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

Putting customers first: how Lloyds Banking Group is transforming insurance journeys

Duncan Kirkpatrick
General Insurance Director, Lloyds Banking Group
Published on: 27 August 2025
3 min read

At a glance:

  • Customer-first innovation: Lloyds Banking Group is transforming the insurance experience through digital tools like five-minute claims processing and self-service policy management, while maintaining human support for complex cases.
  • Operational impact and recognition: With over 800,000 new policies sold and 82,000 claims processed in 2024, Halifax Insurance was named 'Home Insurer of the Year 2025' by Defaqto, reflecting the Group’s leadership in both customer satisfaction and business performance.
  • Strategic transformation: The Group’s insurance evolution – combining automation, empathy and accessibility – signals a robust strategy focused on customer-centricity, agility, and market relevance in a changing environment.

In a year marked by climate volatility, economic uncertainty and rising customer expectations, Lloyds Banking Group has been quietly revolutionising its insurance business – placing customer experience at the heart of every decision. From digital innovation to human-centred support, the Group’s transformation is not only improving outcomes for customers but also driving operational efficiency and market leadership. 

Home insurance: offering simplicity and support

With over 3 million homes insured across the UK, Lloyds Banking Group is the largest provider of home insurance in the country. In 2024 alone, the Group sold 800,000 new policies and processed 82,000 claims – each one a moment of truth for customers facing fire, flood or theft.

The Group’s ambition is clear: to make insurance easier, faster, and more empathetic. Whether it’s enabling customers to view, renew, cancel or amend policies digitally, or deploying Rapid Response Vehicles during extreme weather events, the focus is on meeting people where they are, both physically and emotionally.

 

Supporting the UK housing market

We aspire to contribute to a UK in which all households have access to affordable, safe and sustainable homes in places they want to live.

Visit the housing hub opens in same tab

Digital innovation meets human touch

One of the most significant breakthroughs has been the introduction of straight-through processing for freezer contents claims. Traditionally, such claims took an average of 11 days to settle. Now, thanks to automation, customers can receive payments in as little as five minutes.

Take the example of a customer whose freezer broke down during a heatwave. After submitting a few photos and answering simple questions, they received £200 directly into their bank account within minutes. This frictionless experience is not only a win for customers but also a model for scaling similar processes to other low-value claims, such as lost phones or stolen handbags.

“This is a huge step in our transformation journey,” said Paulina Mania, Product Owner for the General Insurance Platform. “It’s the result of fantastic collaboration across teams and a low-risk way to learn and iterate quickly”.

Giving customers support in the storm

While digital tools are streamlining simple claims, Lloyds Banking Group remains committed to personalised support for complex situations. During Storm Éowyn, for example, 91% of claims were initiated online, and 75% were fully registered digitally. Yet, for cases requiring additional safety checks, the Group ensured human intervention was available.

The story of Chris and Wendy Green, Halifax Home Insurance customers from Nottinghamshire, illustrates this balance. After their home was flooded during Storm Babet, they received immediate support from claims handler Alison, who helped them secure alternative accommodation and manage the restoration of their 1850s cottage. “We owe Alison an enormous debt of gratitude,” said Chris. “Her kindness and unerring support got us through a truly horrible time”.

 

 

"Halifax Insurance was recently voted the best home insurer in the UK by Defaqto, earning the title of 'Home Insurer of the Year 2025'. 

Empowering customers through self-service

The Group’s digital enhancements have empowered customers to self-serve, speeding up claims assessment and easing burdens during difficult times. The launch of the 'Insure' space on the Lloyds Bank app allows customers to manage all their insurance needs in one place, with Halifax and Bank of Scotland integrations to follow.

By the end of 2025, Lloyds Banking Group aims to offer policies to virtually all customers (99%) who come direct and online. This level of accessibility is not just a technological achievement  – it’s a strategic move to remain relevant and competitive in a rapidly evolving market.

Recognition and results

The transformation is not going unnoticed. Halifax Insurance, part of Lloyds Banking Group, was recently voted the best home insurer in the UK by Defaqto, earning the title of 'Home Insurer of the Year 2025'. This accolade reflects the Group’s commitment to excellence and its ability to deliver both customer satisfaction and business performance.

Evolving our insurance offerings

As Lloyds Banking Group continues to evolve its insurance offerings, the message is clear: better never rests. From straight-through processing to field consultant support, every innovation is designed to make life easier for customers and more efficient for the business.

For investors, this transformation signals a robust strategy grounded in customer-centricity, operational agility and market leadership. For journalists, it’s a story of how legacy institutions can adapt, innovate, and thrive in the face of change.

And for customers? It’s reassurance that when the chips are down – or the freezer breaks – they’re covered.

Housing Group news

Duncan Kirkpatrick
About the author Duncan Kirkpatrick

General Insurance Director, Lloyds Banking Group

Duncan is a seasoned business leader with over 25 years’ experience in financial services and consulting. His career spans a range of disciplines including strategy, transformation, P&L ownership, and proposition development across insurance, banking and savings.

In his current role as General Insurance Director, Duncan has responsibility for home, motor and pet business lines across all distribution channels and brands. His priorities include expanding the insurance offering to meet more customers’ needs in their channel of choice, improving digital services and delivering a market leading claims journey.

Follow Duncan on LinkedIn

Related content

Unlocking the future of payments: digital assets at Lloyds Banking Group

By embracing digital assets, smart contracts, and DLT, we’re not just improving existing processes – we’re reimagining what’s possible.

Read their article opens in same tab

Remortgaging in 2025: how the landscape has changed since the race for space

As we move through the second half of 2025, the UK remortgage market is undergoing a significant transformation. The landscape today is shaped by the maturing of fixed-rate mortgage deals secured in the pandemic-era ‘race for space’.

Read Andrew's article Opens in same tab

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.

Read Jo's article