Desempeño Social

Commitment with Our Clients
Commitment to Our Employees
Commitment to the Community

Commitment with Our Clients

Client Experience

BBVA México reaffirms its commitment to positively impacting the lives of its clients through products and services tailored to their life stage, delivering extraordinary and differentiated experiences in every interaction.

Today, the goal is to maintain a radically client-centric perspective, prioritizing their needs and goals, and playing a key role in supporting their financial well-being.

Open Market

It is essential for BBVA México to understand how both clients and non-clients perceive the bank. To this end, the bank continues to evolve its measurement tools to identify strengths and opportunities in the service it provides.

Net Promoter Score (NPS) for Open Market

Business or Channels	Points above the closest competitor
Retail Banking	+23.9
Corporate and Government Banking	+46.1
SME Banking	+6.9
Telephone Banking	+6.2
Mobile Banking	+16.8
ATMs (Automated Teller Machines)	+19.3

NPS (Net Promoter Score)

As every year, the priority is to provide excellent service. Therefore, promoting the evaluation of client experiences with our service will remain a constant and direct process. This is done through the NPS (Net Promoter Score) methodology, which analyzes responses, mostly collected digitally, and defines improvements in branches, ATM network, digital channels, products, among others. The aim is to meet their needs and exceed their expectations, creating agile, efficient, and noticeable interactions.

Client Perception – Retail B

Banking	2023 vs. 2024 Variation
Retail Banking	+1.8
Wealth and Private Banking	+4.7
SME Banking	+6.5

Client Perception – Wholesale B

Banking	2023 vs. 2024 Variation
Corporate and Government Banking	2.0
Mortgage Banking	+3.6
Consumer Finance Banking	+2.4

Financial Inclusion

At the Group level, we drive initiatives focused on financial inclusion, entrepreneurship, and the development of inclusive infrastructure. In Mexico, we promote the accessibility of products and services with the goal of benefiting entrepreneurs and vulnerable groups such as women, seniors, people with disabilities, residents of areas with limited access to financial services, and micro-business owners.

Financial Health

At Grupo BBVA, we aim to be the partner that supports our clients at every step of their financial journey. Our mission is to help them achieve their goals with comprehensive solutions that simplify wealth management and promote greater financial literacy.

To achieve this, we offer personalized experiences, intelligent tools, and innovative features powered by artificial intelligence, the responsible use of data, and the support of our expert team.

Balance between income and expenses
Savings
Planning and Investment

Because better financial health means not just managing money, but living with peace of mind and security. In 2024, BBVA has achieved the following milestones:

27% of clients in Mexico interact digitally through our mobile app with financial health features.
Greater savings capacity among clients using financial health tools: in Spain, their balances improve by an average of 11% compared to those who do not use them, while in Mexico this figure rises to 20% (based on a 2024 study with data from 2023).
Currently, 8.3 million of our cli ents use financial health tools each month, generating over 80 million interactions.

Financial Education

One of our main areas of focus is financial education and digital training to empower individuals. Through various initiatives, we provide tools to customers, employees, and society at large, enabling them to manage their finances responsibly.

Main financial education initiatives 2024

Community service in universities:
Partnership with public and private universities to encourage undergraduate students to complete their community service by representing BBVA Financial Education within their community.

2024 Results:

326

ambassadors

universities

Multiverse:
Financial education training for newly nominated clients, available on-demand to allow individuals to consume content according to their needs and schedules, based on a profiling system.

2024 Results:

14,565

single visits⁵

27,489

total visits

Financial education portal:
BBVA’s official Financial Education website, where you can find articles, online workshops, webinars on financial education related to the bank’s products, services, and tools; as well as content tailored to the general public’s searches, with the aim of addressing financial questions.

2024 Results:

15,362,171

single visits

18,086,040

total visits

EduFin Virtual Assistant (Asistente virtual EduFin, AVE):
Conversations providing support to improve individuals’ financial health through a virtual chat within the financial education section of the website.

2024 Results:

25,051

conversations

⁵ As individuals may participate in multiple initiatives, the total number of participations for each initiative is tracked. For instance, if the same person takes part in two initiatives, they will be counted as one unique visitor and two visits.

Women Entrepreneurs (Victoria 147)

An initiative in collaboration with Victoria 147, a civil society organization, aimed at improving the financial health of women entrepreneurs and business owners. The focus is on empowering them by promoting access to financial tools that contribute to their economic stability and well-being, as well as providing knowledge to help them grow their businesses. By the end of 2024, more than 140,000 women have been impacted.

Regional Advisory Councils

Structure of the Regional Advisory Councils:
There are 27 councils composed of 487 leaders across the country. They report to the Vice Chairman and General Management of BBVA México, with responsibility delegated to the Corporate and Government Banking division. Each Regional Advisory Council has a Chairman, Vice Chairman, and Board Members.

