Rates of homelessness in the United Kingdom have skyrocketed in the past ten years. Figures from Shelter, a local homeless charity, show that in 2019 at least 280,000 people were homeless, with almost 4,600 sleeping rough.

Since then, COVID-19 has inflicted enormous economic hardship on the world. In the UK alone an additional 70,000 households have been made homeless since the pandemic began, with tens of thousands more at risk.

Our competitors had responded by becoming nostalgic and inward-looking, harking back to ‘the good old days’, but there was a clear opportunity to stand for something different. We gave meaning to the bank’s values of OPEN and CONNECTED by demonstrating their commitment to helping everyone in the UK thrive no matter their status.

Having a bank account allows people who are homeless to receive wages and claim benefits but along with an address, it keeps them connected to society’s system.