Flare
- Company typePrivate
- Founded2016
- HeadquartersSydney, Australia
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
Flare firmographics
Firmographics- Name
- Flare
- Legal name
- Flare HR Pty Ltd
- Website
- https://flarehr.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Flare industry classification
Industry- Product category
- Employee Benefits Platform
- NAICS
- Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292), Human Resources Consulting Services (541612)
- akta.pro primary industry
- Benefits Administration (BPACAPAC)
- akta.pro secondary industries
- HR Service Delivery, Case Management & Employee Self-Service (BPACAPAL), Benefits Administration & Total Rewards Outsourcing (BPACAKAE)
Keywords
Where Flare is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Flare business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Novated Lease Transaction Fees: Flare earns revenue by arranging novated leases for employees. The platform is free for employers; costs are deducted from participating employees' salaries. Flare charges for the lease arrangement and ongoing lease administration, including running cost management and the provision of fuel/maintenance cards.
- Chattel Mortgage / Business Vehicle Finance Referrals: Flare refers businesses seeking chattel mortgages to Metro Finance Pty Ltd and Allied Retail Finance Pty Ltd, receiving referral remuneration for each completed finance arrangement.
- Employer Benefits Platform (Free Tier): The core employee benefits platform (discounts, perks, onboarding) is provided free to Australian employers. Revenue is indirectly generated through increased employee engagement and lease/finance product uptake.
- Health Insurance Distribution: Flare distributes health insurance products issued by Australian insurers including Australian Unity and Bupa, receiving commission for each policy sold.
- Credit Representative / Loan Referral Arrangements: Flare (through subsidiary Simple Financial Choices Pty Ltd) is party to credit representative arrangements with Canopy Private and multiple auto finance lenders (CIMET Sales, Compare Club, TAL Direct, Pepper Asset Finance, Metro CF, Metro Finance, Angle Auto Finance, Allied Retail Finance). Flare receives remuneration when customers refinance or take out loans.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Annual | Free Benefits Platform for All Employers |
| Transaction based/ take rate | Monthly | Novated Lease — Individual Pricing |
| Other | Pay-as-you-go | Business Vehicle Chattel Mortgage |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels9 records
Flare product offering
Product offeringCore offering
Flare HR operates a free employee benefits and HR technology platform for Australian businesses, combining paperless onboarding, a mobile benefits wallet with discounts at 500+ retailers, and salary packaging administration. The company's primary monetized offerings are Flare Cars novated leasing for new, used, and electric vehicles arranged through dedicated consultants, plus referral-based distribution of health insurance, chattel mortgages, and other credit products to the same employee base.
Product overview
Flare HR is a free HR software platform for Australian businesses offering employee benefits management, digital onboarding, and vehicle salary packaging. The core offering comprises the Flare HR Platform (benefits administration with 30+ integrations), the Flare Benefits App (mobile wallet for employee discounts and perks), and Flare Cars (novated leasing for new, used, and electric vehicles). Additional modules include Digital Onboarding, Corporate Salary Packaging for employers, EV Novated Leases with FBT exemptions, and Chattel Mortgage financing for business vehicles. Over 100,000 Australian businesses use the platform, with Flare Customers at Healius achieving a 98% retention rate.
Differentiator
Problem solved
Functional benefit
Brands
- Flare Cars: Novated leasing service for vehicle salary packaging, helping employees save on car purchases and running costs through employer salary sacrifice arrangements.
- Flare Benefits
Products and services
- Flare HR Platform Free cloud-based employee benefits and HR technology platform for Australian businesses of all sizes, providing paperless onboarding, salary packaging administration, and employee engagement tools.
- Flare Benefits App Mobile benefits wallet application offering Australian employees access to discounts at 500+ retailers and integrated entry points to Flare Cars novated leasing, chattel mortgage referrals, and salary packaging.
- Flare Cars Novated Leasing End-to-end novated lease service for new, used, and electric vehicles distributed via dedicated Flare Cars consultants who guide Australian employees from enquiry through delivery.
- Flare EV Novated Lease Standalone EV-focused novated lease offering within Flare Cars, providing tax-effective salary packaging of electric vehicles for Australian employees with dedicated consultant support.
- Flare Digital Onboarding Paperless onboarding software that automates new-hire paperwork, electronic signature workflows, and integration with HRIS and payroll systems for Australian employers.
- Flare Salary Sacrifice Standalone salary sacrifice (pre-tax salary packaging) administration service for Australian employees, supporting novated leases and other pre-tax benefits via their employer's Flare instance.
- Flare Business Vehicle Finance (Chattel Mortgage) Referral-based chattel mortgage service distributing business vehicle finance to Australian companies via the Flare platform and partner lenders.
- expanz Employee benefits brand extension launched in August 2024 as a new product line within the Flare HR platform.
Quantifiable outcome
- Employees could save over $12,000 a year with Flare Benefits
- +5 more outcomes
Companies that use Flare
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Flare technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Feature5 records
Flare partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core.
- MYOBcoreMYOB is an Australian accounting and HR software platform. Flare integrates with MYOB to enable seamless data exchange between Flare's benefits/onboarding platform and MYOB payroll and HR systems for Australian businesses.
- ELMO SoftwarecoreELMO Software is an Australian HR and payroll cloud platform. Flare integrates with ELMO to provide combined HR onboarding and employee benefits functionality for mutual customers.
