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About us

The Services Family Limited

People admire the straightforward, straight-talking way the UK’s Armed Forces get things done. We want to bring the same transparent, can-do attitude to the world of financial services. That’s why we are building a company that lives the values of our service men and women and meets the needs of all those who prize, champion or devote themselves to public service.

The Services Family Ltd was founded by two ex-military personnel and we have called our business ‘equals’ because it reflects the solution to a numbers problem and the way we wish people to be treated by financial services. equals will have a deep understanding of our customers’ needs and a determination to help them get the most out of their money.

Combining digital and smart technology with pop-up access and the best military traditions of responsibility and care, we are creating a well-run, accessible one-stop-shop for personal finance that offers the same, supportive service to all, whatever their background. Mutual respect and our personable, public-spirited approach will treat each customer as the ‘first’ among equals.

equals will put a face to digital financial services, starting with insurance we will continue into business credit. As the business grows we will roll out quick and easy access to home-lending and consumer loans. If it makes sense in the future, we will develop all the services expected of a UK-regulated retail bank.

We will be staffed by veterans of all ranks, members of services families and industry professionals who share our belief that integrity, discipline, loyalty and service belong at the heart of responsible financial services. We are signatories to the Armed Forces Corporate Covenant.

equals will use customer and community feedback to support and advise the board who, in turn will ensure openness and transparency in the company – A “You trust us and we’ll trust you” openness, as we strive to become the UK’s most responsible, reliable and trusted financial business.

Starting from scratch means we can adopt the smartest technology to create an efficient, profitable, socially responsible and efficient business for our customers. Our well-informed staff can put a name and a face to an account so you’ll be treated as a human not a number and aim to save you time and hassle.

Our priority is to support the millions of people that make up the Services Family community and our early financial products will be tailored for them.

You can get an insurance quote for your small business here and we will be adding Professional Indemnity (for consultants) and domestic insurance later this year. Our objective is to offer the most comprehensive cover at the best price for our customers.

To help customers manage their money and get the best value from it, we are developing interactive and engaging education modules and tools to improve our customers financial knowledge and financial management through awareness, education and social impact programmes. Not only will our education modules be designed for our customers’ communities but also for the National Curriculum and schools.

Our common-sense approach cuts through bureaucracy and we offer a trusted service to try to meet our customers financial service needs, whatever their background.

For more information about Services Family Ltd click here.