What is the Launch Innovation Programme?


Launch 2024 is a five month collaborative Innovation programme offering rapid experimentation with access to subject matter experts and free business masterclasses.

Successful applicants will work with subject matter experts and dedicated Launch Programme colleagues to refine and test value propositions to solve key strategic business challenges. These bespoke proposals will be pitched to the relevant Challenge sponsors and senior leaders, giving applicants  the chance to run a proof of concept in partnership with Lloyds Banking Group.


Why are we doing it?

Lloyds Banking Group want to be:

  • the best bank for FinTechs and InsurTechs to partner with
  • the best bank for customers 

now and in the future

Who is it for?

Ambitious companies and individuals who can solve one of our five strategic business challenges.

Key dates

The application window opens on 11 March and closes on 17 April.

The programme will begin on 5 May and conclude by 20 September. 

Application information

Lloyds Banking Group has committed to becoming a leader in gender diversity and is supportive of the growth of companies owned and run by Black heritage business leaders. We will actively target, welcome and support applications from women and businesses founded by people of Black, Asian and Minority Ethnic heritage.

When you submit your application via the form above, it will be reviewed by the Lloyds Banking Group Launch Innovation team, supported by our friends at GrowthBuilders. Each application is reviewed by the team and assessed against the relevant business challenge.  We can provide  feedback on applications received and expect to communicate outcomes by the 6th of May 2024.

Thinking about applying but have some questions?

Join one of our drop in Q&A sessions on Tuesday 19 March 2-2:30pm; Tuesday 2 April 2-2:30pm; Tuesday 16 April 2-2:30pm

Click here to join one of our drop-in sessions

2024 Launch Innovation challenges

Listed below each challenge are some examples of use cases that fit within it. It is not an exhaustive list; you might have a proposition that fits one or many of these, or have your own idea of how we can address this theme.


Helping customers through their life moments

“I want my bank to help me prepare for, and respond to, key life moments”

    • Helping customers buy their first home sooner
      • Moving in together, combining goals and finances
      • Building a savings habit
      • Understanding the process
    • Helping kids and parents grow together
      • Deciding to start a family, having a baby, thinking about your family’s future and your changing financial landscape
      • Making the best financial decisions for your family now and in the future?
      • Helping children grow through their childhood and take their next steps into adulthood?
    • Helping customers adapt their goals and plans when the unexpected happens
      • New jobs, promotions, relocations, inheritance
      • Divorce, redundancy, illness, bereavement, caring responsibilities
      • Comprehensive support through bereavement process
    • Helping customers manage health and wellbeing for themselves and their families throughout their lives
      • Living healthier lives
      • Accessing the help needed
      • Self-funded healthcare, including surgery
      • Planning for future health needs
      • Proactively support our customers with health and wellbeing solutions
    • Older customers and their tomorrow
      • Making the most of retirement and the added free time it brings
      • Supporting loved ones through their life moments
      • Providing flexibility in bank account access to support changing circumstances
      • Planning my legacy and making it easy for my family to manage my affairs
      • Meeting all our customers financial and investment needs
      • Utilising market leading Robo-Advice across our individual retirement solutions
      • Personalised and engaging policy related communications

Helping Customers with their everyday lives

"You are my main bank and I expect it to be more than just transactional, I need more timely and relevant services that help me in my everyday life."

    • Helping customers to manage their everyday spend
      • Making informed purchasing decisions
      • Understanding how much I have left until pay day
      • Being better off / rewarding their loyalty with LBG
      • Streamlining loyalty points
      • Spending less by looking for rewards, discounts & cashback on everyday spending and planned special purchases
      • Driving loyalty through differentiated helpful experiences
    • Set aside money for the future
      • Put enough aside for Christmas / life  event
      • Save for a special holiday / travel
      • Save for home moving / renovations
      • Save longer term
      • Legacy planning
    • Helping customers to manage their monthly commitments
      • Simplifying paying bills
      • Managing admin and finances related to home
      • Supporting mortgage customers to manage their homes
      • Understanding much to set aside for this month’s bills / commitments
      • Saving money on bills by getting the best possible deal
      • Being prepared for 'unexpected' bills or changing costs eg MOT, boiler repairs
      • Claiming unused or missed benefits
    • Financial and digital education
      • From early childhood first experiences of money through to more complex areas such as investment and retirement planning


Optimising customer experience across channels

"I want the service from my bank to be seamless, however I choose to interact."

    • Fluidity across channels
      • Evolving our branches
      • Maintaining our customer’s ability to access cash
      • Human to digital
      • Faster customer journeys through omni-channel experiences
    • Helping our colleagues better respond to customer needs
      • Speech analytics for in the moment coaching for colleagues 
      • Leading voice biometrics
      • Knowledge management tooling, helping our colleagues support customers through more complex journeys
      • Claims indemnity insight, helping us to understand drivers behind customer claims
      • Data / text mining to summarise handwritten on typed content
    • Optimising how we deal with digital queries
      • Leveraging the power of both synchronous and asynchronous messaging
      • AI driven self-service
      • Help meet customer needs throughout their digital journey where English is not their first language
      • Experience best in class automation
      • Image, document validation: identify shallow and deep fakes
      • Help us automate and optimise customer communications to improve efficiency

Leveraging technology to enhance internal risk controls

"I want to know that I’m dealing with a safe and secure bank."

  • Giving our customers the assurance that they are in safe hands

    • Intelligent content compliance tools
    • Utilisation of AI to support compliant customer journeys

    Optimising our end to end business process and control mapping

    • Automation and optimisation of controls
    • Internal detection and prevention of Fraud and economic crime

Increase customer understanding of their finances through gamification

“Make planning my future more fun, helping me and my family lead better more secure lives” 

    • Create engaging experiences through gamification as we create a digital window where people in the UK can see all of their finances in one place and their financial needs for the future.
    • Help make retirement planning more approachable, interactive and satisfying through gamified journeys.
    • Create gamified financial education journeys which drive greater financial literacy and support both parents and children alike.

The masterclasses

As part of the Launch Programme, companies have access to masterclasses that deliver expertise and advice to founders and wider teams to fuel individual and business growth.

The sessions have been delivered to hundreds of high-growth businesses from Seed to Series C, by experts across Sales, Marketing, Hiring, Fundraising and Ops, to help teams scale quicker.


  • Sales Strategy & Optimisation – for founders/sales
  • Social Selling – for founders/sales/marketing
  • Marketing Strategy – for founders/sales/marketing
  • Pricing Strategy – for founders/sales

Useful information

  • Most sessions will last for one hour 
  • Sessions can be extended to your wider team
  • All sessions will be recorded and accessible at a later date.
  • Masterclass speakers will provide contact details to the cohort for further questions
  • All masterclasses are accessible live on Zoom