Helia rolls out new targeted LMI campaign
Lenders mortgage insurance (LMI) provider, Helia, has released a campaign designed to make mortgage brokers change their stance on LMI.
The announcement:
Helia today announced the launch of ‘LMI Lets Me In’, a three-month targeted campaign aimed at reframing Lenders Mortgage Insurance (LMI) with mortgage brokers by demonstrating the strategic value of recommending LMI to different home buyer segments.
Mortgage brokers: The key to home ownership
In an increasingly challenging housing market, mortgage brokers play a vital role in guiding home buyers through the complexities of the home buying process to achieve their home ownership goals.Data from the Mortgage & Finance Association of Australia (MFAA) shows that brokers now facilitate 75% of all new residential loans in Australia*. Helia’s latest Home Buyer Sentiment Report also found that 70% of first home buyers turn to mortgage brokers for trusted guidance**, further highlighting the critical role brokers play in educating home buyers on their deposit options, including LMI.
Greg McAweeney, Helia’s chief commercial officer, stated: “Brokers really are at the heart of lending. As more home buyers rely on brokers for guidance and support, it’s essential they understand the benefits of LMI so they can confidently include it into client conversations, when it’s the right solution.”
Addressing broker perceptions of LMI
While many brokers recognise LMI as a valuable solution for enabling home ownership, some still view it as a last resort or an additional cost. ‘LMI Lets Me In’ aims to directly address these misconceptions, reframing LMI as an enabler that lets brokers help more home buyers enter the property market sooner, achieve their home ownership goals and build long term wealth.The campaign reveals that on average, home buyers who have used LMI:
• Grew their equity by an additional $107,000 within 5 years***
• Entered the property market up to 9 years sooner****
• Are financially ahead after 5 years (80% of home buyers)McAweeney continued: “This campaign highlights the potential short and long-term benefits of paying for LMI to purchase a property, and challenges outdated perceptions that LMI is just an additional cost to home buyers. The data is clear: LMI helps build wealth sooner, rather than waiting to save a 20% deposit, and accelerates long-term financial wellbeing.
Sources
*MFAA The Value of Mortgage and Finance Broking 2025
**Helia Home Buyer Sentiment Report 2025
***This outcome is based on Helia internal data for properties purchased using Helia’s LMI between 2014 to 2019 across all Australian States and Territories. The average additional equity growth is the increase in the value of the portfolio over a 5 year period following purchase.
****Helia: internal data analysis, LMI data from 2010 to 2023.
Source: Helia
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