Relationship-based banking.
Paco Roldán, Director of Martech at Banco Sabadell, enjoys connecting with people who share common interests and diving deeper into topics that interest him. When he’s not working, he watches documentaries, plays sports, and spends time with his loved ones. “These activities remind me that people are what truly matter,” explains Roldán. “Everyone has a story, and it is important to listen actively and find ways to connect with them.”
This belief drives Roldán’s mission to create meaningful customer experiences and put people at the center, a vision shared by Banco Sabadell. Founded in 1881 as a local cooperative, the bank has grown to serve more than 12.1 million customers across 14 countries, while never losing its community roots. By bringing together marketing, technology, and business teams, the bank anticipates customer needs and delivers personalized support, building strong relationships that help Banco Sabadell acquire and retain customers.
Standing out from the competition.
The Spanish banking market is highly competitive. More than half of B2C customers work with multiple financial institutions, indicating that their expectations are increasingly high. This is especially true for digital services, which account for the majority of interactions.
With Adobe applications, Banco Sabadell unified its customer data into a single system to better understand and anticipate customer behaviour and activate relevant communications across all channels.
“Adobe has a strong ecosystem, a consistent roadmap, and deep knowledge of the banking sector, making it an exceptional partner,” says Roldán.
