The Mobile World Capital Foundation (MWCapital) stand at MWC25 hosted an insightful session this morning, delving into the transformative role of technology in enhancing the lives of senior citizens. The discussion explored how digital innovations can strengthen the connection between older adults and their communities, facilitate their active participation in society, and harness their vast experience and skills to contribute meaningfully to the cities of the future. CaixaBank, reinforcing its commitment to the senior demographic, spearheaded this dialogue at Spain’s premier technology event, underscoring the importance of inclusive digital strategies.
A Pioneering Discussion on Socio-Digital Inclusion
The session was anchored by a dynamic roundtable discussion led by Eduard Martín, Chief Innovation Officer at MWCapital, and Therese Jamaa, Vice-President of the Red Cross Foundation Spain. The debate welcomed senior citizens themselves to share their perspectives on digital inclusion and the impact of technological advancements on their daily lives.
Key topics included the role of technology in ensuring seamless socio-digital inclusion, the identification of priority areas for action through reliable diagnostics, and the development of institutional strategies aimed at fostering senior talent. Experts also addressed the evolving demands of the labor market and emphasized the need for continuous reskilling and upskilling among older professionals to ensure their integration into the cities of the future.
Exploring the Future of Senior-Friendly Technology
Following the engaging discussion, participants embarked on a guided tour of the Mobile World Capital Foundation stand, where they experienced firsthand the latest technological innovations designed to improve the quality of life for senior citizens. The tour also included an overview of the broader Mobile World Congress (MWC25), providing attendees with insights into emerging trends that could further enhance digital inclusivity for the elderly.
CaixaBank: A Leader in Senior Financial Services
As the leading financial institution serving the senior segment in Spain, CaixaBank has demonstrated a strong commitment to excellence in elder care. With over four million customers aged 65 and older and a market share exceeding 34% in pensions processed through direct debit, the bank is at the forefront of financial inclusion and personalized service for older adults.
Recognizing the evolving needs of its senior customers, CaixaBank introduced a comprehensive plan in February 2022 aimed at enhancing personal attention for this demographic. This initiative includes specialized training for all bank employees to ensure a customer-centric approach based on proximity, trust, and high-quality service.
Innovative Measures to Support Senior Banking Needs
To improve accessibility and ease of banking for seniors, CaixaBank has implemented several key initiatives:
- ATM Adaptations: 100% of CaixaBank ATMs are now designed to accommodate passbooks, with added functionalities that make their use more intuitive for older customers.
- Personalized Assistance: Dedicated staff provide in-person guidance on ATM operations, ensuring that those who need extra support can navigate digital banking confidently.
- Flexible Cashier Services: CaixaBank has eliminated time restrictions for in-branch cashier services, allowing seniors to conduct transactions at their convenience.
- Enhanced Communication Channels: The bank offers personal telephone assistance and a dedicated WhatsApp service for senior customers, ensuring direct interaction with a human representative rather than an automated response system.
- Remote Customer Support: CaixaBank has strengthened its digital and remote support channels, ensuring that even if a customer calls a general helpline rather than their assigned manager, they will always be connected to a real person.
Promoting Digital Literacy and Financial Inclusion
CaixaBank is deeply invested in improving the digital literacy of older adults. The bank regularly organizes in-person training sessions on digital banking operations and financial concepts, equipping seniors with the knowledge needed to navigate the digital world securely and independently.
Additionally, through its CaixaBank Volunteering Program, the institution collaborates with various social organizations to address senior-specific needs. These initiatives range from financial education workshops to broader community engagement efforts designed to foster a sense of inclusion and empowerment among older individuals.
Beyond digital literacy, CaixaBank is a champion of financial inclusion at a national level. With the most extensive network of branches and ATMs in Spain, the bank ensures that banking services remain accessible to seniors, even in remote areas. CaixaBank operates in over 2,200 municipalities, serving as the only banking provider in 459 of them and covering an additional 1,300 rural towns through mobile banking offices.
Recognition for CaixaBank’s Commitment to Seniors
In acknowledgment of its efforts to provide exceptional services to older customers, CaixaBank became the first bank in Spain to receive AENOR certification in May 2022, recognizing its commitment to the elderly.
Moreover, customer feedback highlights CaixaBank’s success in catering to this demographic. According to a report by independent market research firm Inmark, the percentage of customers who perceive CaixaBank as a financial institution specializing in senior services has doubled in the past year.
The Future of Senior Talent in Smart Cities
CaixaBank’s involvement in MWC25 aligns with its broader vision of creating a society where senior citizens are not only supported but also empowered to actively contribute. The insights gathered from the discussions and exhibitions at the event will inform the bank’s future initiatives, ensuring that technology-driven financial solutions continue to evolve in line with the needs of older generations.
By fostering dialogue on the inclusion of senior talent and championing technological advancements that facilitate their participation in the workforce and community life, CaixaBank reaffirms its dedication to building a future where older adults play a central role in shaping smarter, more inclusive cities.
As digital transformation accelerates, institutions like CaixaBank will continue to lead the way in ensuring that seniors are not left behind but instead positioned as active contributors to society’s growth and innovation. The discussions at MWC25 serve as a critical stepping stone in this journey, reinforcing the importance of collaborative efforts to enhance digital accessibility, financial inclusion, and lifelong learning for the aging population.
