The news: Nubank hired former TikTok executive Kim Farrell as its marketing director. She will be based in the US and report to Nubank’s cofounder and US CEO, Cristina Junqueira.

Zoom out: Nubank put its plans for a US launch into motion when it applied to the Office of the Comptroller of the Currency for a national banking charter in October, for which it received conditional approval in January. If Nubank clears the remaining hurdles without delay, it should launch in the US in 2027 with products including demand deposit accounts, credit cards, digital asset custody, and personal loans.

Trendspotting: Older Gen Zers and millennials are a key demographic for Nubank. Marketing through their preferred channels is crucial to customer acquisition. Our October 2025 US Consumer Banking Habits survey revealed the channels banks can use most effectively to reach consumers 18 to 44:

• Preferred channels include a bank’s mobile app (80.3%), website (57.6%), and email (38.0%), followed by social media (37.2%).
• They are more likely than consumers 45 to 79 to discover a bank’s products via social media (37.2% versus 13.5%), a differential only behind mobile banking (80.3% versus 51.5%).

Social media is imperative for reaching younger consumers and shaping the marketing strategies designed to engage them. For example, key social media–native brand MrBeast demonstrates the ideal reach with this approach: In February, MrBeat bought teen-focused neobank Step.

Implications for banks: Nubank is entering the US market as a new brand, with Gen Z and consumers of Latino descent in mind. With an in-house influencer strategy, the neobank has a leg up on incumbents.

Indeed, the incumbents may successfully reach customers directly via their digital channels but need a social media strategy that acknowledges the role of influencers. Finfluencers are now often the linchpin to a modern social media strategy, and subtle awareness—through financial education and product marketing—is not enough.