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Brazil has 5 of the 10 banks adding the most customers in the Americas
Euromoney's ranking of the banks that added the most retail customers in the Americas in 2025 sends a clear message: the growth is in Brazil. Nubank alone added 16.7 million customers, more than Inter and PicPay combined (13.6 million), and five of the ten banks on the list are Brazilian. Together they added about 38 million of the 55 million customers on the list, and no U.S. bank makes the top five.
In percentage terms, the smaller bases lead. Plata grew 209.1% to 2.3 million customers and SoFi 34.8%, against 19.5% at Inter and 14.6% at Nubank. Santander, the only international group in the top ten, added 6.3 million, and the state-owned Banco do Brasil and Caixa added about 3.9 million each. Adding customers is the number we can count; how many of them become primary relationships is the one that will decide who wins.
Source: Euromoney | Prepared, analysis and data by W Fintechs
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