Cutting edge Global banking between two continents which had been at the forefront of the Spanish banking ecosystem for 20 years following the acquisition of Banco Español de Crédito (Banesto). Process digitisation, redefining the customer experience and a commitment to innovation have become the cornerstones of the Cantabrian com- pany’s banking model, which combines scale and flexibility to adapt to its custom- ers’ needs. The transformation driven by its leader, the daughter, granddaughter and great-granddaughter of the three previ- ous presidents,has been key to projecting the bank’s image both within and outside Spain. With a narrative less bound to the old symbols of financial power, it has ar- ticulated a vision that integrates new lan- guages and ways of relating to users. A cornerstone for the bank is its culture, established in 2015 and based on three val- From Santander to ues that it has adopted as its banner and Europe and America guidelines for its conduct: “simple, per- sonal and fair”. The Spanish bank aims to Since its origins in 1857, Banco Santander be the best financial services platform and, has been an institution that has always in doing so, contribute to the progress of operated across the Atlantic. The bank, individuals and businesses. founded almost 170 years ago, has evolved to become a Europea banking enterprisen International footprint with a presence in all the major markets on With more than 207,000 employees world- the continent and a strong commitment wide, Santander was, at the end of 2024, to Latin America. the leading Spanish financial institution International expansion, which began in terms of worldwide assets. Its pres- at the end of the 20th century, is the key to ence, balanced as it is between Europe understanding its evolution. Santander has and America, has enabled it to operate as chosen to adapt its activity to local reali- a bridge between the two continents, a ties by integrating other businesses, while fact that is reflected both in its structure maintaining a commonidentity in terms of and in its business approach. governance and corporate culture. Today, This global approach, while not being the bank operates in markets as diverse as the United Kingdom and Brazil, as well as immune to regulatory, geopolitical or mar- Portugal, the United States and Mexico. ket tensions, has strengthened its adapt- ability and global profile. The logic of Transformation operating as a global network has enabled through leadership the organisation to absorb changes in the sector, a distinguishing feature that has al- Ana Botín’s arrival as chair in 2014 marked lowed it to become Spain’s leading bank a turning point in Santander’s strategy, in terms of international presence. 104