Heartland Bank Australia has launched a new brand platform, ‘Turn Someday into Today’, now live across SBS, digital channels and select radio stations.
The campaign comes as the bank issued a second interest rate reduction for new reverse mortgage customers.
The campaign was developed in-house and with video production by Vidico and is built around a simple insight from customer conversations with older Australians: many retirement decisions sit in “someday”. Rather than manufacture urgency, the strategy focuses on removing friction and helping people explore their options clearly and without pressure.
SBS was selected deliberately for context rather than scale. The network delivers a 35+ audience, higher trust in news and factual content, and a significantly lower ad load than other free‑to‑air networks.
The thinking and campaign is supported by recent Deloitte research showing that while Australians over 60 hold significant home equity, only a small proportion is currently accessed through structured equity release products.
The decision, effective as of Tuesday 7 April will see new reverse mortgage customers gain access to a market-leading interest rate of 8.79 per cent p.a. (8.82 per cent p.a.).
Medina Cicak chief commercial officer at Heartland Bank Australia said: “Our goal is to ensure that home equity is a dynamic part of a retirement plan, not a static asset,” Cicak continued.
“By consistently reviewing and lowering our rates where possible, we are reaffirming Heartland’s position as the partner of choice for those who wish to age in place with financial independence and peace of mind.”
Matthew Farnham head of marketing & engagement at Heartland Bank Australia said: “At Heartland Bank, we’re focused on building trust through transparency. This campaign reflects our commitment to explaining the product clearly and respectfully for customers who want to age well and stay financially independent.”
