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Lloyds’ decision to scrap Halifax shows the cost of simplifying a historic brand
Lloyds Banking Group will phase out the Halifax brand after more than 170 years, with Halifax accounts and branches gradually moving under the Lloyds name from 2027. The bank says customers will keep their account details and there will be no role reductions linked to the announcement, but the decision raises wider questions about brand heritage, local identity and the shift towards simpler, digitally driven banking.