The scenario of strong digitalization of the financial market has not inhibited the physical expansion strategy of XP Investimentos (), which is already present in 17 Brazilian cities. And the expectation is that this number will grow even more in the coming years, confirms Guilherme Sant’Anna, channel director at XP.
“Our objective is to increase the number of physical environments to 100 in the next five years and cover all regions of the country”, he projects. “The idea is to strengthen the relationship and help with customers’ financial education”, says the company executive – which opened 11 spaces in 2025 alone.
Currently, the company has eleven Espaço XP units, which function as institutional showcases for the brand and are focused on regional presence, positioning and connection with the local market.
In addition, XP has seven other environments spread across Brazil with a specific focus on work infrastructure for investment advisors, offering operational support for the growth of the company’s direct channel model.
“It’s not a strategy to create bank branches and sell products, we want to have a physical space to guarantee XP’s purpose in serving individuals and presenting all our content”, says Sant’Anna. “In this way, we can also reinforce the brand of our company, which was born digitally and many people in Brazil still don’t know about it”, he points out.
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XP Spaces and Home Workspaces
XP Spaces (Opening date)
XP Hubs in operation (opening order):
- Salvador
- Porto Alegre
- Victory
- Ribeirão Preto
- São José dos Campos
- Brasilia
- Barra da Tijuca (Rio de Janeiro)
Together, explains Sant’Anna, the two formats reinforce the brand’s regionalization strategy, expand the company’s reach in strategic areas and strengthen the ecosystem formed by advisors, partner offices and investors.
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In 2025, the venues hosted around 600 events – which received more than eight thousand investors. Thanks to the spaces, XP estimates that another five thousand partner professionals were impacted during the period.
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Brasília is already feeling the effects of XP’s physical presence
Brasília is, to date, the only city in the country to simultaneously have an XP Space and the home’s work space — the latter being the largest ever launched by the company. The results observed in the federal capital stand out and make the region an emblematic case of the company’s strategy.
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Between December 2024 and December 2025, the operation in the Federal District recorded an 80% increase in the active customer base served by the local team, a result classified as significant by XP management.
“Brasília has enormous potential and opportunities to gain share (market share)”, celebrates Sant’Anna, highlighting that the strategy is in line with XP’s DNA. “Teaching Brazilians to invest when no one taught”, he recalls.
The numbers from Brasília, he adds, also highlight the intensification of personalized support for investors in the region and the relevance of XP’s institutional presence in this area.
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