CaixaBank unveils Generation + to support Spain’s aging population
New suite of services focuses on retirement planning, elder care, and financial well-being.
CaixaBank has launched Generation +, a comprehensive range of products and services aimed at addressing the financial and lifestyle needs of Spain’s growing elderly population. With over 12 million Spaniards now aged 60 or older—and that number set to rise significantly by 2030—the initiative reflects a broader demographic shift requiring new strategies around retirement, health, and daily living.
Preparing for longer lives
At the heart of Generation + is a robust set of tools for retirement planning. CaixaBank is offering tailored financial advice and products to help older customers navigate the complex transition from working life to retirement. This includes annuities, senior protection insurance, and investment solutions managed by CaixaBank Asset Management.
The bank is also expanding access to equity release options for seniors needing additional liquidity. These include reverse mortgages, advance rental payments, and the sale of bare ownership of property while retaining lifelong use. Each option is designed to provide extra income while accommodating various personal and familial circumstances. CaixaBank will provide external advisors to help families assess what approach fits best, based on the property’s value, the client's income needs, and inheritance considerations.
Beyond banking: A marketplace for senior services
Generation + also introduces a service marketplace for elderly customers, offering a range of non-financial support. This includes assistance with domestic tasks, home adaptations, mobility services, and educational or volunteer opportunities. The marketplace is expected to expand regularly, reflecting CaixaBank’s ambition to support all aspects of life post-retirement.
To better serve this demographic, CaixaBank has enhanced customer care for seniors. Over 30,000 employees are undergoing training focused on the specific needs of older customers. Priority assistance is available at branches, ATMs have been adapted for accessibility, and customer service can be reached via WhatsApp or a dedicated phone line.
A strategic shift in senior banking
Generation + marks a key component of CaixaBank’s 2025–2027 Strategic Plan, aiming to grow by focusing on a segment that now controls nearly 40% of Spain’s net wealth. By combining financial products with personal support and accessibility tools, CaixaBank is positioning itself as a long-term partner for a population living—and expecting to live—longer than ever before.
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