Australia’s financial services sector increased its advertising spend surge by 20 per cent last year to $756 million, with Westpac topping the charts and CommBank in second.
The latest figures from Nielsen show Australia’s financial advertisers lifted investment sharply, year-on-year, led by growth in brand activity and key financial services categories including lending, cards and banking services.
The Nielsen Ad Intel data points to a market where major banks, payment providers and superannuation brands are competing harder to stay visible, strengthen brand position and win attention across a wide range of financial decisions, from everyday banking through to lending, business services and long-term savings.
Competition in the sector is intensifying. Around 13 per cent of Australians say they are either very or quite likely to change their main financial institution in the next six months, highlighting a sizeable pool of consumers actively reconsidering their provider.
Importantly, that switching intent appears to be driven more by financial pressure than service issues. Poor interest rates (4.17 per cent) and high fees and charges (4.02 per cent) are the leading reasons consumers say they would leave their current institution, ahead of poor service (2.50 per cent). At the same time, 74 per cent of consumers agree that bank and financial institution profits are excessive, underlining a broader trust and value challenge for the sector.
Financial pressure is also shaping demand for products. CMV data shows 36 per cent of respondents say they find it hard to make ends meet, while 49 per cent are concerned about mortgage costs. Against that backdrop, more than 13 per cent intend to open a new credit card in the next six months and nearly 4 per cent plan to take out a personal loan.
But the story is not only about short-term borrowing. Australians are also looking for safer and more productive ways to grow their money. Online-only high-interest savings accounts are the second most sought-after financial product, with 13.45 per cent intending to open one in the next six months, while almost 10 per cent plan to open a term deposit.
The data also suggests investment behaviour is evolving. Over the next 12 months, 11 per cent of respondents intend to invest in directly owned shares, while a closely comparable 10 per cent intend to invest in cryptocurrency, reinforcing the growing role of digital assets alongside more traditional investment products.
Rose Lopreiato, Nielsen Ad Intel’s Australia Commercial Lead, said: “Financial brands are operating in a category where competitive activity and consumer pressure are rising at the same time. Ad Intel shows where advertising investment is increasing and which brands are driving that pressure, while CMV helps explain the consumer mindset behind it, from switching intent and cost-of-living stress through to demand for credit, savings and investment products. Together, those insights help marketers understand not just where the market is moving, but why.”
The combined Ad Intel and CMV findings suggest many financial institutions are investing not only in performance-led activity, but in broader brand positioning as they respond to consumer sensitivity around rates, fees, value and financial security.
With strong growth in ad spend and clear evidence that Australians are actively reassessing their financial options, the sector’s 2025 results highlight a market where brands must compete on both visibility and relevance.
Top 10 Australian Financial Brand advertisers for 2025 are:
1. Westpac
2. Commonwealth Bank
3. ANZ Bank
4. National Australia Bank
5. American Express
6. Bankwest
7. Aware Super
8. Macquarie Bank
9. PayPal
10. REST Industry Super
