Spanish banking group BBVA will consolidate its affluent and high-net-worth client services under a single division called Global Wealth.
Starting October, the group will align its premium, private banking, and ultra high net worth (UHN) tiers under uniform international branding, replacing the varied designations previously used across different markets.
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Despite the move towards a common framework, select regional naming conventions will be preserved.
Operations in Spain will retain the UHN Patrimonios designation for the highest tier, while the Mexican business will continue using Premium Patrimonial, and the Colombian unit will maintain its Premium and Premium Plus classifications.
The operating model relies on relationship managers and private bankers as the primary contact points, supported by internal product specialists.
Within this structure, the Premium tier is designed for customers building their assets who require financial decision-making assistance.
Private Banking caters to individuals expanding and consolidating existing wealth through dedicated advisers and investment specialists.
The UHN tier focuses on wealthier individuals and family groups requiring estate planning, governance frameworks, international structures, and legacy management.
Domestic units will offer tailored services across credit, card products, asset planning, and digital channels.
For clients with cross-border holdings, businesses, or family arrangements across multiple countries, BBVA will utilise its existing operational hubs in Spain, the US, and Switzerland to provide advisory services and portfolio consolidation.
The division’s activities will also incorporate the group’s corporate and investment banking services, a unified global investment methodology, and access to its open-architecture fund platform, Quality Funds.
BBVA Global Wealth head Salvador Sandoval said: “The launch of Global Wealth goes beyond a new identity. It means strengthening the service model and value proposition for high-net-worth clients and their families, adapting to their different needs.”
