network or to segments of the population with
no experience of banking usage. In addition,
accessibility has been further extended thanks to a
28% increase in the number of self-service points
(ATMs + QDBs [Quick Deposit Boxes]).
At BBVA, we understand that responsible
lending to people with no prior experience in debt
arrangement requires providing borrowers with an
elementary education in finances, hence the reason
our bank is working on the drafting of very basic
guides for the proper understanding and handling
of both credit and saving products.
MEXICO. Mexico is a country with a great
potential for bancarisation – extending the use of
banking usage. With a population of 105 million
people, those with no experience of bank usage
amount to 17 million and these may be joined by
another 16 million over the next 20 years, thereby
exceeding 30 million people with no access to
basic financial services.
The strategy for penetration in 2008 focused on
those segments of private individuals with payslips
and the arrangement of loans, involving mainly
young people in low-income brackets with the
Banking penetration plan: Mexico
No. active customers (in millions)
No. branch offices
No. ATMs
Scope: Mexico.
BANKING FOR
MIGRANTS: DI-
NERO EXPRESS
AND BTS
Since 2005, BBVA has been
catering for the migrant sector
through a specialised network
of customised financial and
non-financial services, such as
Dinero Express (Express Money) in Spain (the entity
has 150,000 migrant customers on its books), the
conventional branch office network (which caters for
some 600,000 customers) and BTS in Mexico.
DINERO EXPRESS (ESPAÑA). In 2008, BBVA
has made a sea change in its strategy regarding the
service it provides for the migrant sector. Dinero
Express has been integrated within the bank’s
general network to enable these customers to
need for bancarisation. There has been a 17%
year-on-year increase in our payslip accounts
and an 8% like-for-like rise in lending.
There has also been a boost for innovation in
2008, with the offer of new products to attract more
people in Mexico to the financial system. Such is the
case of the money transfer cards that enable families
living in Mexico to receive remittances directly into
their accounts without having to deal with cash. A
further example of an innovative product in the
young people’s segment is the Tarjeta 40 card.
In 2008, BBVA Bancomer has embraced a
commitment with its customers, as well as with
society at large, to provide all financial information
structured as regards both form and content in
such a way that makes it accessible and userfriendly
by disseminating educational programmes
(“Adelante con tu futuro” – Forward with your
future) to raise awareness of the importance of
financial education, thereby enabling users to
benefit from taking the right decisions. BBVA,
together with the Museo Interactivo de Economía
de México (MIDE) offers users personal finance
workshops on different money issues (saving, credit
card, credit health and saving for the future).
December 2008 December 2007 Taget 2010
15.1 14.6 18
1,843 1,765 2,010
5,772 4,876 7,500
operate under the same conditions in all BBVA
Group branch offices. Nevertheless, 15 dedicated
offices have been maintained to cater for this
customer segment. Even though it now has fewer
sales points, it has closed the year with a volume
of remittances totalling 543m, in a falling market
due to the economic situation. 56% of the
remittances are made though the BBVA network.
There are three reasons for this change in
strategy:
• Until only very recently, there has been a
constant and significant influx of migrants.
It was therefore necessary to create a physical
network that would provide solutions for
people arriving in Spain. Such people often had
FINANCIAL INCLUSION
Corporate Responsibility Report 2008
29
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