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Corporate information

Business model

Business model

CaixaBank applies a universal banking model based on quality, customer proximity, specialisation and innovation. It applies a “financial supermarket” strategy offers a wide range of products and services adapted to the needs of its clients, using a commercial platform combining branches and the digital world. The bank has also formed strategic alliances with large banking groups and has shareholdings in leading companies in the services sector.

A Leading Group

CaixaBank has around 13.8 million customers in Spain, around 30% of all adult bank customers in the country, with a quarter of these regarding it as their main bank. This trust has once again been reflected in significant market shares for its main banking products and services. Through VidaCaixa and CaixaBank Asset Management, it occupies a leading position in the market for savings insurance, pension plans and mutual funds market. This leadership is buttressed by 1.9 million BPI customers in Portugal.

Source: 2017 Corporate Integrated Report

Specialised Management

Source: 2017 Corporate Integrated Report

01. Individual and business Banking

This value proposition is based on an omni-channel offering, with simple solutions that are innovative and set us apart, and adapted to the profile of each customer (AgroBank, HolaBank, etc.).

In 2017, activity in Individual Banking focused on:

  • Encouraging direct deposit of salaries into customer accounts. This is a key tool for fostering the loyalty of individual customers. 778,878 new direct salary deposits were added during the year, due to our active marketing policy and the gradual improvement in the labour market.
  • Increasing customer loyalty, through marketing activity and the launch of new products. Highlights included the sale of 1.95 million life and general insurance policies, and the increase in the production of new consumer lending (+10% vs. 2016). This customer lending took the form of general loans, funding card purchases and 0% APR credit on “Compra Estrella” purchases.
  • This was achieved with the strictest quality criteria for customers, underpinned by AENOR’s 2016 certification of the excellence of our customer service model.

The consolidation of the CaixaBank Business offering for self-employed, professional and trade customers continued in 2017.

  • This offers specialist management for customers, with an additional 1,600 exclusively-dedicated advisors and the business managers of branches that have no business advisor. These advisors have mobile devices that enable them to take the branch to the customer’s business.
  • Marketing activity focused on selling general and life insurance, and funding Business customers, with a well-established service model that received AENOR certification in 2016.


02. Premier Banking (in Spanish)

The Premier Banking value propositions is based on three main pillars: an exclusive advice model, qualified professionals and solutions for customers, consolidating our leadership in financial advice.

“A medida” (Made-to-measure) was launched in March 2017, offering a unique approach to financial advice that responds to the needs and objectives of our customers. This consideration results in Plan A, a process that integrates regulatory requirements into sales processes and fosters our customer relationships.

By year end, more than half of all Premier Banking customers had prepared their Plan A with their advisor. Customers can track their objectives using CaixaBankNow or carry out the process autonomously through Plan A.


03. Private Banking

CaixaBank Private Banking has set up specialist teams and has more than 500 qualified professionals - averaging 15 years’ experience each - who work with our branch network to offer the best possible service. 6 new Private Banking centres were opened in 2017, making this service more accessible for our customers, bringing the total number of these centres to 45.

“Time” is our new way of offering financial advice in Private banking. This organises the customer’s wealth based on a comprehensive assessment of their needs, designing an investment strategy to meet their objectives at every stage of their lives. Since March, the Time Map advice process has been carried out by more than 40,308 Private Banking customers with their advisors.

The global advice service for Philanthropy provides socially responsible investment (SRI) and philanthropy solutions through the Social Value project. The balance of SRI funds increased by 57% in 2017, due to this initiative. Private Banking customers also contributed €5.8 million to the 8 leading NGOs (by number of contributors in Spain) and €441,000 euros (+538% vs. 2016) to Gavi Alliance, with this amount being complemented by the same amount from the “la Caixa” Foundation.


04. Business Banking

CaixaBank’s Business Banking service has been operating for 10 years, and has established itself as the favourite bank for Spanish companies. 48% of Spanish companies with turnover between 1 and 100 million euros are CaixaBank customers, according to market share surveys by FRS Inmark.

Business Banking now has a mature model, and is seeking to enhance its customer relationships and expand the bank’s company banking base. It has a team of 1,245 experts in all aspects of company management, offering innovative solutions and specialist services. Advanced advice is provided through videoconferences and new communication channels connecting customers and their managers, such as the Companies wall and Go&Business.

Continuing the strategy of getting even closer to the customer’s business, more new business banking centres opened in 2017, bringing the total to 116. CaixaBank is the only financial entity in Europe to have achieved AENOR certification for its financial service and attention in Business Banking and its foreign trade activity. This is the second consecutive renewal of this certification.


05. Corporate & Institutional Banking

Corporate & Institutional Banking integrates two business areas, of Corporate and Institutional banking, together with other product areas that provide services to customers, such as Treasury, Capital Markets, Project Finance, Asset Finance and M&A.

Corporate Banking’s value proposition offers a tailor-made service to corporate clients, seeking to become their main bank. This involves crafting personalised value propositions and working with clients in export markets.

It achieved its objectives in 2017, despite a marked increase in competition. In 2018 the bank will continue to work towards obtaining a greater share of, and weight in, the market, through risk-adjusted growth that is gradual, sustainable and profitable.

Institutional Banking serves public and private-sector institutions, through specialist management of financial services and solutions.

In 2017, the business achieved the objectives set for it, identifying alternative revenue sources to long-term lending. This is expected to continue in 2018, which will require the business to boost its sales efforts in its most efficient products.


06. International Banking

A Presence in 26 points

International branches: Offer financing and financial services to Spanish companies with interests and activities in these countries, as well as to local businesses. Representative offices: These provide advisory services for European multinationals with subsidiaries in Spain, and for Spanish companies doing business abroad. Spanish Desk: With the partners Inbursa in Mexico, BPI in Portugal and ERSTE Bank in Central and Eastern Europe.

CaixaBank rounds out its own service with a network of over 1,200 correspondent banks.


International Banking

Revenue diversification

CaixaBank has holdings in internationally recognized banks and industrial companies.

CaixaBank took control of BPI in February 2017, when it acquired 84.51% of its capital following completion of a takeover bid

Source: 2017 Corporate Integrated Report


BPI is a financial group focusing on retail and commercial banking in Portugal, where it is the fifth largest financial institution, in terms of assets (€29,640 million). BPI has a customer base of around two million people, which it manages through a specialist, fully-integrated, multichannel, distribution network.

BPI’s business centres on two main segments - Individual, Professional and SME banking, and Business banking, with their own physical and virtual structures and specialist teams. The BPI Group complements its offering of non-life and life-risk insurance through an insurance distribution agreement with Allianz Portugal, in which the BPI Group has a 35% holding.

A business performing strongly

BPI has a 13.7% share of individual customers, and leading market shares for the products and services it offers: these markets shares* improved during the year. Highlights include the 10.8% market share for direct deposit of salaries (+10 bp vs. 2016); 12.7% (+30 bp vs. 2016) in life insurance; 11.2% (+60 bp vs.2016) in consumer loans; and 11.2% (+ 20 bps vs. 2016) for mortgages.
Customer funds increased by 5.6% in 2017, with loans and advances to companies (corporate and Portugal SMEs) up 6.4% on the previous year.

Overall, BPI contributed €176 million to CaixaBank’s total earnings in 2017.

More information: 2017 Corporate Integrated Report