How would you measure the success of NuPay in Brazil?

Introduction

NuPay is Nubank's online checkout. When a shopper on a partner e-commerce site chooses NuPay, they are sent to the Nubank app, confirm with their phone, and pay with their account balance or in installments using their Nubank credit, without typing card numbers. Merchants get instant payment confirmation and access to Nubank's huge customer base. Partnerships with payment providers such as EBANX and PPRO have widened merchant access.

Measuring NuPay's success means looking at a two-sided product: shoppers who choose NuPay and merchants who offer it. It also sits on top of Nubank's credit business, so growth must not come with unhealthy credit risk.

Step 1

Product Context (3 minutes)

NuPay competes at Brazil's online checkout, where shoppers can choose credit cards (often in installments, "parcelado sem juros"), Pix, boletos, digital wallets such as Mercado Pago and PicPay, and buy-now-pay-later options.

Key stakeholders:

• Shoppers: Nubank customers who want a fast, secure checkout and flexible installments.
• Merchants: want higher conversion, lower fraud and lower payment costs.
• Nubank: earns from merchant fees and credit, and strengthens its role as customers' primary financial app.
• Payment partners: gateways and PSPs that offer NuPay to their merchants.

User flow:

1. Shopper selects NuPay at checkout.
2. Redirect or deep link to the Nubank app.
3. Shopper sees the amount and chooses: account balance, credit in one payment, or installments.
4. Confirms with password or biometrics.
5. Merchant receives instant confirmation.

Lifecycle stage: growth. NuPay has proven the concept with partners and must now expand merchant coverage and become a habitual choice for Nubank customers.

Why NuPay matters strategically: it moves Nubank from being the card in the customer's wallet to being the checkout button, where it can offer its own credit and capture more of the transaction value.