Athena Home Loans Focuses on Loyalty Amidst Market Challenges

6 Nov 2023

Athena Home Loans aims to reward customer loyalty and take market share from the big banks (though it's not currently winning the battle with it's loan book shrinking 7%). New customers don't get better rates than existing customers and existing customers can also reduce their rate as they pay down their loan. Athena has cut marketing, sales, professional services and staff to reduce losses from AU$47 million to AU$29 million.