Banking transformation in action: Santander

As part of the Qorus-Infosys Finacle Banking Innovation Awards 2026, we selected a few of the banks whose projects impressed us the most. Among them, Santander in Spain presented the incredible transformation work they have accomplished.


What transformation strategy has your organization led in recent years?

Santander has transformed Commercial banking in Spain by replacing a traditional turnover-based segmentation model towards a data-driven, value-based and specialized relationship model for companies. The model segments clients by potential, profitability and advisory needs; equips relationship managers with AI-driven commercial intelligence; and combines High Growth coverage, 360-degree client plans, operational hubs, digital channels and expert product capabilities. This model transforms transactional servicing into proactive advisory and scalable value creation.


What prompted this strategic transformation?

The transformation was prompted by the limits of a turnover-only segmentation based model, which no longer reflected how companies grow, compete and seek support. Similar-sized companies can have very different needs, risk profiles, digital behaviours, growth trajectories and value potential, creating risks of under-serving high-potential clients and over-serving lower-value relationships. 

Market expectations also changed: companies increasingly need a banking partner that understands their sector, anticipates needs, supports internationalization, manages risk and liquidity, and advises during transformational moments. 

For Santander, the long-term goal was to deepen principal relationships, improve share of wallet, capture high-potential growth, optimize capital consumption and create a more intelligent, profitable and scalable Commercial banking platform.