{"id":4440,"date":"2026-04-27T17:03:45","date_gmt":"2026-04-27T17:03:45","guid":{"rendered":"https:\/\/informe-economico.com\/?p=4440"},"modified":"2026-04-27T17:03:45","modified_gmt":"2026-04-27T17:03:45","slug":"la-guerra-de-nominas-baja-el-ritmo-en-2026","status":"publish","type":"post","link":"https:\/\/informe-economico.com\/?p=4440","title":{"rendered":"La Guerra de N\u00f3minas Baja el Ritmo en 2026"},"content":{"rendered":"\n<p><strong>Promociones por domiciliar n\u00f3mina en Espa\u00f1a<\/strong> marcaron 2025 y cambiaron el reparto de clientes. El \u201cEstudio del Comportamiento Financiero de los Particulares en Espa\u00f1a 2025\u201d de <strong>Grupo Inmark<\/strong>, basado en <strong>12.001<\/strong> entrevistas a adultos bancarizados, describe campa\u00f1as intensas y de duraci\u00f3n limitada. Su directora de Estudios Multicliente, <strong>Ana Delia Revilla<\/strong>, explica que responden a objetivos puntuales o a defensa frente a rivales.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Incentivos fuertes y un giro hacia la moderaci\u00f3n<\/strong><\/h2>\n\n\n\n<p>Las entidades ajustaron la \u201cgenerosidad\u201d seg\u00fan presupuesto y metas comerciales. La disputa se extendi\u00f3 a buena parte del sector y escal\u00f3 con los meses. Inmark observa un pico al cierre de 2025, con incentivos que en algunos casos superaron los <strong>1.000 euros<\/strong>. En los \u00faltimos meses, el estudio detecta m\u00e1s contenci\u00f3n tras la etapa m\u00e1s agresiva.<\/p>\n\n\n\n<p>La l\u00f3gica es simple. Las campa\u00f1as empujan altas en ventanas concretas. Luego se relajan al cumplir el objetivo de captaci\u00f3n. Esa din\u00e1mica explica la sensaci\u00f3n de \u201cofertas que van y vienen\u201d en el mercado.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Ganadores y perdedores en cuota seg\u00fan Inmark<\/strong><\/h2>\n\n\n\n<p>El estudio sit\u00faa a <strong>Santander<\/strong> e <strong>Imagin<\/strong> como los que m\u00e1s aprovecharon la ofensiva, con avances de <strong>150<\/strong> y <strong>60<\/strong> puntos b\u00e1sicos. Despu\u00e9s aparecen <strong>Revolut<\/strong> y <strong>Bankinter<\/strong>, con <strong>40<\/strong> puntos adicionales cada uno, y cuotas se\u00f1aladas de <strong>0,7%<\/strong> y <strong>2,4%<\/strong>. <strong>ING<\/strong> suma <strong>30<\/strong> puntos y llega al <strong>8,3%<\/strong>.<\/p>\n\n\n\n<p>En el lado contrario, Inmark coloca a <strong>BBVA<\/strong>, aunque el banco discrepa. La entidad afirma que su cuota se mantiene estable y que espera captar m\u00e1s de <strong>un mill\u00f3n<\/strong> de clientes este a\u00f1o. El estudio tambi\u00e9n se\u00f1ala descensos en <strong>cajas rurales<\/strong> y recortes en <strong>Kutxabank<\/strong>, <strong>Ibercaja<\/strong> y <strong>CaixaBank<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Por qu\u00e9 la n\u00f3mina vale m\u00e1s que una cuenta<\/strong><\/h2>\n\n\n\n<p>El cliente con n\u00f3mina concentra pagos, recibos y uso cotidiano. Esa transaccionalidad mejora la rentabilidad desde el inicio. Adem\u00e1s abre la puerta a vender m\u00e1s productos despu\u00e9s. Por eso las entidades pagan m\u00e1s por esa relaci\u00f3n que por una cuenta sin actividad.<\/p>\n\n\n\n<p>Para el usuario, comparar ofertas no es f\u00e1cil. El importe del \u201ctal\u00f3n\u201d suele esconder condiciones. Entre ellas figuran permanencia, recibos domiciliados y uso m\u00ednimo de tarjeta. Algunas propuestas exigen tambi\u00e9n saldo m\u00ednimo para lograr la m\u00e1xima remuneraci\u00f3n.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Bizum entra en la lista de requisitos clave<\/strong><\/h2>\n\n\n\n<p>Muchas campa\u00f1as ya incluyen activar <strong>Bizum<\/strong> y a veces pagan un extra por hacerlo. El motivo es operativo. Bizum solo puede vincularse a una cuenta. El cliente suele elegir su cuenta principal. Eso indica d\u00f3nde centraliza pagos del d\u00eda a d\u00eda.<\/p>\n\n\n\n<p>Adem\u00e1s, los bancos se posicionan para el siguiente paso: pagos en comercios. Bizum ya opera en ecommerce y el reto est\u00e1 en tiendas f\u00edsicas con Bizum Pay. Cada alta con Bizum refuerza esa ambici\u00f3n y eleva el valor del cliente.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Promociones por domiciliar n\u00f3mina en Espa\u00f1a marcaron 2025 y cambiaron el reparto de clientes. El \u201cEstudio del Comportamiento Financiero de los Particulares en Espa\u00f1a 2025\u201d de Grupo Inmark, basado en 12.001 entrevistas a adultos bancarizados, describe campa\u00f1as intensas y de duraci\u00f3n limitada. Su directora de Estudios Multicliente, Ana Delia Revilla, explica que responden a objetivos [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":4438,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[119],"tags":[1345,3508,1249,3509,3510,3506,3504,444,3505,3507,3503,337,3511],"ppma_author":[3399],"class_list":{"0":"post-4440","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-bolsa","8":"tag-bancos","9":"tag-bancos-espana","10":"tag-bizum","11":"tag-captacion-de-clientes","12":"tag-comparador-de-ofertas-bancarias","13":"tag-cuentas-remuneradas","14":"tag-domiciliar-nomina","15":"tag-espana","16":"tag-incentivos-2025","17":"tag-promociones-bancarias","18":"tag-sabadell-oferta","19":"tag-santander","20":"tag-santander-nomina"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La Guerra de N\u00f3minas Baja el Ritmo en 2026<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/informe-economico.com\/?p=4440\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La Guerra de N\u00f3minas Baja el Ritmo en 2026\" \/>\n<meta property=\"og:description\" content=\"Promociones por domiciliar n\u00f3mina en Espa\u00f1a marcaron 2025 y cambiaron el reparto de clientes. 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