21 Jul INNOVATION & MARKETING IN FINANCIAL SERVICES: BANKING, INSURANCE & DIGITAL PAYMENTS
This masters-level, practice-oriented seminar examines how innovation and marketing are reshaping banking, insurance, and digital payments through an ecosystem lens: platforms, partnerships, distribution networks, and the network effects that determine adoption and scale in financial services.
Students will explore marketing ecosystems (brand trust, data-driven growth, customer journeys, omnichannel distribution, and partner go-to-market) and connect them to strategic choices on value proposition, business model, governance, and regulation. Special attention is given to how payments and insurance propositions are embedded into broader consumer and merchant journeys, shifting competition from products to end-to-end experiences.
Given their systemic role in the economy, payment systems are treated as both critical infrastructure and a strategic battlefield. The course clarifies how European payments are structured—SEPA schemes (e.g., credit transfer and instant credit transfer) and the infrastructures that clear and settle them—and how interoperability, standards, and resilience shape competition and innovation. Pan-European initiatives such as the European Payments Initiative (EPI) are discussed as examples of governance and scale challenges in building a European proposition.
The seminar also addresses the European insurance sector as a major risk-bearing and long-term investment engine, operating under a harmonised prudential framework (Solvency II) and facing structural challenges such as digital distribution, protection gaps, and climate-related losses. We examine how insurers and banks redesign products and marketing for scale via bancassurance, embedded insurance, and ecosystem partnerships—balancing growth with trust, consumer protection, and compliance.
LEARNING OBJECTIVES
By the end of the seminar, participants will be able to:
• Explain key innovation forces in financial services (technology, regulation, customer behavior, competition) and how they impact banking, insurance, and payments.
• Use core frameworks to assess and design financial innovation (value proposition, business model, ecosystem/partner strategy, operating model).
• Analyze collaborative and competitive dynamics in payments using Bizum and pan-European schemes (e.g., EPI) as reference cases.
• Design a realistic go-to-market and growth plan for a financial product (segmentation, positioning, channels, pricing/monetization, adoption levers).
• Evaluate trust, risk, and governance trade-offs (compliance-by-design, resilience, fraud, data and privacy) that shape innovation outcomes.
• Propose an embedded insurance or ecosystem distribution concept aligned with customer journeys and regulatory constraints.
• Communicate executive-level recommendations clearly, supported by evidence from cases and market trends.
INÉS MONGUILOT
Inés Monguilot Lasso de la Vega, Executive MBA from IE (2.001, Madrid).
Graduated in Economic Law from the University of Deusto(Bilbao) and the Catholic University of Louvain(Belgium). I completed my training with a Management Improvement Program at IESE in Madrid(2009), and participated in leadership courses (General Electric School, in Crontonville, NY).
I have obteined the Digital Assets and Mica Certification from European Federatiion Financial Analysis ( EFFAS)
I am a director on the Board of the following companies:
Kutxabank Aseguradora, Kutxabank Vida, and the president of Kutxabank Pensiones.
I have been a director on the board of Euro 6000, and Mastercajas. I have been also on the Board of the New Spanish Domestic Scheme (STMP, System of cards and Means of payments) as well as BIZUM, IDEALISTA , VIAJES GANTUR and IBERPAY
I have been also a director on the Board of EPI( European Payments Iniciative) and President of the Spanish Consortium for Payments and President of Viacajas.
I habe beeen for 22 years Director of Marketing, Advertising and Sponsorship at Kutxabank, I have developed my professional career in financial and insurance institutions.
Nowadays i am the CEO of Kutxabank Seguros, Kutxabank Vida and Kutxabank Pensiones companies. All of them are Kutxabank group’s insurance and pension companies. We market our own products such as home, life, auto and death insurance. We also have an agreement for the sale of car insurance, travel assistance, commerce, …
K.Seguros is the third company in the top ranking in terms of ROE and one of the best practices in solvency capital. The Pension Plan Manager is the 10th in Spain, with 2,000 million balances managed
I have participated partcipate in PwC,s Women to Watch Management program for women .
I collaborate giving lectures in Business Schools related to marketing, digitalization , payments, ecommerce,communication, digital marketing , sponsorship, etc.
I have more than 20 years experience in Marketing and the Banking sector.
Skills
This masters-level, practice-oriented seminar examines how innovation and marketing are reshaping banking, insurance, and digital payments through an ecosystem lens: platforms, partnerships, distribution networks, and the network effects that determine adoption and scale in financial services.
Students will explore marketing ecosystems (brand trust, data-driven growth, customer journeys, omnichannel distribution, and partner go-to-market) and connect them to strategic choices on value proposition, business model, governance, and regulation. Special attention is given to how payments and insurance propositions are embedded into broader consumer and merchant journeys, shifting competition from products to end-to-end experiences.
Given their systemic role in the economy, payment systems are treated as both critical infrastructure and a strategic battlefield. The course clarifies how European payments are structured—SEPA schemes (e.g., credit transfer and instant credit transfer) and the infrastructures that clear and settle them—and how interoperability, standards, and resilience shape competition and innovation. Pan-European initiatives such as the European Payments Initiative (EPI) are discussed as examples of governance and scale challenges in building a European proposition.
The seminar also addresses the European insurance sector as a major risk-bearing and long-term investment engine, operating under a harmonised prudential framework (Solvency II) and facing structural challenges such as digital distribution, protection gaps, and climate-related losses. We examine how insurers and banks redesign products and marketing for scale via bancassurance, embedded insurance, and ecosystem partnerships—balancing growth with trust, consumer protection, and compliance.
LEARNING OBJECTIVES
By the end of the seminar, participants will be able to:
• Explain key innovation forces in financial services (technology, regulation, customer behavior, competition) and how they impact banking, insurance, and payments.
• Use core frameworks to assess and design financial innovation (value proposition, business model, ecosystem/partner strategy, operating model).
• Analyze collaborative and competitive dynamics in payments using Bizum and pan-European schemes (e.g., EPI) as reference cases.
• Design a realistic go-to-market and growth plan for a financial product (segmentation, positioning, channels, pricing/monetization, adoption levers).
• Evaluate trust, risk, and governance trade-offs (compliance-by-design, resilience, fraud, data and privacy) that shape innovation outcomes.
• Propose an embedded insurance or ecosystem distribution concept aligned with customer journeys and regulatory constraints.
• Communicate executive-level recommendations clearly, supported by evidence from cases and market trends.
Schedule
Which dates?
03-mar
10-mar
17-mar
07-apr
14-apr
21-apr
What day?
WEDNESDAY
What time?
14.30-16.00
