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Vision & values



 Our values are:

  • Putting Customers First.
  • Keeping it Simple.
  • Making a Difference Together.



Our vision is:

To be the best bank for customers.

Lloyds Banking Group launched in 2009 with a vision and values that set direction for the Group, that were right for that time and served us well. Since 2009, our operating environment has continued to evolve rapidly.  Early in 2011 we set out a new vision and strategy to be the best bank for customers. Our strategy aims to unlock the great potential in Lloyds Banking Group and help make us a leaner, agile, more transparent organisation that delivers for all our stakeholders.

To help us focus on our new vision and strategy we have reviewed the values which are most important to us. Based on extensive research and consultation, we’ve identified three things that we all need to do, as individuals and as an organisation, to become the best bank for customers.

Putting Customers First

Everything we do begins and ends with customers who trust us to look after their money.

If we put customers first, they’ll think of us first. By building stronger relationships with customers, they will trust us to meet more of their financial needs and stay with us for longer. 

Keeping It Simple

A simpler business is more efficient and a more satisfying place to work.

It’s also good for customers, making us easier to deal with and helping us create simpler and more transparent products. By becoming more efficient and controlling our costs, we will be able to invest in the things which are important for customers and all of us who work here. In the long-term, it will also help us deliver strong stable returns for our shareholders.

Making a difference together

We are the UK’s leading financial services team. We have the strongest brands in our industry, with people and branches in the heart of communities supporting businesses and households.

By working together we will build the best bank for customers, colleagues, communities and the city.

By focusing on these values - putting customers first, keeping it simple and making a difference together - we will become the best bank for customers.