Exclusive feature: North Star by Tina Hughes, Yorkshire Building Society.

March 14, 2024
1 min read


  • Yorkshire Building Society, rooted in traditional values, has adapted to the digital age to stay relevant.
  • Digital innovation has allowed YBS to cater to a wide range of consumers, from older members to tech-savvy digital adopters.

In an exclusive interview with Tina Hughes, director of digital channels and marketing at Yorkshire Building Society (YBS), the article explores how the traditional mutual in Yorkshire has harnessed digital innovation to remain relevant. Despite its deep-rooted connection to its history and values, YBS has embraced digital transformation to cater to the evolving needs of its three million customers. This shift towards digital platforms has not only brought the building society closer to its consumers, but has also helped it stay competitive in the financial market.

With a focus on customer-first values, YBS has collaborated with fintechs and third parties to enhance its digital services and provide a seamless experience for all its customers, whether they prefer traditional branches or digital channels. By adopting platforms like OutSystems, YBS has been able to provide consumer-friendly apps faster, resulting in higher conversion rates and a faster customer journey. This customer-centric approach has allowed YBS to cater to a diverse consumer base, while also preparing for future disruptions in the financial sector.

As YBS continues on its journey of innovation and improvement, Tina Hughes emphasizes the importance of staying ahead of the curve and adapting to changing customer expectations and technological advancements. With a blend of traditional values and modern digital solutions, YBS remains committed to its mission of serving its members and staying true to its Yorkshire roots while embracing the challenges and opportunities of the digital age.

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