Finance decisions don’t wait for the final sale

Australia's car buyers are making finance and insurance decisions earlier than most brands anticipate. New data reveals where the real consideration window opens, and how to reach buyers before it closes.

Australia's car buyers are taking longer to decide, engaging earlier and moving through more stages before committing. Australia's Car Buyer Report 2026 maps that clearly across a five-stage journey from Pre-trigger to Ownership.¹ For finance and insurance providers, the real opportunity sits inside that journey.²

Many automotive brands still treat finance and insurance as decisions made at the end of the buying journey. New data from carsales suggests the opposite.² Buyers are making these decisions earlier than ever, and in many cases before they've even chosen a vehicle.

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Finance decisions are happening earlier than you think

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Just over half (52%) of buyers finalise their finance decision before they've locked in a specific vehicle.³ For OEMs, that reframes the opportunity entirely: finance accessibility shapes the shortlist, not just the final sale.

What makes that timing even more significant is how open those buyers still are when it happens. Among buyers intending to use finance, the vast majority (89%) haven't settled on a provider,⁴ and the share who have decided has fallen consistently since 2024.⁴ Provider loyalty isn't bringing them to the table. They're open, comparing and ready to decide.

When they do compare, they do it properly. Nearly half (48%) will evaluate three or more providers before committing,⁵ with interest rates the primary factor driving that decision.⁶ The consideration window is real, active, and for most buyers it closes before the vehicle decision does.

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Insurance is shaping the shortlist, not just the settlement

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As buyers factor in total cost of ownership earlier in their journey,¹ insurance is becoming part of the vehicle selection conversation, not just the paperwork that follows it.

More than half of buyers on carsales (58%) haven't decided on car insurance yet,⁷ and among those who have an insurer, loyalty is thin: just over a third (37%) plan to stay with their current provider,⁸ with nearly half still undecided on whether they'll switch at all.⁸

That undecided majority is actively comparing too. Nearly two thirds (62%) consider or quote three or more providers before choosing,⁹ and the proportion saying insurance cost strongly shapes which car they'll buy has grown to 29%, up from 20% in 2023.¹⁰

On carsales specifically, nearly one in three visitors (29%) say they'd likely consider insurance offers featured on the site.¹¹ That's an audience that is already in market, already comparing and already open.‍

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What this means for your strategy

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The data points to a clear window. Many buyers are actively comparing finance and insurance options while they browse for their next vehicle. The question is whether your brand is present and visible when that consideration is happening.

carsales mediahouse can place your brand across the carsales network at various stages of the buyer journey, reaching in-market audiences with precision. For F&I providers, that means reaching an audience that is actively looking for a provider, comparing options and receptive to the right offer. For OEMs, it means connecting finance accessibility to vehicle consideration from the moment a buyer enters the market.

The consideration window is open. Speak to your Account Manager about how carsales mediahouse can help put your brand inside it.

^Sourcing:

^{¹ Australia's Car Buyer Report 2026, carsales in partnership with Nature. n=2,008. Fieldwork: September–October 2025.}

^{² carsales Finance and Insurance Survey, Wave 10, March 2026. Onsite survey, n=1,995 respondents, ages 16–70+, from across Australia. Fieldwork conducted 10–23 March 2026. Weighted to age per Australian Census.}

^{³ carsales Finance and Insurance Survey, Wave 10, March 2026. n=1,072. Q: At what stage do you plan on making the final decision on how you will finance your purchase?}

^{⁴ carsales Finance and Insurance Survey, Wave 10, March 2026. n=138. Q: Have you decided on a finance provider?}

^{⁵ carsales Finance and Insurance Survey, Wave 10, March 2026. n=319. Q: How many finance providers will you/have you compared before choosing one?}

^{⁶ carsales Finance and Insurance Survey, Wave 10, March 2026. n=324. Q: When choosing finance, what is important to you?}

^{⁷ carsales Finance and Insurance Survey, Wave 10, March 2026. n=923. Q: Have you organised/decided on your car insurance yet?}

^{⁸ carsales Finance and Insurance Survey, Wave 10, March 2026. n=841. Q: Will you change your insurer when you buy your car?}

^{⁹ carsales Finance and Insurance Survey, Wave 10, March 2026. n=923. Q: How many insurance companies do you usually consider when you get a quote for car insurance?}

^{¹⁰ carsales Finance and Insurance Survey, Wave 10, March 2026. n=841. Q: To what extent does the cost of car insurance influence the choice of car you're considering?}

^{¹¹ carsales Finance and Insurance Survey, Wave 10, March 2026. n=923. Q: How likely would you be to consider insurance offers featured on the carsales website?}