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Our vision and strategic priorities

1 Customer loyalty and market share growth

We aim to provide an innovative, personalised service creating deeper relationships to earn customer loyalty.

We want our retail products and services to give people the financial tools and support they need through the moments that matter most - we want to become our customers' bank for life.

Operational and digital excellence

Simplicity is at the core of our corporate culture. We aim to deliver the best service to our customers, at the best price for our shareholders.

We are embracing digitalisation through a focus on mobile experience with technological innovation and simplification enabling us to work more efficiently, and allow us to make cost savings across the business.

3 Consistent and growing profitability
and a strong balance sheet

In a period of significant change, and some uncertainty, we have delivered consistent profitability and a strong balance sheet. We have a sustainable business with low earnings volatility and a low risk profile.

Live The Santander Way through our behaviours

In 2015, we developed and rolled out a set of behaviours for all our people to embed our Simple, Personal and Fair culture, which is at the heart of The Santander Way. These values underpin our goal to be the best bank in the UK.

5 Support communities through skills,
knowledge and innovation

We provide support to communities around the UK because we believe it helps us to build a successful business. By being deeply engaged in the communities where our branches, banking centres and offices are located, we can better understand and serve our customers.


AER and EAR explained

AER stands for Annual Equivalent Rate and shows what the interest would be if we paid interest and added it to your account each year. The gross rate is the interest rate we pay before income tax is taken off. Interest is calculated daily and paid monthly. Rates may change. EAR stands for Effective Annual Rate and represents the yearly cost of an overdraft, which takes account of how often we charge interest to the account, and does not include any other fees or charges. Overdrafts depend on your circumstances and you must repay any overdraft when we ask in line with our General Terms and Conditions.