BBVA is enhancing its corporate and investment banking division by integrating technology-focused businesses, including startups and digital asset strategies, into its wholesale banking operations. This move aims to strengthen its market position amid increasing competition, particularly as CaixaBank and Sabadell intensify their efforts to capture market share in the mortgage sector. Sabadell has notably increased its market share during BBVA's ongoing hostile takeover bid. Additionally, CaixaBank has reported a 40% rise in new credit to hotels, achieving a record of 4 billion euros in 2024.