Our Strategic Priorities
In line with BBVA Group’s 2025–2029 Strategic Plan, our strategic priorities aim to create sustainable value for our customers, society and stakeholders while building the foundations of next-generation banking. In this context, we move forward in line with our purpose and with our strategic priorities brought together under three main themes.
A NEW WAVE OF DIFFERENTIATION
Embed a Radical Client Perspective in all we do
FULL COMMITMENT TO GROWTH AND VALUE CREATION
Boost sustainability as a growth engine Scale up all enterprise segments Promote a value and capital creation mindset
SOUND FOUNDATIONS TO DRIVE MEANINGFUL IMPACT ACROSS THE BOARD
Leveraging data and next-generation technologies to unlock the potential of AI and innovation Strengthen our empathy, succeed as a winning team
A NEW WAVE OF DIFFERENTIATION
EMBED A RADICAL CLIENT PERSPECTIVE IN ALL WE DO
Our customers’ perspective sits at the core of our strategy and shapes all we do. In line with this, our goal is to offer personalized value propositions—tailored to their lifestyles—that make it easier for our customers to reach their financial goals and focus on their financial well-being. By providing a consistent, seamless and high-quality experience across all touchpoints, we make banking easier, more beneficial and more meaningful for them.
Through AI-powered hyper-personalization and real-time interactions, we aim to provide our customers with a unique journey. With our excellence focus, we review our products and processes to remove negative experiences. Ensuring every interaction is positive, being accessible at all times, and securing customer satisfaction at every touchpoint are our core priorities.
Within this framework, we are running an enterprise-wide transformation that spans all business areas to embed a customer-centric culture across the organization. This transformation redefines not only the way we work, but also our internal values.
FULL COMMITMENT TO GROWTH AND VALUE CREATION
BOOST SUSTAINABILITY AS A GROWTH ENGINE
We see sustainability as a critical growth area. Anticipating that sustainability is transforming competitive dynamics across environmental and social dimensions, we have always always been a pioneer through the steps we take in this area. By developing business models that create environmental and social impact, we support our customers on their journeys to reduce their carbon footprint and encourage inclusive development.
We invest in new business areas that increase environmental and social benefit through green finance, social enterprises and sustainable investment solutions. We guide corporates and individuals through their transition to a low-carbon economy and provide the financial and advisory support they need in this transformation.
By offering tailored sustainability solutions for every segment, we expand our advisory services and view this area as an opportunity for growth and differentiation.
SCALE UP ALL ENTERPRISE SEGMENTS
By acting with a radical client focus in enterprise segments, we reinforce our position as the preferred solution partner in this area. We aim to grow across all enterprise segments—from SMEs to large international corporates. In line with this, we digitize processes and enrich our products and services with advanced financial solutions.
We support this priority through radical client focus, expert advisory services, the development of digital capabilities, and faster risk processes. With advanced digitization, we deliver solutions that save customers time and are easy to access and reliable. In financing, payments and cash management, we continue to enhance the solutions we offer by keeping customers’ needs in mind. While building an integrated structure across all segments, we optimize risk management processes.
PROMOTE A VALUE AND CAPITAL CREATION MINDSET
With a growth approach that considers return on capital, we prioritize creating sustainable value. This capital-generative approach means considering not only financial performance but also the impact we create. In this direction, we prioritize growth that balances risk and return. By prioritizing the efficient use of capital, we aim to grow in areas that generate fee and commission income.
By focusing on business areas with a strong risk–return balance, we contribute to long-term value creation.
SOUND FOUNDATIONS TO DRIVE MEANINGFUL IMPACT ACROSS THE BOARD
UNLOCK THE POTENTIAL OF AI AND INNOVATION THROUGH DATA AVAILABILITY AND NEXT GEN TECH
Thanks to AI and next-generation technologies, we transform not only customer experience but also our internal processes. While embedding a data-driven decision-making culture across the organization, we enhance our infrastructure and processes with next-generation technologies.
We scale data availability across the organization. We treat data as a strategic asset and continuously review our infrastructure to ensure secure, fast and effective access to data across the entire organization.
From decision support systems to predictive models and personalized services, we use AI effectively and creatively across many areas—reshaping the future of banking with these technologies.
By strengthening our technology platform, we increase efficiency and innovation. With flexible, fast and scalable systems, we continuously renew our technology infrastructure; in this way, we build a balanced and sustainable structure between efficiency, security and innovation.
STRENGTHEN OUR EMPATHY, SUCCEED AS A WINNING TEAM
We believe we can achieve success by creating together and adding meaning together. With our team culture that places empathy at the center, we strengthen the sense of belonging and attract and develop the best talent for Garanti BBVA.
By prioritizing cultural transformation around our purpose and values, we aim to strengthen empathy, customer focus, responsibility and integrity.
With a working environment that encourages diversity and supports learning and development—and with a strong employee experience—we support employees’ sense of belonging and brand perception. Through a corporate culture where employees feel valued, we contribute to sustainable success.
Material Issues
As a member of the BBVA Group, Garanti BBVA has based its sustainability reporting on the results of the double materiality analysis conducted by the BBVA Group, with the aim of ensuring group-wide consistency and establishing a framework aligned with its business model.
The BBVA Group’s double materiality analysis is based on a holistic evaluation that jointly considers the impacts of the Group’s activities on the environment and people, as well as the effects of environmental and social matters on the Group’s economic position, financial performance, and long-term value creation capacity.
Impact materiality refers to the positive or negative effects of the activities of BBVA Group and Garanti BBVA on the environment and people, while financial materiality addresses the risks and opportunities arising from the impacts of environmental and social matters on the Group’s economic position, financial performance, and future development.
Considering its operational structure and position within the Group, Garanti BBVA has evaluated that its sustainability-related impacts, as well as its financial risks and opportunities, are largely shaped by the BBVA Group’s strategic direction, business model, and value chain. Accordingly, the findings of the BBVA Group’s double materiality analysis have been adopted as the reference framework for Garanti BBVA.
The topics identified as material as a result of the BBVA Group’s double materiality analysis, and also taken as a basis by Garanti BBVA, are presented below: