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Our Strategy

The Time is Now - Our 3-year strategy


The Time is Now is our three-year business strategy covering the period 2021 to 2024. It builds on our previous strategy (Bright Future) and sets out a bold vision for Trust and our priorities over the next three years. The Time is Now is an investment in a sustainable future and to be the best organisation we know we can be, for our customers, colleagues, partners and wider society. 

It is all about striving for 10/10 experiences for our customers and delivering exceptional value, putting our customers and empowered frontline teams at the centre of a growing business. The strategy also takes us on a journey towards net zero and playing our part in addressing the climate emergency.

The Time is Now has been shaped by listening to and working with our customers, colleagues and partners. It has also been shaped by learning from best practice across the UK and Europe.

The strategy was approved by Board in February 2021 and you can download a copy by clicking on the image below.