BBVA launches global offering for HNW clients

BBVA has launched Global Wealth, a new umbrella brand that brings together its premium, private banking, and ultra high net worth (HNW) segments.

Its three offerings will share a common name and identity across all countries, which BBVA said reflected a highly specialised service model and a more differentiated value proposition that combines its capabilities to meet client needs.

The group is aiming to "reinforce its positioning" among HNW clients and provide a consistent, personalised, and global experience to support the increasingly international nature of their wealth.

The new combined structure aims to ensure BBVA’s service, products, and solutions are distinguishable.

Under the model, the relationship manager or banker plays a central role as the client’s point of contact, supported by specialists and capabilities to provide increasingly personalised guidance.

Premium is aimed at wealth-building clients and are supported by a personal relationship manager; private banking focuses on growing and consolidating wealth, with a dedicated private banker and investment specialist support; and ultra HNW focuses on large fortunes and families, with particular emphasis on wealth planning, governance, tailored global solutions, and legacy preservation.

BBVA said the model also enhanced the client experience at key moments, with more agile processes, personalised service, and benefits that extend to families.

“The launch of Global Wealth goes beyond a new identity,” commented BBVA head of global wealth, Salvador Sandoval.

“It means strengthening the service model and value proposition for HNW clients and their families, adapting to their different needs.”

BBVA global head of digital sales, marketing, design, and behavioural economics, Sofía Rodríguez Sahagún, added: “The new identity for premium, private banking and ultra HNW makes a more consistent and recognisable offering visible across all markets and reinforces, at every touchpoint, this ambition of proximity and personalisation.”

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