Loan Market has today announced a multi-million dollar investment in its national marketing strategy and media buying, reinforcing its commitment to empowering brokers with top-of-mind brand awareness, stronger conversion and growth opportunities.
Announced at Loan Market’s annual broker conference, Scale Up this week, the investment will reposition Loan Market’s brand around a bold new consumer promise – Make it Yours – with execution focused on above and below-the-line channels. This includes TV, radio and outdoor and digital advertising, and will officially launch to consumers on 1 September.
David McQueen, CEO of Loan Market, said the decision to invest into Loan Market’s businesses at scale reflects their ongoing focus on broker growth and long-term business value.
“We’ve seen consistent trends across the network. Businesses that operate under the Loan Market brand tend to be more profitable, with more than two per cent uplift in operating margin. They also hold more value at sale, with books selling at a higher multiple (+0.9),” said McQueen.
“Where brokers make the shift from independent to the Loan Market brand, they experience a significant uplift in settled volume. Where the shift is reversed – from Loan Market to an independent brand – we’ve seen the opposite: business declines.
“Our brokers also attract more customers with Loan Market businesses get four times the website traffic compared to independent brokerages.
“More visibility means more leads and that means more opportunities.
“On average, Loan Market generates over 65 per cent more digital leads per broker than independently branded brokers in the Loan Market Group network. That’s what a national brand delivers; measurable impact for local businesses.
“This investment is about accelerating that momentum. By lifting the brand nationally, we’re creating more demand, more recognition, and ultimately more opportunity for every broker in our network.”
Angela Tracey, Loan Market Chief Marketing Officer, said the brand’s evolution would take it from Seriously Helpful, a broker-focused position, to Make it Yours, which centres on the customer and their ambitions.
“This brand investment is all about connecting brokers to more customers in a way that feels real, modern and empowering,” Tracey said.
“We’ve partnered with Sports Entertainment Group (SEG), the team behind campaigns for McDonald’s, Flight Centre, Rebel and Chemist Warehouse, to deliver a full-funnel media strategy including TV, radio, outdoor and digital.
“Our campaign is centred on authenticity and ambition, moving away from a rate-driven message to something more human.
“That’s where brokers have a real edge. In a world where AI is reshaping everything, the strength of a brand with the connection it builds, the trust it earns is what sets a broker apart. Technology can’t replicate that.”
McQueen said this brand launch is the most significant marketing investment in Loan Market’s history and marks a step forward in the group’s ambition to become the most known, liked and trusted brokerage across Australia.
