XP Investimentos
Brazil's largest investment platform for stocks, funds and fixed income.
XP Investimentos at a glance
XP Investimentos is a finance & banking website and one of the most visited sites in Brazil, currently ranked #154 in the country. It was founded in 2001 by Guilherme Benchimol and is headquartered in São Paulo, Brazil. Today XP Investimentos is owned by XP Inc.. Our estimates put its audience at ≈ 25 million visits per month. The business earns money mainly through brokerage fees, fund distribution, advisory fees. Its closest rivals include clear.com.br, btgpactual.com, rico.com.vc.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 23.5 million / month | +2% |
| Q2 | ≈ 24.3 million / month | +3% |
| Q3 | ≈ 25 million / month | +3% |
| Q4 | ≈ 26.5 million / month | +6% |
Traffic sources
- Direct72%
- Organic search18%
- Referral5%
- Paid3%
- Social2%
Audience & demographics
- Men53%
- Women47%
- Age 25-3429%
- Age 35-4426%
- Age 45-5422%
The audience is concentrated in Brazil, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Brazil86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 7.5 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Brazil
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| xp investimentos | 1 | Very high | Dominant |
| online banking login | Top 10 | High | — |
| money transfer | Top 10 | High | — |
| loan rates | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Brazil web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 82% mobile
- Position in country
- Among the leading finance & banking apps in Brazil
Company information
- Website
- xpi.com.br
- Sector
- Finance & Banking
- Owner
- XP Inc.
- Owner type
- Public company
- Founders
- Guilherme Benchimol
- Founded
- 2001
- Headquarters
- São Paulo, Brazil
- Employees
- 5,000+
- Ownership
- XP Inc. controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $3 billion annual revenue (est.)
- Languages
- Portuguese
- Top traffic sources
- direct, organic search, referral
Financials
- Revenue
- ≈ $3 billion annual revenue (est.)
- Ownership
- Public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
XP Investimentos operates a bank and digital financial platform focused on Brazil. Brazil's largest investment platform for stocks, funds and fixed income. Revenue comes mainly from brokerage fees, supported by the other lines listed below.
- Brokerage fees
- Fund distribution
- Advisory fees
Products & services
International presence
- Primary market
- Brazil
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Brazil)
- #154 in this index
- Sector rank
- Leading finance & banking site in Brazil
- Global rank
- 2200
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| clear.com.br | ≈ 15 million / month | #155 class competitor | — |
| btgpactual.com | ≈ 11.2 million / month | #156 class competitor | — |
| rico.com.vc | ≈ 7.5 million / month | #157 class competitor | — |
What is XP Investimentos?
XP Investimentos (xpi.com.br) is a bank and digital financial platform serving users in Brazil. Brazil's largest investment platform for stocks, funds and fixed income. It ranks #154 among the most visited websites in the country in this index, within the finance & banking category.
Who owns XP Investimentos?
The site is operated by XP Inc., founded by Guilherme Benchimol. The company was established in 2001 and is headquartered in São Paulo, Brazil. It employs around 5,000+.
Traffic and audience
Traffic estimates place XP Investimentos at roughly 25 million visits per month, about 0.8 million per day. Around 82% mobile of sessions come from mobile devices, and visitors view about 6.3 pages per visit with an average session of 6 min.
How XP Investimentos makes money
Revenue comes primarily from brokerage fees, alongside fund distribution, advisory fees.
Competitors in Brazil
Its closest rivals include clear.com.br, btgpactual.com, rico.com.vc.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 2001
XP Investimentos is founded in São Paulo, Brazil.
- Growth phase
Expands its finance & banking offering and moves to a mobile-first product.
- Today
Ranks #154 among the most visited websites in Brazil.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Full account management without branch visits
- Instant local transfers and bill payments
- Strong authentication and fraud monitoring
- Wide ATM and branch network behind the app
Cons
- Occasional downtime during peak load
- Fee structure is hard to compare
- Customer support wait times
- Older interface areas outside the mobile app
Key statistics
Frequently asked questions
Who owns XP Investimentos?
XP Investimentos is operated by XP Inc.. Public company structure, based on public filings and press reporting.
Where is XP Investimentos headquartered?
XP Investimentos is headquartered in São Paulo, Brazil.
When was XP Investimentos founded?
XP Investimentos was founded in 2001 by Guilherme Benchimol.
How many employees does XP Investimentos have?
XP Investimentos employs approximately 5,000+ people.
What is XP Investimentos's revenue?
XP Investimentos's revenue: ≈ $3 billion annual revenue (est.).
Who are XP Investimentos's competitors?
Main competitors in Brazil include clear.com.br, btgpactual.com, rico.com.vc.
How does XP Investimentos make money?
Mainly brokerage fees, fund distribution, advisory fees.
Is XP Investimentos publicly traded?
XP Investimentos's ownership: Public company.
How many visitors does XP Investimentos get?
Third-party estimates place XP Investimentos at roughly 25 million visits per month, mostly from Brazil, with 82% mobile traffic.
Is XP Investimentos safe?
XP Investimentos is an established finance & banking site founded in 2001 and ranked #154 in Brazil; use the official domain xpi.com.br and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsxpi.com.br
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageBrazil and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos