The Royal Commission represented a once in a generation opportunity – a moment where public attention was focused on how ethically finance companies behave – home territory for Rest.
The challenge was to harness the totally reasonable decline in trust into something that would motivate members to stay with Rest.
And it needed to be a platform that would continue to be relevant once the commission faded from public memory.
By highlighting the ruthless focus on profit that drivers many financial institution, our point of differentiation was clear:
Good things happen when you don’t have to profit from your customers.