Over the past four years, BBVA Italy has gradually broadened its range of products, with no fees and an attractive three percent return on its accounts, to build a universal banking offering that now includes lending, mortgages and investment products. By doing so, the bank aims to continue attracting new customers. “We want to keep growing our customer base, but we also want to support the customers we already serve in more aspects of their financial lives. We want to be their primary bank,” said Walter Rizzi, Head of Digital Banking for BBVA in Italy.
To achieve this, BBVA Italy will continue strengthening its mortgage and credit card offerings, while also expanding its investment products, which so far have been limited to certain funds. Early next year, the bank will launch a wider range of ETFs and reinforce its local team with new specialized advisors. Looking ahead to 2026, the bank’s strategy focuses on developing an advisory model that will be accessible to all customers, combining personal support with technology, with artificial intelligence playing a key role in upcoming versions of the app.
Innovation and user experience remain pillars of BBVA’s digital value proposition. “Our approach combines the best of both worlds: the trust and broad range of products of a traditional bank, with the digital experience, agility and competitive pricing of a neobank,” explained Murat Kalkan, Head of Digital Banks at BBVA.
The Head of Digital Banks announced that BBVA is preparing an app integrated with ChatGPT, which will allow users to ask about BBVA’s offering in Italy and Germany directly in the OpenAI assistant, such as account conditions, cards, or savings products. According to Kalkan, this new conversational app concept showcased in Milan will become one of the first financial apps available in the OpenAI Store when it launches in Europe. “BBVA’s digital banks in Italy and Germany are setting new standards for innovation. Bringing BBVA into ChatGPT marks the beginning of a new chapter, one in which AI becomes a daily part of banking, helping customers manage their financial lives in a more natural and intelligent way,” he added.
BBVA brings its technological, innovation and financial capabilities to its digital banks, which, since the launch of BBVA Italy in 2021 and BBVA Germany in June 2025, have become the spearhead of the Group’s organic growth strategy in new markets.