CaixaBank launches Generation +, a new range of products for planning the retirement and accompaniment of elderly people

• The bank has rolled out a new portfolio of services to respond to the challenges arising from the increasing life expectancy of the population and provide welfare solutions for earlier age groups

• Among the novelties included in Generation +, we emphasise the proposal of a comprehensive advisory service, with alternatives to obtain liquidity from real estate assets as an income that complements a pension and services for applying for aid and care for people in situations of dependency

• The bank has also created a ‘marketplace’ with specific products and services for improving the quality of life of senior citizens, including travel, protection, mobility and custodial care

• The evolution of the ecosystem of products and services activates one of the most salient activity lines of the bank’s 2025-2027 Strategic Plan, within the objective for improving the quality of service provided to its customers

CaixaBank launches Generation +, a new value proposal for the senior segment, which offers a comprehensive range of products and solutions that aim to respond to the challenges arising from the increasing life expectancy of the population from a financial services stance.

Thus, the bank consolidates its mission to accompany its customers throughout their lives and foster the creation of a package of innovative products that deliver retirement planning and accompaniment, as well as improvements in the quality of life during their senior years, encompassing leisure and learning activities and custodial care. 

The demographic trend highlights the relevance of a value proposal as is Generation +. There are currently more than 12 million people in Spain over the age of 60. By 2030, it is estimated that this group will represent 23% of the population and will represent 39% of the country’s net wealth. Furthermore, this is a group with a higher level of education than previous generations, with a longer life expectancy, more aware of living a better life and they need solutions for all stages of their retirement. 

Generation + emerges as a comprehensive solution for this scenario. As the leading bank in Spain and the benchmark in this segment, with more than four million customers over the age of 65 across the country, CaixaBank has evolved and completely redesigned its value proposal for this customer profile. The commitment to a priority and preferential model of care launched in 2022, is now added to by a new range of products to serve the needs and ambitions of a new generation of customers. It is not just about guaranteeing the best alternatives for financial planning, as Generation + also offers options involving leisure, learning and custodial care.

More resources for financial planning 

The differentiating feature of Generation + is its wide range of possibilities for a sound financial planning, customised according to each case, that guarantees the customers’ financial resources and peace of mind in the realisation of having insufficient savings. 

In that sense, Generation + includes specialised advice and customised accompaniment during the years prior to retirement with a view to helping users improve their financial situation. The CaixaBank Group has a vast portfolio of savings solutions for earlier ages, which allow to set aside the necessary capital to ensure the best supplement for retirement, such as annuities and senior protection insurance products. In 2024, VidaCaixa paid out benefits in the amount of 5,716 million euros to nearly one million customers, of which 80% are over the age of 65. 

Generation + will incorporate investment solutions, funds, and portfolios managed by CaixaBank Asset Management, which will be integrated into the entity’s wide range of long-term savings and forecasting products, reinforcing personalized financial planning for each stage of retirement.

Similarly, the bank will offer solutions for customer to complement their income by making their real estate assets liquid, with various options for situations that require greater liquidity to cover personal care expenses. Some of the options the bank provides include the sale of the bare ownership of the property (with the customer retaining a lifelong usufruct of the same); the drawing down credit by using the property as collateral (reverse mortgage) or advanced collection of rental on the property to be able to pay for the expenses arising from a specialises nursing home. 

With the reverse mortgage, the customer receives a monthly income using the property as collateral. This is designed for people who wish to maximise their income and are not overly concerned about leaving an inheritance to their potential heirs. In the case of selling the bare ownership, the customer will receive a lifelong annuity in exchange for giving up ownership of the property to a third party, yet retaining the use and benefit of said property for as long as they may live.

If the customer’s priority is being able to pay for a specialised nursing home, an interesting option would be the advanced collection of rental payment for the customer’s property, which could exceed the market rental amounts and would subsequently be settled with the heirs.

CaixaBank will offer external advice so that the customer and their family members can assess which option is best suited to their particular situation, based on the amount of complementary income they require, the heirs’ desire or need for using the property, the customer’s need for using the property and the value of the property on the real estate market. Due to their characteristics, these solutions are aimed for customer living in major urban areas.

Customised accompaniment at each step

On the other hand, Generation + includes new accompaniment solutions for senior citizens by means of a marketplace developed by the bank with products designed for improving the quality of life during the various stages after retirement.

This accompaniment ecosystem will respond to the demand for services in the area of domestic needs, prevention and care. For example, among the different proposals, we emphasise services for processing benefits due to the various degrees of dependency, aid vehicle for people with reduced mobility, financing of renovation works for adapting their home, volunteer activities, educational activities at universities or other educational centres or travel adapted for this group of citizens. The marketplace will experience a constant evolution over the coming months with the service offers.

Committed to the senior collective

With Generation +, CaixaBank activates one of the activity lines included in the 2025-2027 Strategic Plan, within the objective of accelerating growth by improving the quality of service provided to customers and developing the senior ecosystem in order to adequately accompany this collective which is continuing to grow in our country. 

The evolution of the ecosystem of senior solutions will also entail a reinforcement of the commitment towards the priority assistance that CaixaBank provides to its elderly customers. In this context, the bank is training more than 30,000 employees on improving the service provided to customers during their interactions with the bank, involving both commercial and accompaniment, based on better understanding their differentiating characteristics. The bank has the largest network of branches across Spain, is present in 99% of Spanish municipalities with over 5,000 inhabitants, and is expanding its presence to rural towns thanks to its mobile branch service, which services more than 1,300 towns.

Furthermore, the branches have implemented an accompaniment plan that prioritises assisting people with mobility issues to reduce their waiting time and helping them to access all kinds of financial services, such as the use of ATM machines adapted to customer needs. Users can also use their teller service without time restrictions and the bank has consolidated the payment of pensions on the 24th of each month, regardless of whether this day falls on a weekend or holiday. 

On the other hand, to facilitate communication with the customer service departments, the bank has enabled the possibility of direct communication with an assigned manager via WhatsApp and an exclusive telephone number for senior customers (900 365 065), which is manned by employees who have also received specific training.

CaixaBank’s ATMs are fitted with a module for using passbooks, a medium that many customers prefer for their day-to-day use. These ATM terminals have also been modified to be used for people with visual and physical impairments, as well as providing the option to configure a simple menu which facilitates interaction. 

Similarly, CaixaBank provides training sessions in digitisation for elderly people, in which they explain operations such as the use of digital banking, view card transactions or sending money via Bizum. This initiative is complemented through dissemination actions involving fraud preventions, such as the recently launched campaign involving the Tricicle comedian trio. The initiative, entitled ’It can happen to anyone’, aims to raise public awareness on how to detect and prevent cyber fraud by means of Tricicle’s characteristic humour.

Together with all the measures launched to improve customer care, we also highlight our active commitment with elderly people through the CaixaBank volunteer programme, made up by the bank’s employees and former employees, as well as the active ageing programmes carried out by "la Caixa" Foundation. In that sense, CaixaBank will foster collaboration initiatives with other institutions to improve our knowledge of the needs of elderly citizens and, thus, continue to respond to these.