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ITP backs human expertise as automation reshapes tax services

ITP Accounting

Key Facts:

• Australian tax services provider ITP has launched its Tax Time 2026 campaign, *In Good Hands*, positioning human expertise and personalised service as key differentiators in an increasingly automated market. - The campaign builds on ITP's existing brand platform, *The Gold Standard of Care*, and reflects the company's view that automation cannot fully replace the judgement needed to understand individual client circumstances.
• Developed by Sydney independent creative and media agency REBORN, the campaign uses a warm, tactile stop-motion clay aesthetic to contrast hands-off automated services with ITP's hands-on, detail-focused approach.
• ITP founder John Bailey emphasised that the business continues to invest in technology to improve efficiency, but not at the expense of personal care and client confidence.
• REBORN CEO David Easton noted that as more financial services become automated, human judgement and attention to detail become more valuable, not less.

The Australian tax services provider is positioning personal expertise and continuity of care as competitive advantages in an increasingly automated market.

Australian tax services provider ITP is putting human judgement at the centre of its Tax Time 2026 campaign as DIY platforms, chatbots and low-touch services reshape the way consumers manage their financial affairs.

The campaign, In Good Hands, positions expertise, personal service and attention to detail as important differentiators in an increasingly technology-led category. It builds on ITP’s existing brand platform, The Gold Standard of Care.

ITP says technology remains an important part of making tax services smarter and more efficient, but that automation cannot fully replace the judgement required to understand a client’s individual circumstances.

“In Good Hands is a simple and effective way to demonstrate what ITP stands for,” said John Bailey, Founder of ITP. “We’re continuing to invest in smarter, more efficient ways to support our clients, but never at the expense of care. The campaign captures that balance, showing how technology can make tax easier while our people bring the expertise, understanding and personal service that gives clients confidence at tax time.”

The campaign reflects a wider challenge facing financial and professional services businesses: how to introduce greater automation without losing the trust, expertise and personal accountability customers expect when their finances are involved.

Developed by Sydney independent creative and media agency REBORN, In Good Hands translates that business proposition into a warm, tactile stop-motion clay world. The creative contrasts hands-off tax services with ITP’s hands-on approach, reinforcing the importance of checking details, asking the right questions and tailoring advice to each client.

“Most people have had that moment of frustration with a chatbot, or that feeling of wondering whether their tax has really been handled properly,” said David Easton, CEO of REBORN. “As more services become automated, care becomes more valuable, not less. Technology has a role to play, but when it comes to people’s finances, judgement, attention to detail and real expertise still matter. In Good Hands is about making that human value visible again.”

The campaign continues a service philosophy ITP has developed over more than five decades, positioning the business around the combination of technology, professional expertise and continuity of care.

Campaign credits

Creative, strategy and media: REBORN
Head of Creative & Innovation: Mike Bubenicek
Creative: Pia Easton
Senior Motion Graphics Artist: Joseph Hoh
Senior Account Director: Isabella Williams
Media Director: Shailei Forrester
Founder & CEO: David Easton

About us:

REBORN is an independent creative and media agency built around a simple belief: brands grow when ideas connect with people in ways that matter. We bring strategy, creative, media, social and experience together to help ambitious brands earn attention, build relevance and inspire action. For 18 years, we’ve partnered with leading Australian and global brands to create work designed to travel across channels, experiences and culture.

 

Contact details:

David Easton
Founder & CEO, REBORN [email protected]