Heartland Bank Australia appoints The Garden
Heartland Bank Australia (HBAL), Australia’s leading specialist provider of reverse mortgages, has announced a partnership with marketing and media agency The Garden to execute its reverse mortgage media strategy and support delivery of its broader go-to-market approach.
The partnership unifies Heartland’s established category leadership with The Garden’s end-to-end capabilities across creative, media, and technology. Together, the teams share a long-term ambition to reshape how aging Australians understand, consider, and access their home equity to fund a dignified retirement.
While home equity release products have historically faced a perception and awareness gap in the Australian market, Heartland has driven strong growth by aligning its offerings with genuine lifestyle milestones.
Reverse mortgages support older Australians with the financial flexibility to fund essential home modifications, secure quality care, and unlock capital for a more fulfilling retirement.
Says Medina Cicak, Chief Commercial Officer at Heartland Bank Australia”We’re working with The Garden because they recognise that this is more than a standard marketing brief, it is an opportunity to change how an entire generation views their financial options in retirement. We have built a suite of products that genuinely transforms the financial realities of older Australians. We believe this category deserves to be spoken about with far greater clarity, empathy, and confidence.
“To ensure a seamless consumer experience across all touchpoints, The Garden will operate as an extension of Heartland’s internal team, led by Head of Brand & Marketing Matt Farnham, tightly connecting strategy, creative execution, and media buying under a single, cohesive system.”
Says Rebecca Tos, COO of The Garden: “Heartland Bank Australia plays a vital role for senior homeowners, leading a specialised financial services category with immense structural potential. Our vision is to construct a unified brand and media platform that matches their commercial ambition, delivering compounding growth by meeting older Australians exactly where they are with clear, empowering messaging.”
The upcoming work will be anchored in advanced audience intelligence, focusing specifically on the motivations and decision-making behaviours of the over-55 demographic, a cohort that holds significant national wealth but has traditionally been underserved by mainstream financial services marketing.
The Garden is rapidly establishing itself as a leader in marketing to older Australians, with recent wins including Australian Unity, Arcare, Catholic Healthcare further cementing its expertise in reaching and engaging this audience with relevance, smarts and commercial impact.
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