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ADI Market Share & AfterPay Marketing Teardown

Australian ADI Market Share Report along with a marketing teardown on AfterPay

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March 2020
Case studies, statistics, research and recommendations are provided "ASIS" and intended for informational purposes only and should not be
relied upon for operational, marketing, legal, technical, tax, financial or other advice.
The actual costs, savings and benefits of any recommendations or programs may vary based upon your specific business needs and program
requirements. By their nature, recommendations are not guarantees of future performance or results and are subject to risks, uncertainties and
assumptions that are difficult to predict or quantify.
Stage3 is not responsible for your use of the information contained herein (including errors, omissions, inaccuracy or non-timeliness of any
kind) or any assumptions or conclusions you might draw from its use.
Stage3 makes no warranty, express or implied, and explicitly disclaims the warranties of merchantability and fitness for a particular purpose,
any warranty of non-infringement of any third party's intellectual property rights.
To the extent permitted by applicable law, Stage3 shall not be liable to a client or any third party for any damages under any theory of law,
including, without limitation, any special, consequential, incidental or punitive damages, nor any damages for loss of business profits, business
interruption, loss of business information, or other monetary loss, even if advised of the possibility of such damages.
ADI Market Share & AfterPay Marketing Teardown
$920,000
$930,000
$940,000
$950,000
$960,000
$970,000
$980,000
$990,000
$1,000,000
0%
5%
10%
15%
20%
25%
30%
Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20
Millions
$-
$100
$200
$300
$400
$500
$600
Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20
Millions
TotalDeposits
Source: APRA Monthly ADI Statistics
• Have incorporated Bendigo’s reported deposit volumes for Up as of the end
of December ’19
• In Bendigo’s report, they noted a 414% increase from the previous half,
given a June position of $41.5m
• Xinja has clearly smashed all expectations in deposits, but at a rate that
was unsustainable
• One to watch over the coming months. Will customers go back to the
perceived security of the Bank 4?
• Relatively low deposit growth MOM, and will be an interesting number to
review as we move through the pandemic
• Household deposits would be expected to take a hit
• Rest of Market had a 28bps rise, coinciding with Westpacs 30bps drop
• Since March ‘19, RoM market share has grown 50bps
$1,680,000
$1,690,000
$1,700,000
$1,710,000
$1,720,000
$1,730,000
$1,740,000
$1,750,000
$1,760,000
0%
5%
10%
15%
20%
25%
30%
Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20
MillionsTotalLoans
$-
$10
$20
$30
$40
$50
$60
$70
$80
$90
$100
Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20
Millions
Source: APRA Monthly ADI Statistics
• Lending continued well into the end of February
• CBA are the only Big 4 to grow, where WBC, NAB and ANZ all had
marginal losses, while still having a very large gap back to number 5
• Continue you grow their home lending book, up 25% MOM
• A little unsure what has happened to Number home lending. Usually a
startup would see MOM growth rather than a pull back. Potentially a
reporting anomaly (hopefully)
$35,500
$36,000
$36,500
$37,000
$37,500
$38,000
$38,500
$39,000
$39,500
$40,000
$40,500
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20
Millions
$82,000
$84,000
$86,000
$88,000
$90,000
$92,000
$94,000
$96,000
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20
Millions
• This will be interesting to watch over the coming months. Will consumers
come back to Credit Cards, when Credit Cards are the hardest to approve
now than they ever have been.
• The only growth we could expect would be in utlisation. How much of the
approved limits have capacity.
• Not expecting to see huge growth in Personal Loans, as the people who will
need them over the coming months won’t be able to get approved due to
our responsible lending regime.
