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Case study: Lloyds Banking Group helping people living with Dementia

Category: Awards, Care Support, Lloyds Banking Group, Dementia Support Day, charity and non-profit

Lloyds Banking Group helping people living with Dementia

The Experian Building Stronger Communities Award, in recognition of Sir John Peace, Finalist, 2015

Lloyds Banking Group has made its services more accessible for people living with dementia, raised £6.5 million to support carers and achieved national recognition from the government, media and banking sector.

Social impacts

  • £6.5 million was raised by employees which was used to deliver specialised support for carers through the Live Well programme.
  • The experience of banking for people living with dementia and their carers was improved, and employees felt encouraged to create more dementia-friendly communities.
  • Services for customers were improved through training of employees in how to adapt services for people living with dementia and their carers.

Business impacts

  • Lloyds has achieved national recognition from central government through meeting the Prime Minister’s National Dementia Challenge.
  • Lloyds' achievements were recognised in the British Banker’s Association report.
  • The company received positive media attention at local and national level.

With people in Britain living longer than ever before, age-related dementia is an increasingly pressing challenge. Dementia impacts on all aspects of society, including Lloyds’ customers and employees.

Making services accessible to customers with dementia

Research has shown that everyday banking is fraught with difficulties when someone develops dementia. In response to the Prime Minister’s Dementia Challenge, Lloyds took action to create a more dementia friendly society and ensure its products and services were accessible to everyone, including people who are living with dementia and their carers.

The bank co-launched a Dementia-Friendly Financial Services Charter in 2013. This is a guide to help banks and insurers recognise, understand and respond to the needs of customers living with dementia, and their carers. Lloyds has secured support for this from the British Bankers' Association, Building Societies Association and Association of British Insurers.

It has also delivered dementia training to 30,000 employees, worked with Trading Standards and the police to protect vulnerable customers and created more than 8,700 Dementia Friends in branches, in support of the Dementia Friends programme run by the Alzheimer’s Society and Public Health England.

Targeting charity fundraising

Lloyds’ employees chose the Alzheimer’s Society and Alzheimer Scotland to be their Charity of the Year for 2013/14 which gave the already existing activity a boost. In total, they raised £6.5 million for the charities’ Live Well campaign, through a huge range of sponsored activities and events – from baking cakes to climbing Ben Nevis.

A group of 1,132 employees, called Charity Champions, were the most highly engaged. They nominated themselves as activists, communicating with colleagues from across the Group and galvanising them to get involved. In total, Lloyds’ employees volunteered 79,648 hours of their time including activities from fundraising to skills sharing.

The money raised has provided specialist support to more than 6,000 carers, to enable them to give the person they care for the best possible quality of life. Additionally, the partner charities have been able to pilot new services, expand existing programmes and invest in research. Alzheimer’s Society is now a partner that provides inputs when Lloyds is creating new products and services.

Lloyds has been recognised as leading the sector in addressing dementia-related issues. As a result, it has enhanced its reputation with customers, industry peers and the government and received media coverage worth £559,000, reaching an audience of 18.3 million people.

What Lloyds Banking Group's Chief Executive said:

“By embedding the principles of the [Dementia-Friendly Financial Services] Charter in our working practices and training our staff in dementia awareness, we aim to help make day-to-day life easier for people living with dementia and their carers. Not only will this help us further deliver upon our commitment to better serve the needs of our customers, it also helps us deliver our promise of helping our communities and Britain prosper.” - António Horta-Osório, Group Chief Executive.

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VERCIDA works with over one hundred clients who are committed to creating an inclusive work environment. If you are an employer and interested in working with VERCIDA to promote your diversity and inclusion initiatives and attract the best candidates, please email info@vercida.com for more information.

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Lloyds Banking Group

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