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Report BFA - Bankia 2014 / Bankia’s activitiesBankia’s activities

  •  Customers
  •  Branches
  •  Customer funds 
    €152,242 M
  •  Lending
    €112,691 M
  •  ATMs
  •  Pos terminals 

Bankia is a commercial bank that offers its services through every channel, especially its extensive network of nearly 2,000 branches distributed throughout Spain, although it has a stronger presence in the Region of Madrid, the Region of Valencia, La Rioja, the Canary Islands, Castilla y León and Catalonia.

Bankia’s business is focused on retail customers, offering everything from transactional services through to highly specialised advice; and companies, with a strategic focus on independent contractors and SMEs, offering a specialist service with dedicated account managers, to meet all of their financial requirements.

The Strategic Plan 2012-2015 focuses on improving returns, increasing lending (especially to independent contractors and SMEs) and managing the level of non-performing assets. To achieve this, Bankia is completely restructuring its distribution and customer service models, which will become central to the Group’s commercial strategy.

In 2014, the bank launched one of its key projects: The Commercial System (Sistemática Comercial), which will be rolled out further in 2015. It is a unique working model for the whole of the sales network, establishing the way that the sales process is organised and the relationship style that defines the bank, aligned with its values and excellent service quality. The ultimate objective of the Commercial System is to increase sales, with higher returns, and obtain results that are sustainable over time, which is achieved through satisfied customers due to a more proactive commercial approach.

The project began with an analysis of 100 branches, which allowed the company to identify a series of improvement levers and best practices used by the bank’s professionals as the basis for building the model. A diagnostic model was created at the same time – a totally new methodology that alters the commercial dialogue and introduces concepts such as micro-markets, branch segmentation (clusterization), and internal and external potential – an extremely powerful tool for helping to manage business centres.

Market share



Map of the retail network