Major bank brand to disappear from Trowbridge shopping area

Halifax in Trowbridge’s The Shires will see its name disappear from the branch and the historic bank's customers are transferred to Lloyds-branded accounts.

In Swindon, meanwhile, the Brunel Centre's Bridge Street branch will also be impacted as Lloyds seeks to simplify its consumer banking business by bringing the brands under one name.

As previously reported, Lloyds Banking Group has announced that Halifax will be phased out over time as part of a major overhaul of its retail banking business.

The decision marks the end of one of Britain's best-known banking names, which has been part of the high street since 1852.

Halifax on Bridge Street in Swindon. (Image: Google Street View)

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It is understood that the decision was rooted in efforts to simplify the group’s portfolio, with the distinction between Halifax and Lloyds seen as becoming less prominent in recent years.

The looming disappearance of the brand from Trowbridge comes months after another banking giant left the town centre, with NatWest closing its Fore Street branch in October last year.

The changes will not be immediate, with the process set to take place over time, meaning customers do not need to do anything straight away.

There is no indication that customers will need to change their debit cards, direct debits or standing orders immediately, with Lloyds saying account details will remain the same throughout the migration.

Lloyds has said existing Halifax customers will eventually become Lloyds customers, but they will keep many of the things they already have during the transition, including:

• The same account number and sort code
• The same banking app design
• Access to the same branch network
• The same familiar staff in branches

Jas Singh, Lloyds' consumer relations boss, said: "As Halifax changes to Lloyds, our Halifax customers will keep everything they know and love today – the same fantastic app design, the same friendly faces in our branches – even the same sort code and account number.

"But as Lloyds customers, they'll get the best innovation and experiences we offer.

"Our Lloyds customers are already benefiting from a significant investment into propositions like Club Lloyds, Lloyds Premier, Lloyds Ultra and Lloyds Rewards – and now we're really excited that Halifax customers can bank on Lloyds for more."