LLoyds needed to keep up against competition from fintechs and technology companies offering retirement plan services. Lloyds bank is on a £200m transformation journey to become a digitally first customer centric organisation. Key to this transformation is improving the process & management of customers applying for mortgages.  Affecting 25% of the UK population. Current mortgage process is long & confusing, not driven around customer needs, resulting in lower engagement & low conversion with the bank.