Bold purpose. Iconic decisions. Market leading impact
Business four zero lbs
95%
of leaders feel completely committed to the purpose and what they stand for
90%
more first-time buyers supported by end of 2022 (compared to 2021)
In 2022, profit before tax increased to £220.5 million – the highest in LBS’ history.

Leeds Building Society was born out of a social ambition. They had a 150-year history of serving the underserved but while their operating strength set them apart, they knew they could have a greater impact. LBS had to revisit their purpose and actually put a strategy together to lead for what they said they stood for.

Our approach
  1. Agree what characterises the ambition of the LBS exec
    2. The unlock for the exec was realising they were shooting for the same far - reaching goal of getting people on the housing ladder. They all made a commitment to solve the problem of social inequality in the housing market.
  2. Customers’ Shoes
    3. LBS exec met with customers to connect with them on a human level around their hopes and fears. This highlighted the systemic issues to be solved - like parents worried about their children getting on the ladder.
  3. Making the purpose real and actionable
    4. Landed a compelling strategic direction that links purpose, strategy and culture.
  4. Driving momentum
    5. Simple, people-centred plan to drive collective action behind the new strategic direction.
  5. Generating commitment
    6. Launched the strategic direction to the Top 80 to get them clear and energised on taking action.
  6. Leader-led cascade
    7. Created a guide for the Top 80 to facilitate key conversations in their teams on the new strategic direction.