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Financial health Act. 14 Feb 2020

BBVA USA 5-Year Strategic Plan – Pillar No. 1: Financial Health

 Pillar No. 1

BBVA believes that banks play a key role in the future of society, particularly in how they address the social and environmental challenges we all face.

We know, for instance, that money is the leading cause of stress, and stress can manifest physically and emotionally – factors that can have a wide-ranging impact on society.

This is why the first pillar guiding BBVA’s new global strategic plan – Best Bank in the Best Region or BiB – for the new decade is focused around helping clients improve their financial health as a means to subsequently improving society’s overall health.

According to BBVA USA President and CEO Javier Rodríguez Soler, it’s a move that makes sense for customers, for business and for society at large.

Rodríguez Soler: “When we help customers – both businesses and individuals – improve and understand their financial health, they make better financial decisions.”

“I’ve said before, as society goes, so too do we, and it’s true. When we help customers – both businesses and individuals – improve and understand their financial health, they make better financial decisions,” he said. “This in turn helps them achieve their goals, which lessens their stress, makes them increasingly solvent and helps secure our own future as a successful financial institution as we become the partner they trust with their finances.”

BBVA USA President and CEO Javier Rodríguez Soler

Rodríguez Soler went on to say that beyond the impact to the bank’s bottom line, financial health is an indicator that can also help level the socioeconomic playing field.

Rodríguez Soler: We are also interested in providing increased access and understanding of finance for the communities in which we operate.

“Improving the financial health of our customers is clearly important, but we don’t stop there,” he said. “We are also interested in providing increased access and understanding of finance for the communities in which we operate, across the spectrum of experience and income level. This is why we have a strong financial education program; as our Group Executive Chairman has said, we believe in its ability to help end inequality and promote sustainable economic growth.”

Rodríguez Soler said in the coming years, and as part of its 5-year strategic plan, the bank in the U.S. will make strides to help improve financial health by creating and enhancing person-to-person advisory relationships.

“We call this the relationship cycle, and it’s the same whether we are working with an enterprise client or a consumer,” he said. “Essentially, we’ll help our clients make better decisions for their finances by leveraging data to provide personalized insights and suggest tailor-made actions. This same data – combined with our person-to-person relationship and deep understanding of who they are – will allow us to anticipate their needs and provide recommendations in advance of the events that precipitate the need for these financial products.”

“Imagine what it looks like when your bank partners with you by providing advice in the small and big things, both in the here-and-now and to secure your future,” he said.


To read more about BBVA USA’s new 5-year strategic plan, and the six global pillars that are guiding it, click here.

Watch BBVA.com in the coming weeks for more stories describing each of the strategic pillars in BBVA USA 5-Year Strategic Plan.