- PageUp PeoplecorePageUp is an Australian talent management and HRIS platform. The Flare integration enables combined onboarding and benefits workflows for PageUp customers.
- ReadyTechcoreReadyTech provides workforce management and HR software in Australia. Flare integrates to deliver employee benefits alongside ReadyTech's HR and payroll solutions.
- WorkPaccoreWorkPac is an Australian recruitment and workforce management company. The integration connects Flare's benefits platform with WorkPac's staffing and payroll systems.
- PayGroupcorePayGroup is a cloud-based payroll and HR solutions provider operating across Asia Pacific. Flare integrates with PayGroup to deliver employee benefits to PayGroup's customer base.
- RandstadcoreRandstad is a global HR services and staffing company operating in Australia. Flare integrates with Randstad to provide benefits functionality within Randstad's workforce management ecosystem.
- Australian Unity Health LimitedcoreFlare distributes health insurance products issued by Australian Unity Health Limited (ABN 13 078 722 568), receiving commission for each policy sold through the Flare platform.
- Bupa HI Pty LtdcoreFlare distributes health insurance products issued by Bupa HI Pty Ltd (ABN 81 000 057 590), receiving commission for each policy sold. Flare distributes products only where arrangements are in place with the insurer.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
Flare competitors and assessment
Company assessmentRegional players
- Perkbox: UK-headquartered employee perks and benefits platform comparable to Flare Benefits on discount/perks aggregation, though operating primarily in EMEA rather than Australia.
Emerging players
- PayGroup: Asia Pacific-focused cloud payroll and HR solutions provider. Integrates with Flare but also positions adjacent benefits administration into payroll clients, competing for the same employer buyers.
- Employment Hero: Australia-headquartered HR, payroll, and employee benefits SaaS platform rapidly expanding upmarket. Overlaps with Flare on employer benefits administration and onboarding, with its own perks/benefits marketplace and growing SME/mid-market employer footprint.
- ELMO Software: Australian cloud HR, payroll, and onboarding platform — both a Flare integration partner and a competitor in employee benefits management and digital onboarding for Australian mid-market and enterprise employers.
Direct peers
- Smartgroup: Australia's largest salary packaging and novated leasing provider. Directly competes with Flare Cars in novated lease and employee benefits distribution to Australian employers and employees, with similar FBT optimisation positioning and a comparable financial-services subsidiary structure.
- RemServ: Established Australian salary packaging and novated leasing competitor (part of McMillan Shakespeare), targeting the same employer/employee base with similar FBT-driven employee benefits offerings.
- Maxxia: Major Australian salary packaging and novated leasing specialist, competing head-to-head with Flare on employer salary sacrifice offerings and employee benefits distribution across Australian workplaces.
Broad incumbents
- Benefitfocus (Vertafore): US-headquartered benefits administration and employee benefits marketplace platform. Broader incumbent offering in benefits admin at scale, comparable technology and category positioning though operating in a different geography.
Others
- PeopleStreme: Australian HR analytics and employee experience platform providing adjacent HR technology to similar Australian mid-market and enterprise buyers that Flare targets through its benefits platform.
- Catch-e (vehicle salary packaging platform): Australian vehicle salary packaging and novated lease administration platform used behind-the-scenes by Flare Cars (per Flare's driver portal login URL). Adjacent infrastructure provider in the same novated leasing ecosystem.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Flare social profiles
Digital presenceFlare compliance and trust
Trust signalCompliance1 record
Flare financial estimates
Financial estimateRevenue estimate
Valuation estimate
Flare leadership team
Management profileNumber of profiles
Profiles5 records
Flare subsidiaries and ownership
Company hierarchySubsidiaries4 records
Flare funding detail
Funding detailFunding overview
Funding rounds3 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Flare M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Flare
What does Flare do?
Flare HR operates a free employee benefits and HR technology platform for Australian businesses, combining paperless onboarding, a mobile benefits wallet with discounts at 500+ retailers, and salary packaging administration. The company's primary monetized offerings are Flare Cars novated leasing for new, used, and electric vehicles arranged through dedicated consultants, plus referral-based distribution of health insurance, chattel mortgages, and other credit products to the same employee base.
Is Flare a public or private company?
Flare is a private company. It is classified as venture growth investor backed and is currently operating.
When was Flare founded?
Flare was founded in 2016. It employs 101 to 250 people.
Where is Flare based?
Flare is headquartered in Sydney, Australia, in the Oceania region.
How does Flare make money?
Five revenue lines are on record. Novated Lease Transaction Fees are the primary driver. The others are chattel Mortgage / Business Vehicle Finance Referrals, employer Benefits Platform (Free Tier), health Insurance Distribution and credit Representative / Loan Referral Arrangements.
Who are Flare's main competitors?
Perkbox is listed as a regional player. Emerging players are PayGroup, Employment Hero and ELMO Software. Direct peers are Smartgroup, RemServ and Maxxia. Benefitfocus (Vertafore) is listed as a broad incumbent. Others are PeopleStreme and Catch-e (vehicle salary packaging platform).
Does Flare have an API?
No public API is recorded for Flare.
What industry is Flare in?
Flare's product category is Employee Benefits Platform. Its primary akta.pro industry code is BPACAPAC, Benefits Administration, with a secondary code of BPACAPAL, HR Service Delivery, Case Management & Employee Self-Service. Its NAICS code is 524292.