CaixaBank launches a campaign to attract customers over 60 years of age.

BarcelonaCaixaBank has launched a strategy to attract customers over 60, a growing segment of the population. The bank, which has more than four million customers across Spain over the age of 65 and manages 34% of retirement pensions, has decided to launch a range of products and services aimed at this population, following the guidelines set out in the 2025-2027 strategic plan. The proposal includes alternatives for financial planning, but also leisure, training, and care options.

The bank has chosen to single out its commitment to meeting the needs of an increasingly important segment of the population. Currently, more than 12 million people in Spain are over 60, and it is expected that by 2030 they will account for 23% of the population and 39% of the country's net wealth. This is what many experts call silver economy (aimed at people over 55). They are also a group with a higher level of education than previous generations, with a longer life expectancy, and who need solutions for all stages of retirement, which, with increasing life expectancy, is becoming longer.

The offer, called Generation +, It includes the possibility of comprehensive advice and solutions to liquidate real estate assets, which, in older age groups, are usually their main asset and, furthermore, are usually paid for, with no outstanding charges. One option is the sale of the bare ownership of the home, maintaining its usufruct until the owner's death in exchange for a life annuity. However, this is a relatively uncommon option, with around 2,000 transactions carried out each year across Spain.

Another option is the reverse mortgage, which provides a monthly income to the owner secured by the home. This option, with only around 500 transactions carried out each year across Spain, is for "those who want to maximize their income and are less concerned about transferring assets to potential heirs," according to sources from the entity. And, if the goal is to finance the cost of a specialized residence, the option is to pay an advance on the rent of the home they own and then regularize the situation with the heirs. It is the concept of antichresis, recognized in civil law, which consists of transferring the usufruct but not the ownership of the home. All of these solutions—the income supplement, the desire to transfer or not the home to heirs for personal use, and the property appraisal—are for clients in large urban areas, according to the bank.

The bank's proposal also includes a marketplace (a place where products and services from different vendors are offered) to address the domestic, preventive, and care needs that people over 60 may require throughout the different stages of this phase of their lives. These include services for processing aid for different levels of dependency, vehicles for people with reduced mobility, and renovation financing for this age group.

CaixaBank highlights in its strategic plan the "development of the senior ecosystem" as an objective to support and meet the needs of this older group.