LCL digitalizes by offering two new offers
LCL announced the revision of its offer in order to regain market share in the face of the rise in New banks. In an increasingly digitalized banking sector, the leader seeks to modernize and adapt to a changing customer base by 2027.
FACTS
On February 12, the LCL bank presented to staff representatives its willingness to change its offer.
Faced with the competitive threat posed by neo-banks, LCL wants to modernize.
From 2026 the offer proposed by LCL will split in two :
LCL Easy 100% digital for autonomous customers, with reduced fees and follow-up from a physical advisor at a distance or agency.
LCL Premier for customers wishing regular contact with an advisor and access to remote experts.
The transition will be gradual: existing accounts will continue under the old model, while new openings will be made directly under LCL Easy or LCL Premier and customers will be able to switch from one to the other while maintaining a single bank identifier (IBAN).
LCL has not yet determined its tariff schedule or finalized marketing positioning but plans to close the project in 2027.
ISSUES
Strengthening its attractiveness without job loss : In 2024, actors such as Revolut, BoursoBank and N26 captured 40% of new private customers in France. LCL, which holds between 7% and 8% of the market share in France and about 15% in Île-de-France, is struggling to attract new customers, with only 3% of account openings in 2023. This transformation therefore aims to strengthen its attractiveness without providing for job losses or short-term agency closures.
Increase GNP: By directing several hundred thousand customers to the LCL Easy digital offer and positioning LCL Premier as a premium option with enhanced services, LCL hopes to increase its revenues through an increase in fees and bank charges. Furthermore, by reducing attendance at physical agencies, LCL could optimize its operational costs.
Attract and loyalty to clients LCL plans to allow its current and future customers to easily switch from one offer to another according to their needs, while maintaining a single bank identifier (IBAN).
PERSPECTIVE
In 2022, one in three French had an online bank account and 70% of French people consult their account daily. To remain competitive, traditional banks innovate. BNP Paribas, for example, offers via Hello Bank a similar offer to LCL, combined with a network of agencies offering paid support with the "Affinity" service, billed 12 euros per month since 2021.
The phenomenon of online banks mainly concerns a young clientele, the main target of banking actors in 2025. Pixpay ,imagine or Statispay This trend is perfectly illustrated by adapting their offers to the expectations of young people.
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