As Australians kick off the new year, NAB banker and personal trainer Chris Parker says the secret to smashing savings goals is a lot like getting fit: consistency over intensity is key.
09.01.2026
12.01.2026
NAB has launched ‘Your Partner for Every Stage’, a new enterprise-wide campaign that brings together the bank’s marketing under its ‘More than Money’ brand promise. For the first time, all of NAB’s marketing efforts are aligned under a single creative platform, ensuring a consistent and powerful message across every customer touchpoint.
Australians today are navigating a rapidly changing economic landscape, facing new challenges and re-evaluating their priorities. NAB’s campaign is built around these real-life journeys – celebrating customers as the stars of their own stories, with NAB as the adaptable partner supporting them through every stage of life and business. Whether it’s buying a first home, building a business or planning for the future, NAB is committed to being there for every milestone, big or small.
The campaign uses the metaphor of a stage, placing customers centre stage and NAB bankers as the supporting cast – ready to step into whatever role is required, from coach to cheer squad. This creative approach brings to life NAB’s belief in genuine partnership, trust and advocacy for customers’ ambitions and aspirations.
A distinctive feature of this campaign is the integration of the NAB App and digital platforms, which empower customers at every step.
Yet, the real point of difference is the partnership NAB bankers offer - working alongside customers, providing guidance, support and expertise throughout their journeys. This blend of digital innovation and human connection ensures NAB is present wherever and however customers need.
Recent trust data from Roy Morgan reinforces this shift in customer expectations. As confidence in the sector improves and NAB enters the nation’s top 20 most trusted brands, Australians are rewarding banks that demonstrate stability, consistency and long-term commitment. The campaign reflects NAB’s relationship banking DNA and its promise to back the optimism and ambition of every customer.
NAB Chief Marketing Officer Natalie Lockwood said the campaign is a commitment to customers. “Our purpose is to back the optimism and ambition of our customers. ‘Your Partner for Every Stage’ brings that to life in a way that’s honest, real and recognisable to millions of Australians,” Ms. Lockwood said.
“Life doesn’t move in straight lines. Plans change, goals evolve, and support matters more than ever. This campaign reflects our commitment to stand beside our customers, not just at the big moments, but through every stage that shapes what matters most.”
“Whatever role you need us to play, NAB is your partner for every stage.”
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