Former Tic:Toc launches in-house broker service

The rebranding positions Tiimely as a technology platform business, with Tiimely Home its new subsidiary offering mortgages and mortgage broking services.

Tiimely Home provides customers the chance to access its own home loan (funded by Bendigo and Adelaide Bank), which is essentially the same Tic:Toc Home Loan product under a new name, Tiimely Own.

As part of the transition, it has also rolled out an in-house broking service with salaried, in-house brokers, in collaboration with mortgage aggregator AFG.

Speaking to The Adviser, the fintech’s chief operating and financial officer, Richard O’Callaghan explained that the move aligns with the company’s strategic direction since 2008 to diversify beyond its retail business.

It means Tiimely can broaden its offering by incorporating a professional broking service alongside its proprietary white label pipeline.

Mr O’Callaghan said the in-house broker team differentiates itself by assessing not only its own home loans, but also assisting customers with other lenders, broadening the product set for customers.

“The broker has proposition is purely a referral if they do not meet the needs or the criteria for a Tic:Toc home loan,” Mr O’Callaghan said.

“The purpose is to expand beyond that, where ultimately we are offering a product that is not only our Tiimely Home loan moving forward, but also opening up the product set of our panel lenders to our customers.

“The one thing we will still lead with, however, is the competitive price point on our own white label branded home loan, whether that’s Tic:Toc or Tiimely.”

Moving forward, he said the broker proposition will “become more visible on [the] website” and there will be a dedicated broker team that will be looking after the broker service”.

This initially includes three to four internal brokers servicing customers choosing the broker proposition.

AFG’s chief executive officer, David Bailey, congratulated Tiimely on its expanded service.

“We’re very pleased to be part of the next step in the evolution of the Tiimely customer promise,” he said.

“With access to a broad panel of lenders, market-leading technology and their own product suite, Tiimely brokers will ensure their customers are at the forefront of everything they do.”

Tiimely Home now offers an online application process that provides exclusive access to Tiimely’s Own home loan – an option not available through any other broker or lender.

Alternatively, customers can use the same application to explore loan options from more than 30 lenders via Tiimely Home brokers, streamlining the process of finding the most favourable deal.

The move to change name followed trademark challenges from the Chinese-owned social media platform TikTok, which argued that Tic:Toc’s branding resembled its own; although the case was ultimately dismissed.

This legal victory has paved the way for Tiimely Home to focus on enhancing customer experiences and choices in the home loan market, ultimately leading to its rebranding, it said.

Tiimely Home has assisted over 15,000 Australians in saving money on their home loans.

[Related: Tic: Toc to partner with broker channel]