Lloyds offers Premier, a premium account combining finance and health

The British Bank Lloyds just presented a new affiliate banking offer to high-end customers. Named Lloyds Premier, it will soon complete Lloyds' current banking offer to meet the affinity needs of this target, both on financial, lifestyle and health issues.

FACTS

• Lloyds Premier's target is clear. The offer is open to customers and prospects and is accessible under conditions. Lloyds Premier account holders will be required to pay their income at Lloyds (a minimum of £5,000 per month) or have 100,000 savings or investment books placed at Lloyds.

• Lloyds Premier is also presented by the British bank as a complete offer around an affinity bank account. In addition to the financial services offered in a personalized way to meet the specific needs of its target, Lloyds Premier will also provide more unexpected health-related services.

• As for financial services, Lloyds Premier offers its clients:
  • investment portfolios,
  • a personalized financial coaching service,
  • a personal space hosted on the bank's mobile app to take advantage of exclusive tools to better visualize and manage their entire heritage.

• In terms of health services, the new offer will allow its clients to benefit from a subscription to Bupa Family GP & Wellbeing services, which includes teleconsultations with general practitioners or sessions dedicated to well-being and mental health.

• And to keep this demanding sound, Lloyds Premier also relies on a rich benefits program that, according to the bank, saves up to £100 a month for its customers through cashback, savings bonuses and preferential borrowing rates.

ISSUES

• Ensuring growth among wealthy clients : Lloyds specifies, if necessary, his ambitions to attract wealthy customers and to retain his high-end portfolio through exclusive advantages and broad support.

• Differentiating through Health More than just a classic lifestyle offering that integrates concierge, for example, Lloyds makes the choice to offer its customers more basic services, linked to the maintenance of their health, to differentiate themselves.

PERSPECTIVE

• The premium market is particularly coveted, while many alternative players so far rather focused on a general audience target are now positioning themselves to meet the specific demand of high-end customers. This was particularly the case recently for BoursoBank or Revolut For example.

• Last August, it's also Lithuanian fintech Bourgeois Boheme (BoBoBo) which raised €6.5 million to support the deployment of its platform, presented as innovative, and intended for wealthy individuals. Its VIP offer was based in particular on the offer of lifestyle services, as a promise to satisfy the needs of a demanding clientele.

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