Helia redefines lenders mortgage insurance for brokers and home buyers in new ‘LMI Lets Me In’ campaign via Shannon Behaviour Change

Shannon Behaviour Change and Helia have joined forces to launch ‘LMI Lets Me In’, a new campaign designed to reshape Lenders Mortgage Insurance (LMI) perceptions among mortgage brokers and home buyers.

 

In an industry where 75% of home loans involve mortgage brokers, their role in guiding and advising home buyers is critical. Yet, many brokers struggle to articulate the real value of LMI, with 74% citing cost-benefit understanding as a challenge.

LMI Lets Me In is here to change that narrative, empowering brokers with real success stories and clear, compelling insights into how LMI benefits both them and their clients. It demonstrates how LMI isn’t just a necessary cost but a powerful solution that helps Australians step into home ownership sooner.

For home buyers, LMI is often misunderstood as an additional cost rather than a pathway to home ownership. This campaign brings forward real stories of first-home buyers and growing families who have used LMI to secure their dream homes – highlighting how LMI can enabling home ownership for all buyer segments, including first home buyers, upgraders and investors.

The campaign brings the benefits of LMI to life, launching across social media and digital platforms, showcasing:

•       Videos featuring real mortgage brokers and home buyers sharing their experiences with LMI (including 60-second, 30-second, and 15-second versions targeting both audiences).
•       Dynamic digital assets such as banners and static social media posts to drive engagement and awareness.

Says Dimi Bartolillo, Head of Marketing and Brand at Helia: “Partnering with Shannon Behaviour Change on this campaign has allowed us to take a fresh, insight-led approach to shifting perceptions of LMI. Their expertise in behavioural change and deep understanding of market challenges enabled us to craft a campaign that truly speaks to both mortgage brokers and home buyers.

“LMI Lets Me In isn’t just about raising awareness – it’s about changing mindsets, empowering brokers to see LMI as a valuable solution for their clients, and helping more Australians achieve their home ownership goals sooner.”

By positioning LMI as a valuable option rather than a last resort, LMI Lets Me In aims to shift perceptions and encourage brokers to recommend LMI to their clients confidently.

With the Reserve Bank of Australia announcing its first interest rate cut since 2020 earlier this year, the property market is at a turning point. More Australians will be exploring home ownership, and LMI can play a crucial role in making their dreams a reality.

Says Michael Daddo, Managing Partner of Shannon Behaviour Change: “The current market conditions make this campaign more relevant than ever. With affordability pressures and shifting economic dynamics, home buyers need every advantage they can get.

“Our research highlights the significant role that mortgage brokers play in guiding first-time buyers, and LMI Lets Me In helps provide the clarity and confidence needed to make informed decisions. By reframing the perception of LMI, we are not just addressing an industry challenge – we are opening doors to home ownership for more Australians.”

Helia, Australia’s first LMI provider since 1965, has long championed financial well-being through home ownership.Helia partners closely with brokers and is committed to supporting brokers and they help make home ownership a reality for more Australians., This campaign is just one of the many ways Helia are delivering on this commitment.

LMI Lets Me In is more than a campaign – it’s a call to action. For mortgage brokers, it’s an opportunity to help clients access home ownership faster. For home buyers, it’s a chance to understand how LMI can let them realise their home ownership goals sooner.

The campaign is live in market and to learn more, visit www.helia.com.au/letsmein

Shannon Behaviour Change:
Creative: Harry Bastin & Jaksen Daddo
Producer: Jo Theoharis
Editor: Damien Pleming
Account Service: David Dumas, Claire Burge, George Allen
Production House: Production Alley

Helia:
Dimi Bartolillo, Head of Marketing and Brand
Mariela Morbelli, Senior Content & Marketing Manager

 

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