Brand analysis

Lloyds has dropped out of the top three in the Financial Services in the UK table.

The brand has recorded the same Overall Effort Score in Q2 2025 as it had in Q1 2025. It has been leapfrogged by Barclays, which moves into third, and caught by Starling, which added +1 to its score wave on wave.

Looking at the component pillars for Lloyds this wave, Style of Communication is up by +1, while Knowledge & Expertise and Speed of Resolving Problems is up by +2. Valuing the Customer remains unchanged, so we would advise Lloyds to focus on this pillar to drive growth back into its Overall Effort Score.

Forty-nine per cent of its UK customers say the range of solutions or options that were suitable was "excellent”, so this could be an area to work on to drive a higher Overall Effort Score in future.

Lloyds recently partnered with Microsoft Power Apps, to improve communication with non-English speaking customers, developing the Branch Translation App using Microsoft Power Apps and Azure AI Services. Considering 53% rate the ability to communicate with them in their chosen language (other than English) as 'excellent', this is a strategy that is clearly paying off.