• Swindon & Wiltshire Appointments
• Tuesday September 2 2025

Lloyds Banking Group appoints new ambassador for the South West

Lloyds Banking Group has appointed Adam Rainey as its new group ambassador for the South West.

Adam will work closely with local policymakers, businesses, and community networks to drive growth and champion the region’s economic potential.

Based in Bristol, Adam brings more than two decades of experience at Lloyds Banking Group, helping businesses set themselves up for future success through his various roles in business and commercial banking.

Alongside his new responsibilities as a group ambassador, Adam will continue in his role as a director in its consumer relationships business, leading teams to deliver brilliant customer experiences.

“The South West is a region of extraordinary potential,” said Adam.

“As someone who has lived and worked here for many years, I’m incredibly proud to take on this new additional role, championing our communities and working collaboratively to support growth, inclusion, and sustainability.

“I’m looking forward to working with partners across the region to help the area prosper and grow.”

Adam will lead the group’s engagement efforts across the South West, drawing on Lloyds Banking Group’s expertise and resources to support social housing initiatives, build financial resilience, and support the transition to a low-carbon economy.

His focus will also include deepening relationships with institutions and networks throughout the region.

Lloyds Banking Group said it is a significant employer in the South West and the ambassador role is part of the bank’s commitment to supporting regional development.

The government recently announced a Small Sites Aggregator pilot scheme – based on a model developed by Lloyds Banking Group – which will see unused small plots of land in Bristol unlocked for development for affordable homes.

The new scheme has been developed through the Lloyds Banking Group Social Housing Initiative, bringing together councils, developers and private finance providers.

The pilot programme will use an innovative public-private partnership to tackle the commercial and planning barriers that have held back small residential developments.