巴西數(shù)字銀行初創(chuàng)企業(yè)Nubank聯(lián)合創(chuàng)始人克里斯蒂娜·朱奎拉非常了解目標客戶群體。人們受夠了現(xiàn)有的銀行，她自己也曾是其中一員，后來找到了另一個選擇。

“我在巴西的大銀行工作過五年，結果只是幫富人變得更富有，”她對《財富》雜志記者詹·維茨納說?！拔蚁胱龊芏喔淖儯纳葡M者的生活，但是一敗涂地。有時我會想，你知道嗎，我完蛋了?！?/p>

創(chuàng)辦 Nubank之前，朱奎拉曾在巴西大型銀行Itaú聯(lián)合銀行和巴西零售商雜志luiza旗下金融服務部門LuizaCred任職。

Nubank全名為Nu Pagamentos S.A.，主要通過移動應用程序提供銀行業(yè)務，利率比其他地區(qū)銀行高一些，還與萬事達合作發(fā)行信用卡。該公司主要在巴西運營，最近擴展到墨西哥。目前Nubank有1200多萬客戶，估值超過100億美元，是全球最大的數(shù)字銀行初創(chuàng)企業(yè)。

據(jù)朱奎拉介紹，Nubank之所以如此成功，是因為巴西銀行業(yè)格外需要顛覆。

“看看拉丁美洲，市場上的銀行非常糟糕。我知道人們都不喜歡銀行，但巴西的銀行尤其令人討厭。據(jù)朱奎拉稱，“受虐數(shù)十年”的客戶渴望Nubank的產(chǎn)品，所以自然增長很迅速。

朱奎拉認為，即使世界上其他地方的銀行對客戶沒那么糟，類似的數(shù)字銀行初創(chuàng)公司仍然具有巨大潛力。

“世界各地的銀行業(yè)都在面臨顛覆……消費者已經(jīng)準備好迎接數(shù)字替代品，任何操作都可以在手機上完成，不必親自前往銀行網(wǎng)點?！?/p>

在顛覆銀行業(yè)的道路上，朱奎拉遇到的挑戰(zhàn)包括從風險投資融資等等，因為風投界對女性創(chuàng)始人仍然十分苛刻。她懷孕7個月時還要向投資人推銷公司旗下A系列產(chǎn)品。

“可以想象對方的反應，”她說?！白钣押玫木褪钦f，‘哦，我從來沒遇到過孕婦來推介。’”不過她靠著韋雷斯在風險投資的豐富經(jīng)驗，成功地完成了該輪融資。她簽字都在醫(yī)院完成，幾天后女兒就出生了。

“我希望讓他們感覺到身為女性并不影響，”朱奎拉談到女性融資如何克服偏見時說?！拔胰硇耐度?，為我的公司努力，這是我一生志愿。我愿意不惜一切代價爭取成功。”（財富中文網(wǎng)）

譯者：Charlie

審校：夏林

Cristina Junqueira, co-founder of Brazilian digital banking startup Nubank, knows exactly who her customers are. They’re fed up with the establishment—and before she launched an alternative, so was she.

"I worked for the largest incumbent bank in Brazil for five years, and I was just done making rich people richer," she told Fortune’s Jen Wieczner. "I was trying to make a lot of changes to make consumers' lives better, and failing miserably at it. And at some point I was like, you know what, I’m done."

Before starting Nubank, Junqueira served at Brazil’s giant Itaú Unibanco, and at LuizaCred, the financial services unit of Brazilian retailer Magazine Luiza.

Nubank—officially Nu Pagamentos S.A.—offers banking through a mobile app, better interest rates than other regional banks, and a credit card issued in partnership with Mastercard. It operates primarily in Brazil, but recently expanded to Mexico. Nubank has more than 12 million customers, and is now valued at more than $10 billion, making it the largest digital banking startup in the world.

According to Junqueira, Nubank has been so successful because its disruptive approach is particularly needed on her home turf.

"If you look into Latin America, the incumbents are so bad. I know banks aren’t loved anywhere, but they’re especially hated there." Nubank says Brazilians pay the highest banking fees and interest rates in the world. According to Junqueira, those "decades of abuse" made customers hungry for Nubank’s offering, leading to rapid organic growth.

Even if banks elsewhere in the world are less abusive, Junqueira thinks digital banking startups like hers have huge potential globally.

“Everywhere in the world, the banking industry is being disrupted... Consumers are ready for digital alternatives, to do everything from their mobile phones and not have to go to a branch in their lives."

On her way to upending banking as we know it, Junqueira has faced the challenge of raising money in a venture capital environment that remains markedly stingy with female founders. She even pitched investors on the company’s Series A round while seven months pregnant.

"You can imagine the type of reaction that I got," she says. "The nicest ones were things like, 'Oh, I’ve never seen a pregnant woman pitch.'" But she successfully closed the funding round, with help from Velez’s experience in venture capital. She signed the paperwork in the hospital, days before giving birth to her daughter.

“I wanted them to feel that it didn’t matter,” Junqueira says of her approach to overcoming bias in fundraising as a woman. "That I was in, that this was my company, it my life’s project. And I was willing to do whatever it took to get it off the ground."