Solution:
The project was divided into two main phases; a 4-month strategic phase and a Software development and implementation stage will last for another 4 months. During the first phase, an exhaustive analysis of the Spanish banking sector and customer attitude towards banking was carried out. Likewise, a benchmark of the competitive environment was conducted to understand the offerings and different types of positioning in the market. Based on this reflection, we defined the strategic positioning of the new account as "Circular Account".
Based on this concept, we designed a digital checking account as an "infrastructure" to provide a comprehensive and personalized banking experience. It is based on the premise of treating the user, both as a client and as a provider, according to their attitude towards banking at any given moment, thus offering a closer and more transparent banking relationship.
In terms of daily banking operations, the account focuses on offering agility to the user, through intuitive and free information and functionalities for the daily management and control of their money. Additionally, it also provides access to personalized banking advice for significant moments, and banking products (loans, mortgages...) with a pricing policy that rewards loyalty and engagement, generating a sense of belonging and trust in the user. Furthermore, it provides a platform to centralize the digital purchase and management of non-banking products and services, leveraging the bank's purchasing power to offer competitive prices and reward user loyalty.
Since its launch in the market, the Sabadell Online Account has been a true success, attracting a large number of new clients and generating a relevant volume of income through cross-selling of products and services. Thanks to this customer-centered value proposition, Banc Sabadell has demonstrated its ability to adapt to the market's needs and provide banking solutions aligned with the trends surrounding the banking context.
