Lloyds confirms end of Halifax brand

Lloyds has confirmed it is retiring the Halifax brand, with all customers of the latter set to be transferred to Lloyds over time.

The brand said it wanted to simplify and join up its offering, saying it would now be able to invest more in its core offering.

Halifax, a building society until 1997, was acquired by Lloyds, along with Bank of Scotland, in 2009. It offers a range of products across current accounts,

Jas Singh, CEO, Consumer Relationships, said: “As Halifax changes to Lloyds, our Halifax customers will keep everything they know and love today – the same fantastic app design, the same friendly faces in our branches – even the same sort code and account number.

“But as Lloyds customers, they’ll get the best innovation and experiences we offer. Our Lloyds customers are already benefiting from a significant investment into propositions like Club Lloyds, Lloyds Premier, Lloyds Ultra and Lloyds Rewards – and now we’re really excited that Halifax customers can bank on Lloyds for more.”