Lloyds Banking Group has confirmed it will phase out the Halifax brand, ending the public presence of the 173-year-old former building society.
The group announced it will cease opening new accounts under the Halifax name and begin migrating existing customers to the Lloyds platform.
The move consolidates the lender’s retail banking operations under a single brand, simplifying its high-street footprint.
While the Halifax name will disappear from new business, current account holders will retain their relationships, albeit under the Lloyds banner.
The transition is expected to streamline operations and reduce brand maintenance costs for the group.
This strategic shift comes as Lloyds continues to focus on core banking efficiency and digital integration.