BBVA’s vision starts as a statement that establishes the ultimate objectives of its staff, matching the needs of stakeholders with what the group has to offer. The vision is based on the group’s concept of its identity. It defines what the group is, what it wants to be and what it should be. For BBVA this identity is based on leadership, innovation and personal trust.

The vision is like a lighthouse that illuminates the entire company and points the way. It signifies the essence of the organisation. 

The vision statement is: 

BBVA, we're working for a better future for people.

The BBVA vision pays special attention to the future. All the group’s activities are aimed at “building a future” for all stakeholders in positive and sustainable terms. The future is a better tomorrow.

The vision also has important implications for the business model, for the corporate culture, for employee conduct and for all aspects of communication.