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SearchThe new structure brings Premium, Private Banking and UHN Patrimonios together under a common identity. BBVA expects the model to drive annual growth in assets of between 15% and 20%, a target set by the bank, not a guaranteed result.
BBVA has launched Global Wealth, a structure that brings together its three wealth management segments—Premium, Private Banking and UHN Patrimonios—under a common identity. The bank aims to better coordinate its offering across markets and provide a more consistent experience for clients with different levels of wealth and international needs.
According to figures reported by BBVA, the initiative reorganizes a business that serves around 2.4 million clients worldwide and has more than 2,000 specialized professionals. The new brand does not mean that everyone will receive the same services: the bank retains distinct offerings for each segment.
The thresholds announced by BBVA place Premium at assets of €100,000 or more; Private Banking at €500,000 or more; and UHN Patrimonios at two million or more. The grouping also changes the previous names for personal banking, private banking and BBVA Patrimonios.
The common structure is intended to make it easier to coordinate the investment process, the selection of third-party funds and service protocols, such as welcoming clients or handling changes of segment or banker. The offering also includes services for families and non-financial activities in areas such as sports, art, culture and health.
BBVA presented Spain as the first launch market and plans to extend the model to Mexico and other geographies during October. Turkey is excluded from the common structure, although the bank continues to operate in wealth management in that market. The rollout of the new identity and the renovation of offices will take place in phases; the bank expects to continue with some changes to physical spaces during 2027.
The bank has appointed Salvador Sandoval to lead Global Wealth. Until now, he had been associated with BBVA’s wealth management business in Mexico, where he led the different segments. His remit will be to coordinate local units and move toward a more integrated international offering.
The reorganization builds on capabilities that BBVA already offers its high-net-worth clients, including investment banking services and private market solutions. The bank has also mentioned products and services in cards and insurance. Their availability and features may vary by market and segment.
Jaime Lázaro, head of BBVA Asset Management and Global Wealth, said that the new model should provide a boost to annual asset growth of between 15% and 20%. This figure is a target stated by the bank: it is not equivalent to a result already achieved and does not guarantee the future performance of assets under management.
The announcement comes as BBVA seeks to strengthen its position in a business where it competes with other wealth management providers. The new brand and international coordination represent an organizational and service-offering change; on their own, they do not make it possible to predict how much assets will grow or how demand will evolve in each country.
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