Mission Statement, Vision, & Core Values of XP Inc. (XP)

When a financial platform manages a combined total of client assets, assets under management, and assets under administration that reached R$1.9 trillion in the third quarter of 2025, you have to ask: what's the foundational belief driving that growth? That massive scale-plus the 4.8 million active clients XP Inc. now serves-doesn't just happen; it's the direct result of a clear Mission, a forward-looking Vision, and a set of non-negotiable Core Values. Are your own company's guiding principles as clear and as powerfully linked to your bottom line, which saw an annualized Return on Tangible Equity (ROTE) of 28.0% in 3Q25?

We're going to break down the DNA of XP Inc., the principles they use to defintely disintermediate the legacy models of traditional financial institutions, and show how their culture translates directly into market performance.

XP Inc. (XP) Overview

You're looking for a clear-eyed view of XP Inc. (XP), the Brazilian financial giant, and honestly, the Q3 2025 numbers show a company that is executing its strategy, even with macroeconomic headwinds. The direct takeaway is this: XP is successfully transitioning from a brokerage-centric model to a diversified, full-service financial platform, with its Corporate division now driving significant growth.

XP's story starts in 2001 in Porto Alegre, Brazil, when founders Guilherme Benchimol and Marcelo Maisonnave set out to disrupt the traditional, high-fee banking model. They began as a company of independent investment agents, a defintely bold move at the time. Today, XP is a leading tech-enabled platform, operating an open product architecture (O.P.A.) that gives clients access to a vast range of investment and financial products from both XP and its competitors.

Their core business is built around democratizing access to financial services, offering everything from wealth management and brokerage services to credit and insurance. As of the end of the third quarter of 2025, XP's scale is impressive: they serve 4.8 million active clients, a 2% increase year-over-year, and manage total client assets of R$1.4 trillion, which is up 12% from the prior year.

• Founded in 2001 to disrupt high-fee banking.
• Provides an open product platform (O.P.A.) for investments.
• Total client assets reached R$1.4 trillion in Q3 2025.

Q3 2025 Financial Performance: Diversification Pays Off

The latest financial reports, covering the third quarter ended September 30, 2025, show a resilient performance. While the market often focuses on top-line brokerage revenue, the real story is in the diversification. Total gross revenue for the quarter reached R$4.9 billion, marking a solid 9% increase year-over-year. Here's the quick math: the company's net income hit a record high of approximately R$1.3 billion, a 12% increase year-over-year, showing effective cost management and margin expansion.

The growth engine has shifted. Retail revenue, while still the largest segment at R$3.7 billion, saw a 6% year-over-year increase. But the standout performer was the Corporate & Issuer Services (C&IS) segment. This division, which handles institutional and corporate clients, delivered a staggering 32% year-over-year revenue growth, reaching R$406 million for the quarter, largely driven by demand for hedging solutions. That's a high-margin engine for sure.

The expansion into new verticals is also clearly gaining traction and contributing to the overall financial health. The expanded loan portfolio, for instance, grew 33% year-over-year to R$67 billion. Plus, the insurance segment is growing fast, with Gross Written Premiums rising 25% year-over-year to R$451 million. This kind of balanced growth across segments is exactly what you want to see for long-term stability.

Breaking Down XP Inc. (XP) Financial Health: Key Insights for Investors

A Leader in Financial Disruption

XP Inc. has cemented its position as one of the leading companies revolutionizing the financial services industry in Brazil. They've successfully challenged the dominance of legacy banks by prioritizing an open-architecture approach and financial education, which has resonated with millions of investors. Their mission is to disintermediate the old models, and they've done it by continuously developing new financial products and technology applications to empower clients.

The company's nine-month revenue for 2025 totaled R$13.46 billion, a clear indicator of their scale and momentum in the market. Their focus on client experience, reflected in a high Net Promoter Score (NPS), is a key competitive advantage that helps drive those net inflow numbers. They aren't just a broker anymore; they're a comprehensive financial ecosystem. To truly understand why XP is a market leader and what risks and opportunities lie ahead, you need to dig deeper into the drivers behind this performance.

XP Inc. (XP) Mission Statement

You're looking for the strategic DNA that drives a financial powerhouse like XP Inc., and the direct takeaway is simple: their mission statement is the compass guiding a massive transformation in Latin American finance. The purpose of XP Inc. is clear: to improve people's lives. This isn't just a feel-good slogan; it's the strategic foundation for a business model that has grown total client assets, assets under management (AuM), and assets under custody (AuC) to an aggregate of R$1.9 trillion as of the third quarter of 2025, representing a 16% year-over-year growth. A mission statement this clear acts as a filter for every capital allocation and product decision.

For a seasoned analyst, you see how this mission translates into a focus on financial education and market democratization, moving beyond traditional, high-fee banking models. This commitment is what underpins the company's long-term goals, ensuring every new product, from investment platforms to credit cards, serves the overarching aim of financial empowerment. Honestly, a mission that focuses on improving lives is a powerful driver of client loyalty and sustainable growth, which is exactly why their Net Promoter Score (NPS)-a key measure of client satisfaction-was a strong 74 in 3Q25.

