Nubank reached the mark of 15 million customers in 2019, and the fintech continues to grow with different marketing actions to attract more and more consumers. To this end, the financial institution has been sending handwritten letters to non-users, inviting them to join the digital bank. Although creative, the action of marketing raises an important question: how does Nubank have access to people's addresses?
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That was the question asked by journalist Bruno Gmbaro after receiving a personalized letter from the financial institution. On his Twitter profile, he posted a photo of the message and asked the digital bank for public explanations. The tute went viral on the social network last week, and Nubank's marketing strategy has become an issue among users. In a note from dnetc, Nubank reported that non-customers can opt out of receiving mail from the company, and that fintech does not actually have access to people's residential address: "We maintain partnerships with companies that add registration databases, which are responsible for sending communications to potential customers who may be interested in the products or the brand".
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In the letter, which contains a photo of the Nubank team, the bank explains why it was chosen by the handwritten text and says that it does not treat "anyone as a number, but as a person". THE fintech it also criticizes the service of traditional banks and, at the end, invites the reader to join a digital account and the purple credit card.
A quick search on Twitter is enough to see that the bank's practice is quite common. In addition to Bruno, other users also said they had received the letter. Many were concerned about the protection of their personal data.
I received from NADA a letter from Nubank at home as they knew my address ????? PLEASANT
– February 12, 2020
I saw one sent to me and they even sent it to my grandmother's address. She calls me saying an order has arrived for you aq from Nubank I was ??????? How do you guys know about my existence and still know my grandmother's address https://t.co/FL12P6JuIj
– February 8, 2020
@nubank sending a letter to my name with my address being that I never even typed nubank on Google was one of the most creeps of my year
– February 8, 2020
In response to a complaint from a woman who received the letter, Nubank explained that the address obtained from a partnership with BoaVista SCPC, a credit consultation and positive registration company. According to the fintech on Twitter, the databases do not have bank information and do not compromise the credit score of the person consulted.
(+) We partnered with Boavista. Stay calm because these databases do not have bank information and do not compromise your credit score.
– January 2, 2020
In note to dnetc, Nubank said it does not have access to the address or names of people who are not customers of the institution, but confirmed the partnership with the credit companies. Check the complete positioning below.
At Nubank, sending letters is another channel we use to communicate with potential customers. For the sending of letters, we do not have access to the address or name of people who are not our customers. We maintain partnerships with companies that add registration databases, which are responsible for sending communications to potential customers who may be interested in the products or the brand. Through the sou.nu/transparente channel, the customer can choose not to receive our letters anymore.
How to get an invitation from Nubank? Find out in the dnetc forum.
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