How MyBudget overcame a failing rebrand with neuroscience

Anna Hamill

When MyBudget, a personal budgeting service in Australia, found leads dropping for the first time ever after launching rebranded TVCs, the company used neuroscience to determine the cause of failure and relaunched to record a 50% increase in leads year on year.

In 2015, Tammy Barton - founder and director of Australian budgeting service MyBudget - decided to evolve the brand she had built from scratch at her kitchen table as a 22 year old.

After 14 years of hard work, MyBudget had become a personal finance juggernaut in Australia, processing 4.8 million transactions for thousands of customers every year. Barton, who was the well-known face of the company and now led more than 200 staff members, felt ready to take the next step: hiring an ad agency to boost leads with slick, re-imagined television commercials.

"I had been the face of...

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