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Article summary
Heartland Bank Australia launched its new brand platform, “Turn Someday into Today”, rolling out across SBS, digital and selected radio, alongside a second interest-rate reduction for new reverse mortgage customers. The creative is rooted in customer conversations with older Australians and aims to reduce “someday” procrastination by explaining equity-release options clearly and without pressure. The article also notes Heartland’s deliberate choice of SBS for a trusted 35+ audience and references Deloitte research on underutilised home equity among Australians over 60.
Quotes mentioning Matt Farnham
- “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.”