AA wins five-year contract with Lloyds Banking Group

The AA has secured a new five-year roadside assistance contract with Lloyds Banking Group to service some 2.4 million of its customers.

The contract renewal, said the roadside recovery company, builds on the positive momentum in the AA’s B2B business, which has seen key business relationships renewed or extended with Jaguar Land Rover, Volkswagen and Suzuki in the last year.

In addition, the AA has won a three-year contract with Arval following a competitive tendering process.

Business customers account for around 10 million of the AA’s 13 million members and underpin the scale of the AA’s Roadside operations.

By innovating and differentiating its B2B offer, the AA is cementing its market leadership position as the B2B partner of choice for UK roadside assistance, it said.

Under the terms of the contract, the AA will continue to support Lloyds customers with roadside assistance, home start, recovery and accident management services.

In addition, and for the first time customers will be provided with access to a range of digital driving services, creating additional value.

The AA will adapt its breakdown app, with bespoke functionality for Lloyds, providing its customers with the ability to report and track their breakdown digitally on their phones or tablets.

Simon Breakwell, chief executive officer at the AA, said: “We are delighted to have been awarded this new five-year contract, a strong endorsement of our strategy. This is a significant achievement as it is the largest roadside assistance programme in the UK.  

“We look forward to building on our long-standing partnership with Lloyds Banking Group by continuing to provide a market leading breakdown assistance service and introducing exciting new driving and digital services to their Packaged Bank Account customers.

“The recent contract renewals, extensions and wins are testament to the value our operational scale, service excellence and breadth of innovative customer solutions can bring to our B2B partners and personal members. This further strengthens the foundations to build on our market leading position to truly make Britain’s driving life better.”

The contract becomes effective from April 1.