Helping 1.1 million savers invest with confidence through human + digital advice
For millions of customers at Halifax Building Society, part of Lloyds Banking Group, saving money wasn’t the challenge. Knowing what to do with it was.
Over 1.1 million savers had funds that could be invested, but uncertainty held them back. Questions around risk, limited knowledge, and low confidence made the next step difficult.
The opportunity was clear. Help customers move from saving to investing by making advice simple, relevant, and easy to trust.
Lloyds set out to create an experience that makes investing accessible to everyone. Not just experienced investors, but everyday savers looking for clarity and confidence.
Designing confidence into the journey
Designit, Wipro, and Lloyds Banking Group came together to reimagine how financial advice could be delivered.
The focus was on creating a seamless experience that combines the speed and accessibility of digital with the reassurance of human support. A ‘bionic’ model where technology and people work together.
At the core is 'Investment Match', a guided, digital journey that simplifies complex decisions. It breaks investing into clear steps, helping customers understand their goals, risk appetite, and options.
Each interaction builds confidence, while human support is integrated at key moments to reassure without slowing the experience.
Where clarity drives decisions
A streamlined advice service that makes investing more approachable.
Customers can move through the journey at their own pace, gaining clarity on whether investing is suitable for them and receiving tailored recommendations based on their profile.
Since launch, 11% of customers who start the journey go on to invest in the recommended fund, exceeding expected adoption rates.
What was once a barrier, uncertainty, is now a moment of action. Because when people feel confident in their choices, they don’t just save. They take the next step.
