Nubank customers faced a change that will impact their costs, as the institution began charging for the insurance previously offered free as part of the benefits of the high-income Ultravioleta card. This service, called Ultravioleta Protegido, will have a monthly cost of R$ 19.99, totaling an annual increase of R$ 239.88. The expectation was that all customers could subscribe to this new service by the following day, September 24th.
This modification generated several complaints online. Users argue that protection against fraud and transactions made under duress was already included in the Ultravioleta package, at no additional cost, under the name Digital Transaction Protection, and this was stated in the card's terms and conditions.
As of the writing, the reason for this change has not been clarified, and contact with Nubank has not received a response. However, the email communication details that Ultravioleta Protegido offers two distinct coverages. Subscription can be done directly through the Nubank app, while activating the insurance coverage must be done through Customer Service (SAC), also accessible via the app 24 hours a day. The bank assures that 98% of refunds are processed within five business days.
As an initial incentive, there is a limited-time offer: those who purchase the insurance will receive 50% of the value back as cashback during the first three months.
Renê Fraga, a customer, expressed his opinion on NuCommunity, acknowledging the new protections, such as coverage for bags, but criticizing the model, stating that 'something that was an advantage of Ultravioleta now has a separate price.' According to him, the bank is reducing benefits and turning free services into paid products, increasing the card maintenance cost.
This is not the first time similar changes have occurred. The free subscription to Rappi Pro was discontinued on December 31, 2024. Furthermore, in September 2025, Nubank ended the 200% CDI yield on cashback, which provoked many criticisms. In this same restructuring, the Ultravioleta monthly fee increased from R$ 49 to R$ 89, and the minimum spending for exemption rose from R$ 5 thousand to R$ 8 thousand monthly on credit, although customers with R$ 50 thousand saved or invested in the bank remain exempt.
There were also changes related to HBO Max. In April, Nubank announced the end of free access to the streaming service, but in July revised this decision: current Ultravioleta customers are entitled to 12 months of the Basic Plan with Ads free of charge, after which they will have to pay R$ 4.90 monthly, a low amount in the market.
At the time of the HBO Max change, the bank justified that the changes in benefits are aligned with market conditions and customer adoption levels.