BBVA’s AI coach aims to turn money management into a daily habit

The tool appears on the app’s home screen and kicks off with a quick diagnostic. It evaluates monthly saving capacity, the strength of the user’s financial safety net, and overall debt health. From there, users can choose what they want to focus on—spending less, saving more, or preparing for a specific event—and the app responds with tailored strategies, nudges, and automatic saving options.

Gamified Guidance, Not Just Information

Rather than flooding users with data or new features, BBVA’s coach leans on personalization and simplicity. It tracks progress, flags off-course behavior, and offers timely adjustments. The experience is gamified to encourage consistency: users earn digital badges as they make progress, reinforcing healthy financial habits.

Behind the tool is a recognition that while most people want to manage their money well, few have the structures or knowledge to follow through. In Spain, for instance, the vast majority of people save without clear goals or fall short of preparing for retirement and unexpected expenses.

While currently only available in Spain, BBVA plans to expand the tool to other markets in the coming months—part of a broader shift toward embedded financial wellness rather than one-off tools.