Up Home
Up grew faster than any other neobank in Australia or overseas – almost entirely on customer referrals. By 2023 Up’s NPS was a staggering 51.5% (Roy Morgan), we had the #1 most satisfied digital bank customers (Canstar) and the #1 rated banking app in both the Google Play and Apple App stores.
The Up Home project was designed to monetise Up (a free app) at the same time as providing a great alternative to big bank home loans. It needed to bae a win-win. We landed on creating a product couched in ease of learning: simple to understand product that gave Upsiders a guiding hand through the process from saving to loan discharge, with no hidden fees or scammy subtext.
We therefore created an entirely content-led campaign (no ATL spend or broker deals) beginning with an experience called Home Savers. Home Savers are customised home deposit savings accounts that teach you as you save: 97% of users rate the educational content useful.
Once a user has established a Home Saver deposit, and learned about the home buying process, they are invited into the ‘Home Zone’ and meet a world of content designed to help them understand what they can now afford.
