located in São Paulo, was known as Allianz Parque until May, when the name changed due to a naming rights agreement.

Artur Valadão informed that the new NuCoin will operate in three-month seasons, each with its own challenges, games, and benefits, incorporating gamification elements. Level progression can occur even during the season, but level demotion only happens at the end of the period.

Among the available rewards are promotions from partners such as Spotify, Shopee, Uber, and O Boticário. According to Nubank, in the future, other activities, such as paying bills on time and using other company services, including the telephony operator NuCel, which already has over one million subscribers, will also contribute to leveling up.

Eligible customers will be notified to participate in the new points system directly through the Nubank application. NuCoin originated as a blockchain token. In September 2024, Nubank ended the buying and selling of these coins, causing them to be used exclusively for exchanging benefits within the banking ecosystem. In July 2025, the company began testing a renewed version of the program, which also started rewarding the use of the debit card.

The focus on Roxinho is linked to the concept of addressable base, referring to the total number of individuals who could be customers of the product. In Brazil, this group includes 144 million adults with an income between zero and three minimum wages. It is important to note that the introduction of the new NuCoin does not change the benefits offered by the Croma and Ultravioleta products, which are managed by distinct sectors.