Growing a Crypto Neobank in Brazil
Our goal was to strategically plan and execute a full marketing strategy for Neobankless, scaling a self-custodial, onchain neobank alternative tailored to the Brazilian market.
USD transacted
(before VISA card launch)
users acquired in
only 30 days
Category
Service
Background
Neobankless was built with a clear mission: to make DeFi accessible, intuitive, and practical for Brazilians. Built on the Solana blockchain, the platform bridges traditional finance and crypto through a seamless, familiar fintech experience.
From day one, the goal has been to democratize access to global financial tools—enabling users to earn dollar-denominated yields, make instant PIX transfers, access better exchange rates via stablecoins, and interact with tokenized financial products, all within a single app.
By leveraging stablecoin infrastructure, Neobankless allows users to buy USD at significantly lower costs than traditional alternatives like Wise and Nomad. On top of that, users can spend their balance anywhere in the world with a globally accepted Visa card, combining the efficiency of crypto rails with the convenience of everyday payments.
Challenge
The Challenge
The challenge was both cultural and technological. For many Brazilians, DeFi still feels distant, too technical, abstract, and risky, especially when compared to familiar, trusted financial brands like Wise, Nomad, and Revolut.
Neobankless needed to overcome this trust gap by translating complex crypto infrastructure into a product that felt safe, intuitive, and credible.
Aligning branding, product, and communication under a single vision was critical: demonstrating that the future of money is global, simple, and bankless, without sacrificing trust or usability.
Strategy
Solution
MOIC partnered side by side with the Neobankless founders from day one, acting as a strategic extension of the team rather than a traditional agency. Early on, we made a critical positioning decision: shift the ICP from crypto-native users to Brazilian travelers, people who already understand global payments but are underserved by traditional fintech solutions.
This shift required a fundamental change in both brand and go-to-market strategy. Instead of leaning on crypto-native narratives (tokens, yields, protocols), we focused on outcomes Web2 users care about: cheaper USD, better exchange rates, global usability, and simplicity. DeFi became the invisible infrastructure powering the experience, not the message.
From a marketing standpoint, this meant deliberately adopting Web2 acquisition strategies, very different from a typical crypto-native playbook. Growth was driven by:
Partnerships with finance and fintech influencers across Instagram, YouTube, and X, speaking the language of everyday users rather than crypto insiders.
Paid acquisition through Meta ads, optimized around clear value propositions and travel-related use cases.
Full-funnel tracking and performance analysis, treating Neobankless like a modern fintech, not a speculative crypto product.
On the product and brand side, everything was designed to feel familiar, intuitive, and trustworthy. The interface, messaging, and storytelling borrowed cues from established fintech apps, while quietly leveraging Web3 rails under the hood.
Results
Results
Neobankless’ early traction validates the power of a clear narrative paired with the right product and distribution strategy. By focusing on Web2 users, simplifying the message, and leveraging proven fintech growth channels, the platform achieved strong organic adoption and measurable performance across product usage and marketing.
Social Media Portfolio
Where Neo Finance Meets Real Users
Below we show how to translate complex onchain infrastructure into simple, familiar financial experiences for everyday users.
Instead of leading with crypto-native concepts, the communication focused on outcomes people already understand: better exchange rates, global usability, instant payments, and financial freedom without friction.
Through creator-led content, paid acquisition, and product-driven storytelling, DeFi became invisible while value became obvious.
Positioning decisions compound faster than growth tactics.
Neobankless shows what happens when product, narrative, and distribution are aligned from day one.
Shifting NBS ICP unlocked distribution, trust, and scale.
If you are building a fintech or a neobank in an emerging market?
