How can BBVA engage with and create an offering that is truly appealing to the millennial generation and solve for their future needs?

BBVA Retail Segments Business Unit


Brand Extension


Madrid-based BBVA, “The Digital Bank of the 21st Century” operates in over 40 countries, with over 72 million customers and 120,000 employees. Management is committed to innovation and sustainability in how they go to market. They wanted to attract younger customers and needed help in redefining the business model and creating offerings for this target customer segment.
We set out to learn about millennials and the reasons for their disconnect with banks. We ran customer insight development sessions with BBVA employees from those branches with the highest number of millennial customers and conducted interviews with nearly 80 prospective customers, between 16 and 26 years old, recruited on the spot at the exit of movie theaters and other popular leisure venues. We worked internally to come up with alternative value propositions and run low cost market tests to validate the key hypotheses. We wrapped up our work formulating customer relationship tactics, identifying new revenue sources, and developing pricing structures for financial products.

As a result of our collaboration, BBVA Blue portal was created blending financial products with sports, music, studies and professional development content. New loan and credit card products were designed specifically for millennials