Design a first credit card experience for Nu México customers who have no credit history.

Introduction

Nu México has become one of the country's largest digital financial institutions, with around 15.8 million customers by mid-2026, and in August 2026 it began operating with a full banking licence. Its story in Mexico started with credit: the Tarjeta Nu, a no-annual-fee credit card, gave millions of people their first formal credit product. Mexico has one of the lowest credit card penetration rates among large Latin American economies, and many adults have no record at the credit bureau. Without a history, banks either reject them or offer poor terms, and without a card they cannot build a history.

This question asks us to design the first credit card experience for Nu México customers who have no credit history. It is hard because it combines user experience, financial education and credit risk: a great experience that leads to unpayable debt is a failure for the customer and for Nubank.

Step 1

Clarify Questions (3 minutes)

• Is this about approving more thin-file customers, or about the experience after approval? I'll focus on the end-to-end experience from application to the first six months, assuming underwriting can approve some thin-file customers with low starting limits.

• Who are these customers? I'll assume young adults, informal workers and people who have only used cash and debit, many of whom already have a Nu México savings account.

• What are Nubank's goals? I'll assume: grow the active card base, keep losses within risk appetite, and turn first-time cardholders into long-term primary customers.

• Any constraints? Mexican regulation on credit disclosures, minimum payment rules and fair collection practices, plus limited bureau data.

Propose the Goal

Help first-time credit customers in Mexico use their Tarjeta Nu confidently and responsibly, so that within 12 months they build a credit history, grow their limit and stay current on payments.

Define the Scope

In scope: onboarding, limit and spending controls, payment education, building credit history, and early-warning support. Out of scope: changes to interest rates, collections policy redesign, and the underwriting model itself (except where the experience feeds it data).