Skip to main content Skip to main navigation
Skip to access and inclusion page Skip to search input

Our strategy and purpose

Our strategy and purpose

Westpac Group’s purpose is creating better futures together. It’s what we do, who we are and why we come to work every day. What's most important to us is understanding what a better future means to our customers and helping them get there.


It’s with our purpose in mind that we’ve set ourselves a bold ambition. Our ambition is to be our customers’ #1 bank and partner through life.


Our strategy seeks to deliver on this by building deep and enduring customer relationships, being a leader in the community, being a place where the best people want to work and, in so doing, delivering superior returns for shareholders.


In delivering on our strategy, we are focused on our core markets of Australia and New Zealand, where we provide a comprehensive range of financial products and services that assist us in meeting the financial services needs of customers. With our strong position in these markets, and over 13 million customers, our focus is on organic growth, growing customer numbers in our chosen segments and building stronger and deeper relationships.


A key element of this approach is our portfolio of financial services brands, which enables us to appeal to a broader range of customers and provides us with the strategic flexibility to offer solutions that better meet individual customer needs.


Our strategy is framed by four pillars: Customer, Easy, Expert, Advocate.

Our strategic priorities


We have customer care at the heart.


We’re making banking easier for both customers and our people.


Our expert solutions and tools give all customers the ability to get ahead.


We advocate for positive change because we’re passionate about making a difference.

Our company’s values

Our values are what we believe in at Westpac Group. Our values are based around helping as it’s at the heart of what we do. They are:

  • Helpful - Passionate about providing a great customer experience
  • Ethical - Trusted to do the right thing
  • Leading Change - Determined to make it better and be better
  • Performing - Accountable to get it done
  • Simple - Inspired to keep it simple and easy

Our focus on sustainability

We believe that as one of Australia’s largest companies, we have a role to play in helping to create a positive social, economic and environmental impact.

Our Sustainability Strategy clarifies our focus and sets out our ambitions for supporting our customers, communities and nation; it provides the framework within which we seek to conduct business, support customers and engage with stakeholders.

Aligned to the four pillars of our Group Strategy and Purpose, our Sustainability Strategy focusses on:

  • Customer - Support in good times and bad
  • Easy - Simpler, safer banking
  • Expert - Action on climate and nature
  • Advocate - Equitable and inclusive society

There are six overarching objectives we will be seeking to achieve:

  1. Enhance financial inclusion and equality 
  2. Strengthen data security and protection 
  3. Become a net-zero, climate resilient bank (PDF 1MB) 
  4. Become a nature positive bank (PDF 2MB)
  5. Respect and advance human rights (PDF 976KB) 
  6. Enable diversity and inclusion