BBVA launches Global Wealth, its new global offering for high-net-worth clients

The launch marks a step forward toward a common, recognizable identity across all markets, with the same structure and an offering designed to combine the best of both worlds: the knowledge, proximity and capabilities of each market with BBVA’s scale and international strengths.

In this way, the group aims to reinforce its positioning among high-net-worth clients and provide them with an increasingly consistent, personalized and global experience, capable of supporting not only their financial needs, but also those of their families and the increasingly international nature of their wealth.

“This launch consolidates BBVA’s leadership position in the high-net-worth segments with a specialized and consistent value proposition offering different levels of service,” said Jaime Lázaro, Head of BBVA Asset Management & Global Wealth.

Premium, Private Banking and UHN: an offering for every stage of the wealth journey

Until now, the offerings aimed at high-net-worth clients had different names and identities depending on the country. With this launch, BBVA is establishing a common structure across all its geographies, built around Premium, Private Banking and UHN and adapted to clients’ different needs and stages of wealth.

The new structure also makes it possible to distinguish more clearly between the service, products and solutions BBVA offers its clients as their wealth needs evolve.

As a starting point, some local features will remain: in Spain, UHN Patrimonios for the highest-net-worth clients; in Mexico, Premium Patrimonial; and in Colombia, Premium and Premium Plus.

“The new identity for Premium, Private Banking and UHN makes a more consistent and recognizable offering visible across all markets and reinforces, at every touchpoint, this ambition of proximity and personalization,” explained Sofía Rodríguez Sahagún, Global Head of Digital Sales, Marketing, Design and Behavioral Economics at BBVA.

A service model tailored to every stage of the wealth journey

“The launch of Global Wealth goes beyond a new identity. It means strengthening the service model and value proposition for high-net-worth clients and their families, adapting to their different needs,” said Salvador Sandoval, Head of Global Wealth.

Under this model, the relationship manager or banker plays a central role as the client’s trusted professional, supported by specialists and the group’s capabilities to provide increasingly personalized guidance:

• Premium is aimed at clients who are building their wealth and are supported by a personal relationship manager to help them make financial decisions.
• Private Banking focuses on growing and consolidating wealth, with a dedicated private banker and the support of investment specialists.
• UHN (Ultra High Net Worth) is focused on large fortunes and families, with particular emphasis on wealth planning, governance, tailored global solutions and legacy preservation.

The model also enhances the client experience at key moments in their relationship with BBVA, from onboarding through to the evolution of their wealth needs, with more agile processes, more personalized service and benefits that also extend to families.

A value proposition combining local and global capabilities

A key pillar of this renewed strategy is a value proposition that combines adaptation to the specific characteristics of each market with access to BBVA’s global capabilities.

At the local level, Premium, Private Banking and UHN will offer differentiated propositions in areas such as wealth planning, investments, financing, cards and digital experience, with products, services and benefits tailored to each client’s profile and needs.

This local offering is complemented by an international dimension that is especially relevant for clients whose wealth, investments, businesses or families have a presence in more than one country.

BBVA has platforms in Spain, the United States and Switzerland, enabling it to offer high value-added services such as position consolidation and advisory services within its global client model.

The offering is also underpinned by a global investment process and investment positioning, supported by specialists across the different geographies in which BBVA operates, as well as access to Quality Funds, BBVA’s open-architecture investment platform, and the group’s corporate and investment banking capabilities.

Beyond finance

Global Wealth also broadens the traditional concept of wealth management with an offering designed to support clients across other dimensions of their lives.

The model incorporates experiences beyond finance linked to areas such as sport, art, culture and health, as well as specific offerings for business-owning families and other solutions aimed at the family as a whole.