Our vision and strategic priorities

Strategy Hero

Our purpose is to help people and businesses prosper.
We aim to be the best open financial services platform by acting responsibly and earning the lasting loyalty of our people, customers, shareholders and communities. Customer loyalty remains at the core of our strategy, while we transform the bank for improved returns.
We do things with a culture that is Simple, Personal and Fair.

Delivering for our customers while building loyalty

  • Building stronger customer relationships
  • Developing a seamless customer experience
  • Offering a differentiated proposition for SMEs
 2018 Medium-term goal
Loyal/Active customers30%34%
  • Deepen existing, and build new, customer relationships
  • Protect our share of the mortgage market
  • Deliver new product propositions and advanced digital offering
  • Focused Corporate Banking origination in chosen sectors
  • Continue to develop our international proposition

Investing in strategic transformation for improved medium-term returns

  • Profitable growth in Retail Banking business
  • Improved returns for the Corporate business
  • Enhanced efficiency and capital discipline
 2018 Medium-term goal

Our multiyear transformation programme aims to simplify, digitise and automate the bank by focusing on our operating model, structures and productivity

End 2021 planned investment Medium-term goal
£400m2-3 year payback