Tic:Toc rebrands to Tiimely Home

Fintech lender Tic:Toc has officially announced its rebranding to Tiimely Home.

For existing Tic:Toc Home Loan customers, the product is now named Tiimely Own.

The loans will continue to be backed by Bendigo and Adelaide Bank.

As part of its rebranding, the fintech has launched a new broker offering in partnership with mortgage aggregator Australian Finance Group (AFG).

The strategic partnership with AFG, initiated in 2022, marked Tiimely’s expansion into mortgage broking services.

Tiimely Home integrates its digital home loan technology with the expertise of Tiimely Homes’ in-house broker team.

This latest move is viewed as an opportunity by Tiimely to expand its proposition by undertaking a professional broking offering alongside its direct white label pipeline.

Tiimely Home now offers an online application process that provides exclusive access to Tiimely’s Own home loan – an option not available through any other broker or lender.

Alternatively, customers can use the same application to explore loan options from more than 30 lenders through a Tiimely Home broker, streamlining the process of finding the most favourable deal.

Tiimely Home’s chief operating officer Richard O’Callaghan said the rebranding positions Tiimely as a technology platform business, with Tiimely Home as the retail proposition offering home loans.

He emphasised that the platform aims to provide customers with a more transparent and seamless experience, regardless of the chosen loan provider.

“Since day one, we’ve been on a mission to change the way Australians fulfil their home loan,” Mr O’Callaghan said.

“We firmly believe the interest of consumers and competition is the same; to provide greater choice, convenience and control.”

AFG’s chief executive officer, David Bailey, congratulated Tiimely Home on its expanded service to support customers.

“We’re very pleased to be part of the next step in the evolution of the Tiimely customer promise. With access to a broad panel of lenders, market-leading technology and their own product suite, Tiimely brokers will ensure their customers are at the forefront of everything they do.”

Why the name change?

Despite facing trademark challenges from the Chinese-owned social media platform TikTok, which argued that Tic:Toc’s branding resembled its own, the case was ultimately dismissed.

This legal victory has paved the way for Tiimely Home to focus on enhancing customer experiences and choices in the home loan market, ultimately leading to its rebranding.

Tiimely has now helped more than 15,000 Australians save money on their home loan.

Tic:Toc partners with NRMA

The digital home loan platform recently forged a collaboration with general insurance provider NRMA Insurance to extend its presence in the home lending sector, offering NRMA Home Loans in October.

According to NRMA, the digital home loan product offers a “competitive rate and easy application process”, with Tic:Toc managing the home loan application process through to settlement.

[Related: Tic:Toc delivers insurance provider into home lending]