Opinion: B2 was an expensive mistake for Barclays

B2, Barclays’ stock market-linked savings operation launched in 1998 with Richard E. Grant as its spokesman, has been killed off. Only 15,000 customers signed up to the scheme, which was devised by the bank to claw back business from other financial services such as First Direct.

B2, Barclays’ stock market-linked savings operation launched in

1998 with Richard E. Grant as its spokesman, has been killed off. Only

15,000 customers signed up to the scheme, which was devised by the bank

to claw back business from other financial services such as First

Direct.



In hindsight, pounds 15 million seems a lot to have risked on a niche

product which has proved of no benefit to the wider Barclays brand.



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