Discover the team behind CaixaBank’s own neobank, imagin

Creating a super app for the next generation of customers is no small task. We look at the team behind Imagin, the Spanish neobank.

Discover the team behind CaixaBank’s own neobank, imagin

imaginBank was originally launched as Spain’s first mobile-only bank in January 2016. It was created with millennials in mind, as CaixaBank realized younger customers were looking for a new of banking that suited their digital lifestyles. In 2020, imaginBank evolved into Imagin, not only a bank but a digital platform dedicated to the creation of digital services and experiences, both financial and non-financial, for the younger user.

Now, with over 2.6 million users and counting, the neobank continues to expand its offerings. It has services for teenagers and kids. It has a sustainability channel, imaginPlanet, that enables users to learn and support various environmental causes. Its partnership ecosystem is vast, including agreements with travel companies such as Booking, eDreams, and Hotels.com, and urban mobility companies like eCooltra, Rentalcars, Reby and Bip&Drive.

The evolution of Imagin into its current-day form was defined and created over a one-year period by a multidisciplinary team, made up of some of the best experts in marketing, innovation, customer experience, among others (read our exclusive interview with Benjamí Puigdevall on the making of imagin).

We spoke with three of the top people involved on the project to better understand their role and the challenges of such a project.

Benjamí Puigdevall (CEO)

Benjamí has been working in digital financial services for over 20 years. His professional career has developed at CaixaBank with responsibilities in the digital field managing the internet and mobile channels as well as digital assets and capabilities. Currently he is the Chief Executive Officer of Imagin, the mobile-only digital lifestyle platform for millennials and centennials.

For Benjamí, it has been rewarding to see Imagin be a success story in the Spanish market since its launch in 2016, becoming the leader in mobile banking for new generations. Now, Imagin faces a new era as a platform to manage a community full of virtual usuers, focused on lifestyle instead of banking. Throughout the whole project the most fascinating challenge has been the strategic design of the transition from a mobile banking value proposition into a superapp for the millennial and centennial generations.

David Arranz (Chief Product Officer)

He joined the CaixaBank Digital team in 2013 and has been working with SSNN, Online Marketing / Sales and also the Mobility team. Currently he is in charge of the very new imagin app (product development) API integrations and partnerships. Currently he is focused on Innovation, new technologies and mobile financial apps. He is also very dedicated and applies a disruptive strategy to implement new teamwork methodologies in his development processes.

David has been in charge of the product design, information architecture, and UX/UI of the very new imagin. The main challenge was the creation of a whole new layer (the non-financial one) to create a new space and an entirely new ecosystem for our users. It should be noted that for this new launch and from the very first day, new users haven’t needed to sign up for a bank account or a debit or prepaid card. They just to need to get involved with the app by filling out a simple form like any other social network or community.

This new framework, based around a community and not banking services, contains features like the personalized dashboard or expense splitting with friends. This is a new concept of banking that isn’t anywhere else in the market. The new open platform technology used for this allows the bank to integrate 3rd party technology and expand features and services for the user.

David Urbano (Chief Marketing Officer)

After graduating UPC as a telecommunications engineer, David joined the digital area at CaixaBank in 2001. He has been a pioneer in different management positions by bringing innovation and new technologies to the group. Currently, he is responsible for leading the Imagin sales and marketing strategy.

As the CMO at imagin, his main role was to define the brand guidelines aligning to the new Imagin strategy, establish a comprehensive design system, and create all the assets to launch campaigns in digital media and mass media. The main challenge was to build the best strategies for costumer acquisition, engaging and retaining existing customers, and also defining the strategy for the new Kids and Teens Apps.

Keywords

Workforce management Bank Products & Services Digital/Mobile channels

Geography

Spain