Australians are increasingly turning to digital channels to start their home buying journey, with new data from Commonwealth Bank (CBA) showing its digital home loan channel has become the bank’s fastest-growing application pathway.
Just as Australians have gone digital for dating, shopping, and job hunting, they’re now doing the same for one of life’s biggest milestones – buying a home.
Marcos Meneguzzi (pictured), CBA’s executive general manager of home buying, said the bank’s digital platform reflects a major shift in borrower behaviour.
“We’ve seen strong growth in the digital channel because customers want more flexibility over how they start the process,” Meneguzzi said.
“As Australia’s largest lender, we can see this trend across all types of customers. People are blending digital and personal support to get the experience that suits them best.”
The bank says more people are now researching home loans, checking borrowing power, and exploring repayment options online before formally applying — signalling a growing comfort with self-directed decision-making.
CBA’s data shows customers in their twenties are the fastest-growing group of digital home loan applicants, while those in their thirties represent the largest overall share.
Interestingly, applications from people in their fifties are also climbing, showing that digital engagement is expanding well beyond younger demographics.
First-home buyers are showing one of the most striking behavioural shifts, increasingly comfortable starting their applications online before connecting with a lender or broker.
“Traditionally, first home buyers have preferred a face-to-face experience, but that’s starting to change,” Meneguzzi said.
“Just as they’re comfortable researching and shopping online for everyday purchases, they’re now applying the same habits to bigger decisions like buying a home.”
He added that digital doesn’t mean impersonal — it’s about providing more choice.
“This isn’t about moving away from our existing channels – it’s about providing choice and additional support through lenders once an application is submitted,” Meneguzzi said.
“Some customers prefer to begin online, others want to talk in person. What matters is that they can choose what works best for them.”
CBA’s digital channel lets customers apply online for a range of loans — including standard variable rate, fixed rate, simple, and Digi Home Loans — while interactive tools like borrowing power and stamp duty calculators help buyers feel more informed before they commit.
For mortgage brokers, CBA’s digital surge highlights how borrowers — especially younger and first-home buyers — are changing how they approach lending. Clients are more informed and expect speed, flexibility, and a seamless digital experience before they seek personalised advice.
Brokers who can match this convenience while offering expert human guidance stand to strengthen their value proposition and attract a new generation of tech-savvy borrowers.
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