About Bupa Australia
Bupa Australia is a health and care company that offers a broad range of services, including aged care and retirement, dental, optical, health insurance, and community wellbeing initiatives, to improve the health of all Australians.
Bupa Australia Headquarter Location
33 Exhibition Street
Melbourne, Victoria, 3000,
+61 3 9487 6400
Latest Bupa Australia News
Apr 8, 2021
Share Judo Bank has to be agile and have “a strong sense of hustle” when it comes to outperforming the big four banks, says the neobank’s chief marketing officer. Kevin Ramsdale, who joined Judo Bank last September from RACV, said marketing has two jobs: to build the Judo Bank brand while protecting its reputation, and to engage with prospects and customers and drive demand for the business. Kevin Ramsdale is focused on how the neobank can use its agility to outperform the big four banks’ larger marketing budgets. “In reality, we’re never going to outspend the big guys, we have to be agile and we have to have a strong sense of hustle in how we go to market. That shapes up our marketing,” he said. The lender to small- and medium-sized businesses , which was licensed to take deposits in early 2019, approaches its marketing the same way it approaches banking: with a focus on humans. “We use insight and thought leadership to shape our position through earned media and our own channels,” said Mr Ramsdale, while digital advertising is used to drive the bank’s deposits. Related Quotes Advertisement Judo Bank executives regularly appear in industry podcasts and provide commentary to financial news outlets which the brand amplifies through social media channels. Mr Ramsdale said Judo would use traditional paid media, such as print advertising or outdoor, to amplify its brand-led marketing initiatives but the focus for the bank was on people. “Our model is humans – relationship bankers out talking to customers. In business lending, it’s not a run an ad, get a clip, get a sale model. It is about brand and reputation building and absolutely prosecuting the differentiated customer value proposition,” he said. As a marketer, I’m very conscious that the status quo has a lot of friends – it doesn’t need us as well. — Kevin Ramsdale “Ours is about banking as it used to be, banking as it should be ... The role of mainstream marketing has been supporting that differentiated proposition as opposed to click and sell here.” On competing day to day with the bigger banks, Mr Ramsdale said he was not perturbed by going head to head with the likes of the Commonwealth Bank or Westpac. Advertisement “We’re never going to outspend them, we simply won’t,” he said. “That isn’t a problem because what we do have is a fundamentally differentiated proposition and the ability to grow the lending book over this last period, since COVID, is up 84 per cent in a sector that is down by about 3 per cent. “The proposition is working ... and marketing has a role to play in that. I can’t be perturbed by the size of the budgets the big guys have. “Our focus in many ways is a large part of our advantage in comparison to the big banks,” he said, referring to Judo Bank’s specific target market of small to medium businesses as opposed to the big banks’ widespread offering. Mr Ramsdale has had a varied marketing career, working at Ford for more than 14 years before switching to Bupa Australia. He has also had a stint at retailer JB Hi-Fi, but between Bupa and the electronics store he spent 5½ years at National Australia Bank. “In any role, you need to understand the environment you’re in,” he said. “Importantly, I always try and bring a focus on what is the task at hand, what is the problem to solve. That’s consistent regardless of role. “What is clearly different about Judo is we do have a differentiated proposition and a speed and ability to get to market. The name itself comes from the art of judo, which is using size and agility to your advantage, and we embrace that internally. Advertisement “As a marketer, I’m very conscious that the status quo has a lot of friends – it doesn’t need us as well.”
Bupa Australia Team
3 Team Members
Bupa Australia has 3 team members, including former Controller, Aidan Tutty.