Nubank closes attractive return of 200% of the CDI in cashback on the Ultravioleta card

The Nubank discontinued the automatic profitability of 200% of the Certificado of income. Embora balances remain available for redemption or use, they no longer suffer any type of financial correction.

Essa decision generated considerable dissatisfaction among Ultravioleta users, who saw profitable cashback as a conservative form of investment linked to an important market indicator. The change led many to question contractual predictability and re-evaluate the product’s value proposition, considering migrating to other options available in the financial market. Fintech, in turn, justified the measure as part of a strategic repositioning, aiming to encourage the active use of cashback in purchases and experiences, distancing it from its financial application nature.

Discontinuation of a core benefit

Desde the launch of the Ultravioleta card, the amount returned on each purchase was automatically applied with the promise of a return of 200% of the CDI, offering daily liquidity. Essa feature turned cashback into something more than a simple return of money; it operated as a kind of affordable, low-risk investment, encouraging many customers to hold on to their accumulated balances rather than redeem them immediately. Profitability presented itself as a significant competitive advantage, attracting an audience that sought to maximize the return on their spending.

The decision to remove this yield, effective September 2025, marked a fundamental change in the Ultravioleta proposal. Para customers, this change represented a direct loss in terms of potential for money appreciation. The benefit, previously seen as a financial pillar, became just a credit for future use, without the addition that many had incorporated into their personal financial planning, changing the long-term perception of the product.

Repercussion between customers and the market

The change implemented by Nubank quickly provoked a wave of dissatisfaction. Clientes used various communication channels to express their criticism, pointing out that the end of profitability represented a significant loss in relation to the product’s original proposal. Muitos reported feeling aggrieved, arguing that the change directly affected the predictability of their resources and confidence in the stability of the benefits offered.

The main complaint revolved around the devaluation of the accumulated balance and the perception that a competitive advantage had been unilaterally removed. Alguns user reports indicated concern with the way the new guidelines were communicated and implemented, suggesting a lack of clarity or time for adaptation. Essa reação acentuou o debate sobre a relação entre fintechs e consumidores, especialmente no que diz respeito à alteração de termos e condições de serviços que já estavam estabelecidos e eram amplamente utilizados. The repercussion also opened the door for comparisons with other financial institutions that still offer profitability benefits in their products, leading some customers to consider alternatives in the market.

Strategic positioning of fintech

Segundo fintech, the decision to discontinue cashback profitability Ultravioleta is part of a strategic repositioning that seeks alignment with the evolution of the financial market and the needs of high-income customers. The main objective is to encourage the active use of cashback across a variety of purchases, transfers and experiences, rather than treating it as a financial application. The company seeks to reinforce the benefits directly linked to the consumer experience and the international profile of its audience.

Este new approach aims to strengthen the card’s connection with a lifestyle that values ​​convenience and exclusivity in everyday transactions and travel. The strategy reflects an attempt to redefine the perceived value of the Ultravioleta, directing users’ attention to the services and benefits that complement the card experience, such as access to VIP lounges and the global account, to the detriment of the passive investment aspect. Fintech, therefore, seeks to solidify its image as a provider of complete solutions for a specific segment, focusing on differentiators that transcend the basic profitability of a balance.

Remaining benefits of Ultravioleta

Apesar of the change in cashback profitability, the Ultravioleta card maintains a series of benefits that continue to be a differentiator for the high-income public. The annual fee exemption, for example, is preserved for customers who spend at least R$8,000 per month on the card or who keep R$50,000 invested in the institution, ensuring that the maintenance cost is mitigated for active users. Além In addition, fintech implemented a transition rule where old users can preserve the previous rules for a period of up to 12 months, offering time to adapt.

Cashback of 1.25% on purchases is still a present feature, as is the option to accumulate 2.2 points per dollar spent, which can be transferred to loyalty programs such as LATAM Pass, Smiles and TudoAzul. The Ultravioleta continues to offer differentiated conditions on the Nu Viagens, access to VIP lounges in more than 145 countries, a global account in multiple currencies and an international eSIM with data allowance. Para purchases abroad, full IOF refund and free internet abroad complement the benefits package, focusing on a hassle-free international travel and use experience.

Alternatives to monetize cashback

With the discontinuation of cashback profitability on Ultravioleta, many customers began to look for alternatives so that their accumulated values ​​continue to generate some type of return. In the current financial market, several platforms and products offer options so that idle money or cashback balances can be monetized. Low-risk Investimentos, such as fixed income funds or CDBs with daily liquidity offered by other institutions, can be considered for those looking to preserve and multiply the purchasing power of their money.

Além Furthermore, some digital accounts and banks offer automatic income on the account balance, even if at different levels than what was previously offered by Nubank. Outras financial institutions have their own cashback programs or points that can be converted into products, services or even financial investments. It is essential that consumers evaluate the rates, liquidity and risks of each option before making a decision, looking for the one that best aligns with their objectives and financial profile. Investment diversification and continuous research are crucial for those who want to optimize their income in a scenario of constant changes in the banking and payment sector.

The evolution of the high-income card market

The high-income card scenario has undergone a significant transformation, driven by fintech innovation and the growing demand for digitalized and personalized services. Antigamente Dominated by large traditional banks, the segment now sees fierce competition from companies that rely on technology to offer differentiated experiences. The profitability of cashback, access to VIP lounges, flexible points programs and concierge services are just some of the attractions that have become standard for attracting and retaining customers with greater purchasing power.

Nesse dynamic context, financial institutions are constantly reevaluating their offerings to maintain relevance and competitiveness. The change in Ultravioleta reflects a market trend where the focus is shifting from simple passive remuneration to creating a benefits ecosystem that is more integrated into the user’s life, especially in international travel and experiences. The search for convenience, security and a fluid user experience across countries becomes as or more important as direct financial returns, shaping the next generation of premium financial products.

Consumer and contractual predictability

The decision to change a central benefit of a financial product highlights the importance of contractual predictability for the consumer. In a constantly evolving market, it is essential that financial institutions clearly and transparently communicate any changes to the terms and conditions of their services. Customer trust is built on the clarity of the rules and the guarantee that the contracted benefits will be maintained or that changes will be informed in advance with sufficient time for adaptation.

Brazilian consumer legislation provides rights that protect the consumer against unilateral changes that may generate excessive disadvantage. A client’s ability to plan their finances directly depends on the stability of the conditions offered. Assim, companies must seek a balance between the need to innovate and adapt their products and respect for the rights and expectations of their users, ensuring that changes are perceived as fair and transparent.