Online broker SelfWealth takes on the Big 4 banks in latest campaign

Paige Murphy
By Paige Murphy | 31 May 2021

Online low-cost broker SelfWealth takes a potshot at the brokerage fees of the big four banks in its latest advertising campaign designed to get consumers to switch.

Created by The Ant Hill Collective, the campaign uses the taglines of the banks, including the Commonwealth’s CAN slogan and NAB’s More Than Money.

SelfWealth head of marketing Jarrod Purchase says the challenger brand had made significant inroads into the big four banks' stranglehold on share traders, particularly among families and young investors.

“Eighteen months ago we had a 2% market share. Today that is closer to 7% and growing every day. With more than 86,000 active traders we are a real competitor to the Big 4," Purchase says.

“Whilst this campaign is a little tongue-in-cheek, we want consumers to realise that there is so much more than a slogan involved in our platform. There’s reliable information, a trustworthy and transparent process and real savings to be had.

“Our flat-fee of $9.50 compares to percentage-based fees at CommSec. If our members had used CommSec for their trades they would have paid an additional $42 million in fees.”

The campaign came to life with The Ant Hill Collective which was co-founded by Kieran Antill, the former executive creative director at R/GA Australia.

“The next generation want autonomy, but not so much as to be stifling," said Kieran Antill, Co-Founder of The Ant Hill Collective.

"It’s about giving people freedom, but with all the tools and resources to be successful with it. In line with that, we all need to be more actively in control of our finances, and platforms like SelfWealth give people the knowledge and tools to make this a viable alternative to the traditional financial institutions. This work is just the start of waking up the average Australian.”

SelfWealth’s first major advertising campaign since 2018 will target online audiences as well as prominent outdoor locations.

Media for the campaign was handled by Atomic 212°.

“It’s been an exciting journey to be a part of SelfWealth’s growth over the past 12 months – we look forward to the new campaign coming to life and continuing the great work that Jarrod and the SelfWealth team are doing in supporting Australians with their financial aspiration,” Atomic 212° general manager Rory Heffernan says.

Client: SelfWealth
Head of Marketing: Jarrod Purchase

Creative Agency: The ant.hill collective Sydney/Melbourne (Part of the Group)
Managing Director: Lunch’n ant
Creative Director: Precious ant
Strategy Director: Data ant
Art Director: Arty ant
Copywriter: Smarty ant
Social media writer: Social ant
Designer: Detailed ant
Senior Producer: Bossy ant
Client Services: Stressy ant

Production: The ant.hill collective Sydney/Melbourne

Media: Atomic 212
General Manager: Rory Heffernan
Performance Manager: Srinidhi Rajan
Performance Director: Matthew Todd
Performance Executive: Julie Zhu
Programmatic Director: Jeremy Ng
Strategy Director: Asier Carazo
Group Account Director: Amanda Hurst

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