BBVA relaunches Global Wealth and expands branches in Colombia

BBVA Colombia is relaunching its wealth management offering under the Global Wealth brand to align its local high-net-worth services with the group's global model. The bank currently operates 15 specialized private offices focused on portfolio advisory rather than standard transactions, with plans to open additional locations through the end of this year and next year.

The latest office opened at the Andino shopping center in Bogota, Diego Riveros, director of Global Wealth at BBVA Colombia, said in an interview with Valora Analitik. The enhanced service includes multi-strategy portfolios, structured funds, lombard credit, faster fraud response channels, and non-financial perks such as art programs and the Premium Health service.

The revamped platform segments clients into four tiers. The Premium tier covers around 40,000 clients who have liquid investments starting at COP 100 million or monthly income above COP 15 million, with an average age between 30 and 35. The Premium Plus group includes roughly 6,000 clients aged 40 to 50 who hold liquid assets between COP 300 million and COP 3,000 million.

Private banking serves approximately 2,000 clients with more than COP 3,000 million in liquid wealth. BBVA is also introducing an Ultra High segment targeting individuals and business families with wealth exceeding COP 30,000 million, linking local advisory to international investment alternatives.