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Santander UK plc office building

Our vision and strategic priorities

Santander UK
Here to help you prosper

Our purpose
To help people and businesses prosper

Our aim
To be the best retail and commercial bank, earning the lasting loyalty of our people, customers, shareholders and communities

The Santander Way
Our way of doing things in a Simple, Personal and Fair way


Our strategic priorities for 2016 to 2018

Our refined strategy is an evolution of our proven approach. We are focused on delivering the best service to our customers, at the best price for our shareholders, while maintaining stable profitability and a strong, low-risk balance sheet.

Our stakeholder focus supports our strategic priorities and value creation. It is underpinned by a culture of Simple, Personal and Fair, while being deeply engaged in the communities where we operate. These priorities build on our progress to date, and would not be achievable without the commercial transformation we have already accomplished.

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.