Lloyds has broadened its customer reach by launching a new bank account targeting affluent clients.
The bank has launched Lloyds Premier, a new account designed for those with over £100,000 in income or assets, which offers premium lifestyle benefits and exclusive financial perks.
To qualify, customers must pay in £5,000 a month or hold £100,000 in savings or investments with Lloyds. The £15 monthly fee is refunded each month if the criteria is met.
The account offers a host of exclusive perks aimed at delivering a great digital experience, including a Bupa Family GP & Wellbeing subscription service, 1% cashback and competitive mortgage rates.
Based on customer feedback about their financial goals and challenges, the account includes access to financial coaching sessions designed to help customers make smarter, more confident decisions.
It will also provide a bespoke hub within the bank’s mobile app with exclusive tools such as a net worth calculator and wealth forecasting to provide customers with a holistic view of personal finances.
These elements are designed to provide a unique bank account tailored to the needs of affluent customers and empower them to reach their financial goals.
Jo Harris, director of consumer relationships at Lloyds, said: “Lloyds Premier is a strategically important milestone in our growth ambitions for affluent customers – a part of the market where we have historically been under-represented,
“Our new Lloyds Premier account is the latest way we are delivering for our affluent customers, offering experience-led, tailored and personalised solutions in financial, health and lifestyle, while growing our presence in this part of the market.”