Lloyds Link Pay offers to share the bills

It's called 'Best Grandparents', but this ad won't only appeal to long-suffering seniors who find themselves constantly footing the bill for unthinking/spoilt/ungrateful families. Money is a troublesome issue for many to discuss, especially within family units, and British financial institution Lloyds Banking Group aims to ease the awkwardness with its new feature, Link Pay. Best known to the general public for its ads featuring a glossy black horse and focusing on continuity for financial carefulness, Lloyds takes a new approach in this campaign: it still focuses on generational continuity, but this time with a twist that marks the difference between family members who've grown up in very different money landscapes. As to how the feature actually works, Lloyds explains: "Link Pay is a fast and safe way to request money back from friends and family including for things like shared purchases - like restaurant bills or joint presents. Using the mobile banking app, Lloyds customers can send a request straight to friends or family, no matter who they bank with in the UK. Link Pay gives the customer the option to create a unique secure link or a QR code, removing the need to give people personal account details. Link Pay sends the request to the other person, with the Lloyds customer able to choose WhatsApp, SMS, or Facebook Messenger to send the link. The feature allows Lloyds customers to personalise the request with an amount and a reference - such as ‘dinner last week’ or ‘present for Dad’ - making it familiar and clear to the person receiving the request. It’s also easier for the person making the payment, as it removes the need to set up a new payee. The link pre-populates all the information needed for the recipient and enables the sender to pick their bank and easily open their own banking app, using open banking, to make the payment without asking for any other details". Do you think this ad is a great solution for those who are time-poor, a clever reflection of contemporary fintech, or just another illustration of people not relating / communicating effectively about key issues?

Keywords: Lloyds Best Grandparents, Lloyds Link Pay, fintech, British banking, family money, money as taboo, talking about money, grandparenting, director Gary Freedman, adam&eveDDB