BBVA dedicates Values Day to promoting new ways of working to better serve customers
Innovation and the ability to anticipate change are central to BBVA’s identity and have shaped its evolution over the years. This year, the bank dedicated its Values Day to exploring how employees can harness the opportunities offered by artificial intelligence (AI) to reinvent how they work, guided by BBVA’s corporate values. The event brought together employees from around the world to share perspectives and explore new ways to collaborate, make decisions, and deliver greater value to clients.
BBVA has held its ninth annual Values Day, an event designed to champion the bank’s corporate values and cultural transformation. This year’s focus was on one of the biggest challenges now facing organizations: how to evolve their ways of working to become more agile, simplify processes and better meet customers’ needs. Under the theme ‘RE-inventa’ (Reinvent), BBVA encouraged employees to challenge established ways of working and explore what they could do differently to embrace this new era.
Victoria del Castillo, BBVA’s Global Head of Talent and Culture, was adamant that the bank’s purpose and values will continue to guide this transformation, with employees playing a vital role: “Our competitive edge will continue to lie in how we combine the best of people with the best of technology. To achieve this, we need to reinvent how we work, becoming more agile and radically transforming the client experience,” she explained.
The initiative is based on the idea that harnessing the potential of technology also requires a shift in how people think, make decisions and collaborate. With this in mind, BBVA invited teams to reflect on which behaviors they should maintain, which they need to strengthen, and what changes they could make in their daily work to do better at meeting clients’ needs.
Values Day 2026 combined individual and group activities. Employees began by using a digital platform to reflect on what already works well, what they need to add to keep up with the changing environment, and what steps they could take to begin changing how they work.
During the main event, employees built on these reflections in team workshops, sharing perspectives, discussing which practices to retain, and exploring how to strengthen behaviors that promote simpler, more agile ways of working. Activities were offered in flexible formats, both in person and online, enabling teams across different locations to take part.
A global celebration of values
Alongside these activities, celebrations took place at the bank’s headquarters and across its branch network, including another edition of the global ‘People with Values’ event, which honored employees who embody BBVA’s values in their daily work and serve as role models for their colleagues.
BBVA aims to build on the conversations started during Values Day and to put the ideas discussed into practice across its teams. The aim is for BBVA’s values to continue guiding the evolution of its corporate culture, fostering ways of working that deliver an increasingly simple customer experience, better tailored to their needs, in a context where artificial intelligence is opening up new possibilities for everyone.