Teachers Mutual Bank

TMB's Car Loan product sat inside a competitive personal lending market where the dominant acquisition channels were dealer finance, which captures buyers at the point of sale, and the Big Four, which advertise nationally against generic auto-finance keywords at category-typical cost.

A mutual bank with a teachers-and-education-sector membership base does not have the dealer-network footprint of a captive lender. The acquisition system had to win the consumer-direct finance segment, where the buyer has already chosen the car and is shopping the loan, before the dealer's finance partner captured them at the showroom.

A consumer-direct Car Loan acquisition flight, routed direct to the TMB Car Loans product page.

The flight targeted the high-intent consumer-direct finance shopper, the buyer who has already chosen the car and is shopping the loan rate, before the dealer's finance partner captures them at the showroom.

Attribution shared the same Campaign Manager 360 architecture as the Home Loans and Term Deposit systems, so personal-lending performance could be reconciled against the rest of the product portfolio.

The six-week acquisition flight delivered 5,975,708 ad impressions, 13,038 clicks at A$2.94 CPC, a 0.22% click-through rate, and 66 verified Car Loan applications at A$566.96 CPA.

Applying an industry-typical 66% application-to-settlement conversion produces approximately 44 settled loans. Benchmarked against the Australian Bureau of Statistics national average new fixed-term personal-loan principal for the purchase of road vehicles of approximately A$24,000 (ABS cat. 5671.0), the modelled new lending principal originated by the flight is approximately A$1.05 million.

On a high-value asset-side product where the consumer-direct finance segment is structurally dominated by dealer finance and the Big Four, that scale of originated principal against a modest six-week consumer-direct flight is a strong unit-economic result.

At TMB-typical credit-union NIM economics (5% gross Net Interest Margin (NIM) on personal lending, three-year effective duration, net of admin and loss provisions), the modelled multi-year NIM contribution is approximately A$127,000, a modelled multi-year NIM ROI of approximately 239%.