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Our strategy

Succeeding with customers

Building enduring, trusted relationships with our customers is the cornerstone of our strategy. It connects our purpose with our ambition, and is structured around three strategic priorities.

Our performance makes clear our strategy is working. However, in an ever-competitive and fast-moving landscape, we have sharpened the focus of our priorities going forward around:

  • Disciplined growth – sustainably growing by building stronger and deeper relationships, whilst attracting new customers.
  • Leveraging simplification – moving forward from bank-wide simplification, maximising our technology and capability to deliver customer growth more efficiently and effectively.
  • Active balance sheet and risk management – actively managing our balance sheet and risk as a trusted partner to customers, delivering growth and sustainable returns.

Through a clear focus on our strategic priorities we are building a more agile, integrated and technology-driven bank, powered by future-fit capabilities and guided by three core behaviours: 

We start with customers

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We raise the bar

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We own our impact

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We aim to drive positive impact through the core of our business. Whether we’re supporting customers in managing their money, planning for the future, or building better, more resilient businesses, our long-term growth is built on understanding and responding to their priorities, ambitions and the challenges they face.

We know the success of customers and the UK economy is reciprocal with our bank’s success. By actively managing economic, social, and environmental impacts, we can support sustainable customer growth and create long-term shareholder value.

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Our 2025 Annual Report

Visit our Annual Report hub for more on our 2025 performance and strategy.  

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Hear from our CEO

Hear from our CEO Paul Thwaite, along with colleagues and customers about our strong 2025 performance, and how it is rooted in the support we provide to people, families and businesses in every nation and region of the UK.

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Growing Together: Our plan to support UK growth

Our Growing Together plan is a long-term, connected programme underpinned by five focus areas where we deliver impact today and can do even more in the future.

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Latest news on our support

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£10bn funding ambition for social housing

We’ve announced a new £10 billion funding package for the UK’s social housing sector before the end of 2028

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Reaching 50,000 people with financial education

We’re expanding our Financial Foundations programme to reach 1,000 people a week

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Supporting 50,000 entrepreneurs in 2026

We’re extending our free accelerator programme to reach 50,000 members in 2026

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