What Bank on Purpose means to us
It's a simple idea, but it's one that has guided us for decades.
To renew our focus on serving you and your community, we have refreshed the Beyond Bank brand, making it more distinctive with a new positioning statement, “Bank on Purpose”, challenging people to think about where they bank, knowing it can make a real difference.
But we know banking is about much more than a brand message or a slogan. Our ambition is clear: to make everyday banking easier, simpler and more rewarding for you, whether you're banking through our app, online, over the phone or in a branch.
While you'll notice some changes to our look and feel from 28 September, our purpose remains the same. Our refreshed brand simply reflects who we are today and the difference we strive to make for our members and communities every day.
Q&As
Why have you updated your logo and tagline?
The updates help us better communicate who we are and what makes Beyond Bank different. It creates a more modern, distinctive and consistent experience while staying true to our values and purpose.
What does "Bank on Purpose" mean?
Bank on Purpose is about recognising that our banking choices matter. It reflects our belief that banking should serve people, not the other way around, and that financial services can deliver positive outcomes for members, communities and society. While the words are new, the thinking behind them is not.
Will my accounts, cards or banking services change?
No. Your accounts, cards, loans, online banking access and day-to-day banking services will continue to operate as normal. Your account details, including your account number and BSB, will also remain the same. The brand refresh does not affect how you bank with us.
Do I need to do anything?
No. There is nothing you need to do. We'll take care of updating our branding over time and will keep members informed throughout the process.
Will branches be changing?
You may begin to see updated signage, uniforms, marketing materials and digital experiences over time. These changes will be introduced gradually, but your local branch team and the service you receive will remain the same.
Will the Beyond Bank name change?
No. We are still Beyond Bank. The refresh introduces a new brand platform, visual identity and the line Bank on Purpose, but our name remains unchanged.
Will products, fees or interest rates change because of the rebrand?
No. The brand refresh does not affect product features, pricing, fees or interest rates.
How much is the rebrand costing?
Refreshing a brand is a normal part of ensuring an organisation remains relevant and effective. We have taken a measured approach to implementation and will roll out changes gradually over time, prioritising value for members and avoiding unnecessary waste in line with our B Corp status.
Why is Beyond Bank investing in a brand refresh now?
The banking market has changed significantly in recent years. Our refreshed brand helps us better communicate what makes Beyond Bank different and reinforces our member-owned purpose to both existing and future members.
What won't change?
The things that matter most:
- Our member-owned model.
- Our commitment to putting people before profit.
- Our focus on members' financial wellbeing.
- Our support for local communities.
- The products and services you rely on every day.
New to Beyond Bank?
Switching from a "Big Four" to a member-owned bank is easy. At Beyond Bank, you can have a bank whose whole purpose is delivering value to you and the local community.