Source: APRA Monthly ADI Statistics

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ADI Market Share & AfterPay Marketing Teardown

  • 2. Case studies, statistics, research and recommendations are provided "ASIS" and intended for informational purposes only and should not be relied upon for operational, marketing, legal, technical, tax, financial or other advice. The actual costs, savings and benefits of any recommendations or programs may vary based upon your specific business needs and program requirements. By their nature, recommendations are not guarantees of future performance or results and are subject to risks, uncertainties and assumptions that are difficult to predict or quantify. Stage3 is not responsible for your use of the information contained herein (including errors, omissions, inaccuracy or non-timeliness of any kind) or any assumptions or conclusions you might draw from its use. Stage3 makes no warranty, express or implied, and explicitly disclaims the warranties of merchantability and fitness for a particular purpose, any warranty of non-infringement of any third party's intellectual property rights. To the extent permitted by applicable law, Stage3 shall not be liable to a client or any third party for any damages under any theory of law, including, without limitation, any special, consequential, incidental or punitive damages, nor any damages for loss of business profits, business interruption, loss of business information, or other monetary loss, even if advised of the possibility of such damages.
  • 4. $920,000 $930,000 $940,000 $950,000 $960,000 $970,000 $980,000 $990,000 $1,000,000 0% 5% 10% 15% 20% 25% 30% Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20 Millions $- $100 $200 $300 $400 $500 $600 Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20 Millions TotalDeposits Source: APRA Monthly ADI Statistics • Have incorporated Bendigo’s reported deposit volumes for Up as of the end of December ’19 • In Bendigo’s report, they noted a 414% increase from the previous half, given a June position of $41.5m • Xinja has clearly smashed all expectations in deposits, but at a rate that was unsustainable • One to watch over the coming months. Will customers go back to the perceived security of the Bank 4? • Relatively low deposit growth MOM, and will be an interesting number to review as we move through the pandemic • Household deposits would be expected to take a hit • Rest of Market had a 28bps rise, coinciding with Westpacs 30bps drop • Since March ‘19, RoM market share has grown 50bps
  • 5. $1,680,000 $1,690,000 $1,700,000 $1,710,000 $1,720,000 $1,730,000 $1,740,000 $1,750,000 $1,760,000 0% 5% 10% 15% 20% 25% 30% Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20 MillionsTotalLoans $- $10 $20 $30 $40 $50 $60 $70 $80 $90 $100 Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20 Millions Source: APRA Monthly ADI Statistics • Lending continued well into the end of February • CBA are the only Big 4 to grow, where WBC, NAB and ANZ all had marginal losses, while still having a very large gap back to number 5 • Continue you grow their home lending book, up 25% MOM • A little unsure what has happened to Number home lending. Usually a startup would see MOM growth rather than a pull back. Potentially a reporting anomaly (hopefully)
  • 6. $35,500 $36,000 $36,500 $37,000 $37,500 $38,000 $38,500 $39,000 $39,500 $40,000 $40,500 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20 Millions $82,000 $84,000 $86,000 $88,000 $90,000 $92,000 $94,000 $96,000 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20 Millions • This will be interesting to watch over the coming months. Will consumers come back to Credit Cards, when Credit Cards are the hardest to approve now than they ever have been. • The only growth we could expect would be in utlisation. How much of the approved limits have capacity. • Not expecting to see huge growth in Personal Loans, as the people who will need them over the coming months won’t be able to get approved due to our responsible lending regime. Source: APRA Monthly ADI Statistics
  • 7. $550,000 $555,000 $560,000 $565,000 $570,000 $575,000 $580,000 $585,000 $590,000 $595,000 $600,000 0% 5% 10% 15% 20% 25% Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20 Millions $745,000 $750,000 $755,000 $760,000 $765,000 $770,000 $775,000 $780,000 $785,000 $790,000 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20 Millions $- $200 $400 $600 $800 $1,000 $1,200 $1,400 $0 $10 $20 $30 $40 $50 $60 $70 $80 Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20 Millions Millions Tyro Payments Limited (deposits) Judo Bank Pty Ltd (deposits) Tyro Payments Limited (lending) Judo Bank Pty Ltd (lending) Source: APRA Monthly ADI Statistics • Expect to see substantial shifts in these numbers, particularly lending where the business fundamentals remain solid in a post COVID world. • Between Qantas and the AFL by themselves, these numbers will pop. • Another month of negative deposit growth for Judo. One would assume that it is a trend.
