“The public has rarely been more cynical about big business; trust is at an all-time low. Strong and demonstrable ethical behaviour is critical to win back and retain trust among customers and investors.”

Sir Win Bischoff, Chairman of the Financial Reporting Council, FT 21 Jul 2014


Why start a 'Services Family' Bank?

Our future bank, starting today, will have the following advantages:

  • No “baggage” and a clean and positive reputation;
  • Captures the experience of military personnel in order to deliver excellent service and customer benefits;
  • Provides services and products to support the Armed Forces way of life and those members of the ‘Services Family’;
  • Addresses the perception of a lack of fairness in financial services;
  • Links financial services with military ethos and behaviours which engenders greater consumer confidence;
  • Exploits 21st century technologies.

The Services Family solution aims to provide a financial one-stop-shop for ALL retail financial services delivered by a team embracing military values, standards, service and sense of loyalty. We want to help our customers to better understand how they can manage their money and meet financial goals.

'The Services Family'


The project was started when we realised that service leavers needed help to find jobs and attract small business support. It was clear that many people didn't understand our mobile lifestyle, or they thought us high risk. Bank accounts, mortgages, loans and insurance all became, well, a challenge. We decided to change that and design a different sort of bank. Our objective is a transparent, customer focused, high tech digital bank with excellent services fit for those who serve, or have served, and their families and supporters.

The bank staff will include veterans and reservists of all ranks, members of the Armed Forces families and financial professionals who share our belief that integrity, discipline, loyalty and service belong at the heart of responsible banking.

'We will do the right things and we will do them right'