Our manifesto

Our mission is everything. It’s what drives us, what makes us different and defines how we profitably grow. It’s how we’ll create a future where our planet is cared for, people feel safe and included, and businesses and communities can thrive.

We serve millions of individuals, families and businesses, big and small, every day. This means we’re better placed than anyone to make the way that we spend, save, borrow, invest and protect what matters, a force for good.

We will lead in the bold decisions we make as a business, from where and how we invest, to the products and services we offer, to the workplace we create. We will search for new ways to work with people, communities and businesses, to always evolve with their needs. And we will never stop innovating to make sustainable, ethical choices easy and rewarding.

With restless energy for positive change, we are reshaping financial services so they’ll work for Britain, for generations to come.

Our strategy

We have three strategic priorities which will enable us to deliver our vision of being the UK customer-focused digital leader and integrated financial services provider, capitalising on new opportunities, at scale.

Drive revenue growth and diversification

Growth is a core focus of our strategy. Around two thirds of our £3 billion strategic investment over 2022 to 2024 is aligned to growing and diversifying revenue. 

We aim to deepen and innovate in Consumer to bring more of our products and services to our existing customers, as well as broaden our product offerings and make it easier for customers to access them through our intermediary partners. We are creating a new mass affluent offering to grow in this attractive and underserved market segment across banking, protection, and investments.

We aim to digitise and diversify our SME business, growing revenues in products and sectors where we have lower market share today. Finally, we are developing our Corporate and Institutional business to deliver disciplined growth.

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Strengthen cost and capital efficiency

As we invest to grow and diversify our revenue, it is essential to maintain our disciplined cost management approach.

We will also look to further improve capital efficiency as we maintain our strong balance sheet with a disciplined risk approach, pursuing growth in capital-lite, fee generating businesses and generating capital.

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Maximise the potential of people, technology and data

Delivering our strategy requires the Group to accelerate the pace at which we use digital technologies and data to support customers. Our colleagues’ expertise and skills are instrumental to our success. It is our people who offer the most distinctive customer experience, will innovate, take thoughtful risk and enable change at greater pace, delivering for our customers.

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How we're Helping Britain Prosper

Video | 2 mins

Watch Charlie's message, as he reflects on supporting our stakeholders in 2023 and beyond.

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See our latest annual report to read about our strategy in more depth. 

Annual report

How we're Helping Britain Prosper

For over 320 years, with our unique family of brands, we have supported Britain through the good times and the bad.

Inclusive future

Sustainable future

Our impact last year

customers contacted with cost-of-living support since 2022

donated to our Foundations and supported over 2,400 charities to help overcome complex social issues

funding to first time buyers in 2023, enabling more people to get onto the housing ladder

funding provided to the social housing sector since 2018

raised through customer and colleague fundraising to support Crisis, our charity partner

apprentices, graduates and engineers trained through our investment into the Manufacturing Technology Centre

businesses supported with customer resilience resources

achieved in sustainable finance for corporate and institutional customers by the end of 2023

See our latest annual report to find out more about how we're Helping Britain Prosper. 

Annual report

Related content

Social housing: support and advocacy

Helping people access affordable, quality and sustainable homes is an important part of our purpose.

Social housing

Strategy downloads

Download our Group codes and policies, reports, presentations and strategy documents back to 2010. 


Social sustainability

Core to our purpose and strategy is a focus on building a more inclusive society.

Social sustainability