Análisis estratégico sobre el benchmarking para el BBVA frente a los principales neobancos que operan en Colombia en 2026: estudio de caso en Neiva

Abstract

The central problem of this study is to review the features most valued by financial sector users regarding services and products, user experience, security and regulation, and costs and fees. The purpose is to adopt strategies into BBVA’s business model to learn and improve its own offering, thereby achieving a competitive advantage over the country's main neobanks: Lulobank and Nubank. The research was conducted using a mixed-methods approach, applying a survey to a sample of 380 of the institution's users and 19 employees, thus providing a more comprehensive view of the current situation. The results reveal that users maintain a bond with the bank built purely on economic and convenience bases, lacking a real emotional connection with the entity. Likewise, there is a stark contradiction regarding the perception held by employees on the institution's use of technology, evidencing an operational bottleneck in internal processes that are not homogeneous. Based on these findings, an alternative is proposed that seeks to transform transactional loyalty into sustainable, long-term emotional loyalty, impacting key indicators at BBVA by leveraging human potential, which is difficult to replicate in the digital models of neobanks.