Cost pressures, switching intent and demand for savings and credit products are driving competitionSydney March 11, 2026 - New Nielsen Ad Intel data shows advertising investment across Australia's financial sector reached $756 million in 2025, up 20% from $630 million in 2024, as brands increased competition across a more competitive market.
The latest figures show Australia's financial advertisers lifted investment sharply, year-on-year, led by growth in brand activity and key financial services categories including lending, cards and banking services.
Westpac ranked as Australia's top financial advertiser in 2025, followed by Commonwealth Bank, ANZ Bank, National Australia Bank and American Express. The full top 10 also included Bankwest, Aware Super, Macquarie Bank, PayPal and REST Industry Super.
The Nielsen Ad Intel data points to a market where major banks, payment providers and superannuation brands are competing harder to stay visible, strengthen brand position and win attention across a wide range of financial decisions, from everyday banking through to lending, business services and long-term savings.
Nielsen's latest Consumer & Media View (CMV) data helps explain why competition is intensifying. Around 13.46% of Australians say they are either very or quite likely to change their main financial institution in the next six months, highlighting a sizeable pool of consumers actively reconsidering their provider.
Importantly, that switching intent appears to be driven more by financial pressure than service issues. Poor interest rates (4.17%) and high fees and charges (4.02%) are the leading reasons consumers say they would leave their current institution, ahead of poor service (2.50%). At the same time, 73.87% of consumers agree that bank and financial institution profits are excessive, underlining a broader trust and value challenge for the sector.
Financial pressure is also shaping demand for products. CMV data shows 36.36% of respondents say they find it hard to make ends meet, while 49.35% are concerned about mortgage costs. Against that backdrop, more than 13% intend to open a new credit card in the next six months and 3.96% plan to take out a personal loan.
But the story is not only about short-term borrowing. Australians are also looking for safer and more productive ways to grow their money. Online-only high-interest savings accounts are the second most sought-after financial product, with 13.45% intending to open one in the next six months, while 9.79% plan to open a term deposit.
The data also suggests investment behaviour is evolving. Over the next 12 months, 11.48% of respondents intend to invest in directly owned shares, while a closely comparable 10.78% intend to invest in cryptocurrency, reinforcing the growing role of digital assets alongside more traditional investment products.
Rose Lopreiato, Nielsen Ad Intel's Australia Commercial Lead, said: Financial brands are operating in a category where competitive activity and consumer pressure are rising at the same time. Ad Intel shows where advertising investment is increasing and which brands are driving that pressure, while CMV helps explain the consumer mindset behind it, from switching intent and cost-of-living stress through to demand for credit, savings and investment products. Together, those insights help marketers understand not just where the market is moving, but why.
The combined Ad Intel and CMV findings suggest many financial institutions are investing not only in performance-led activity, but in broader brand positioning as they respond to consumer sensitivity around rates, fees, value and financial security.
With strong growth in ad spend and clear evidence that Australians are actively reassessing their financial options, the sector's 2025 results highlight a market where brands must compete on both visibility and relevance.
Top 10 Australian Financial Brand advertisers for 2025 1. Westpac, 2. Commonwealth Bank, 3. ANZ Bank, 4. National Australia Bank, 5. American Express, 6. Bankwest, 7. Aware Super, 8. Macquarie Bank, 9. PayPal, 10. REST Industry Super
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