CaixaBank focuses Generació + meeting on longevity and rewards three benchmarks

CaixaBank has celebrated in Barcelona the second edition of the Generació + meetings, an initiative aimed at the senior collective that this year incorporates as a novelty the awarding of the Generació + Prizes. The event, which has the collaboration of VidaCaixa and SegurCaixa Adeslas, has focused on longevity and the recognition of senior figures crucial for their work. Francesc Salvador, vice-president of the Portal Private Foundation; Carme Trilla, president of the Hàbitat3 Foundation, and Dr. Ramon Cristòfol, specialized in geriatrics, have been the recipients of the awards.The event, held at CaixaBank's corporate headquarters in Barcelona, brought together a large audience and served to highlight the need to maintain healthy longevity. Maria Alsina, territorial director of CaixaBank in Barcelona, inaugurated the event, which also included the participation of the commercial director of retail at CaixaBank's territorial directorate in Barcelona, Miguel Gramuntell. Maria Alsina highlighted the entity's commitment to accompanying people throughout all stages of their lives, and Gramuntell presented the specific solutions that the entity offers to promote well-being, autonomy, and personal planning in this stage, and emphasized that Generació + symbolizes CaixaBank's commitment to a differential financial proposal aimed at the senior segment.

Dr. José Viña, professor of physiology and expert in longevity, and Javier Yanguas, scientific director of the “la Caixa” Foundation's senior program, starred in a dialogue, moderated by journalist Olga Viza, in which they addressed, from a close and practical perspective, how to face aging through prevention, care, and autonomy. Under the title "Living longer and better", the conversation focused on the importance of adopting healthy habits over time, paying attention to physical exercise, diet, rest and cognitive health care, as well as the need to maintain an active attitude, with projects, social connections and motivation.Recognition of impact trajectories

In this first Barcelona edition of the Generació + awards, the Generació + Trajectòria-CaixaBank Award was given to Francesc Salvador, vice-president of Fundació Privada Portal, for his great work in helping and supporting young people who suffer from both a mental disorder and addiction, as well as their families. The Generació + Valor Sènior-VidaCaixa Award recognized the work of Carme Trilla, president of Fundació Hàbitat3, in recognition of her commitment to social inclusion, innovation in social housing, and the creation of dignified life opportunities for vulnerable people. And, finally, the Generació + Compromís Salut-Adeslas Award recognized Ramon Cristòfol, a doctor specialized in geriatrics, with over 30 years of professional experience, who has combined the management of residential centers with clinical activity, teaching, and scientific dissemination. Claiming maturity as an active stage, with the capacity to continue generating impact, contributing experience and contributing to the environment, is the common objective of these recognitions.

Pioneering model for senior customer care

With more than four million clients over 65 years old and a market share of over 34% in pensions, CaixaBank has been the benchmark bank for the senior segment since its foundation, over 120 years ago, as Caixa de Pensions per a la Vellesa i l'Estalvi.Through its socially responsible banking model, the entity accompanies its clients throughout all stages of life. It has the Generació + program, which responds to the challenges of aging, in a cross-cutting manner, through a comprehensive set of financial and non-financial solutions that facilitate both the transition to retirement and the availability of a set of leisure, care, training, and health maintenance solutions during this stage of life.Likewise, the entity has maintained since 2022 a commitment to priority attention to the senior collective involving all its areas of activity, which made it the first bank in 2022 to obtain Aenor certification as a company committed to the elderly. A certification that has been renewed, and it continues to be the only financial entity that has this seal of quality.Among the measures implemented by the entity to offer the best service quality to the silver segment, notable initiatives include the training of over 30,000 employees in preferential care for the elderly, the availability of more than 11,000 easy-to-use ATMs, the continued use of passbooks at all ATMs, unrestricted banking hours, the advance of the monthly pension payment to the 24th of the month, and personal attention via phone and WhatsApp, with over 600 specialized agents trained in gerontology. CaixaBank also develops more than 11,000 financial education workshops and sessions, fraud prevention, and support for the use of digital banking, and has launched a professorship in collaboration with three top-tier business schools that will be a reference in the study of solutions for active and healthy longevity. Likewise, CaixaBank is a benchmark in terms of service capillarity and financial inclusion: it has the largest network of branches, with more than 4,200 branches throughout the country, and is firmly committed to maintaining financial services in rural areas.