Immotheker Finotheker is Belgium’s leading independent broker for mortgage loans and pension savings. With more than 100 offices nationwide and over 30 years of experience, the brand is known for its trustworthiness and personal approach.
But in a digital-first world, that same strength can also feel old-school. Physical offices, long conversations, no flashy online tools: to a younger generation, Immotheker Finotheker can easily come across as “something for boomers.”
Appealing to younger generations is essential. They’re the ones trying to buy their first home. They’re the ones who need clear financial advice. And they’re the ones who need to start thinking about pensions early (because relying on a legal pension alone won’t be enough).
The real challenge?
Not just reaching young people, but convincing them to spend an hour in a physical office, talking face-to-face about their finances. Yes — in the real world 😉
We deliberately avoided flashy commercials, trendy influencers, and over-polished Gen Z marketing tricks. Instead, we helped Immotheker Finotheker lean into what has worked for over 30 years: honesty, clarity, and trust.
So we chose the most authentic voice possible as the face of the campaign: founder and CEO John Romain. He’s 73, brutally honest, straight to the point, and completely fearless. In short: the grandfather you actually want to listen to.
We believed in the concept, but the impact exceeded all expectations. The simplicity, honesty, and authenticity of the format struck a chord, especially with younger audiences. Immotheker Finotheker is now seen as a trusted financial guide and the kind of grandfather who tells you what you need to hear.
