Bruno Constantino dos Santos
Analyst · commission expenses that you can share with us
Okay. It worked. So this short video is just to present some highlights, but let's go to the presentation, and I will try to be as short as I can, so as fast as I can, so we can go to the Q&A.
So going directly to our KPIs and financials of the second quarter this year, we start with our assets under custody. As you can see on the left, we reached, at the end of June, BRL 436 billion of custody, a 59% increase year-over-year and compared to the BRL 366 billion of the first quarter this year, almost 20% increase. Part of that was market appreciation during the second quarter. But most relevant, I think we saw the net new money inflow picking up, especially in June, because of our offer that we did in July, end of June, beginning of July. We presented a guidance. We had to be very conservative about this guidance, considering when we established the guidance, we were in the mid of June, first half of June, and with the lawyers and the banks in the syndicate, as we had an offer, we had to be sure we were not going to get numbers below the bottom of the range. In terms of net new money, we had a guidance between BRL 10 billion to BRL 12 billion for June. We hit more than BRL 14 billion, the highest level compared to even pre-COVID numbers.
When we go to active clients, it's no different. We reached the number of 2.4 million clients at the end of June, 81% increase year-over-year. And we also released -- we had a press release when we talked about Expert, our main event for the year. And we mentioned that because of Expert, we get momentum in the month that Expert happens. Usually, we open more accounts in that specific month, and we said that we expected to deliver more than 10% growth of opening accounts in July because of Expert compared to the monthly average of the first semester of 2020. And at the end of the day, we actually get results beyond our expectation. More than 30% opening accounts increase in July, reaching the number of 187,000.
So moving -- we can move to the next one. Yes. Keeping the KPIs, when we look at the retail equity daily trades, also skyrocketing. You can see that by the B3 numbers. It's what we call, and we explained that a lot during our offering in the roadshow, the equitization process in Brazil. It's happening, and you can see that in those numbers. So in the second quarter, we had an average of 2.7 million daily trades, a 187% increase year-over-year. And in July, this space kept a very high figure, reaching almost 3 million, our record ever for the month. And our NPS is stable in a very high level, around the 70, 71, which is the highest of the industry.
Going for the financials. The total gross revenue, again, above the top range. We got our record quarter ever in all the numbers, more than BRL 2 billion of gross revenue, BRL 2.041 billion. And mainly driven by retail and institutional business, I'm going to explain a little bit later. But when we look at the breakdown, the main shift is that retail and institutional did really well in the second quarter at the expense of issuer services, as we had anticipated, because the offers in the market, they were harmed by the crisis. We had April and May with not very good market windows for offers, but we saw picking up in June, and we now are at full speed for the second semester, I believe.
In digital content, despite having this low number in terms of relevance, it's always important to highlight that is our core, we started the company with education. So it's a very important part of our ecosystem.
We can move forward. Take rates. So retail revenue, a growth of 69% year-over-year, almost BRL 1.5 billion in the quarter, mainly driven by equity and futures, fixed income and also financial products. The take rates, looking at the last 12 months, stable at 1.4. And when we compare to the first quarter, you need to have in mind that it's a function of numerator, the revenue of 1.5 in the second quarter, for example, and the denominator. And the denominator in the first quarter was the BRL 366 billion, the average of this number and the end number of the first quarter '19. And because of the market appreciation, of course, the take rate should even go down, but we had this high number of revenue, reaching almost BRL 1.5 billion.
We can move forward to the next slide. Institutional revenue, same thing, the market picked up. So the overall equity trading volume in the market in the second quarter year-over-year was around 90%. If we take out of that equation retail investors, just look at institutional, it should be close to 80%. We had a 88% growth year-over-year, a very healthy pace of growth as well.
In issuer services, as I already mentioned, a decline compared to second quarter last year of 25%, but already picking up. Digital content, I already mentioned, 42% increase, BRL 46 million. The relevance is more about the education concept that we have in our platform. And other revenue is basically a function of our gross cash that went up because of the IPO and the cash generation. And despite interest rates going down, the results compare year-over-year presents the 78% growth figure.
And when we go to the last line, the net income, adjusted net income and margin, the top of the range that we gave was BRL 520 million for the second quarter. We had a BRL 565 million of adjusted net income. That number, when I think about 1.5 years ago, at the end of 2018, the whole year, we had an adjusted net income of BRL 491 million for 2018. 1.5 years later, in 1 quarter, we have 15% above the entire net income -- adjusted net income that we had in 2018. This is to show how exponential this business can be.
But I would like to highlight that despite all this growth in this short period, it's nothing compared to the opportunity we have ahead of us. If we look for the 5 banks we are disrupting in the financial industry and we look at their quarterly net income in a stable position, not with these high provisions because of the COVID crisis, we're talking about more than BRL 20 billion quarterly net income, close to BRL 25 billion if we add Caixa in that number. And here, we are talking about less than BRL 1 billion. So that's just to give you a sense of the size of the opportunity that we still have ahead of us.
