CaixaBank dedicates new offer to Seniors

The Spanish bank CaixaBank has just presented a new range of products to complete its offer. It's especially for Seniors. Named Generación +, this range is enriched with several affinitarian products that will largely cover the needs of its target at this key moment in their lives.

FACTS

• Generación + presents itself first and foremost as a new complete accompaniment solution, putting counsel and the human at the heart of the device.

• For this reason, the range is enriched with many affinity products that will enable targeted customers to be accompanied at all times, in many situations and on different issues specific to this stage of life:
  • preparation for retirement (via various savings and investment products),
  • Increase in income (from real estate assets in addition to pension for example),
  • help and care for addiction (through the creation of a marketplace dedicated to home care and prevention),
  • the organisation of travel,
  • improving protection,
  • optimisation of mobility,
  • training in digital tools to bridge the digital divide.

• The bank also highlights its commitment to physically support Seniors through its network of agencies and over 30,000 employees specially trained to meet the needs of this target.

ISSUES

• A positioning in the air of time CaixaBank justifies the launch of this new range by its ambition to meet the needs of a growing proportion of the population in Europe. Based on data highlighted by the European Commission, by 2050, the proportion of people over the age of 65 will be around 30%, compared with about 20% today. According to CaixaBank, more than 12 million people aged 60 or older currently live in Spain and this group will account for 23% of the population by 2030.

• Attracting a category of potential clients : According to CaixaBank, the 23 per cent of the population of people over 65 also represents 39 per cent of the country's net wealth.

• Large-scale affinity targeting : The new financial solutions proposed today by CaixaBank for Seniors must meet the specific needs of more than 4 million current clients of the Bank, and attract new prospects.

PERSPECTIVE

• The deployment of this new range of products and services by CaixaBank is more a way to complement its existing system rather than a real innovative strategic positioning.

• The Spanish bank proposed Thus an affinity offer to the Seniors as early as May 2021, continuing its affinity strategy after meeting the special needs of the youngest. Its ambitions to meet the specific needs of its older customers Pushed Then the bank offered insurance against the loss of autonomy caused by neurodegenerative diseases in March 2024.

• It was last March that CaixaBank confirmed its interest in this Seniors target. officializing its new strategic ambition through the training of its employees on a large scale.

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