Product Modernisation
Reinventing ISA transfers to drive competitiveness and self-service
Consumer Bank | 2025
MY ROLE
Head of Strategic Design
IMPACT
60,000+
transfers initiated by customers via the mobile channel in the first week
70% retention
of at-risk balances
63% cut in customer calls
for ISA transfer related queries
Market innovation
First UK bank to offer a fully mobile ISA transfer experience
CONTEXT
ISA transfers — a regulated process for moving tax-free savings between providers — were slow, opaque, and dependent on manual tracking.
Customers were frustrated by delays and lack of visibility, driving costly contact-centre demand.
CHALLENGE
How could Lloyds simplify and digitise ISA transfers to compete with fintech standards, increase deposit retention, and improve the customer experience?
SOLUTION
As programme lead, I reframed the ISA transfer process from a regulatory obligation into a differentiating customer experience.
By linking customer-journey data with operational cost drivers, we demonstrated that lack of transparency — not regulation itself — was the main source of inefficiency.
This insight led to a mobile-first design that gave customers real-time visibility and control, transforming a back-office process into a seamless self-service journey and a symbol of digital leadership in UK banking.
KEY LEARNING
Bridging compliance and customer value requires translating empathy into evidence — turning design intuition into financial clarity.
SPOTLIGHT
01
Award-winning experience
(LBG Consumer Spotlight prize voted by colleagues and customers)
02
Real-time visibility and control of transfers made available to customers - and colleagues across branch and phone channels
03
Operational simplification by contributing a sound use case for AI backoffice automation (inter-banks case management)
CUSTOMER FEEDBACK
"Easy to transfer funds to Lloyds and access account details via the banking app." — Customer looking to consolidate their ISA holdings
"I’m waiting for the funds to be transferred—this is already so much better than before." — Customer assisted by a contact centre to colleague to try with the new functionality available on the mobile app
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