José Ballester: "Young people choose us because they want more than an app, they want a bank that accompanies them throughout their lives"

The demand from generation Z has raised the bar and has forced banking to focus on immediate experience. José Ballester, territorial director of BBVA in Catalonia, details how the entity is facing this new paradigm by offering not only an agile app and very competitive rates and products, but also the ability to count on a manager for life's big decisions.How are the financial habits of young people in Catalonia changing in an increasingly digital and competitive context?

— The relationship between young people and banking in Catalonia is clearly evolving towards a more digital, immediate, and experience-centered model. It is a territory with a strong urban and entrepreneurial component, where new generations particularly value simplicity in interaction, speed in operations, and the ability to manage everything from their mobile phone without friction.

— Furthermore, money is increasingly understood as a tool to gain autonomy, travel, or start projects, rather than as a traditional savings element. This leads them to choose their bank based on utility and not on affiliation, to compare different options, and to use different tools depending on the moment. This context forces us to offer more complete proposals, which go beyond the purely financial and accompany the client in the different stages of their life.

How is BBVA competing in Catalonia to remain relevant among young people in the face of the rise of neobanks and what does its proposal for this segment imply in practice?

— Neobanks have managed to connect very well with young people, including in Catalonia, thanks to a very agile and simple digital experience. However, the challenge is not only to attract customers, but also to build lasting relationships and provide value over time.

— At BBVA, we believe that the difference lies in combining this digital experience with a much more complete offering. We want to be a bank that accompanies the client through all stages of their life, not just at specific moments. This means being present in daily life, but also in important decisions such as starting to invest, financing studies, or accessing a home.

— In practice, this comprehensive proposal translates into a very specific offer for young people in Catalonia. From an account with no commissions and 100% digital, free cards, Bizum or immediate transfers at no cost, to tools in the app that help them manage their money better. They also have the Travel Pack to travel abroad without worrying about commissions. As they evolve, we also accompany them with solutions for traveling, investing in stocks or ETFs with competitive fees, or accessing financing when they need it. This combination of experience, breadth of offer, and support is what allows us to remain relevant.

In investment, one of the great attractions of neobanks is price. How does BBVA position itself in this area and what role does the app play in the young customer experience?

— Price is key, especially for young people starting to invest, and here we have taken a very clear step to be truly competitive. At BBVA we offer a specific rate that allows investing in stocks and ETFs for 0.99 euros per operation and without custody fees. This removes one of the main barriers to entry and makes it easier for them to start with small amounts and with total transparency in costs.

— But our proposal is not just about price. Through the app, clients can operate in national and international markets, with real-time information and a very simple experience. It is a model that fits very well with the profile of young people in Catalonia, who value immediacy, but also having support when they need it.

What initiatives is BBVA leading to boost how it connects with young people in Catalonia?

— Events like ScrapWorld, the largest urban fashion fair in Europe, reflect very well how we understand our relationship with young people today. It's not just about offering financial products, but also about being present in the spaces that are part of their daily lives, such as urban culture, creativity, or entrepreneurship.

— In this event, we have promoted initiatives such as the "Base Awards Young Entrepreneurs 2026", where a Catalan company has emerged as the winner. Through this program, we support emerging projects with visibility, guidance, and financial support, which are key in the early stages. Furthermore, the winners have the opportunity to exhibit and sell their products in a real environment, interact with the public, and validate their proposal. These types of experiences allow us to connect more authentically with young talent.

For a young person who is unsure which bank to choose, what would BBVA say to them today?

— Young people need to think about what kind of bank they want to have by their side as their financial life evolves. Global banks like BBVA have very relevant structural advantages. On the one hand, we offer a complete experience across all channels. The client can manage their day-to-day from the app with complete ease, but also has the option to have a manager, whether remotely, by phone, or at the office, when they need one. It is a model where you don't have to choose between digital and in-person, but rather both forms of relationship are combined.

— Thanks to technology and the intelligent use of data, we can help clients anticipate, better organize their expenses, and make more informed decisions. The difference lies in having a bank that can accompany you at all times, with a complete offering and the ability to be by your side when you really need it. This is the value of a global bank like BBVA.