Here's the quick math: client assets grew by 12% year-over-year to R$1.4 trillion in 3Q25, proving that their focus on the client is directly tied to their financial performance. You can read more about the company's foundational journey and strategic outlook here: XP Inc. (XP): History, Ownership, Mission, How It Works & Makes Money.

Core Component 1: Democratizing Financial Markets

The first core component of XP Inc.'s mission is the active transformation of the financial markets, which means breaking down barriers to high-quality investment advice and products. They are a trusted pioneer in providing low-fee financial products and services, which directly challenges the established banking oligopoly.

Their strategy is to make sophisticated financial planning accessible to everyone, not just the ultra-wealthy. This is why their Active Clients base reached 4.8 million in the third quarter of 2025, a 2% increase year-over-year. That steady, deliberate client growth shows the market is responding to the democratization of finance. Plus, the company has a massive goal through the XP Institute: to provide financial education to 50 million people over a 10-year period, which is a huge long-term investment in their future customer base.

• Break down high-fee structures.
• Expand product access beyond traditional banking.
• Invest in mass financial literacy.

What this estimate hides is the sheer complexity of onboarding clients across a diverse economic landscape, but the net inflow of R$29 billion in 3Q25 demonstrates the strategy is working.

Core Component 2: Client-Centricity and Advisory Excellence

A second, non-negotiable component is an intense focus on the client, which XP Inc. achieves through its hybrid advisory model. This blend of cutting-edge technology and human expertise is their competitive edge. The company's core values explicitly include a focus on the client, and this is backed by a vast network of 18.2 thousand total advisors connected to the platform as of 3Q25. That's a huge, defintely human touchpoint network.

You can see the commitment to service quality in their consistently high NPS score of 74 in 3Q25. In the financial services world, that number is a testament to the quality of the advisory experience. They are not just selling products; they are providing personalized service and advice, which is a key part of their value proposition for long-term growth. This client-first approach translates directly to their bottom line: the company reported an Adjusted Net Income of R$1.3 billion in 3Q25, a 12% year-over-year increase, showing that service quality drives profitability.

Core Component 3: Entrepreneurial Spirit and Innovation

The final pillar is the entrepreneurial culture and open-minded approach to innovation, which are explicitly stated as core values. This isn't just about building a better app; it's about constantly expanding the ecosystem to meet all client financial needs. The company is a leading tech-enabled platform, and its strategy relies on leveraging technology for scale.

For example, management highlighted 2025 as a pivotal year for excellence, citing an upgraded app, a new credit card offering, and investments in AI-driven personalization. This drive for innovation has led to significant diversification; between 15% and 20% of XP Inc.'s revenue now comes from offerings beyond traditional investments, such as banking services, credit, and insurance. The Expanded Loan Portfolio reached R$67 billion in 3Q25, a massive 33% growth year-over-year, which is a concrete result of this entrepreneurial push into new product categories.

XP Inc. (XP) Vision Statement

You're looking for the North Star of XP Inc. (XP), and as a seasoned analyst, I can tell you their vision isn't a framed plaque; it's a tangible operating model that drives their financial performance. Their overarching purpose-the anchor of their strategy-is simple: improve people's lives. This isn't just a feel-good statement; it's the lens through which they execute their core mission to dismantle the legacy, high-fee financial models in Brazil.

The vision is realized through three interconnected strategic pillars, all fueled by a relentless focus on the client. It's a classic disintermediation play, but at a massive scale, which explains why their total client assets hit R$1.4 trillion in the third quarter of 2025. That kind of growth doesn't happen without a clear, executable vision.

The mission of XP Inc. is to disintermediate the traditional financial institutions by making finance more accessible and transparent. This means educating new investors, democratizing access to a wider range of financial services, and developing technology to empower clients. Honestly, the core of their business is education; they are transforming a historically concentrated market.

Here's the quick math on their reach: they maintain an active client base of nearly 4.7 million people, and their network of financial advisors is over 18,200 strong as of Q3 2025. This massive distribution network is the engine for their record financial results, including an adjusted net income of R$1.3 billion in Q3 2025. That's the real-world impact of their purpose.

• Educate new investors to build a stronger financial future.
• Democratize access to diverse, low-fee financial products.
• Provide high-quality service and client experience.

XP Inc. started by being the investment leader, and that remains a core pillar of their vision. They aim to be the premier open financial product platform, offering access to over 800 investment products from various partners and competitors. This open architecture model-a major differentiator-is what pulls clients away from the big banks.

The strategy is about maintaining their edge in investments while expanding their ecosystem. Their gross revenue reached R$4.9 billion in Q3 2025, with growth primarily driven by their Corporate & Issuer Services and the continued strength of the Retail segment. The investment leadership is a flywheel; it attracts assets, which then allows them to cross-sell other services. For a deeper dive into how this model works, you should check out the XP Inc. (XP): History, Ownership, Mission, How It Works & Makes Money analysis.

The second pillar is the push for 'holistic financial planning,' which means moving beyond just selling investment products. This is their new revolution: addressing a client's full financial life, including succession planning, tax structure, and credit needs. It's a smart move to increase client stickiness and revenue per client.

