O U R B R A N D . O U R P U R -P O S E

When we created our strategic overview we declared our purpose; to provide a real alternative to the major banks. It’s a clear purpose. It makes sense. That’s what we must be. But then we used that purpose to delve deeper. ¶ We asked the very tough question of why an alternative is needed by people. In a country with great banks, why is an alternative necessary? ¶ This question become the basis of rethinking our brand; not from a logo or tagline perspective, but from a deep sense of meaning and relevance. We began a challenging process to deeply understand the emotive fears and desires of people towards big banks so, in turn, we could uncover why an alternative is really needed. To say we will provide an alternative is our jumping off point. ¶ We need to know why. And in knowing that, we will know what our brand must be — what it must stand for, how it must speak, what it must say. ¶ This is genuine branding, beyond advertising, that establishes the DNA of why we exist. That’s what the new brand of P&N is based on and i hope you enjoy where we’re going.

Andrew Hadley.CEO.

T H E Q U E S -T I O N O F W H Y , N O T W H A T .

To be recognised as the Western Australian challenger

brand in retail financial services, doubling the size of

our business by 2020

VISION

IMPROVE ORGANISATIONAL EFFECTIVENESS

• Build process excellence capability

• Improve capability and capacity to manage change

• Modernise, integrate and enhance systems and infrastructure

• Re-align organisational reward structures and performance feedback mechanisms

• Develop data management to enable more effective decision making

• Attract, retain and develop talent with new employee value proposition

PARTNER FOR GROWTH

• Establish strategic development capability

• Pursue corporate opportunities and alliances to enhance products and services

• Explore opportunities for growth through partnerships and alliances

BUILD MEMBER VALUE

• Grow brand value• Develop sales excellence• Enhance the end-to-end

member experience and relationship management

• Develop and implement suitable member segmentation strategy

• Recognise and reward member value

• Expand digital and mobile capabilities

• Optimise distribution channels

• Expand products and services

STRATEGIC THEMES

IMPROVE & LEARN TRUST & COLLABORATEFOCUS ON MEMBERS

CORPORATE VALUES

1. MEMBER ADVOCACY

2. LOAN GROWTH

3. COST-TO- INCOME

4. EMPLOYEE ENGAGEMENT

CORPORATE KPI’S

To provide a real alternativeto the major banks

PURPOSE

To provide a real alternativeto the major banks

STRATEGIC AMBITION+

2 3

=

1

STRATEGIC OVERVIEW

The people of p&n, from Chairman to operations support, have helped create what you’re about to see - our brand. In a series of workshops, they took on the task of establishing what an alternative to a big bank could be. ¶ They assessed the emotive drivers associated with our category to establish a belief of what our bank can be for the real fears, desires and frustrations of people. ¶ They reimagined our brand from the perspective of what they wanted to belong to - and what would be worth fighting for. In the end, they found a cause that really mattered.

O U R B R A N D I S O U R P E O P L E .

O U R B R A N D M U S T B E A B O U T E M O T I O N .

The reality is, people want to belong to things that enhance the way they feel about themselves - that makes them feel stronger. ¶ People also crave individual-ity - but within the comfort of a powerful tribe. ¶ If this is presented with passion and purpose, people will reject the apathetic safety of big corporates that merely serve rational needs. ¶ They will join us when, and only when, the power, comfort and safety of our collective, makes them feel more valued and better off as an individuals. ¶ It’s that simple.

At the centre of our humanity is our need to believe. It brings us together and helps us form like minded groups where we enjoy a sense of belonging. A commonly held belief changes the way we act and behave. ¶ This is our objective; to give people a belief and ensure that what we do really matters - to us and our customers.

O U R B R A N D M U S T B E A B O U T B E L I E F .

H U M A N S C A N ’ T F L O U R I S H A L O N E .

At P&N, we believe in the power of the collective to enhance the value of the individual. ¶ This is our brand belief. It is not a claim, it can’t be proven and it’s not selling anything. It is what we hold true. ¶ At its core is the essence that people are ‘stronger together’. ¶ This belief also gives us a valuable compass for where we can go and how to get there. It’s a filter for what we must be and how we must build this genuine alternative to the major banks, from the member model to the products and service we offer. ¶ We are a challenger brand with a challenging belief in why we must exist. ¶ We maintain that humans can’t flourish alone and we are in a hurry to provide people with a place where they feel stronger and better off because of the power of the collective we create. This means we are more than merely financial service. We are a brand and this is our story…

When can an idea ever really move the world, if it’s only ever been in one person’s head? When can change occur if people stay disconnected or isolated from others?¶ Since time began, humans have always been stronger when they’ve come together. Groups of people, motivated by common interest, working together to a common objective, have always and will always make the difference. ¶ That’s why we love the movements, the causes, the cohorts and the gatherings — where individuals are united through a commonly held belief that they will flourish that way. ¶ Sure, our world is financial services, but we reject the approach of profit over all else. We believe in a collective approach that benefits from the united success of all who join and where all that’s gained is shared. We are born out of a proud heritage of service, where people join an idea not just a club. ¶ We stand for collective purpose and we invite others to join us, coming together, so that individual value is enhanced and mutual benefit thrives. ¶ We are p&n and we believe, deep in our hearts, that humans can’t flourish alone.

W E A R E S T R O N G -E R T O -G E T H E R .