Banco Santander finalises Generation 81, a range of financial products aimed at women that includes an account, a card, life insurance, and an investment fund focused on equality.
With 1981 as a reference, the year when women in Spain could first independently open current accounts, the entity completes Generation 81, an offer designed for them. According to autonomosyemprendedor.es, the initiative aims to highlight female role models, break gender stereotypes, provide financial education, and promote professional careers and entrepreneurship.
The project is organised into four areas: the visibility of female role models, education, employment, and entrepreneurship in equality. Within this structure, the bank will strengthen its value proposition with specific products and actions.
The banking offer includes the Account 81, aimed at new customers, which does not charge fees to loyal customers. It is associated with the Card 81, a no-cost debit card with bonuses of 1% at supermarkets and restaurants, 2% at department stores, and 3% on fuel and transport, excluding airlines.
The range is completed with the Female Family Protection Insurance, a life insurance policy exclusive to women, and Santander Equality, an investment fund that invests in companies promoting equality.
In terms of training and professional support, the bank offers more than 300 educational programs, scholarships, and training actions, as well as mentoring programs, access to scholarships, and agreements to boost entrepreneurship and partnerships with companies committed to equality.
Generation 81 also includes an agreement with The Walt Disney Company. The CEO of Banco Santander España, Rami Aboukhair, described it as follows:
a leading company in its sector that shares our commitment to contributing to accelerating women's progress
The collaboration will result in activations throughout the year under the slogan #TogetherWeChangeTheStory, featuring audiovisual pieces that highlight the female protagonists of upcoming Disney releases: Captain Marvel, Aladdin, Toy Story 4, and Frozen 2. Simon Amselem, CEO of The Walt Disney Company for Spain and Portugal, stated:
We are aware of the power our characters have to connect with the audience, and that is why we wanted our female protagonists to serve as inspiration and role models from an early age
The pieces will be disseminated through Disney channels, the social media of both companies, and the bank's offices, where two limited edition prepaid cards of Captain Marvel and Frozen 2 will also be launched.
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