Lloyds Bank has unveiled ‘Link Pay’, a feature within its mobile banking app that makes requesting money from friends and family easier than ever. The launch, supported by a major new campaign under the theme “The Power To Do It All,” reflects Lloyds’ commitment to becoming a digital-first bank, helping customers navigate everyday finances with ease.
Developed in collaboration with London-based agency Adam&EveDDB, the campaign addresses the common British discomfort around discussing money owed. The new TV spot, directed by Gary Freedman, brings this insight to life, capturing how ‘Link Pay’ takes the awkwardness out of repayment requests after group dinners, holidays, or shared expenses. Miranda Hipwell, CEO of Adam&EveDDB, commented, “We’ve all been there when it comes to settling up after a group holiday – this campaign chapter shows how the Lloyds app can resolve awkward moments effortlessly. We’re really enjoying bringing this lighthearted, modern aspect of the Lloyds experience to life, and there’s much more to come.”
The feature allows Lloyds customers to generate a unique link or QR code that can be sent via WhatsApp, SMS, or Facebook Messenger, enabling quick and secure payment requests. Friends or family members, regardless of their bank, can pay directly through their own banking apps using open banking technology. To make the process even smoother, Lloyds customers can personalise requests with specific amounts and notes like “birthday gift” or “holiday fund,” so the purpose of the payment is clear.
Suresh Balaji, Chief Marketing Officer of Lloyds Banking Group, expressed his enthusiasm for the new feature, stating, “The launch of ‘Link Pay’ is incredibly exciting and just one of the ways we’re equipping our customers with better financial tools. It’s a powerful example of how our app is putting control in people’s hands, making it easy to handle shared expenses without the need for those uncomfortable conversations.”
The Campaign: Rebranding Lloyds as a Digital-First Bank
The ‘Power To Do It All’ campaign marks a shift in Lloyds’ brand positioning, moving away from the iconic “By Your Side” slogan to a modern image that prioritises digital convenience and customer empowerment. Alongside ‘Link Pay’, the campaign highlights Lloyds’ broader digital offerings, positioning the bank as a versatile, technology-driven provider of financial services—from everyday banking to pensions and investments.
The latest campaign also includes “The Best Grandparents” TV ad, which showcases how ‘Link Pay’ allows customers to handle small but sometimes awkward money requests without hassle. The campaign will be broadcast across TV, video-on-demand, and cinema, and is supported by previously-released ads like “Daddy Daughter,” further expanding on the bank’s customer-focused messaging. Media planning and buying were handled by Zenith.
A Seamless Digital Experience
‘Link Pay’ is now available on both iOS and Android devices, providing Lloyds customers with an easy, secure way to request repayments for shared expenses. By eliminating the need to share personal account details, the feature helps make digital banking safer and more convenient. The ability to pre-populate transaction details through open banking also saves time, ensuring that recipients can make payments swiftly and effortlessly.
With ‘Link Pay’, Lloyds Bank is solidifying its commitment to enhancing the digital experience for its customers. By offering solutions that align with the needs of modern banking, Lloyds is redefining itsbrand, delivering tools that make everyday finance simpler and more accessible for everyone.
