This part of I+D identifies and launches new lines of business for BBVA. It ensures that any exploration of a growth opportunity supports one of the main objectives:

• increasing the loyalty of customers in markets where BBVA has a large penetration. Customer loyalty is supported by providing non-financial services that have a distinct value for individuals and SMEs (tourism, leisure, healthcare, housing, etc) and they offer additional advantages for BBVA’s customers.
  
• capturing customers in new segments and markets. 
  
• capitalising on group assets: the unit explores new sources of revenue based on BBVA’s existing “assets” (brand, branch network, processing capacity, etc). This also applies to emerging technologies (mobility, biometrics and geo-localisation).

The bank has identified opportunities through market research on the needs of individuals and SMEs and their consumer habits, through analysis of markets and sectors and through analysis of the group’s assets. After they have been assigned a priority and scheduled for implementation they form the core of the unit’s strategic plan.

The creation of a unit in charge of new business models was a revolutionary initiative in the Spanish financial world. Following this BBVA stopped thinking exclusively in terms of financial services and began to view its customers as people who have needs in different areas (healthcare, housing, education, leisure, etc) and who require an integrated solution.