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With the launch, the bank aims to solidify its position as Australia’s favourite digital bank, enhancing its brand, products, and services.
The move builds on Bankwest’s 2024 shift to a fully digital bank in Western Australia, with plans to expand rapidly into the eastern states, where it has been digital since 2021 and where over half of its customers live.
The app and website were co-designed with customer feedback in mind, ensuring an intuitive user experience that allows customers to easily track their finances, move money, and achieve their property goals.
The refreshed app includes a new home screen, a ‘money’ tab to view transactions, an enhanced search function, and a dedicated ‘property’ tab offering home loan information. Customers will also benefit from 24/7 in-app support.
A standout feature of the app is the upcoming Virtual Cards function, which will allow customers to create single-use or multi-use debit or credit cards, with options for time-limited cards. This added layer of protection is designed to make payments more secure for users.
A new brand platform and national marketing campaign is set launch in 2025, aiming to position the bank with a fresh and distinct identity in the national banking sector.
Bankwest managing director Jason Chan said the new digital platforms represent the foundation of a complete reinvention of the bank’s offerings to customers and brokers across Australia.
“Innovation has been part of Bankwest’s DNA for 130 years, and today, we have a clear role in the CBA Group as a growth-focused, highly competitive national digital bank, with a fresh and distinctive proposition,” Chan said.
“Our aim is to create a digital banking experience that truly stands out in the Australian financial services landscape, and which is designed to meet the needs of a growing number of customers and brokers nationwide.
“We’ve conducted hundreds of hours of testing with customers and non-customers across Australia, and we know there’s a significant segment of the market looking for a simpler, less complicated relationship with their bank.”
Chan also said that the bank’s 2024 introduction of new technology to combat scams marked the first step in a series of uncomplicated and useful experiences for customers.
“There’s much more to come this year. We have exciting plans to deliver digital banking experiences in our app and website that truly stand out from our competitors, and we’re looking forward to unveiling our new national brand campaign to customers in 2025,” Chan said.
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