Santander has spent four years catching up with local and regional rivals that were quicker to adapt to mobile banking. In 2017 it saw itself as the leading bank in Spain but found its app ranked 13th in the country. The bank’s leaders, under executive chairman Ana Botín, realized they had to transform Santander and give key senior executives specific responsibility.
A key moment came a year ago when the bank released its new app, 100% digital but integrating the human touch.
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