Yorkshire Building Society has announced a revamp of its range of savings accounts in a bid to simplify the banking experience for its customers.
The renaming is part of the building society’s effort to improve transparency and aid customer understanding and comes as customer testing revealed the need for more descriptive names.
Tina Hughes, director of marketing and digital at Yorkshire Building Society, said the move aligns with the founding purpose of building societies – to help members reach their financial goals.
“Introducing the new account names, which spell out key features, will make it easier and clearer for savers to choose an account that best suits them.
“Our new digital testing team have worked hard to make sure we achieve both accessibility and understanding with this change and I’m excited to see how this improves the experience of finding the right account for members old and new,” said Hughes.
The new names are the Easy Access Saver, Easy Access ISA, the Everyday Saver, and the Everyday ISA, replacing Internet Saver Plus, Internet Saver ISA Plus, Access Saver Plus, and Access Saver ISA Plus.
Customer testing revealed 64% of savers preferred the new “Easy Access Saver” name and just 5% preferred “Internet Saver Plus.”