Visa is one of the most valuable and recognized brands in the world, which has a B2B2C business model (Business to Business to Consumer) Co -covered of services and capabilities that surely only the most involved know.

Continue “Supporting the digitalization of the market and society” It is the main objective of which it presumes to be the largest network of digital payments globally. And to make it possible “Invest in our brand and in the brand of our clients” It is fundamental and priority. This is the vision and purpose of Eduardo Prieto, general director of Visa in Spain.

Taking advantage of the fact that on October 1, the Visa Marketing Now 2025 event will take place in Madrid, we wanted to talk to Eduardo so that, precisely, we tell us more about the company’s reality in Spain: what situation the business is going through, what their challenges are and how they are addressing them, where they look in the medium term or why visa needs marketing.
The details of our conversation with him is what you are going to read next.

RW. Visa is a brand that enjoys a state of health that seems infinite. We could consider it as a cultural brand. Why do you keep investing with that involvement? Why is marketing so priority?

The brand requires permanent attention. Because you can reach notoriety and visibility in many ways, but recognition and credibility demand recurrence. I would tell you that constancy is one of the two key elements for brand investment to have a real impact on the business.

RW. And what is the other?

Coherence. We do marketing for many reasons and, logically, there is a goal of recognition and memory. But we also seek to create links with our audiences, whether consumers or financial entities. The personality of our communication aims to go further than just saying that digital visa payments are easy and safe. You have to talk about innovation, talent … even to be part of the life of consumers, supporting contexts that are special for them and share our values.

Here Eduardo leaves her by driving to ask about the PROPERTIES They support from Visa, but we leave that a little later. We want to know more about your vision, as well as the challenges and stimuli of your position.

RW. You have been in Visa for more than 20 years, the last 5 as a general director in Spain, what professional and personal challenges do you have ahead?

On a personal level my goal is to actively lead a team of great talent professionals. Every day I wonder how I can generate the best possible environment to favor the growth of each member, not only to those who work directly with me, but of the entire visa team in Spain. Recognizing well done work and involvement is important, but what I really try to prioritize every day is to provide opportunities that allow developing and growing.

On the other hand, in addition to meeting the business objectives, my mission in the company happens to continue advancing in the digitalization of payments and contribute value with even safer experiences in the field of B2B payments there are many solutions that are not well optimized and there we have an important role to play.

RW. Are there things that are not doing well?

Of course. Every day there are more that are better, but there are also things in the market they have to improve. Each has its degree of magnitude and complexity, but it could now talk to you about international transfers, security, speed …

Here we make a little pause. Suddenly we realize that we are talking with visa and that we are asking what things can be done better in the market. Doing an interview has these moments.

RW. On the last two words that you have mentioned “security and speed”, I understand that artificial intelligence will be the great ally to make match.

The main involvement that artificial intelligence has for us is security. We have invested more than 11,000 million euros in five years in terms of security. Keep in mind that with artificial intelligence the volume of interactions will be much greater every day and, therefore, the level of security has to be superior. The advances in technology will help us optimize processes and be more competitive, but “the bad” will also use it and, in fact, they already use it, for their objectives.

RW. With that work context, I imagine that the day to day is full of learning that adds to the criteria that from Visa you can offer to the market.

Indeed, in fact, that is another of the objectives we have on the road map. The market has to know what visa is much more than digital cards and payments. Our data intelligence, technology, marketing service … I feel tremendously proud when I see collaboration projects where solutions are achieved thanks, precisely, to consider visa as a strategic partner.

RW. Why do you think not everyone knows the magnitude of your business?

In visa volume companies, these types of situations are very normal. Each client knows you for the service you offer. Traditionally, Visa was focused on B2B customers, but in natural evolution we are a B2B2C company. Because our brand also reaches the final consumer.

Large businesses benefit from marketing services that are based on data on our network and that serve to understand the transactional behavior of customers. This includes segmentation strategies, database optimization, marketing actions planning or development of innovative experiences. We do not replace existing solutions or partners, but we do contribute value about what they are already doing and work with them to identify in which areas we can provide value to achieve their objectives faster.

RW. Speed ​​is a word that is losing meaning little by little, don’t you think? When change is normal, it is still difficult to do.

The revolution to which you mean has to do with the digitalization of the market, which is generating speed in areas that were not so accustomed to those dynamics. I agree that the speed at which products, services, and experiences are launched for users is vertiginous and can be overwhelming.
But that is not something new for us.

If you want to continue being relevant, you have to be aware of the speed to launch a service or improve the user experience. Because if that speed component is not part of your cocktail, others will come to capture these new business opportunities. We look for scalable and safe solutions, but also allow a rapid development of the Go-to-Market.

The adoption of digital payments is growing faster than in previous years. We want to be there, accompany society and continue leading in the territory. We want Spain, specifically, to remain a leader in digital payments. For us it is a priority market and we must do it in company.

RW. In the company of who?

Financial entities are those that emit credentials, but there are more and more players in the sector that are also prescribers of our services, such as the Neobancos, payment catwalks and, of course, large businesses.

RW. And do we forget the final consumer?

At all. I have no doubt that when there is a digitized economy, the entire society benefits. In fact, it is the consumer that we try to accompany the most. In addition to building trust from the product, we seek to be part of the conversation from the brand and from the execution of marketing. We support contexts that make them feel, contexts with which they identify and that somehow connect with our value proposition.

RW. Do you mean the iconic sponsorships that Visa makes?

Indeed, I mean the ecosystem of brands, spaces and moments that we support every year. I understand that the fast word is sponsorship, but it is not only a matter of economic support, but of linking and capillarity.

Through cultural and sports sponsorships we establish a connection with the client’s passions while we declare some of our brand values. Sportsmanship, teamwork, illusion for a common project…. All that gives us quality visibility and allows the product to be accepted worldwide. Make, or help others make, it is the best way for the consumer to identify with our brand.

In addition to the great sports events such as the Olympic Games or the World Cup, we are sponsoring the Formula 1 Visa Cash App Racing Bulls Visa. This association not only helps us connect with many audiences, including younger users, but allows us to work very specific attributes of our brand that we want to project the market, such as the precision or optimization of millimeter details to achieve a better result. That idea is what we want our clients to link us.

And so far the conversation with Eduardo Prieto, general director of Visa in Spain. We hope you have found the dialogue interesting and you can connect something to your professional context.

We will see each other with Eduardo in Visa Marketing Now 2025, where members of Team Visa will also accompany us, such as Saúl Craviotto and Teresa Perales, and where there will be brand experiences of most of the IPS to which Visa is linked. If this year you have not achieved the invitation, you will have all the exclusive coverage in Reason.WHY.