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  • Ease of integration with your existing systems and infrastructure
  • Flexible billing and reporting options included as standard
  • Flexible delivery from web portals, email to SMS and API’s
  • Start reaping the benefits straight away by choosing the core product offer, or request a bespoke service to integrate with your complex core processes
  • A cost effective way of delivering value via a high quality service, through more effective and engaging communication with your employees, customers and citizens.


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Lloyds Banking Group makes messaging from O2 a cornerstone of excellent customer service

Lloyds Bank Group is communicating regularly and consistently with its customers with O2 messaging. Lloyds is taking advantage of all that technology has to offer to make messaging ever more effective, secure and compliant with stringent financial regulations. What’s more, customers welcome and say they rely on the messages they receive.

About Lloyds Banking Group

Lloyds Banking Group has more than 30 million customers in the UK. It is a familiar name on the high street, and among over a million businesses through its brands, which include Lloyds Bank, Halifax, Bank of Scotland and Scottish Widows.

Last year Lloyds Banking Group did 34% of it’s business online with more logins than Amazon. Of Lloyds’ 30 million customers, around ten million are active internet banking users, of which three million are mobile banking users. Just over two million customers are registered for Lloyds text alert service: three quarters are Lloyds Bank customers and the rest of the Bank of Scotland and Halifax.

Offering customers what they need

“Text messaging customers is a popular and convenient way to communicate,” says Adam Ellis, SMS Manager. “We’re intent on offering customers what they need when they need it. Our customer research on the uptake of text alerts showed that customers like them, particularly as they’re not too intrusive. But we were ready to move to the next stage: taking advantage of what’s available in terms of technology and using our experience with customers and understanding of what they want.”

Lloyds had been using two providers for messaging: O2 and a third party for data processing and analytics. Lloyds wanted to streamline suppliers and appoint one supplier for all messaging-related services, particularly to work with its dedicated SMS team within the banking group. “We went out to tender and invited all the major networks and players in,” says Adam Ellis.

“We made the decision to move everything to O2 because of the value they add: their industry expertise and the possibilities they bring such as digital and apps capability, security, and the ability to develop new services.”


He continues “Our internal migration team and O2 worked together to move everyone across. The new service is much more user-friendly and has many more features. We prepared a training pack and put together a plan with desk drops and video guidance for around 9,000 people who will be using it.”

Customers value the vast array of messages that Lloyds Banking Group offers, such as bank account alerts, overseas transaction alerts, and operational alerts. Customers are up to date on events such as a debit card’s arrival or a bank account move.

“Peace of mind”

Adam Ellis says “The overseas transaction alerts are popular with customers as they provide peace of mind about fraud. Customers feel safe knowing that we are monitoring transactions.”

“Other alerts are mandated by the FCA within strict guidelines. We have to ensure we send them in a timely manner and that data is sent appropriately. There are rules and regulations around data transfer outside the bank and sending card details and so on. We’ve had a lot of good advice and help from O2 on that front.”

Collaborative style

Adam believes that O2’s way of working is suited to Lloyds’ own collaborative style. He says “My team look after the whole digital workspace for the bank, including internet banking platforms, mobile banking platforms and mobile messaging. So we can initiate ideas and discuss them with the team at O2. Equally, O2 show us what’s out there and we show it to rest of the bank and decide whether we see something that our customers will like.”

Drawing on O2’s experience

“O2 have a lot of experience in customer relationship management (CRM), which we’ve been able to draw on to ensure we treat our customers well: giving them an opt out, adhering to their preferences and so on. For the future, we’ll use that experience to make sure we get it right when we launch push messages, for example.”

“Of the major networks, O2 is the only one that offers this kind of service. It’s a good working relationship adding a lot of value to the business and to our customers.”



“The overseas transaction alerts are popular with customers as they provide peace of mind about fraud. Customers feel safe knowing that we are monitoring transactions.”

Adam Ellis
SMS Manager,
LLoyds Banking Group



  • Versatile management of messaging
  • Timely, efficient customer communication
  • Increased customer confidence
  • Full compliance with FCA regulation

Products and services

  • Business Messaging from O2

Messaging helps convert more enquiries into sales

Text messaging helped RBS increase the number of loan applications completed online

The RBS group is a large international banking and financial services company, with headquarters in Edinburgh and more than 2000 branches in the UK. It has around 33 million customers globally, of which 24 million are based in the UK.

