CAP Australia officially has a new name and tagline!

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.

We are proud to be a Christian organisation, Jesus is the reason we exist. However, we acknowledged limitations with our old name and received regular feedback about it. Having ‘Christians’ in the name wasn’t as accessible as we wanted to be – people often assumed we only helped Christians. We want anyone who is struggling to be able to find support and hope by connecting with a local church so more people can hear about the life-saving message of Jesus. ‘Hope Economy’ is more accessible to those who aren’t believers and opens up the opportunity for conversations about where real hope is found. But, we continue to be unashamedly about Jesus! That’s why we say ‘Where financial struggle meets Jesus.’ We always want to be pointing back to Him, and we believe this message does that. 

Yes! Jesus is the centre of this ministry – He always has been, and He always will be. We believe it is the love of Jesus that transforms the way we see and respond to financial struggle in our communities. We are committed to partnering with churches across Australia to inspire and equip Christians to meet people in their struggles with hope, love and compassion. Just as Jesus does.

With this in mind, we have worked hard on ensuring Jesus is front and centre of Hope Economy and have explicitly included the mention of Jesus in our new tagline: Where financial struggle meets the love of Jesus.

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 Hope Economy 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 presented 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 Hope Economy 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.

If you have a regular gift set up, our team will update the necessary details for your gift to continue as normal. You don’t need to take any action and the only difference for you is that all communications will no longer be from CAP Australia, but Hope Economy. 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.

If you give via cheques, we ask that you make these out to ‘Hope Economy Ltd’ from the official launch date, Wednesday 18 March 2026.

The CAP International brand is not changing. CAP Australia is the only affiliate within the CAP International network that is adopting the Hope Economy name and brand.

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 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.