You know that kind of entrepreneur who changes an entire market without making much noise? Cris Junqueira is exactly like that. The co-founder of Nubank is not just another executive in a male-dominated industry — she is the person who helped turn the Brazilian banking system upside down.

Cristina began her education in Production Engineering at USP, then completed a master's degree there as well, and even pursued an MBA at Kellogg in the United States. In other words, from an early age, she had that profile of someone who is not satisfied with the obvious. But the real transformation happened when she started working at Unibanco, Boston Consulting Group, and later at Itaú. It was precisely during these experiences that Cris Junqueira began to see how archaic the traditional banking system was — full of bureaucracy, absurd fees, and a user experience that left much to be desired.

In 2013, together with David Vélez and Edward Wible, she decided to do something completely different. Nubank was born with a simple but revolutionary proposal: a no-annual-fee credit card, entirely managed through the app, focused on transparency and making the customer's life easier. While traditional banks invested in physical branches and heavy infrastructure, Nubank bet on technology, humanized service, and a mobile-first experience that made perfect sense.

As Chief Growth Officer, Cris Junqueira led expansion strategies that caused Nubank to grow almost exponentially. The company started in Brazil, then expanded to Mexico and Colombia, and is now looking at other markets. Over 100 million customers using the platform — that’s the kind of number that shows the strategy worked.

And then comes 2021. The IPO on the NYSE with the ticker NU was a milestone not only for the fintech but for the entire Latin American financial technology scene. Cristina Junqueira became one of the most recognized women globally in the finance and tech ecosystem. Her billion-reais net worth mainly reflects the appreciation of Nubank’s shares, but what’s most interesting is that she maintains a much more discreet profile compared to other industry executives.

What truly sets Cris Junqueira apart is the impact she has had on the market as a whole. It’s not just about Nubank’s growth — it’s about how traditional banks were forced to wake up and start investing in apps, no-fee accounts, and online service. She helped redefine how millions of Brazilians relate to money and financial services.

Moreover, she has become a symbol of female leadership in a market that has historically been very male-dominated. Frequently invited to global events on fintech and digital transformation, Cris Junqueira is also a mother of two and actively participates in debates on corporate diversity and female entrepreneurship. Her legacy goes far beyond a billion-dollar company — she has opened space for an entire generation of women in technology and finance in Brazil.