One of the principles of BBVA’s corporate culture is innovation as an engine of progress. Thus innovation forms a cornerstone of BBVA's strategy. Its job is to implement the leadership proposed by the group’s current model and to uncover alternatives leading to new models (that will continue to ensure such leadership).

BBVA has a specific department for innovation and development (I+D). It promotes and facilitates innovation within the group by helping all units to incorporate innovation in their different spheres of operation. 

I+D tackles innovation from three angles, aiming always at the creation of value:

• innovation in business, which strengthens BBVA’s positioning
• technological innovation and
• innovation in the form of business models that exploit opportunities to increase customer loyalty or penetrate new segments.

Using this approach I+D examines the options provided by future banking models and selects appropriate ones for further exploration. Thus the department acts as a facilitator, helping every member of the group’s staff to apply innovation in her or his daily tasks. 

The goal is to create more value than our competitors and to make this visible to the market. Staff must be innovators and bring customers to perceive the greater value afforded by BBVA. The key is to impregnate processes, strategy and products with an innovative gene.