Lendi launches first major brand campaign via The General Store

Home loan platform Lendi has launched its first major brand campaign via creative and branding agency, The General Store.

The campaign introduces a new brand platform for Lendi, celebrating the ability of Lendi customers to ‘take control’ of their finances by accessing over 25 lenders in just one online application. The ‘loan it like you own it’ platform encapsulates the lifestyle of characters Murray and Henrietta Stephens who, thanks to Lendi, have mastered their finances to build the home they’ve always dreamed of – with two pools.

The campaign includes a 30-second TVC, introducing the Stephens family and following Murray through his explanation of his journey to take control of his finances, and finally install the two pools he has always dreamed of, all part of the family’s new luxurious lifestyle.

Three 15-second iterations of the TVC feature Murray and Henrietta explaining the benefits of a Lendi home loan.

The campaign was shot by Daniel Reisinger at Infinity Squared and launched nationally on Sunday 13th March with the TVC supported by radio, OLV and digital.

Lendi Group CMO, Zara Cobb, said, “Lendi was founded on the vision to disrupt the home loan industry by using technology to put the customer in control. Today we’re laser focused on scaling that offer. It’s been an absolute pleasure to work with the team at The General Store to realise this vision. It’s a pivotal step in our journey to grow the Lendi brand in the Australian market.”

The General Store CEO and partner, Matt Newell, added:”Lendi customers aren’t buying a home loan, they are buying a home. And we wanted to make sure the campaign celebrated the end benefit for the brand. Lendi is a highly disruptive business, so we needed to find a way of telling the story that was unconventional for the category. It’s been a dream process working with a client team who are so hungry for disruption”.



Zara Cobb, CMO

Antoinette Tyrrell, Head of Brand

Emer Hogan, Brand and Content Lead

Justine Duffy, Group Manager of Brand and Campaigns

Melissa Irwin, Manager, Media and Partnerships

The General Store (Strategy & Creative)

Matt Newell, Partner + CEO

Madeleine Livesey, Partner + COO

Chris Scott, ECD

Guy Rooke, Creative Director

Laura Popa, Co-Client Service Director

Kiki Jones, Account Director

Henry Richardson, Producer

Andrew Kohn, Strategy Planner

Infinity Squared (Production)

Daniel Reisinger, Director

Erin McBean, Executive Producer

Jo Austin, Producer

Music & Sound Production

Song Zu




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