Our Values

Becoming the best bank for customers

Our vision is to be the best bank for customers.

Lloyds Banking Group is at the heart of communities, serving the financial needs of over 30 million customers in the UK. That is a great responsibility and one that we take very seriously. 

One way we’re re-building public trust in banking is through a culture of responsibility. Our ambition is to lead the industry on conduct, acting transparently and always delivering fair outcomes.

To help us achieve our strategic vision of becoming the best bank for customers, three values shape everything we do as individuals and as an organisation: 

Vision & Values
Vision and Values

Putting customers first

Putting customers first means thinking about customers first in everything we do, understanding and anticipating customers’ needs, delivering on our promises to customers and each other and taking ownership to get things right for customers.

Keeping it simple

Keeping it simple means making ourselves easy to do business with, communicating clearly and openly, identifying opportunities to simplify the things we do and working to get things right first time every time.

Making a difference together

Making a difference together means working together to deliver for customers, using feedback to improve what we do, treating people fairly and acting responsibly at all times and contributing positively to the communities we serve.



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