Digital banking usage has surged across Europe in the last decade, as the way we bank has been transformed dramatically. The percentage of EU citizens using online banking in the last decade has risen from 42% to 67%, in Spain that number was closer to 75% in 20241.
CaixaBank’s growth in digital channels reflects these trends. The Bank is, by some distance, the leading digital bank in Spain. It has the largest digital customer base, which in 2024 grew from 11.5 million customers to 12.1 million.
The bank’s digital lifestyle platform for younger customers, imagin, has surpassed 3.5 million banking customers – growth of 11% on the previous year, with almost half of CaixaBank’s new customers in the last year being recruited through imagin. Customer loyalty is increasing, with 50% of adults directly depositing their salary into the bank.
At the app user level, which includes all those who do not make financial operations but make use of the imagin app’s non-banking services, the number of imaginers now exceeds 4.5 million.
This data reinforces imagin’s position as a leading neobank and consolidates its position as a leader among young people. According to GfK statistics, imagin has a 48% market share among the main neobanks and fintechs in the 18-34-year-old segment in Spain.
In addition to increasing the number of new users, the platform has also managed to strengthen the loyalty of imaginers. In terms of activity volume, the application has an average of 60 million monthly visits and more than 11 million transactions per month are conducted through Bizum, 15% more than in 2023.
Imagin complemented its portfolio in 2024 with new products such as a fee-free debit card for use abroad, and financing and investment options, making it the only neobank with a complete banking offer tailored to a young and 100% digital audience.
The bank’s hybrid remote assistance service InTouch has more than 3.3 million users. InTouch is a new relationship model that combines remote communication tools (video call, voice call, email, WhatsApp, etc.), with the relationship of trust provided by an expert manager.
CaixaBank is also the leader in traditional website channels: this includes CaixaBankNow, the reference application for CaixaBank customers, and imagin.
Overall, CaixaBank leads in Spanish digital banking with a 45.4% penetration on digital banking users in Spain at year-end 2024.
Spain’s drive for digital
The bank’s digital transformation is to some extent a mirror for Spain’s early adaptation to an increasingly digital and competitive global landscape.
In the latest State of the Digital Decade report outlined by the European Union, Spain stood out thanks to two main strengths, the large number of citizens with basic digital skills (66.2%), compared to the European average (55.6%), and the progress in the use of artificial intelligence by companies (9.2 %) compared to 8% in Europe.
CaixaBank’s recently launched Strategic Plan for 2025-2027 outlines an ambitious vision for the future, fully in line with the country’s determination to maintain leadership in digital innovation.
Among many commitments, the plan earmarks €5 billion in investment towards AI, cloud computing, and automation. This initiative, known as the Cosmos plan, aims to enhance operational efficiency, develop new customer-centric digital services, and strengthen the bank’s technological infrastructure.
Investing in Innovation for the Future
One of the most transformative aspects of CaixaBank’s digital strategy is its integration of AI into customer interactions. AI-powered tools facilitate automated financial recommendations, conversational banking assistants, and enhanced fraud detection, streamlining both user experience and internal operations.
AI-powered tools will allow for automated financial recommendations, conversational banking assistants, and self-service options for customers. The technology will also streamline internal processes, reducing administrative burdens on bank employees while improving decision-making and fraud detection.
A key trend in this shift is the growing emphasis on technological talent, and the concern around this topic is highlighted in The Global Risks Report 2025, published by the World Economic Forum (WEF), where the shortage of skilled talent stands out as one of the key risks businesses must navigate this year. As digital banking evolves, institutions are increasingly expanding their technology hubs to attract specialists in AI, cybersecurity, and cloud computing.
Spain has again emerged as a leader in this space, with financial institutions investing heavily in developing digital capabilities. Technology jobs are growing faster in Spain than anywhere else in the world, according to the Equinix 2023 Global Tech Trends Survey.
CaixaBank, for example, has outlined an ambitious plan to strengthen its technological infrastructure while expanding its tech subsidiary, CaixaBank Tech, which is undergoing significant expansion with a goal to reach a total of 2,000 employees within the next three years. The offices in Barcelona, Madrid, and the new centre in Seville will become talent-attracting technological hubs.
Enhancing Digital and Mobile Banking Services
Digitalisation is not just about cutting-edge AI. The rise of mobile-first banking is reshaping the financial landscape, as consumers increasingly expect seamless, secure, and accessible digital services. Across the industry, banks are investing in mobile platforms to meet the needs of a generation that prefers managing finances on the go.
67% of bank account holders in Spain handle banking via mobile devices, this trend has driven significant innovation, from digital-only banking models to flexible payment solutions that integrate with everyday mobile experiences. And it was way back in 2016 that CaixaBank’s imagin service became the first in the world where all transactions are performed using only apps for mobile phones or social media.
Today, according to data from the bank, more than 30% of in-person purchases made in Spain with CaixaBank cards are now being done via mobile phones. The bank has around 4.4 million customers with cards linked to mobile devices, figures that are on the rise, with more than 800 million transactions in the last 12 months.
Collaboration is key
Partnerships between banks and tech companies are also shaping the next generation of digital transactions. In line with this, and as a further demonstration of the bank’s firm commitment to improving the customer experience, CaixaBank, through CaixaBank Payments & Consumer, has signed a pioneering agreement with Apple.
As a result of this partnership, CaixaBank customers with iOS 18 and iPadOS18 will soon have the option to pay in full or spread the cost over multiple months directly at the point of purchase when paying with their CaixaBank cards in Apple Pay. Customers that decide to choose this option will have the choice to do so when shopping online using Apple Pay and in-app on iPhone, iPad and Apple Watch.
This new functionality will allow customers to see payment options available to them, understand cost including any interest, and choose how they’d like to pay before completing their purchase.
Meeting the needs of a digital-first generation
As digital banking evolves, financial institutions are placing greater emphasis on automation and cybersecurity to enhance efficiency and protect customers. AI-driven analytics are enabling banks to deliver hyper-personalised financial solutions, helping individuals make more informed decisions. At the same time, advanced security frameworks, including real-time fraud detection and AI-powered risk management, are becoming critical in safeguarding digital transactions.
In Spain, financial institutions have been recognised for their strong commitment to digital security. Many banks have implemented next-generation fraud detection systems and encryption technologies to safeguard transactions. CaixaBank, for example, has been acknowledged for its advanced cybersecurity measures, reinforcing the industry’s broader push to ensure secure digital banking experiences.
As Spain’s financial sector continues to embrace digital innovation, its commitment to technology, security, and inclusivity will position it as a leader in shaping the future of banking in an increasingly digital world.
