Case Study
Defence Bank – Whatever You Need
One of Australia’s largest member owned banks, Defence Bank offer services to the ADF and broader defence community.
Background
Defence Bank is one of Australia’s larger member-owned banks. It’s been in operation since 1975, offering financial products and services primarily to the Australian Defence Force (ADF) but also the broader defence community including Department of Defence Public Service and contractors, cadets and reservists.
Defence Bank has 39 branches around Australia, over 80,000 members. Their purpose is “To serve those who protect us”.
Tension
Increase awareness, conversion and retention of Defence Bank members to think of us as ‘their’ bank through all their life stages whether that be within the defence ranks or otherwise.
Approach
When people begin their service, we become a part of their lives. Like their uniform and their kit, we’re one of the many things that form the start of the journey of serving their country. However, too many of our members don’t understand that we can be there for the journey that continues when their service finishes.
From buying a first home, to growing a family, let’s show our members that we can support them through whatever happens next.
Defence Bank – Whatever you need, for whatever’s ahead.
