Bridging finance lender locks down signature slogan as a spring campaign tells equity-rich buyers there's no rush to sell
Most brokers have said it to an upsizing client at some point. As of this week, the phrase comes with a little ® attached.
Sydney-based bridging finance lender Bridgit has successfully registered "Buy Now, Sell Later" as a trademark, giving the non-bank lender exclusive rights to the four-word phrase.
Bridgit has used the term across its brand, broker network and consumer communications since 2021 as shorthand for buying the next property before selling the current one – the classic bridging scenario.
"When we started Bridgit five years ago, we wanted to solve a problem so many homeowners face; having to sell their current home before they can confidently buy their next one," said Aaron Bassin (pictured), founder and chief executive of Bridgit.
"Five years later, we've helped more than 10,000 Australians do the opposite – buy now and sell later. Seeing a term we coined in 2021 become synonymous with what we do is an incredibly proud moment for us.
"Registering 'Buy Now, Sell Later' is about more than protecting a name. It represents what we've built and where we're going next as we continue finding better ways for Australians to unlock and use the equity they've built in their homes."
Buy now, sell later. Or later. Or later.
The trademark also anchors Bridgit's spring campaign, created by Sydney agency Born under the banner "Buy now, sell later. Or later. Or later." The line is a nod to Bridgit's bridging terms of up to 24 months.
The campaign takes aim at the property market's "doom and gloom". It draws on 30 years of property cycle data to argue that equity-rich "Power Buyers" do not need to wait for the bottom of the market.
"Our 'Buy now, sell later. Or later. Or later.' platform addresses buyer hesitation head on with a clear solution," said Kiranpreet Kaur Dhillon, chief marketing officer at Bridgit. "With terms up to 24 months and 24-hour approvals backed by our AI tech, we're removing the stress of rushed sales and giving both brokers and clients unmatched flexibility.
"The campaign has been built to be a sharp, optimistic message that cuts through market noise and reinforces our positioning as a fintech challenger in the space."
Bridgit's loan book has passed $1.1 billion since the lender launched in 2021, building on the $1 billion loan book milestone it reached earlier this year.
