At the beginning of the year, when inflation was rising or when the invasion of Ukraine did not seem real, Carlos San Juan, a retired doctor, launched the campaign. “I’m older, not an idiot” to make visible the treatment that the elderly receive from the banks. Their claims ranged from humane treatment, to being able to continue using the foundation or simplifying its use.
San Juan got the banks to realize how they had neglected this sector and began to take measures such as long-term or preferential treatment in units and / or telephone calls. Nadia Calviño, First Vice President of the Spanish Governmentpromised that in the first half of the year it would become law so that the banks would see the purchase obligation.
In August, six months of this commitment will be fulfilled, and although much progress has been made, there is still a long way to go. In fact, Carlos San Juan, who is pleased with the impact and with everything he has achieved, plans to change banks: “I’m going to a moral bank, because I do not like the way they treated me in my party and I’m more convinced of what they offer me.”.
Despite this change, the promoter of the campaign is pleased that the banks have joined forces and “Because there is more competition and more to choose from.” And in fact, the banks are already up and running. In addition to all they have done to raise awareness of this sector of the population, they have begun to market products or offer “prizes” to attract them, even though for San Juan the banks’ applications have not yet been too simple. .
For example, CaixaBank has been the first entity that Aenor has certified as committed to the elderly due to a “specialized and tailored” proposal to the needs of this group. The unit chaired by José Ignacio Gorigolzarri unveiled the 2022-2024 strategy in mid-May, with the aim of developing the offer to make a “real and quantitative leap in building a customer experience, with the encouragement of ecosystems special and older “.
CaixaBank has 5.7 million customers over the age of 60, so as stated in the roadmap, they offer products that “Combine protection solutions with cost-cutting solutions”. Pensions with investment and flexible benefits, as well as risk life insurance and many options for collecting benefits. In terms of health products, the unit offers equipment, health and safety monitoring services.
BBVA is another of the parties that want to attract older customers. For this, it has launched a campaign where it gives Amazon Kindle to all over 59 who register as customers in Spain. The financier provides this device to those who sign up with the Cuenta Va Contigo package along with an Aqua card.
Another product for the elderly, BBVA has launched BBVA Salud Sénior in Spain, health insurance for people aged 76 to 85 years. This guarantee can be accepted at one price, 47.50 euros per month, and a refund from the seventh annual service. Customers can also take this guarantee into the BBVA EstarSeguro Plan at no extra cost.
Regarding the products, Carlos San Juan explains that these products or gifts do not have to be blackmail, as he believes that “If there is a product that is well explained to me, it might be of interest to me.”.
Back to the protocol, there are several agents who monitor and recommend that everything is fulfilled according to what has been promised. Alejandra Kindelán, president of the Spanish Banking Association (AEB), explained in her speech at the Menéndez Pelayo International University summer course and Apie that they had made a comprehensive report with many measurements. It is expected to be announced at the end of July or the beginning of September: “The result is very perfect. There are many measures and we are very happy “.
Patricia Suárez, president of the Association of Financial Users (Asufin), also praised the protocol because “it has finally fallen apart”, although it explains that it is very slow. “Give it a try because if you do not, you will continue to cause dissatisfaction.” Suarez points out. According to President Asufin, the banks provided figures for banking use, which are very high, but “it is not the same as banking use”, according to President Asufin. For this reason, it is now satisfied with what has been achieved.
According to data from a study by Asufin, simplification of applications is still pending for banks. As pointed out in the study, only 5% of the respondents detect improvements, in terms of simplification, in the apps or digital environment. And only 11% have been offered some form of training to improve their capabilities in this type of tool.
Finally, Iliana Izverniceanu, Director of the OCU’s Director of Communications, points out that they are unable to provide evidence on how care for the elderly has improved, but “What has been achieved is not enough.“. In fact, he claims that they do not like autonomy, that is, the implementation of this protocol for the elderly is optional: “We believe that regulation is lacking.”
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