Fraud Detection · Marketing Personalization · Sales Automation
BBVA wanted to become more customer-centric and grow digital acquisition, but needed a faster onboarding process, richer customer intelligence and a sales model that could personalize outreach, detect fraud and scale digital engagement across millions of banking customers.
Reported impact
BBVA accelerated customer acquisition and digital sales while reducing onboarding friction and improving fraud controls, giving the bank a data-driven sales engine that supports faster growth, stronger customer engagement and expansion into new markets.
Accenture helped BBVA build a digital sales model that combines AI-driven onboarding, enterprise data platforms and hyper-personalized marketing. A key workflow is the mobile onboarding process, where AI-based facial recognition and text analytics verify account applicants in minutes while real-time connections to external data sources support fraud detection. Behind that journey, BBVA invested in a digital core of cloud, data and AI that includes an AWS-based global data platform and bank-wide predictive analytics. Those services give business units a unified view of customer profitability and likely behavior, while strategy, paid media, SEO, marketing automation, analytics and content production are coordinated around step-by-step customer-journey data. The architecture links identity verification, fraud controls, customer intelligence and personalized digital engagement, turning digital acquisition and cross-sell into an operational AI capability.
Applicant data enters BBVA through mobile onboarding, where facial recognition, text analytics and external data checks verify identity and screen for fraud. Customer and behavioral data then flow into the AWS-based global data platform, where predictive analytics and marketing automation drive digital acquisition, journey orchestration and cross-sell actions.
"BBVA is also using Amazon Web Services to create a new global data platform"
"BBVA's client onboarding process takes just minutes ... using AI-based facial recognition and text analytics to verify account applicants via mobile app and real-time connections to external data sources to detect fraud."
"More than 62 million customers now interact with the bank through digital channels"
"The new model incorporates strategy and planning, paid media, search engine optimization, marketing automation, analytics, and content production"
"bank-wide data, predictive analytics and business intelligence deliver a holistic view of the current and lifetime profitability-and likely behavior-of every customer."
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Scoring methodology
Customer Reference Value measures usefulness as a customer reference. Evidence Confidence measures the quality and traceability of available evidence, not independent verification.
Traceability
Field coverage shows which facts each source supports. Dates are shown only when documented by the source.
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