BBVA: Becoming the Bank Behind Every Ecosystem

BBVA’s Carmela Gómez Castelao shared a clear and ambitious vision for the bank’s next decade: to become the partner of reference for every ecosystem that needs banking services. It’s a goal that moves far beyond traditional financial products and into the realm of deep integration, co-creation, and embedded experiences that feel native to the way customers live, work, and consume.

Gómez emphasised that the future of banking won’t be shaped by banks operating in isolation. Instead, it will be built through collaboration with diverse communities and platforms — from education ecosystems to enterprise software, from crypto communities to ERP systems, and from digital marketplaces to emerging verticals that haven’t yet taken shape. BBVA’s strategy centres on the ability to sit down with partners, understand where value can be added, and design tailored experiences that enrich the customer journey.

She described a future where BBVA co-creates solutions that don’t simply transact but enhance daily life. Whether the need is financing, payments, identity, or non-financial services, BBVA aims to integrate seamlessly into partner environments so customers experience financial services in the background — naturally, securely, and without friction. This approach mirrors the broader industry shift toward embedded finance, but with a deeper emphasis on trust, scalability, and experience design.

According to Gómez, the most exciting part is the unknown: the services, journeys, and ecosystem models that haven’t yet been invented. As customer expectations evolve, BBVA intends to evolve with them, discovering new opportunities through experimentation and partnership. It’s a mindset built on curiosity and adaptability — one that positions the bank not just as a provider, but as an innovation enabler.

Looking ahead five to ten years, Gómez envisions BBVA embedded at the heart of global ecosystems, recognised not only as a financial institution but as a trusted partner that powers growth for businesses and empowers people to live better financial lives. In this future, BBVA becomes the invisible infrastructure enabling customers to access the right services at the right moment — a bank that supports ecosystems from within, shaping the next generation of financial experiences worldwide.

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