Here’s how Nubank tripled the number of people in the Brazilian stock market by entering it. Our challenge was to turn our IPO into the biggest financial inclusion moment in the country. So we created a simple and transparent experience: every client could receive one free Nubank stock with a single tap in the app.

But in a country where only 3% of people invest, and many don’t even understand what a stock is, we had to simplify the concept: Stock = pedacinho.

A playful, popular way to show that anyone could own a pedacinho of a big company.