Need help reading this page? Click to activate Recite Me popup.

 

 

Lloyds Premier: enhancing our mass affluent customer proposition

 

Explore how Lloyds Premier is revolutionising financial management for mass affluent customers with incomes of £100k+. Discover personalised, mobile-first banking solutions designed to simplify complex financial decisions, offer expert guidance, and provide exclusive rewards.

Jo Harris
CEO of Lloyds Banking Group’s Mass Affluent business
Published on: 21 May 2025
3 min read

The way that our mass affluent customers manage their money is evolving. People in the mass affluent market might be engaged with their finances, but that doesn’t mean that they’re necessarily confident with it. To help, we’re delivering an enhanced solution: Lloyds Premier. 

This is a mobile-first, personalised proposition that aims to simplify customers' financial management and offer bespoke support for their financial decision-making.

Why are we launching Lloyds Premier?  

Building on our learning from Lloyds 360, launched back in 2023, we’ve seen that customers need more comprehensive support. As a result, Lloyds Premier is a better way to unite what Lloyds can offer.

Why now?

Because of the breadth of brands and services Lloyds Banking Group has to offer, we're able to deliver joined-up financial solutions to benefit our customers – so why wouldn't we pull it all together into one account?

Who is Lloyds Premier for?  

Lloyds Premier has been designed for a segment that we refer to as ‘mass affluent’ customers. These are customers who have an income of £100k+ or equivalent assets. They might be time-poor but live lives that are decision-heavy, and as a result are continually juggling complex financial choices. They want to make good decisions but lack the time or expertise to fully optimise them.

Mass affluent customers tend to have quite complex needs and goals. From juggling family life and needs, seeking tax efficiencies and managing investments to save for their – and their families' – futures, it can sometimes feel a bit overwhelming. But they also expect a premium banking experience that matches their success, one that’s tailored to their own personal goals and offers relevant, tangible rewards.

 

Reimagining banking with AI

14 March 2025 | Rohit Dhawan

Artificial Intelligence (AI) will revolutionise the financial services industry over the coming decade. And the transformation will be broad – impacting everything from customer experience to administrative operations.

Read Rohit's article

Who are mass affluent customers?  

Mass affluent customers tend to be people who are in their early or mid-careers and earning above the average income, or those who’ve been working for a while and have built up savings and investments pots over that time. 

However, despite being high-achieving high-earners, their financial confidence hasn't necessarily kept pace with their life confidence. As their careers progress and wealth grows, so do their financial intricacies - yet many lack the time, knowledge, or support to navigate their money properly. We delve into more detail on the mass affluent segment in a previous article.

How can Lloyds Premier benefit mass affluent customers?

Lloyds Premier removes the guesswork from financial decision-making, helping customers make the most of their success. It is packed with benefits and true value to help simplify life's financial complexities, maximise opportunities, and provide peace of mind through expert guidance, powerful digital tools, and exclusive offers all in one seamless experience.

Financial features within Lloyds Premier include:

  • Ongoing 1% cashback on everyday spending
  • Fee-free ready-made investments for a whole year
  • Access to our best mortgage rates and an enhanced credit policy
  • Spending abroad with no exchange fees
  • Net-worth calculator and financial planning hub in app
  • Monthly credit interest when two different Direct Debits are paid out of the account 

Lloyds Premier customers will also be eligible for financial coaching sessions, which will be personalised to help them reach their financial goals. But Lloyds Premier goes beyond simply enhancing customers' financial wellbeing. Customers benefit from a holistic offering, including access to Bupa remote GP services, meditation apps, gym classes, and even perks like free cinema tickets.

Why are we the right business to support mass affluent customers?  

Our integrated offering means that Lloyds Banking Group is uniquely placed to bring together all the products and services this segment needs under one leading digital experience: from banking, insurance, and investments, right through to retirement and protection.

This means that we can help Lloyds Premier customers access the tailored services they need across the breadth of their complex financial lives, all within one easy-to-navigate ecosystem.

 Digital technology Group news

 

Jo Harris
About the author Jo Harris

Jo Harris is CEO of Lloyds Banking Group’s Mass Affluent business, a role she took up in July 2021.

She is responsible for growing the Group’s presence in the UK’s mass affluent and wealth market. Her team is focused on creating and delivering a tailored offering to these customers, helping deepen relationships and meet a broader range of their needs.

Since joining Lloyds Banking Group in 2014, Jo has held leadership roles including Managing Director for Business Banking, Group Customer Services Director, and most recently Managing Director of Lloyds Bank and Bank of Scotland Community Banks. Jo previously worked at NatWest Group, where she held roles in retail and wealth banking.

Jo is a Director of the Scottish Widows Schroder Wealth Holdings Limited (‘Schroders Personal Wealth’) – a joint venture between Lloyds Banking Group and Schroders. She is also a Trustee of the Lloyds Bank Foundation for England and Wales and was Chair of Black Horse Board from December 2019 to April 2023.

Follow Jo on LinkedIn

Related content