BBVA USA has secured the nod to open 15 new branches across various cities in Texas, which is said to be the bank’s largest market in the US.

The branches are expected to open in early 2021 as part of the bank’s five-year strategic plan aimed at helping clients improve their financial health.

The bank opines that branches enable customers to gain better financial insights by enabling face-to-face relationships between bankers and customers.

BBVA USA head of retail Larry Franco said: “Though Covid-19 has expedited the migration of transactions from branches to digital channels, for the short term if not longer, the fact remains that banking is a people business.

“There are pivotal moments in banking that require deep understanding, and during them, our bankers will offer solutions and highlight our relevant digital capabilities.”

The bank is expanding its branch network via a data-driven placement model. Over 30% of the planned branches will be located in low-to-moderate income communities.

However, all 15 new branches are systematically positioned to create opportunities for obtaining financial success.

The branches will feature an updated teller model, contrary to the traditional model that deals in processing transactions.

The bankers that process transactions will now also be responsible for originating new accounts and educating customers regarding the bank’s latest digital capabilities.

They will be equipped with data-driven customer insights based on their transactional behaviour to provide customers with personalised recommendations.

The branches will have a dedicated area where bankers can make outbound calls to customers regarding new products or to provide a recommendation.

BBVA USA relationship model discipline leader Cody Sparks said: “Branches are more than a place to conduct transactions, and engaging customers digitally is integrated into the branch experience – more than simply transaction takers, our bankers have become technology facilitators and advisers.”

The 15 new branches will be located across Houston, San Antonio, McKinney, Richmond, Grand Prairie, Cypress, Hickory Creek, Hutto, New Braunfels, Katy, and Austin city in Texas, US.