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The new identity, “Make it Happen with Resimac”, seeks to refocus the lender on the broker experience.
Resimac said that it wants the rebrand to centre on practical support for brokers across its suite of products and has made a series of changes to accommodate this renewed focus.
John Athanas, general manager, sales and distribution, explained: “Over the past year we’ve worked hard to lift the level of support brokers receive, and their feedback has guided that work.
“We’ve added more business development managers and relationship managers, refined our credit policy and streamlined key credit assessment processes. These changes give brokers clearer guidance and a smoother path through assessment.”
Resimac said that it was through conversations with brokers that it found that the industry particularly values lenders with strong scenario support, clear communication, and a unified product message.
Resimac said that it has shaped the brand around this feedback.
“For 40 years, brokers have counted on Resimac for real-world lending support,” Dana Lippett, head of marketing, said.
“This brand message brings that promise into sharper focus. It’s about making things happen, together.”
“The brand narrative also speaks directly to customers and small business owners, demonstrating how Resimac helps Australians achieve key milestones in their life, from buying a first home to upgrading a commercial vehicle or expanding a business,” Athanas added.
“Make It Happen with Resimac” positions Resimac as a partner that empowers brokers through flexibility, product choice, and dependable support. The rollout includes updates across Resimac’s websites, advertising and events, broker tools, and resources, ensuring a consistent and impactful brand experience.
Earlier this month, Resimac also made a series of senior appointments across mortgages, asset and equipment finance, and secured business lending.
Mimi Jawad was appointed to the new role of national sales manager for aggregation and partnerships, while Michael Stavroulakis was hired as the new head of product for asset and equipment finance and secured business lending.
Alison Darling and Daniel Coolee were brought on as business development managers covering the NSW and ACT regions.
Read more about the appointments at The Adviser.
A year of growth
Resimac’s rebrand comes as the lender’s settlement volumes climb. Resimac’s portfolio includes a home loans balance sheet of over $13 billion, an asset finance portfolio of over $2.5 billion, and total assets under management of almost $16 billion, as of 30 June 2025.
The value of home loan settlements has increased from $4.3 billion in the financial year 2024 to $4.9 billion in FY25. The value of applications also increased from $6.5 billion to $7.6 billion in the same period.
Non-banks, including Resimac, drove 25.3 per cent mortgage growth in 2025 – against the majors’ 3.9 per cent – gaining share in areas like alternative documentation and commercial deals as traditional lenders adopt increasingly cautious stances.
Asset finance has been a growing segment for the lender, driven by the acquisition of Westpac’s auto finance and novated leasing portfolio earlier in the year, which grew the lender’s loan book by $1.5 billion and around 100,000 customers.
The lender also recently posted a 14 per cent rise in the number of active brokers submitting home loans from FY24–FY25.
[Related: Resimac records 14% rise in broker activity]