In mid-March 2026, CAP Australia will launch its new brand and new name. After many years of consideration and prayer, the ministry decided 2025 was the right time to enter a process of research and testing to explore a new brand and name. Over the last 12 months we’ve worked with expert external agencies and consulted with the Board, staff, church leaders, supporters, and prospective audiences in the process.
We’re looking forward to revealing the new brand and name in March, and we appreciate your support, patience and prayer as we finalise the work so you can experience it at its very best. We’re excited about this next chapter, and we’re confident that God will continue to work through His Church and this ministry to bring hope and transformation to communities across Australia.
In recent years, CAP Australia has undergone significant, ministry-wide transformation, including refining our mission and vision to suit the Australian context. This has included transitioning from CAP’s original debt centre model, which provided debt management assistance to people in financial hardship.
Today, the ministry focuses on partnering with churches to help them respond to financial struggle in their communities in two ways, by:
- Helping Christians recognise the struggles in their own hearts and invite Jesus to transform how they view and use money, leading them towards deeper care for those who are financially vulnerable.
- Equipping God’s people to walk alongside those facing financial distress and hardship with practical support and the love of Jesus.
As these changes were embedded, it became clear that we needed to review our current brand and name. The mission has not changed, Jesus remains at the centre, and our purpose continues to be about inspiring and equipping God’s people to bring the love of Jesus to those who are financially vulnerable.
What has changed is our conviction that we need a brand that will strengthen and support this mission in the most effective way, one that opens new doors, grows our audience, deepens church partnerships, and is accessible and invitational for people struggling financially.
In 2025, with careful thought and prayerful consideration, we began a rebranding and renaming process to create a brand that positions us for the future, where we can invite God’s people to step towards financial struggle with simplicity, generosity and hospitality, and empower God’s Church in Australia to be known for the hope it stands for.
Over the past 12 months, we have worked with expert external agencies on research and testing, and consulted with the Board, staff, church leaders, supporters, and prospective audiences. We are very thankful to the many supporters and church leaders that have been part of the process. They’ve given up their time to deeply engage in the testing, and this feedback has shaped the new brand and gives us confidence that together we will see more people who are financially vulnerable experience the love of Jesus.
A brand is the overall perception that people have of an organisation. It’s more than a logo, colour scheme or name – it’s the feeling, reputation, and expectations that come to mind when you think of the organisation and interact with it. A strong brand communicates a clear identity, builds trust, and creates an emotional connection with audiences.
For CAP Australia, research revealed limitations of the brand and name and challenges they present in deepening engagement with current church partners and supporters as well as connecting with new Christian audiences. We also deeply desired a brand that was accessible and approachable for anyone struggling with their financial situation. Launching a new brand provides the opportunity to communicate more clearly who we are and what we’re here to do – partner with churches across Australia to inspire and equip God’s people to respond to financial struggle with the love of Jesus.
Rebranding an organisation takes time, and it’s important not to rush the process or make decisions without careful consideration and prayer. There is still work to be done before the new brand is ready to launch and serve the ministry (including building a new website!). But we also didn’t want to ‘spring’ it on our community – church leaders, supporters and Money Mentors. We want to bring you in on the journey so we can launch well together in March and celebrate the past and future of this ministry.
Your gift will continue as normal once the new brand and name have been launched. The only difference is that all communications will no longer be from CAP Australia, but the same ministry with the new name. Your gift will continue to be used in the same way – to support the ministry in partnering with churches and equipping God’s people to respond to financial struggle with the love of Jesus. You don’t need to do anything in response to the change, but if you have questions, we’d love to hear from you.
The CAP International brand is not changing. CAP Australia is the only affiliate within the CAP International network that is adopting a new brand and new name.
We continue to be an active and committed member of the CAP International community, united in our shared mission to see people equipped, supported and empowered in the face of financial hardship. Throughout this journey, CAP International has offered their full support and encouragement. They have been involved at each stage of our process, affirming that this change is the right step for the Australian context.
While our brand will look different moving forward, our relationship with CAP International remains strong, collaborative and deeply valued.