How contrarian hires and a pitch deck started Nubank’s $30 billion fintech empire

For most startups, the hardest early challenge is identifying a market and a product to serve it. That wasn't the case for Nubank CEO David Velez, who understood the massive potential for success if he could break into Latin America's most valuable economy with even a moderately modern banking offering.

Instead, the challenge was how to rebuild the concept of a bank in a country where banking is widely hated, all while the incumbents heavily entrenched with the state worked to block every move.

Nubank knew its market and geography, and through tenacious fundraising, inventive marketing and product development, and a series of contrarian hires, Velez and his team stripped bare the morass of Brazilian banking to build one of the world's great fintech companies.

The challenge was how to rebuild the concept of a bank in a country where banking is widely hated, all while the incumbents heavily entrenched with the state worked to block every move.

In the first part of this EC-1, I'll look at how Velez brought his skills and experience to bear on this market, how Nubank was founded in 2013, and how the team brought a Californian rather than Brazilian vibe to their first office on - no joke - California Street, in a neighborhood called Brooklin in the city of Sao Paulo.

The makings of an entrepreneur

The idea of being his own boss was ingrained in Velez from his earliest days in Colombia, where he grew up in an entrepreneurial family, with a father who owned a button factory. I heard from my dad over and over again that you need to start your own company," Velez said.

But years would pass and Velez still had no idea what he wanted to do. To kill time," and also to surround himself with entrepreneurial energy, Velez attended Stanford University - partially financed by the sale of some livestock - and then worked as an analyst at Goldman Sachs and Morgan Stanley before switching to venture capital at General Atlantic and Sequoia.