Objective:
The Regional Advisory Boards of BBVA México represent a platform where the country’s leading business figures have the opportunity to support the future of the financial sector and strengthen Mexico’s economic development. Through this strategic space, we aim to:

Drive the growth and progress of BBVA México.
Build a high-impact business community.
Receive direct feedback on business culture and local economic dynamics to transform banking into a true ally of growth.
Facilitate business generation by promoting strategic connections between entrepreneurs and key sectors of the country.
Actively participate in BBVA México’s sustainability initiatives, engaging with the Foundation’s causes and making a positive change to close the social gap through scholarships, mentorships, and employability.

Specialized Customer Service Unit (UNE)

The UNE is responsible for handling client complaints and claims by providing detailed solutions. This process enables us to continuously improve both our customer service and our products. In 2024, a total of 30,311 claims were addressed, with an average resolution time of 8 days.

Communication channels

Domestic email:
une.mx@BBVA.com
Domestic Call Center:
800 112 2610
International Call Center:
55 1998 8039
Website:
https://www.bbva.mx/personas/centro-de-ayuda/quejas-y-reclamos.html
Corporate offices:
Mexico City and Guadalajara

Commitment to Our Employees

We are guided by the principle “we are one team”. People are the most important part of our Group, and every employee is a co-owner and co-responsible for this project.

We were proud to be recognized with 1^st place in the financial sector in the Merco Talento 2024 ranking, which measures talent attraction and retention.

Talent and culture

Workforce by gender, BBVA México 2024

In 2024, our workforce grew by 2%, with no significant fluctuation compared to 2023. Additionally, 51% of our workforce is composed of women.

	2024		2023		2022
	%	Total	%	Total	%	Total
Women	51%	24,459	51%	23,965	52%	22,744
Men	49%	23,739	49%	23,244	48%	21,246
Total	-	48,198	-	47,209	-	43,890

Workforce by age, BBVA México 2024

Workforce by contract and gender, BBVA México 2024

	2024		2023		2022
	M	W	M	W	M	W
Full-time	23,739	24,459	23,244	23,965	21,245	22,644
Part-time	0	0	0	0	1	0

Diversity and inclusion

Diversity and Inclusion Programs and Initiatives 2024

We have implemented a range of initiatives to foster an inclusive and diverse work environment, where each employee’s unique differences are valued and enrich our organizational culture. Our BBVA México Diversity and Inclusion Policy and Council drive efforts to attract and retain people with disabilities and older adults, promote the inclusion of LGBT+ individuals, and ensure equal opportunities for leadership positions.

Additionally, we organize training sessions and commemorative events for key dates, including International Women’s Day, International LGBT+ Pride Month and Day, the International Day for the Elimination of Violence against Women, and the International Day of Persons with Disabilities.

Talent Attraction

BBVA México está trabajando para que todos sus procesos estén libres de discriminación y los colaboradores compartan un ambiente de trabajo inclusivo y seguro.

New hires by gender and age, BBVA México 2024

	Name	Rate (%)
Women	3,486	14%
<30 years	2,453	34
31-50 years	1,004	6
>50 years	29	2
Men	4,080	17%
<30 years	2,779	38
31-50 years	1,225	8
>50 years	76	4
Total	7,566	16%

Training

The continuous development of our employees through training is essential, as it drives their comprehensive growth and promotes talent retention. We provide them with a range of tools, programs, and knowledge aimed at fostering the creation of innovative solutions to meet the needs and expectations of our clients.

A total of 2,419,792 training hours were delivered in 2024, averaging 50.20 hours of training per employee.

Sustainability training, BBVA México 2024

We continue to promote sustainability training for all our employees through an academic offering tailored to the needs of each Business Unit. This includes specialized internal and external training, express sustainability courses for all employees, and voluntary modules on the BBVA Campus.

Internal training is designed to provide business teams with strategic knowledge and skills to support clients in their transition toward sustainability—especially within the Retail Network Units (Commercial Banking and SME Banking), Business and Government Banking, and Corporate and Investment Banking.

Specialized external training consists of advanced courses delivered by prestigious external training institutions, aimed at key members of the Corporate and Investment Banking team. Additionally, all Bank employees, regardless of their role, have access to the “Express Sustainability” course on Campus BBVA. This course is designed to provide foundational knowledge on sustainability across its three dimensions (economic, social, and environmental) and the global challenges associated with it.

In 2024, 46,309 employees were trained through the Express Sustainability course, representing 94% of the total workforce.

⁶In 2024, active users are considered those who had already completed an institutional course, along with the new unique users who took the new institutional sustainability course.

Talent Retention

Throughout 2024, we implemented a series of initiatives to retain BBVA México’s talent:

The Good Manager 2024
BBVA Leadership Diagnosis
Strengthening the Leadership Model in Strategic Forums
Communication Campaign: Enablers for The Good Manager Skills
Recognition - Proud of the BBVA Network
Experience Recognition
Recognition Activities

Performance Evaluation

Number of employees who have received periodic performance and professional development evaluation

Compensation

Parental Leave

We provide parental leave for all BBVA México employees.