  • 9. Source: Google; SEMRush 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 Oct-19 Nov-19 Dec-19 Jan-19 Feb-19 Mar-19 Thousands Thousands Direct Referral Search Social Paid Total Visits Desktop Mobile Branded Non-Branded Visits 11.6m (+12.25%) Unique Visitors 4.5m (+14.57%) Pages per Visit 4.93 Avg. Visit Duration 5:32 min Bounce Rate 32.45%
  • 10. 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 Facebook Twitter Instagram YouTube 0 10 20 30 40 50 60 70 Facebook Twitter Instagram YouTube 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 Facebook Twitter Instagram YouTube 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 Facebook Twitter Instagram YouTube Pintrest Likely Ads are driving this traffic Source: Google; SEMRush
  • 12. ZipPay 18.39% (306.4k) LaterGator 1.45% (24.2k) OpenPay 2.99% (49.8k) LayBuy 0.99% (16.5K) Humm 5.29% (88.2k) Bundll 0.05% (853) 0 500 1000 1500 2000 2500 3000 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20 Mar-20 Thousands Direct Referral Search Social Paid 0 500 1000 1500 2000 2500 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20 Mar-20 Thousands Desktop Mobile Branded Non-Branded Source: Google; SEMRush
  • 13. -40.0% -20.0% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% 120.0% 140.0% 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 TrafficGrowth Traffic Volume
  • 14. 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20 Mar-20 • afterpay • afterpay login • kmart • big w • afterpay stores • target • afterpay australia • bcf • afterpay app • afterpay in store • afterpay • afterpay stores • buy now pay later • afterpay australia • how does afterpay work • afteryay • what is afterpay • afteryay sale • kmart afterpay in store • afterpay sale Source: Google; SEMRush Male Female 18-24 25-34 35-44 45-54 55-64 65+
  • 17. 0 100 200 300 400 500 600 700 800 900 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20 Mar-20 Thousands 0 5 10 15 20 25 30 35 40 45 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20 Mar-20 Thousands Direct Referral Search Social Paid Desktop Mobile Branded Non-Branded Clearpay 35.42% (11.7k) Zip Pay 0.07% (23) Klarna 27.23% (9k) LayBuy 18.03% (6k) Payl8r 0.44% (146) OpenPay 3.75% (1.2k) Source: Google; SEMRush
  • 18. -100.00% 0.00% 100.00% 200.00% 300.00% 400.00% 500.00% 600.00% 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 TrafficGrowth Traffic Volume
  • 19. 0 0 0 1 1 1 1 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 • afterpay • what is afterpay • afterpay australia • afterpay shoes nz • afterpay shipping • afterpay clothing stores • jewellery stores afterpay • womens watches afterpay • afterpay horse shops • afterpay nz retailers Source: Google; SEMRush Male Female 18-24 25-34 35-44 45-54 55-64 65+
  • 22. 0 500 1,000 1,500 2,000 2,500 3,000 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20 Mar-20 Thousands 0 500 1000 1500 2000 2500 3000 3500 4000 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20 Mar-20 Thousands Direct Referral Search Social Paid Desktop Mobile Branded Non-Branded Klarna 6.11% (121k) Quadpay 5.53% (109k) Sezzle 4.37% (87k) ZipPay 0.14% (3k) LayBuy 0% (0) Affirm 10.03% (198k) Source: Google; SEMRush
  • 23. -100.00% -50.00% 0.00% 50.00% 100.00% 150.00% 200.00% 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 TrafficGrowth Traffic Volume
  • 24. 0 5,000 10,000 15,000 20,000 25,000 30,000 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20 Mar-20 • afterpay • afterpay stores • what is afterpay • afterpay usa • afterpay login • afterpay us • afterpay com • stores that use afterpay • afterpay stores usa • afterpay stores list • afterpay • afterpay stores • buy now pay later • what is afterpay • afterpay login • how does afterpay work • afterpay customer service • afterpay us • afterpay review • shop now pay later Source: Google; SEMRush Male Female 18-24 25-34 35-44 45-54 55-64 65+
  • 25. • 100’s of ads/many creatives • As of April 2020, AfterPay USA have pulled all advertising on social platforms Source: Facebook