And the adjusted net margin, very high, 29.4%, above the top range as well, 28% that we had given the market during the offer. And that's a function of, number one, the high growth rates that we just showed; number two, the operating leverage that our model, by being an asset-light business model, has; and number three, a function of a lower effective tax rate, I know that's a thought also that investors have asked a lot.
And we can go into Q&A, but I'm going to try to advance here some part of the explanation. Basically, in terms of the effective tax rate, what we have is several companies. We have 30 companies in our group, each of them with different tax brackets that goes from 0% to 45%. The bank is 45%. The broker-dealer is 40%. We have companies at 34%; other companies at 22%. And all that cash from the IPO that is outside Brazil, invested in Brazil, it gets in a -- it's 15%, the tax rate. But the way we recognize this accounting is already discounting this 15% of tax. So you -- for accounting purpose, you recognize -- for example, a 100% revenue, you only recognize a 100 -- I mean, units of revenue, you recognize 85. And for the financial accountability, it represents a tax bracket of 0%. So our effective tax rate, as a consolidated basis, is going to be something between 0% and 45%. In the middle -- in the midpoint, it would be 22.5%.
And it will vary from quarter-to-quarter, depending on the revenue mix that we have. Of course, if we have more revenue at XP Inc. level, it's going to be lower. If we have more revenue at the bank level, it's going to be a higher tax -- effective tax rate. So it's going to be a mix. We are going to see volatility in there, but that's what explains these low effective tax rate effect.
Now talking -- we already showed in the video our recent developments. We have launched, it's in beta mode, our credit card. But it's in place, it's here. I don't know if you can see here. I have mine. I've been using it. And we have the expectation to roll out for clients in the fourth quarter, together with the digital bank accounts and other services that we want to provide with our bank for our investor clients. We also are just highlighting in the first semester the number of deals that our issuer services area participated in DCM, ECM and REITs, 7 -- 67 deals totaling more than BRL 6 billion in offers in the market. And we are very confident that this segment is going to pick up now that we have this open window in the market.
The fixed fee, it's -- we are always thinking how to complement our ecosystem and what we can do. We are agnostic again about -- the decision is the client decision, we are a 100% client-centric company. And we felt that our IFA network needed a second option in terms of how the client wants to pay for the services. We have the commission-based model. And now we introduced, for the IFAs, the fixed fee business model as well. And at the end of the day, it's going to be the client choice as it should always be. And everything done with transparency for the client.
And the international funds platform with this low interest rate environment is going really well. We have more than BRL 6 billion already in our platform, new funds as Bridgewater, Oaktree, Moneda, Ashmore and much more, more than 45 funds in our platform, and we expect to keep growing that business in our ecosystem as well.
And lastly, this slide, I mean, we already talked about in the video. I'm not going to take longer here. Only to highlight that Expert was something else this year. We, as I said, were caught by surprise regarding this crisis, what to do with Expert. Our tenth edition of our most important annual event, we were expecting to have 50,000 people in presence in São Paulo this year, and we had to adapt. And we did, and the result was, again, beyond expectation. We got more than 5 million people with high-quality financial content for free. The feedback that we got because of it, it's something else, and it gives us a lot of motivation to create new experience for our next Expert in 2021.
And now I think we go for the last slide, the closing remarks. Again, you're going to see me talking a lot about it. It's the same. The same thing because we are in a long journey. So from quarter-to-quarter, we don't have much to add here. It's the retail investment business, despite all the growth, still 90% of the investments are made through 5 banks. There is a long way to disrupt this business. If you look at the first semester, for example, it's impressive, in a low interest rate environment, the Poupanca in Brazil savings accounts hit new record in terms of total money, almost BRL 1 trillion, and in specific months of net inflow. The [ Tesouro Direto ] government bond, same thing. So people still have this huge gap in terms of financial knowledge. It's improving, it's changing, but it's a long journey.
That leads to the equitization process. Brazil, the number of individuals in B3 is going up in a very high rate. We have now more than 2.8 million already. It's growing, but it's still a very underpenetrated market. So we believe, again, it's going to be a secular trend there, low penetration in a percentage of the population.
The corporate banking, it's another market that we have an optimistic view about it. We want to do an equal, if not greater, disruption in this market that we have done in the retail business. As you know, we have hired Jose Berenguer, the CEO of -- former CEO of JPMorgan Brazil. And Berenguer is going to lead all these efforts across the company. And we believe that with our network, with the bank, with the products that we can offer, we have everything to disrupt this high concentrated market as well.
Same thing with the pension industry, our insurance company's going really well in terms of growth, but it's nothing compared to the BRL 1 trillion total addressable market only for the open pension industry in Brazil. So a lot to do to transform the financial market in Brazil, our strong purpose -- we believe that to have a strong purpose is something else that gives us the motivation and not only us, but all the ecosystem that we can impact to keep doing the right thing, no shortcuts, but a long journey ahead of us to transform the financial market and improve people's lives in Brazil, always having our core values with us.
So with that, I end the second quarter presentation, and let's go for the Q&A. I'm sure you have probably a lot of questions to do.