BBVA added 962,000 retail customers and 68,000 businesses in Spain in 2025, doubling and 1.3 times more than in 2019. The bank positions artificial intelligence as a central axis to gain traction in businesses, insurance, and private banking.
BBVA is entering a new phase of growth in Spain with artificial intelligence as a central axis. This was stated by the bank's country manager in Spain, Peio Belausteguigoitia, at a meeting with analysts and investors, as reported by Bolsamania. The entity aims to expand its customer base, deepen relationships with current customers, and gain traction in higher-value businesses such as companies, insurance, and 'Global Wealth'.
The customer acquisition data for 2025 reflects this momentum: BBVA added 962,000 retail customers and 68,000 business customers in Spain, which multiplies by 2 and 1.3 times, respectively, the acquisition rates of 2019. The entity has set a goal for customer relationships to generate more value from the outset. In fact, the income generated by a primary customer multiplies on average by 3.7 in five years.
In the business segment, BBVA aims to become a strategic partner for its clients and support them in their daily operations. To this end, it is working on the development of transactional solutions, such as payroll payments, taxes, and foreign trade operations, as well as more secure digital services. AI is used to simplify and accelerate processes and provide more specialised advice.
“We believe we are on the right path to continue building a new bank. This transformation will have a significant impact on both our working model and our relationship model with customers, and will translate into a significant improvement in their experience”
In the SME sector, BBVA led customer acquisition in 2025: one in four new SMEs that opened an account in Spain did so with the bank. The entity will continue to strengthen digital and remote relationships, especially valued by this segment, and will develop tailored proposals for each sector. For larger companies, it will promote specialised advice and use AI-based tools to enhance managers' capabilities and simplify processes. In large corporations, the focus will be on deepening relationships and pursuing higher-value businesses.
The customer will remain at the centre of this strategy, with “their experience at the heart of all decisions,” as Belausteguigoitia emphasised. The goal is for technology to facilitate daily interactions with the bank without losing specialisation and technical advice when the customer needs it. The entity will apply this approach across the group to simplify and automate processes and develop a more robust, efficient, and scalable model.
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