Total number of employees entitled to parental leave - BBVA México 2024

Total number of employees who returned to work during the reporting period after completing parental leave

Total number of employees who remain employed 12 months after returning to work following parental leave

Return-to-work rates after parental leave

Employee retention rates for those who took parental leave

In 2024, 1,516 employees exercised their right to parental leave.

Work Conditions

Well-being, health, and occupational safety

We promote the physical and emotional well-being of our employees through programs that also benefit their family members and friends. These initiatives aim to balance personal and work life, encourage healthy habits, and offer sports and cultural activities. Additionally, we organize integration and recognition activities to strengthen employees’ identity with BBVA México, motivate them, and celebrate their professional growth.

Family Activities

Summer site visits “Family and Friends”
Tour of the corporate offices, where employees can invite their family and friends. In 2024, we had 14,624 registrants and 7,102 attendees.
Come dine with me
Through this initiative, employees can invite their family and friends to dine at the Torre BBVA and Parques BBVA cafeterias. In 2024, there were a total of 10,078 registrants and 6,456 attendees.

Summer Entrepreneurs
It is an online summer diploma or course with academic value for the children of BBVA employees. Each edition covers a different topic of current relevance related to marketing, business, communication, and engineering. In 2024, 235 young people participated in this program.
Other cultural activities
Integration events are an excellent way to create a pleasant work environment conducive to the development of banking activities. In these events, employees are invited to engage in recreational activities in a space outside the office, where the institution’s values are promoted.

In the case of the artistic festival, it is an event for employees, by employees, and their families, where they have the opportunity to express their talent. In 2024, 1,958 people participated.

Volunteering

Banking Volunteering
Participation in the industry volunteering organized annually by the Mexican Banking Association (ABM) in collaboration with Fundación Quiera, through donations and on-site support at associations.
71 people participated with donations.

Cultural and Sports Activities

Banking Games CDMX.
926 employees (active and retired) registered during 11 weekends of competitions. [MB2]
2024 BBVA Race
23,993 employees registered from 16 locations. [MB3]
Vertical Race
544 participants.
Online and Hybrid Classes
1,221 employees registered and 5,060 hours of training.
Integration activities (pride of belonging)
5,820 people participated in 2024.

Health

22.9 million pesos were invested in the health sector for the benefit of our employees and their families in 2024.

Lactation Rooms
Since 2023, we have equipped branches with lactation rooms, which are in addition to the lactation rooms already available in corporate buildings and offices.

We currently have over 550 spaces available for mothers.

13 lactation rooms in corporate buildings

+540 lactation rooms in the Branch Network

Vaccination Campaigns
During 2024, we carried out vaccination campaigns against influenza and COVID-.

12,060 doses administered in influenza vaccination campaign

20,338 doses administered in COVID-19 vaccination campaign

Health Week
Annual initiative aimed at encouraging employees to find strategies to improve their quality of life and well-being. In 2024, ten one-hour informational sessions were held on the pillars of comprehensive health: digital disconnection, financial health, nutrition, mental health, physical health, and sleep hygiene. We had 25,694 employees participate in both in-person and virtual training sessions.

Eye Health Campaign
Campaign aimed at active employees, retirees, and their beneficiaries located in the metropolitan area, as well as external BBVA workers. In 2024, 1,474 eye exams and 1,274 tonometry tests were conducted.

Physical Activities
This initiative is aimed at all employees located in Torre BBVA, Parques BBVA, and corporate buildings in the divisional offices. In 2024, a total of 779 classes were held in the metropolitan area and 670 classes in the divisional offices.

Civil Protection
The Bank’s Civil Protection area focuses on ensuring safety in all of our facilities. In 2024, we achieved the following results:

8 newsletters and postcards published for risk prevention.
1,373 online approvals for civil protection compliance issued in our workplaces.
1,721 emergency plans in BBVA México work centers (internal civil protection programs).
42,359 employees trained in civil protection online.
583 civil protection courses and workshops offered to our employees.

Commitment to the Community

Fundación BBVA México ⁷

Fundación BBVA México is a non-profit and authorized donor organization that leads the Bank’s social action initiatives. Its mission is to channel resources into programs that promote the social development of vulnerable communities through educational initiatives such as scholarship programs, as well as cultural and disaster relief support. The Foundation focuses on social mobility and reducing inequalities, aiming to build a more equitable and just society. Furthermore, it aligns its strategy with the Sustainable Development Goals and prioritizes actions that generate a significant positive impact on education, culture, and social development in Mexico.

2024 Results:

⁷All the figures presented in the following section should be considered preliminary. Fundación BBVA México prepares an independent annual report, which is published on a different date than this report, so there may be differences in the reported information. For more information on the programs and results of Fundación BBVA México, please refer to its Annual Report 2024 at the following site https://www.fundacionbbva.mx/pagina-inf/