Six companies from Spain, the UK and the US stood out for their innovative solutions, relying on Open Gateway APIs to transform customer experience.

They will share EUR 120,000 in prize money, become members of the Santander X 100 global community, and get access to Fintech Station (Banco Santander’s open innovation programme). 

Madrid, 4 March 2025.
Banco Santander and Telefónica announced this morning the winning startups and scaleups of the Santander X Global Challenge | New era of Customer Experience¸ launched in collaboration with the Oxentia Foundation last October. This challenge, which brought together companies from 11 countries, aimed to identify the most innovative solutions that enhance user experience, personalization, omnichannel, on-demand network quality and anti-fraud security measures.

These solutions integrate technology and new digital approaches to transform the relationship with customers and have had access to advanced tools such as Telefónica Sandbox, leveraging the capabilities of Open Gateway APIs, the GSMA-led industry initiative that transforms telecommunications networks into developer-ready platforms and enables companies to access advanced network capabilities.

The six winners — three from Spain, two from the UK and one from the US — were announced in Barcelona at 4YFN, a leading annual event for the startup ecosystem and offshoot of the Mobile World Congress.  

Winning startups: 

• EV8 Switch (UK): Software-based solution that helps businesses and consumers from the start of their EV transition journey all the way through to EV charging and energy optimization.
• Arcube (UK): Data analysis platform that enables airlines to earn income from personalized passenger loyalty programmes.
• Lumen (US): Highly personalized customer service and technical support with generative artificial intelligence that enables swift integration in businesses.

Winning scaleups: 

• Froged (Spain): Omnichannel platform that centralizes and personalizes customer engagement on multiple channels and turns customer service into a revenue stream.
• WIVI Vision (Spain): Technology based on 3D video games, with artificial intelligence to diagnose and treat visual impairments.
• 3DDigital Venue (Spain): Innovative 3D visualization tool that boosts ticket sales and venue management and optimizes engagement and interaction with fans.

Antonio Suárez-Pumariega, Head of Digital Business at Santander Universities, emphasized that customer experience is a key factor in the evolution of businesses and congratulated the participants for their ability to redefine it in an increasingly digital world. He also highlighted that initiatives like this challenge demonstrate the power of innovation and technology in enhancing the interaction between businesses and their customers. “In an environment where personalization, omnichannel strategies, and human connection are essential, recognizing the companies driving this change is crucial to building more efficient, seamless, and memorable experiences.”

According to David del Val, Global Head of Open Gateway at Telefónica: "Open Gateway APIs are giving startups and scaleups new possibilities to develop innovative solutions that transform customer experience. We’re delighted about the success of the challenge we launched last October, with entrepreneurs showcasing some outstanding innovation and taking advantage of Telefónica’s vast networks to create more personalized and fluid experiences”.

The winners received a share of EUR 120,000 in prizes: EUR 30,000 split between the startups and EUR 90,000 between the scaleups. They will also get access to Santander X 100, a community of Santander X's most successful startups and scaleups; and Fintech Station, Banco Santander’s open innovation programme.

Santander X helps Banco Santander bolster its non-financial proposition and commitment to support and grow startups and scaleups at several stages through challenges, awards, free training, special discounts, exclusive networking opportunities, and other means. 

Santander and its support for education, employability and entrepreneurship

Santander is firmly committed to progress and inclusive sustainable growth. It has been a pioneering stalwart of education, employability and entrepreneurship for almost 30 years, standing out among the world's financial institutions. Santander has deployed over EUR 2.4 billion in these areas and provided over EUR 3.7 billion in grants and aid to people and businesses through agreements with some 1,100 universities and entities. 

Telefónica

For over 15 years, Telefónica, through its corporate venture capital fund Wayra, has been promoting innovation, driving progress through investment in startups, enabling startups to cooperate with organizations to generate impact, and seeking startups’ innovative solutions to address the challenges they face as a business, industry and major player in social progress. 

Oxentia Foundation and its commitment to innovation and global entrepreneurship

The Oxentia Foundation was created to support Oxentia’s goal to address global inequalities through innovation and entrepreneurship. Oxentia has organized international entrepreneurial innovation competitions and awards, and has also provided advice to entrepreneurs to help bring science and technology projects to market, which contribute to achieving the UN Sustainable Development Goals. Oxentia was born out of the University of Oxford’s technology transfer company, Oxford University Innovation, with the aim of delivering specialist innovation management services to public and private sector clients worldwide. Its approach is backed by Oxford University’s 30-plus years’ experience supporting academic innovation and entrepreneurship in over 70 countries.