The major new developments in Savings-Investment arrived at Caja Laboral. Focus was placed on mortgage loans and the increase of the “Commercial discount” business for companies.
It continued to focus on technological innovation and it now had 87 cash machines.
For the first time in an advertising campaign an advertisement on television was included.
It continued to focus on the commercialisation of cards within the Visa system, keeping the name EuskoCard, until Visa made the term ServiRed obligatory.
At the end of 1988, alongside Seguros Lagun-Aro, it began to provide services like General Insurance, Life Insurance, etc.
Caja Laboral began a process of strategic reflection to tackle the 1990’s with the help of the McKinsey firm.
Structural changes were made for the adaptation of the Business Division to the new organisation of Caja Laboral and the Mondragón Cooperative Group.
There was now an offer of products adapted to the customers’ needs, such as the Superlibreta, Supercuenta, Insurance, Pension Savings, Leasing, services for SME’s…
The insurance that Caja Laboral commercialises is provided through Lagun Aro, in which Caja Laboral has a 35% shareholding, Lagun-Aro EPSV, in which it has a 45% shareholding and Unipol SpA (Italian), in which it has a 20% shareholding.
In 1992 it launched the new corporate image, which was more modern and dynamic and highlighted the magenta colour, which helped it stand out in the market, as well as the “key” that had accompanied it throughout the Bank’s entire history.