By embracing digitisation, the banking sector is facing new opportunities and challenges both for the institutions themselves and for consumers. With users increasingly demanding digital products and services, companies are experiencing a revolution in the way they interact with their customers. This is improving companies’ efficacy and productivity as well as users’ satisfaction. The new ways customers interact with services and finance as well as the current change in their consumption habits boost digital banking in the marketplace, which has finally achieved the value and space that users have been demanding for years. In this scenario, the COVID-19 pandemic has accelerated the digital shift in the banking sector over recent months. Banking and financial services sectors, not only in Spain but all over the world, are currently driving this change by challenging the traditional banking industry through new alliances with other entities as well as significant investments in tec