Helia has launched its latest broker-focused campaign, “LMI Lets Me Invest”, designed to reposition lenders mortgage insurance (LMI) as a strategic tool for investors and rentvestors.
Building on the earlier “LMI Lets Me In” initiative, the new campaign demonstrates how LMI can help overcome deposit barriers, allowing clients to enter the property market sooner and begin building equity.
“LMI Lets Me Invest is about shifting perceptions. We’re helping brokers and lenders see LMI not as a cost, but as a smart strategy, enabling more investors and rentvestors to enter the property market sooner, accelerate portfolio growth and help brokers and lenders deliver real value in guiding their journey,” said Helia chief commercial officer Greg McAweeney (pictured at top).
The campaign also taps into the rise of rentvesting – where buyers rent in their preferred lifestyle location while purchasing an investment property in a more affordable area.
Rentvesting enables aspiring homeowners to gain a foothold in the market, with the investment property acting as a stepping stone toward future homeownership.
According to ABS lending data, 5.4% of first-home buyer commitments were for investment purposes in 2019, when data collection began. By 2024-25, that share had risen, showing a gradual increase in first-home buyers entering the market as investors.
This growth is being driven by affordability challenges, rising rental costs and lifestyle preferences, particularly among those who want to live in inner-city areas while still building wealth through property.
For investors and rentvestors, LMI provides an opportunity to enter the market with less than a 20% deposit, unlocking earlier access to property and equity-building opportunities.
In addition, for investment properties, LMI may enable investors to benefit from potential tax advantages through negative gearing.
McAweeney previously said the alternative to using LMI – continuing to delay and save – offers no guarantee that savings will keep pace with rising property prices and cost-of-living pressures.
“LMI Lets Me Invest” will run across broker trade and digital media, webinars, podcasts, social media, and broker training programs delivered in partnership with industry associations and aggregators.
Helia said the campaign reinforces its commitment to broker and lender education, equipping the industry with the tools and insights needed to support more clients in leveraging LMI as a growth strategy.
More details and case studies are available at: Helia – LMI Lets Me Invest.
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