{
  "id": 10464794,
  "title": "Juan Orti:\"El 65% de las captaciones de American Express son jóvenes\"",
  "url": "https://urgent.news/2026/09/28/juan-orti-el-65-de-las-captaciones-de-american-express-son-jovenes",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-28T14:08:27.000Z",
  "source": {
    "name": "Expansion ES",
    "slug": "expansion-es",
    "url": "https://www.expansion.com/empresas/banca/encuentro-financiero/2026/09/28/6aba74d5e5fdea3e1b8b4577.html"
  },
  "original_language": "es",
  "account": "American Express is focusing on a value generation model centered around membership. Despite uncertainty, the company continues to achieve positive results with this model, which is implemented in the younger sectors of the market, including Spain. Juan Orti, American Express' president in Spain, explained this at the XVII EXPANSIÓN-KPMG Financial Meeting, organized with the collaboration of American Express and Cunef University. The Platinum card, while a means of payment, offers various layers of value such as first access to Formula 1 tickets in Spain or concerts of favored artists. Consumer behavior and priorities have changed in recent years, with younger consumers prioritizing spending on gastronomy, music, sports events, and travel. According to Orti, approximately 65% of Amex's annual revenues come from young customers, and the primary acquisition channel for these customers is through friend recommendations. Along with implementing the membership model, Amex has set other strategic objectives in Spain. Orti mentioned that Spain has the legal headquarters for Europe and that the Madrid operating hub serves over 30 countries. Regarding coverage, the company is growing along with tourism, but also due to the local efforts in capturing commerce, which has resulted in tens of thousands of transactions annually. Orti emphasized the importance of a level playing field for all parties involved: newcomers, existing customers, banks, payment entities, and fintechs. He stressed that this is part of the regulation's role, and they must continue working on this line to remain competitive. Orti highlighted the trust, security, and service provided by the Amex brand, noting that these are assets difficult to replicate. The company has been using artificial intelligence for fraud and credit models for two decades, and now with generative AI and agent technology. Orti pointed out the need to refine regulations further, as the authorities have delayed their decision. He mentioned that defining high-risk areas is crucial, with areas like agent commerce having tremendous potential for growth when developed properly, and needing regulatory support to thrive in Europe.",
  "summary": "La compañía está apostando por un modelo de generación de valor en torno a la pertenencia. Leer",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}