Portuguese 
Spanish 
Nubank limited the free period of HBO Max in the Ultravioleta and Nubank+ programs, will charge R$ 4.90 per month after the deadline, and cut the free benefit for those joining now in both plans
Those who use the purple card because of streaming need to pay attention to the bill. Nubank customers who use the Ultravioleta and Nubank+ programs will have new rules to access HBO Max in Brazil, according to DOL, in an article published in July 2026 detailing the financial institution’s announcement.
The changes set a limit for the free period of the benefit and foresee the charge of a reduced monthly fee after the end of this period, according to DOL. In other words: the streaming that was the showcase of the relationship programs of the digital bank will now have its own bill after the courtesy phase.
What changes in Nubank Ultravioleta: 12 months and then R$ 4.90
The rule for the more premium plan is as follows. For those who are part of Nubank Ultravioleta, the Basic plan with Ads from HBO Max remains available at no cost during the first 12 months, and, after this period, the customer who wishes to maintain access to streaming will start paying R$ 4.90 per month, according to DOL.
-
The Chamber releases R$ 10 billion to hold the price of diesel until December and proves that Brazilian fuel remains tied to Congress.
-
Has the charge for sitting together ended? Anac confirms that minors under 16 have the right to a seat next to their guardians without an extra fee, and airlines may be penalized for failing to comply with the new rule.
-
After nearly two decades in operation, the Grupo Dass shoe factory ends production, confirms 150 layoffs, and shows how the drop in orders changed everything.
-
Pizza Day highlights a curious contrast in Brazil: while 13 new pizzerias open every day, the price of mozzarella skyrockets, and the country’s most beloved dish weighs increasingly on family budgets.
And there’s a detail that catches newcomers. The change also affects new users of the program, who will no longer have the right to the previously offered free benefit, records DOL. Those joining Ultravioleta from now on will already find the benefit in the paid format.
The ad-free plan: R$ 14.90 per month instead of courtesy
For those who can’t tolerate ads in the middle of the movie, the account is different. The Standard plan of HBO Max, which does not display ads, can be contracted by Ultravioleta customers for R$ 14.90 monthly, replacing the old format that included an initial free period, according to DOL.
In practice, in reading this editorial, duly noted: Nubank turned what was a freebie into a discounted subscription. The customer continues to pay less than they would in the store, but the era of unlimited and free benefits is over.
Nubank+: 6 months of courtesy and charges starting January 2027
The entry plan also got cut. For Nubank+ users, free access to the Basic plan with Ads will be maintained for six months, and after this period, starting January 2027 for customers under the new rule, a monthly fee of R$ 4.90 will be charged for the continuation of the service, according to DOL.
Just like with Ultravioleta, new subscribers to Nubank+ already join without the offer of free access, the report notes. The door of courtesy has closed for newcomers in both programs.
Why Nubank decided to charge now
The official justification is recorded in the article. DOL records the digital bank’s explanation: the changes are part of a review of the benefits offered to customers and aim to adjust the advantage package to the company’s strategy. The partnership with HBO Max was launched as one of the differentiators of the loyalty programs, and now adopts a model where part of the subscription cost is shared with the consumer.
This editorial notes, duly noted: it is the classic move of card benefits worldwide, first the generous advantage attracts and retains customers, then the bar lowers and the cost is shared. The consumer who joined for the streaming needs to recalculate what the entire package is worth.
The deal that still favors the customer: R$ 4.90 versus up to R$ 55.90
Before canceling everything, it’s worth comparing the numbers. Even with the charge, the value will remain below the conventional HBO Max subscriptions in the Brazilian market, whose prices vary between R$ 29.90 and R$ 55.90, depending on the chosen plan, according to DOL.
With this, the bank intends to keep the benefit as an attraction for its customers, albeit in a different format from that adopted since the beginning of the partnership, the report notes. It’s a noticeable difference when comparing the source itself: the ad-supported plan via the bank costs less than one-sixth of the cheapest subscription on the market, and the ad-free plan costs less than half. In translation, in this editorial’s reading, duly signaled: the R$ 4.90 of the ad-supported plan equates to a fraction of the counter price, and even the R$ 14.90 of the ad-free plan is below half of the cheapest subscription on the market. The benefit has shrunk but has not disappeared.
What Nubank customers should do now
A practical guide, in this editorial’s reading, duly signaled, based on the published rules: first, identify your case, Ultravioleta has 12 months of courtesy in the ad-supported plan, Nubank+ has 6 months, and newcomers have no courtesy at all. Second, note when your free period ends, because the R$ 4.90 monthly fee automatically applies to those who want to continue with the service from the new dates, with the Nubank+ charge starting in January 2027 for customers covered by the new rule, according to DOL.
Third, decide with a calculator in hand: if you already pay for HBO Max separately, the discount via Nubank remains the cheapest option recorded by the source; if the streaming was just a perk you barely used, now it becomes a monthly cost that deserves review. Tell us in the comments: do you use HBO Max through Nubank, and will you pay the monthly fee or cancel when the free period ends?
Watch: how the HBO Max benefit works at Nubank
To understand the benefit that now changes format, it’s worth seeing how it worked up to now. In a November 2025 video, the AnalisaTech channel showed the step-by-step process to activate and link HBO Max through Nubank in the Ultravioleta and Nubank+ plans, a snapshot of the courtesy model that the new rules are transforming into a paid subscription.
