Santander Portugal rolls out human‑focused brand campaign and posts record profitability
Santander Portugal launched a new brand campaign, “No Santander, há sempre alguém para resolver”, highlighting the bank’s human touch. The initiative features real employees from customer support, mortgage, business management and WorkCafé, as well as influencers such as Susana Blazer, João Maria and Ana Balsemão. CEO Isabel Guerreiro said banking is fundamentally a relationship of trust and the campaign aims to put people at the centre of financial decisions.
At the Euromoney Awards for Excellence, Santander Portugal was named the country’s best bank. The bank reported a return on tangible equity of 31.8%, net profit of €963.8 million and an efficiency ratio of 28% for 2025, well ahead of sector averages. It also highlighted the role of artificial intelligence, with more than 430 AI agents in operation. AI tools now support high‑volume interactions with success rates above 85%, and the AI‑powered voice agent “Alice” took over all outbound calling within three weeks, handling over 150,000 calls each month.
Entities: Alice (AI voice agent) · Euromoney Awards for Excellence · Hugo Preto · Isabel Guerreiro · Santander Portugal
Claims
What the coverage asserts, and how well corroborated each claim is across sources.
- [○ 1 SOURCE] Santander Portugal reported a return on tangible equity of 31.8% for 2025. (Santander Portugal)
- [○ 1 SOURCE] Santander Portugal’s efficiency ratio was 28% in 2025. (Santander Portugal)
- [● 2 SOURCES] Santander Portugal launched a new brand campaign titled “No Santander, há sempre alguém para resolver”. (Santander Portugal)
- [○ 1 SOURCE] Santander Portugal reported net profit of €963.8 million for 2025. (Santander Portugal)
- [○ 1 SOURCE] More than 430 AI agents and use cases are live across Santander Portugal. (Santander Portugal)
- [○ 1 SOURCE] Santander Portugal was named the best bank in Portugal at the Euromoney Awards for Excellence. (Euromoney Awards)
- [● 3 SOURCES] Isabel Guerreiro is CEO of Santander Portugal and said banking is a relationship of trust. (Isabel Guerreiro)
- [● 2 SOURCES] The campaign emphasizes human proximity and features bank employees and influencers. (Santander Portugal)