We see this in the numbers: their credit business, including their loan portfolio, grew by 33% year-over-year in Q3 2025, reaching R$67 billion. Also, gross written premiums in their insurance segment grew by 25% year-over-year in the same quarter. These complementary products are crucial buffers against trading volatility, and they are defintely working to diversify the revenue streams.

A vision is just words without a culture to back it up. XP Inc.'s core values translate into a culture of 'eternal trailblazers' who 'aim for the impossible' and prioritize the client's interests. This client-first approach is measured relentlessly, with a high Net Promoter Score (NPS) of 74 in Q3 2025.

The values also emphasize a long-term, data-driven mindset. They are open to innovation, but always 'based on facts and data,' and they focus their time on 'long-term generation.' This operational discipline is reflected in their Return on Tangible Equity (ROTE)-a key profitability metric-which stood at a strong 28.0% in Q3 2025. They are willing to experiment, but they cut what doesn't work fast. That's the realist view of their culture.

XP Inc. (XP) Core Values

You're looking past the Q3 2025 earnings report-where XP Inc. posted a record Net Income of R$1.3 billion-and trying to understand the engine under the hood. That engine is the company's culture. For a financial platform that has grown Client Assets to R$1.4 trillion, their values aren't just posters on a wall; they are the operating code that drives their strategy, especially in a market as competitive as Brazil's.

I've spent two decades analyzing financial giants, and what separates the leaders is a culture that translates into measurable actions. XP Inc. maps its near-term risks and long-term opportunities to four core values. Let's look at how these values manifest in their 2025 performance, not just in theory.

Foco no Cliente (Focus on the Client)

In the financial world, a client focus means aligning your firm's success with your client's success, and for XP Inc., this is the first and most critical value. The mission is to disintermediate the legacy banks by putting the client first, and they measure this commitment with hard numbers like the Net Promoter Score (NPS), a key metric for client satisfaction.

The proof is in their Q3 2025 NPS score of 74. That's a high number in a service industry where client loyalty is notoriously fickle. Plus, the Retail Net Inflow for Q3 2025 was R$20 billion, a 30% sequential increase, which tells you people are actively moving their money to the platform. They are winning the client trust war.

• Maintain a high NPS.
• Drive client asset growth.
• Shift to fee-based advisory.

This focus is why they are pushing the fee-based model-it lowers the short-term take rate but drastically improves client lifetime value by ensuring advisors are compensated for advice, not just transactions. That's a long-term play that defintely pays off for the client first.

Sonho Grande (Big Dream)

The Big Dream value is about aiming for the impossible and not conforming to the status quo. For XP Inc., this translates into a massive, societal-level ambition: to transform the financial markets to improve people's lives. It's not just about being a broker; it's about being a financial educator and democratizer.

The most concrete example of this value is the Instituto XP, which has the ambitious goal of providing financial education to 50 million people over a 10-year period. Here's the quick math: that's a huge commitment to societal change that far exceeds typical corporate social responsibility efforts. This initiative directly supports their mission to educate new classes of investors and democratize access to financial services.

This value is also why they are a leading, technology-driven platform in Brazil, constantly looking beyond their current scope to expand their ecosystem. You can learn more about this foundational ambition here: XP Inc. (XP): History, Ownership, Mission, How It Works & Makes Money.

Mente Aberta (Open Mind)

An Open Mind means being willing to adapt, innovate, and embrace change, even if it means disrupting your own successful business lines. In a fast-evolving FinTech landscape, this is survival. XP Inc. is constantly investing in technology and new product verticals to stay ahead.

In 2025, the company highlighted its 'agenda of excellence,' which includes rolling out a new app and an enhanced credit card offering, demonstrating a continuous commitment to digital refinement. They are betting heavily on proprietary technology and Artificial Intelligence (AI) to scale up their wealth planning services-what they call the 'third wave' of their growth. This is a clear action to adapt to the future of advice, not just cling to the past.

• Invest in AI and proprietary technology.
• Launch new digital products (e.g., new app, credit card).
• Maintain operational efficiency.

This willingness to change is visible in their disciplined cost management; despite ongoing investments in technology and marketing, the Net Income margin reached a robust 29.7% in Q2 2025, showing they can innovate efficiently.

Espírito Empreendedor (Entrepreneurial Spirit)

The Entrepreneurial Spirit is about ownership, building the future with your own hands, and taking a leading role in decision-making for long-term generation. This value is reflected in their high-growth business segments and their commitment to shareholder returns.

The Corporate & Issuer Services (C&IS) segment is a prime example, delivering a staggering 32% year-over-year revenue increase in Q3 2025. This segment, with a strong gross margin of 68.2%, has become a high-margin engine for the company, proving the success of their business diversification efforts.

Also, management's confidence in the long-term value is evident in their capital allocation strategy. In November 2025, the board authorized a new share repurchase program of up to R$1.0 billion over the next year, coupled with a cash dividend of US$0.18 per Class A common share. This aggressive return of capital reinforces the message that they see the company as undervalued and are acting like owners to maximize shareholder value.