Flare

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

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

• Employee benefits platform
• Novated leasing
• Digital onboarding
• Salary packaging
• Chattel mortgage

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. 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.
2. 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.
3. 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.
4. Health Insurance Distribution: Flare distributes health insurance products issued by Australian insurers including Australian Unity and Bupa, receiving commission for each policy sold.
5. 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

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core 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

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature5 records

Partnerships

Nine partnerships are on record, tiered core.

• MYOBcoreTechnology or IntegrationMYOB 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 SoftwarecoreTechnology or IntegrationELMO 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 PeoplecoreTechnology or IntegrationPageUp is an Australian talent management and HRIS platform. The Flare integration enables combined onboarding and benefits workflows for PageUp customers.
• ReadyTechcoreTechnology or IntegrationReadyTech provides workforce management and HR software in Australia. Flare integrates to deliver employee benefits alongside ReadyTech's HR and payroll solutions.
• WorkPaccoreTechnology or IntegrationWorkPac is an Australian recruitment and workforce management company. The integration connects Flare's benefits platform with WorkPac's staffing and payroll systems.
• PayGroupcoreTechnology or IntegrationPayGroup 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.
• RandstadcoreTechnology or IntegrationRandstad 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 LimitedcoreChannel Partner/ Reseller/ DistributorFlare 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 LtdcoreChannel Partner/ Reseller/ DistributorFlare 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

Regional 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

• Xx.com/flareaus
• Facebookfacebook.com/flareaus
• LinkedInlinkedin.com/company/flare-hr
• Instagraminstagram.com/flare.cars

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries4 records

Funding overview

Funding rounds3 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Flare