A new non-bank lending brand under the Resimac Group umbrella — designed from the ground up for customers to find relevant loan rates, understand their options, and receive a pre-approval in seconds.
homeloans.com.au is an online non-bank lender — a new brand created under the Resimac Group umbrella to compete directly in the digital-first home lending space. Unlike an established brand with existing recognition and trust, this was a greenfield challenge: design the entire online presence from scratch, for an audience with no prior relationship with the brand.
The experience needed to work for diverse audience segments — first-home buyers, refinancers, and investors — each arriving with different levels of financial literacy, different emotional states, and different definitions of what they needed from a lender. The goal was to make all of them feel seen, confident, and capable of moving forward quickly.
Defined three distinct audience segments — first-home buyers, refinancers, and investors — mapping their goals, knowledge levels, and trust triggers. Refinancers, in particular, needed reassurance that switching lenders was simpler than they feared.
Established the information hierarchy for the site — leading with clarity on fees, rates, and eligibility before pushing for application. Designed the site IA to route each audience segment to the most relevant product and rate information without dead ends.
High-fidelity designs for the full site — homepage, product pages, and the repayment calculator — plus the mobile-first pre-approval flow. The calculator was designed to surface fee transparency (zero application, annual, and valuation fees) at the point of highest intent.
Usability testing with participants across all three audience segments. Iterated on the rate comparison layout, calculator input sequencing, and pre-approval confirmation to ensure customers felt informed and in control at every step.
One of the most powerful design decisions was surfacing the fee structure — zero application fee, zero annual fee, zero valuation fee — prominently before the calculator, rather than burying it in fine print. For customers conditioned to expect fees from major banks, this built immediate trust and differentiated homeloans.com.au in a single glance. The repayment calculator was designed to give customers a personalised picture of their situation — principal and interest options, configurable loan term, loan amount, and estimated property value — before they ever started an application.
The brand hero on mobile led with a confident, human-centred message — "The easier way" — paired with social proof badges that reinforced credibility for a brand without legacy recognition. The "Get pre-approval" CTA was positioned as a low-commitment, fast action rather than a high-stakes form, reducing the anxiety that typically stops borrowers from starting.
"I am currently working through the application process. Refinancing for the first time after 13 years with my previous bank. Amazing service, clear and prompt communication, hassle free. Should have done this years ago."
homeloans.com.au customer — refinancer