In the VAT sense financial services encompasses banking, building society savings, mortgages, insurance, pensions, etc which I think most of us use? VAT isn't paid directly on these services but because these organisations are exempt and can't reclaim input VAT on goods and services they purchase (such as IT or consultancy) then that is passed on to customers as part of their overheads. That's different to food retailers whose sales are zero rated for food who can reclaim input VAT on, for example, transport services and purchases of refrigeration equipment. (Obviously if food shops sell non food items they charge the appropriate VAT rate on those goods! But then if banks sold money boxes they'd have to charge VAT on those ...)
Michael Ixer ● 1496d