CaixaBank is transforming imagin, Spain’s leading mobile-only bank for young people, into a digital platform dedicated to the creation of digital services, both of a financial and non-financial nature, for the younger user. Its goal is to promote the growth and loyalty of the youngest customers, who are especially interested in using new technologies in their day-to-day lives and their future projects.
The financial institution, headed by chairman Jordi Gual and chief executive officer Gonzalo Gortázar, has today launched the new era of imagin. Reflected by an inventive new corporate image, a new customer relationship model, and an offering of three new mobile applications, imagin’s new multi-service proposal is composed of “imaginKids” (intended for children from 0 to 11 years of age and highly focused on financial education through gaming), “imaginTeens” (designed for adolescents between 12 and 17 years of age, with content and services intended for young people who are beginning to require solutions for their first purchases and to start learning how to manage their personal finances) and imagin (with a comprehensive financial and non-financial offering for users from 18 years of age).
imagin’s business will be conducted through imaginTech, a new digital business subsidiary wholly owned by CaixaBank that is led by its chairman Juan Antonio Alcaraz, CaixaBank’s chief business officer, and chief executive officer Benjamí Puigdevall.
imagin launches with 2.6 million customers, including users of the mobile-only imaginBank, as well as customers of CaixaBank’s children and young people segment. The prospects of expanding this customer base in the short term are high, thanks to the wider service offer and the creation of various customer loyalty channels, which, unlike traditional banks, do not necessarily involve registering as a financial customer.
All imagin’s applications are designed for users who are children and young people, which fundamentally determines the user experience and the range of financial and non-financial services and content. Therefore, the imaginKids app – intended for the youngest age group – is designed to enable parents to decide when and how it is used, and all its content comes free of charge, even if the family are not CaixaBank customers.
The main focus of imaginKids is financial education. The app uses gamification techniques, intended to foster money-saving skills and the core concepts of financial education. For instance, imaginKids has a digital challenge service, through which parents can set tasks for their children to complete, and they can link rewards within the app (e.g. unlocking episodes of their favorite series, new stickers, etc.)
The app also offers entertainment resources ranging from drawing templates to minigames, as well as digital avatars that can be customized by choosing a character, clothing, movements, and colors. Similarly, imagin have entered into agreements with partners such as Super 3, Boing, Hiru3, or La Banda, who will collaborate through adding content and offering events and experiences to imaginKids users.
