PROSPA APPOINTS BENCH MEDIA AS FULL-SERVICE PARTNER TO DRIVE GROWTH ACROSS AUSTRALIA AND NEW ZEALAND

Australia’s leading online small business lender, Prospa, has named independent agency Bench Media as its full-service media partner across Australia and New Zealand. The partnership, following a competitive pitch, will focus on brand awareness, loan growth and product launches, leveraging Bench’s data-led approach to media planning and audience targeting.

Prospa, Australia’s number one online lender to small businesses, has appointed independent media agency Bench Media as its full-service media partner across Australia and New Zealand. The decision follows a competitive pitch process and marks a significant step in Prospa’s ambition to scale its brand and product offering across both markets.

Since its inception, Prospa has built a reputation for combining smart technology with a human-centred approach to lending, making access to capital simple, fast and personal for small business owners. To date, the company has supported more than 50,000 businesses across Australia and New Zealand, delivering over $5 billion in small business funding. This track record has positioned Prospa as a trusted partner for entrepreneurs and SMEs navigating the challenges of growth, cash flow and investment.

The appointment of Bench Media signals Prospa’s intent to strengthen its marketing and communications strategy at a time when competition in the financial services sector is intensifying. Bench will be responsible for planning, negotiating and managing Prospa’s media investment across both countries. Working closely with Prospa’s in-house marketing team, the agency will focus on building brand awareness and consideration among small business audiences, supporting loan origination growth, and partnering on new product launches.

Prospa’s search for a media partner was driven by the need for strong capabilities in modern media planning and buying, alongside a deep understanding of marketing requirements within the financial services category. Bench Media’s data and insight-led approach to channel strategy, its sophisticated audience targeting across the SME landscape, and its ability to deliver value through media negotiation and placement were decisive factors in the appointment.

Deborah Kytic, Director of Marketing and Customer Growth at Prospa, said the partnership reflects the lender’s focus on driving more effective, accountable and future-facing media investment. “Bench demonstrated a strong understanding of both the SME audience and the realities of marketing within financial services,” she explained. “Their approach to audience strategy, channel planning and measurement stood out, as did their ability to balance innovation with rigour. We’re looking forward to working together to continue building Prospa’s brand and supporting our growth across Australia and New Zealand.”

For Bench Media, the collaboration represents an opportunity to work with a brand that shares its challenger mindset. Shai Luft, Co-Founder and COO at Bench Media, highlighted the alignment between the two businesses. “From day one, there’s been a strong alignment between our teams as challenger brands,” he said. “We share a mindset of thinking differently, moving quickly and putting customers first, and we’re looking forward to helping Prospa plan its next phase of growth across ANZ through smart, data-led media.”

Luft added that Bench’s experience delivering integrated, dynamic campaigns across an increasingly complex media environment, combined with its strong focus on measurement and emerging channels, would ensure Prospa’s media investment remains effective and accountable. “Our role is to help Prospa cut through as audience behaviour evolves, ensuring that its message reaches the right people at the right time, and in the right way,” he noted.

The partnership comes at a pivotal moment for small businesses across Australia and New Zealand. As economic conditions shift and digital transformation accelerates, SMEs are increasingly reliant on lenders like Prospa to provide flexible funding solutions. Effective communication and brand positioning are therefore critical to ensuring that small business owners are aware of the options available to them and feel confident in choosing Prospa as their partner.

Bench Media’s appointment underscores the growing importance of data-driven media strategies in financial services marketing. With small business owners often juggling multiple priorities, reaching them requires precision targeting and a nuanced understanding of their needs. Bench’s ability to combine insight-led planning with innovative channel strategies is expected to help Prospa deepen its engagement with this audience, while also supporting its broader growth objectives.

For Prospa, the collaboration is not just about media investment but about reinforcing its identity as a brand that understands and champions small businesses. By working with Bench Media, the lender aims to ensure that its communications reflect both its technological capabilities and its human-centred ethos. The partnership is designed to deliver campaigns that resonate with small business owners, highlighting Prospa’s role as a trusted ally in their journey.

As Prospa continues to expand its product offering and scale its presence across Australia and New Zealand, the appointment of Bench Media provides a foundation for more impactful and accountable marketing. Both companies share a commitment to innovation, agility and customer focus, qualities that will be central to their collaboration.

In an environment where small businesses face both challenges and opportunities, Prospa’s decision to invest in a full-service media partnership reflects its determination to remain at the forefront of SME lending. With Bench Media’s expertise in modern media planning and buying, and Prospa’s proven track record in supporting small businesses, the partnership is poised to deliver meaningful results for both the lender and the communities it serves.