BBVA Mexico brings personalization and zero fees to the digital space
At BBVA Summit 2025: Futura, Hugo Nájera, Head of Retail Banking at BBVA Mexico, presented the new digital era of the BBVA Mx app. He explained that hyper-personalization is now at the core of its transformation, allowing the app to adapt to each customer’s needs and preferences through a single, unified channel.
The new version of the BBVA Mx app—now powered by artificial intelligence—lets users make international and domestic transfers, pay bills, withdraw cash, and handle other everyday transactions quickly and without fees. One of the key new features is Blue, BBVA Mexico’s virtual assistant, which enables natural-language interaction and provides fast, accurate, and personalized responses directly within the app.
iOS users will also have access to a new level of customization for their digital card, using Apple Intelligence to design it in their own style with personalized colors, textures, and unique visual elements.
Nájera explained that the bank’s new purpose is to “support your drive to go further.” With that in mind, and powered by AI, BBVA is creating a personalized experience for every customer—built on each user’s transactional footprint and a deep understanding of their needs and behavior. He noted that the bank now operates with 27 million individualized app experiences—essentially one for every customer.
Nájera also recalled that more than a decade ago BBVA made digital banking its core business strategy, with the goal of transforming the country’s financial sector. The bank digitalized its value proposition and placed key services just a click away, building an operational model around a suite of mobile apps designed for specific needs. These included BBVA Wallet (digital cards), BBVA Send (money transfers), BBVA Plan (savings goals), and Multipagos (bill payments. This strategy was further strengthened with the acquisition of Openpay, BBVA Group’s digital payments platform, which has helped reinforce the bank’s acquiring business in Mexico.
Nájera noted that this evolution led BBVA to bring everything together into a single mobile application: the BBVA Mx app. The goal was to unify the customer experience across countries through a common design and navigation model, built on BBVA’s global platform. The app now integrates a wide range of services, including Savings Buckets, Digital Account, the Blue chatbot, numberless cards, and a financial-health section with tools such as an expense categorizer, daily spending limits, an interest simulator, and payment in installment options. He added that innovations introduced over the past three years have further expanded the app’s capabilities, including the carbon-footprint tracker within the app, Llamada Segura (Secure Call), and BBVA AutoMarket. BBVA has also strengthened its digital offering for businesses with the BBVA Empresas app and its digital SME loan.