With Home Bae, HSBC Brings Speed Dating to Home-Buying


HSBC Home Bae

For many millennials delaying buying cars and homes, brands are striving to dispel the adultness and weight of such purchases by creating experiences focused on fun and entertainment.

Now speed dating is meeting home buying in a unique event hosted by HSBC to bring together people interested in co-buying a property in London. The matchmaking event, called Home Bae (not to be confused with Salt Bae), is a free event offering “cocktails, canapés—and co-ownership conversations.”

Targeting first-time home buyers is a smart move by HSBC, one of the largest banking and financial services organizations in the world, with about 7,500 offices in over 80 countries.

In the last ten years, the Land Registry’s UK House Price Index shows house values in London have risen 62%, requiring prospective homebuyers to come up with about £96,400 for a 20% deposit. Sharing that cost makes it more feasible.

Riffing on the urban slang for boyfriend or girlfriend, HSBC UK (whose British brand ambassador is comedian Richard Ayoade) is using “home bae” to describe “the perfect person who might just make your home buying dream a reality.”

The event takes place on February 15th; sign up here if you’re eligible and interested.