Boris Plantier
Qorus
Head of Content & Awards
As populations age across Europe and beyond, ensuring accessible banking for senior citizens has become an urgent social and strategic priority. Older adults often face barriers when navigating digital services, physical branches, and financial planning, leading to risks of exclusion just when they need support the most.
In Spain, where more than 20% of the population is over 65, CaixaBank has recognized this demographic shift as an opportunity to lead. While many banks have launched isolated initiatives—ranging from digital literacy classes to simplified ATM menus—few have built a holistic, structured program focused entirely on serving older customers. CaixaBank stands out as an exception.
Driven by a leadership-level commitment, CaixaBank has launched what it calls the most ambitious senior banking strategy in Spain. Its wide-ranging approach spans branch services, digital accessibility, financial planning, and volunteer-led social programs. Through its Generation + initiative and a network of specially trained senior advisers, the bank aims not just to include seniors in its services but to empower them to thrive financially and personally.