In 2012 RBS offered more than £58 billion of loans and facilities to UK businesses. More than £30 billion was to SMEs. It also renewed £27 billion of overdrafts, including £8 billion for SMEs. The bank advanced £16 billion of UK home loans, including £3 billion to first time buyers. RBS accounted for 36% of all SME lending, compared with its overall customer market share of 24%.

RBS was the first UK clearing bank to offer house purchase loans, focussing on customers who were not well-served by the products already available from building societies, including older customers and people who were buying old or unusual houses. Today, RBS helps homebuyers by granting around 100,000 mortgage loans every year.

The challenge

Millions of customers visit the RBS website on a weekly basis. A significant number apply for products such as loans, mortgages, credit cards or savings accounts.

Across the banking industry, people often change their mind after beginning an application for a loan because they are put off by the cumbersome process.

Miles Hillier, Sales Fulfilment Lead for Digital Channels in RBS’s Retail bank, says: “We did some work to understand the loans fulfilment process. We looked at customers who applied for loans but then needed to do something else before they could draw down the loan monies. We discovered we had a slow, paper-heavyprocess in place. Unsurprisingly, a lot of customers change their minds and do not go on to open a product.”

The solution

RBS decided to look at a number of initiatives to make the loan process easier and more customer-friendly. Miles says: “We knew we needed to get in contact much sooner, while the customer is still prepared to go through the application process. Among other measures we decided to use messaging.

“O2 has created a messaging platform that enables us to deliver communications to customers from one central hub, in-house. We can also deliver bespoke marketing and service-related campaigns to customers.

“We set up a small team whose role it is to email and text customers who have started applications with an indication of what they need to do next. We made the process much more personal, with emails from a named contact giving specific instructions. If the customer has any questions, they know who to ask.

“It’s easy to lose emails. We wanted to make the loans process more visible by integrating SMS – now when customers receive an email, they also receive a text from the applications team to remind them to look at their emails.”

The result

This new process means that customers are more engaged sooner in the process. Appointment bookings have increased because customers can easily book an appointment by email at a specific time and know that they will be seen promptly, instead of having to wait for a letter to arrive to arrange an appointment.

Miles says: “As a result of introducing these changes, we’ve seen over 10% uplift in loans that we’re able to open for customers, solely down to the immediacy of communication from email and SMS reminders.

“On the back of the success we’ve experienced in loans, we’re using messaging across a number of products and we’re looking to deploy a similar strategy for others. We’ve seen that if you get a message to your handset, you’re much more likely to engage with it.

“We know that O2 can turn stuff around quickly. We have a flexible front-end platform, and agents working in various locations with simple web-based access privileges can access the O2 platform. It’s extremely easy to set up and use.

“It’s also been invaluable where we’ve had to reach a lot of customers quickly, for example during the Icelandic volcanic ash cloud incident. Quite a few customers were stranded abroad, but we got a message to them to say “If you’re going to go overdrawn, we’ll make sure you’re OK.” We’ve used messaging in a number of different contexts. It’s very flexible and we can get things done at pace.”

Messaging Services from O2

Messaging Services from O2 give businesses a fast and cost-effective way to keep in touch with customers and employees, individually or as a group, anywhere in the UK. They’re easy to track and provide a simple method of data capture.

Using text and voice messages, businesses can effectively communicate offers and promotions, payment reminders, customer updates, delivery notifications and appointment reminders in a way that suits the customer. Fixed messages can be set to save time and messages scheduled in advance.

No technical set-up is required. It only requires an internet-enabled PC, an email address and a mobile phone on any UK network to run. And there’s no set-up charge. Businesses only pay for what they use, and benefit from the ongoing cost savings of reduced printing and postage.



“We knew we needed to get in contact much sooner, while the customer is still prepared to go through the application process.”

Miles Hillier
Sales Fulfilment Lead for Digital Channels, Royal Bank of Scotland



  • Customers served more quickly
  • 10% increase in customers taking out loans
  • More satisfied customers

Buy through G-Cloud

Business Messaging from O2 can be procured via direct award through the G-Cloud framework.

For more information click here.