Heritage Bank is on the hunt for a younger and credit hungry demographic, with a new chief executive reshaping strategy at one of the country's largest mutual banks."Heritage is a well run bank and produced solid results, but it's not fulfilling its national potential," Peter Lock told Banking Day yesterday.Lock said research of consumer recognition of the brand "fare well in local catchments, but dissipates ... we need to make our proposition relevant to the bracket between 20 and 40," he said of the entity based in the inland Queensland city of Toowoomba."We need to attract more clients who want to borrow money."Lock was previously chief operating officer and head of corporate banking at Westpac's Bank of Melbourne brand. He is a past managing director of St George Bank in Victoria.A reshaping of the bank's vision and strategy is in hand, ten weeks into his employment with Heritage.The bank's proprietary channels are producing new business levels in line with budget, he said, while broker-sourced home loan flows are only around 60 per cent of budget.Heritage Bank yesterday reported a ten per cent rise in net profit to $17.2 million for the half year to December 2015.It said loan approvals of $811 million were up two per cent on the same period in 2014.APRA data shows growth in home loans of 5.2 per cent over the year to December 2015, about three quarters the banking sector growth rate and less than half the super-charged growth rates of mutual bank names such as Bank Australia, Police Financial Services and Defence Bank.