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Halifax plc Is it Competitive in its Market

Introduction to Mortgages

The mortgage market has witnessed considerable change since its inception over 200 years ago. ...

Around twenty years ago, mortgage queues meant that building societies, which had a monopoly in the home loans market, could wait for customers to enter their branch, offer them a mortgage in the future, and then deal with them when they were ready.

There has been changes since then though, deregulation and technological developments have altered market conditions. ...

Home ownership was at a high in the early 1980’s, followed by the 90’s, when house prices fell for the first time ever, have changed the mortgage market. ...

The Competitive Market

The Halifax and Abbey National are the largest mortgage lenders in the UK, in terms of residential mortgage assets. These were the largest lenders, ranked by residential mortgage assets in 1999:

Rank     Name of Group     Residential mortgage assets (£bn)     Estimated market share (%)     Year Ended
1     Halifax plc     93. ... 6     31 Dec 99
4     Barclays Bank plc /Woolwich plc     44. ... 6     31 Dec 99
7     Alliance & Leicester plc     19. ... 9     31 Dec 99
8     Bradford & Bingley plc     17. ... 5     31 Dec 99
9     Northern Rock plc     15. ... 8     29 Feb 00
11     HSBC Bank plc     13. ... 7     31 Dec 99
12     Bristol & West plc     12. ... uk: 2001)

Halifax plc remains the largest mortgage lender in the UK with residential mortgage assets totalling £93 billion. This represented an estimated market share of nearly 19% of the overall outstanding mortgage book at the end of 1999. Abbey National plc was the second largest lender, with around 13% of the market, while Lloyds TSB and Barclays who have purchased building societies are third and fourth, while Nationwide the only remaining mutual building society in the top ten is fifth in mortgage providing.

At the end of 1999 the top five players had mortgage assets totalling £286 billion and accounted for 58% of the overall mortgage market, while the top 15 players accounted for 87% of outstanding balances. This shows that the mortgage market is highly concentrated among a relatively small number of big players whose roots are firmly entrenched in the financial services industry. ...

The traditional firms within the mortgage market are facing an increasing number of threats though. ... The traditional reliance on cross-subsidy pricing strategies is also becoming a problem, and this has allowed new entrants to target specific segments of the market, picking the most profitable customers. ... The companies like Halifax are responding to the increasing competition by aiming to maximise the benefit of new technology, particularly in distribution. This is an example of the recently launched UK Internet Banks 1998/2000:

















Name     Date Formed     Services     ATMs
First Direct     April 1998     Current account, savings account, personal loans, bill payment, credit cards, mortgages, insurance, foreign exchange     HSBC, Natwest
Virgin One     May 1998     Mortgage/current account, mortgage/savings account, loans, credit cards     RBS network
Egg     October 1998     Current account, savings account, mortgages, personal loans, credit cards, e-commerce     Link
First-E     September 1999     Current account, savings account, brokerage, auctions     None
Smile     October 1999     Current account, savings account, loans, credit cards     Link,
Post Office
Cahoot     June 2000     Current account, credit cards, travel services     Abbey National, Visa, Link
IF     July 2000     Mortgages, personal loans, credit cards     Halifax, Link

(Source: Keynote: July/August 2000)

At the same time though, Halifax are seeking to implement further cost reduction strategies, through rationalisation of their branch networks.


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