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The evolution of Lloyds 360

 

We’re building on our mass affluent digital proposition to give our customers more of what they want, with Lloyds Premier.

Jo Harris
CEO of Lloyds Banking Group’s Mass Affluent business
Published on: 14 April 2025
3 min read

Everybody in the UK has financial needs. Whether that’s access to a bank account for day-to-day transactions, saving for a home, or looking to make more of their money by investing or protecting what matters to them.

But there’s no ‘one-size-fits-all’ solution. Of course, some needs are universal – but everyone has different life goals at different stages of their lives.
 

Why do mass affluent customers matter?

Mass Affluent customers are not what banks would traditionally refer to as ‘high net worth’ or ‘wealth customers.’ 

Many of them are people who have worked their whole lives and built up a savings pot over that time. Or they've grown equity in their homes, or they're in their mid-careers and they're earning above the average income. Generally, they keep higher balances and have more complex financial needs.

But we know finance can be difficult to understand for some – they may not know where to start to understand their full financial picture. They may not know how to invest their money or have the misconception that investing is just too difficult or too stressful.

 

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

As the UK’s only integrated financial services provider, we’re 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. 

And by doing this, we want to make their experience with their finances as easy, informative and convenient as we can. Ultimately, we want these customers to have their money work harder for them so they can reach their financial and life goals – as they prosper, so does the UK.
 

We’re serious about supporting these customers achieve their financial goals

Over the last couple of years we’ve launched a series of features and propositions including Save & Invest, ready-made investments and ready-made pensions which have really helped these customers with their more complex financial needs. 

We also launched our in-app Lloyds 360 experience too, working closely with a growing number of customers making the most of our Lloyds 360 offering, and who all had the opportunity to have a say in how we shape their banking experience. 

This has helped us build an even deeper understanding of their needs and behaviours, and what they expect from their money and their financial services provider. 

Thanks to this insight we’re now able to evolve the current Lloyds 360 experience and bring these customers a new market-leading Lloyds Premier proposition, helping them do even more to meet their financial goals. 

 

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So, why Lloyds Premier and what’s next?

Lloyds Premier is a natural evolution in what we offer this segment of customers. It comes with many of the Lloyds 360 benefits plus brilliant new features, incorporating the feedback that we’ve gathered from customers. 

With a host of exclusive benefits, offers and a premium digital experience, this is a solution that brings together the best of Lloyds to help customers achieve their goals. And it’s a solution customers can’t find anywhere else. 

Lloyds Premier launches to customers in the coming weeks and we’re excited to see the reaction. Just like everything we’ve done so far, we’ll continue to listen to customer feedback and design brilliant propositions and features that delight our customers. 

Financial wellbeing Digital technology Group news

 

Jo Harris
About the author Jo Harris

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 LBG 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.

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