To avoid confusion with TikTok, neobank TicToc has done a Tiimely rebrand
When you process mortgages and your name is a homonym of TikTok, confusion is inevitable. So Tic:Toc - not TikTok - is now Tiimely.
For infinitely bingeable silliness it’s hard to go past TikTok. At least for a billion or so people who use the short form video platform each month. You can even go there for some genuine information - although it’s hard to tell what’s genuine when it comes to growth genres like recipes and financial advice.
But for mortgage processing? One that handles around 3% of the Australia mortgage market? Ah, that would be Tic:Toc not TikTok …
So it’s no real surprise that even though its trademarks pre-date TikTok-owner ByteDance, Tic:Toc, which is backed by Bendigo and Adelaide Bank, has decided to rebrand as Tiimely (two “i”s).
Founder and CEO Anthony Baum tells Capital Brief while getting off the clock theme was inevitable, the move has been timed to coincide with a refocus and expansion of the business.
