BBVA’s Senior-Customer Initiatives Expand Access and Simplicity Across Channels

On one side, the bank has deployed 341 managers dedicated to serving senior customers in a personalized way, whether face-to-face or through digital channels. In April and May of 2023, more than 1.4 million customers aged 65 and older were assisted via the preferred telephone channel, underscoring the focus on accessible support for this demographic.

Support for these customers is a clear priority in banking generally and for BBVA specifically. To that end, the bank has intensified its commitment to this group by introducing several targeted measures. In BBVA’s case, measures include extending cashier hours for in-person services on select operations, benefiting more than 800,000 customers over 65. The bank also maintains a booklet for customers who request it, and there are currently over two million BBVA passbooks in circulation across Spain.

In addition, all BBVA ATMs have been redesigned to boost readability and ease of use for older users, featuring simpler language and intuitive layouts across 4,732 machines nationwide. A streamlined mobile app has been launched with larger text and a more approachable interface, enabling older customers to complete basic transactions with greater ease.

Beyond transactional services, BBVA offers free digital skills training and fraud prevention guidance in Spain, helping seniors stay confident and informed in a digital world.

These initiatives have contributed to a notable shift in how older customers utilize digital and remote channels over the past two years. For instance, a survey conducted by Inmark shows that 71.6% of people over 65 express satisfaction with the service and attention received in bank branches, highlighting the ongoing balance between personal support and digital access (BBVA, 2023). The bank continues to monitor and adapt its offerings to ensure straightforward access, clear communication, and reliable assistance for seniors across all touchpoints.