Auto & General

What Auto & General does

Auto & General Insurance Company Limited is a privately-held Australian general insurer founded in 1999 and headquartered in Toowong, Brisbane, with a 1,001–5,000 employee footprint and operations spanning a global insurance network across Australia, South Africa, the United Kingdom, France, Singapore, and China. The company underwrites and distributes personal lines general insurance products — car, home and contents, motorcycle, travel, pet insurance, and roadside assistance — through a multi-brand architecture combining a direct-to-consumer flagship (Budget Direct, launched 2000) with white-label partnerships including Qantas Insurance (since 2019), ING Bank (since 2016), Coles Insurance, Oceania Insurance, Ozicare, First for Women, Australia Post, and others. The company's product set has expanded progressively from motor insurance in 2000 to roadside assistance (2004), home and contents (2006), travel (2014), and motorcycle and pet insurance in 2020, reaching one million active A&G Motor policies by February 2020.

Auto & General operates a digital insurance platform supporting online policy management, claims processing, and 24/7 contact centre operations (with a Johannesburg-based call centre opened in 2017), backed by a national service infrastructure of approximately 180 contracted motor repairers and seven dedicated vehicle assessment centres across Brisbane, Melbourne, and Sydney. The company also operates online price comparison businesses Compare the Market and iSelect as part of its corporate group, creating a dual-sided presence in both insurance underwriting and distribution in Australia.

Revenue is generated through insurance premiums paid by customers across the portfolio — pricing is quote-based, varies by product type and individual risk profile, and is billed annually — making this a subscription-style recurring revenue model with direct (Budget Direct) and partner-distributed (Qantas, ING, Coles, Oceania) channels. The company is regulated by APRA, holds Australian Financial Services Licence 285571, is a signatory to the General Insurance Code of Practice and the Motor Vehicle Insurance and Repair Industry Code of Conduct, and is subject to ongoing ASIC legal action regarding discount-removal practices affecting approximately 39,000 customers between March 2020 and July 2024. Budget Direct has been recognized as Money magazine's Insurer of the Year for ten consecutive years (2017–2026) and Canstar's Insurer of the Year for five consecutive years (2022–2026), and the company paid out $1.5 billion in claims over the 12 months ending May 2026.

Name

Auto & General

Legal name

Auto & General Insurance Company Limited

Website

https://autogeneral.com.au

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Auto & General is a privately-held Australian general insurer founded in 1999, underwriting car, home, contents, motorcycle, travel, and pet insurance through its direct Budget Direct brand and white-label partnerships with Qantas, ING, Coles, and other major Australian brands, supported by a national network of 180 contracted motor repairers and seven assessment centres.

Ownership category

akta.pro rank

Product category

General Insurance

akta.pro primary industry

Standard Personal Auto Insurance (Liability, Collision & Comprehensive) (FSAJAAAA)

akta.pro secondary industry

Auto Liability Umbrella / Excess (FSAJANAK)

Keywords

• General insurance
• Motor insurance
• Home insurance
• Pet insurance
• Travel insurance

Headquarters

HQ city

Toowong

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Insurance Premium Revenue: Auto & General generates revenue through insurance premiums paid by customers across its portfolio of general insurance products including car, home and contents, motorcycle, travel, pet insurance, and roadside assistance. Revenue is collected through direct sales (Budget Direct brand) and partner-distributed products (Qantas, ING, Coles, and other white-label partnerships).

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Auto & General is an Australian general insurance company that underwrites and distributes personal lines insurance products — car, home, contents, motorcycle, travel and pet insurance — together with roadside assistance. It sells these products both directly to consumers via its Budget Direct brand and through partner-branded/co-branded offerings issued for Qantas, ING, Coles and Oceania.

Product overview

Auto & General Insurance is a multi-channel insurer operating under a platform-plus-brands architecture. The core offering includes Budget Direct as its flagship direct-to-consumer brand, supplemented by numerous partner brands (Qantas Insurance, Coles Insurance, ING Insurance, Oceania Insurance, Ozicare, First for Women) distributed through white-label partnerships. Insurance products span car, motorcycle, home, contents, travel, and pet insurance, with roadside assistance as an add-on service. The company operates seven dedicated vehicle assessment centers and maintains a national network of around 180 contracted repairers for claims processing. The product portfolio also includes replacement value calculators powered by third-party partners (Finity for home rebuild, Sum Insured for contents).

Differentiator

Problem solved

Functional benefit

Brands

• Budget Direct: Direct insurance brand of Auto & General, offering feature-packed cover with industry-leading prices and first-rate customer service. Has won numerous awards including Canstar's Insurer of the Year 2025 and Money magazine's Insurer of the Year nine years in a row.
• Compare the Market
• iSelect

Products and services

• Budget Direct Car Insurance

Quantifiable outcome

• $1.5 billion in claims payouts over the past 12 months
• +2 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• QantascoreChannel Partner/ Reseller/ Distributor · 1 January 2019Auto & General partnered with Qantas in 2019 to offer Qantas Frequent Flyer members car and home insurance products with the added benefit of Qantas Points. This is a white-label insurance distribution arrangement where Auto & General underwrites the policies and Qantas distributes them to its customer base.
• ING BankcoreChannel Partner/ Reseller/ Distributor · 1 January 2016Auto & General has partnered with ING Bank since 2016 to create and deliver car, motorcycle, home, travel insurance and roadside assistance products. ING Bank distributes these insurance products to its Australian customers under a white-label arrangement.
• ColescoreChannel Partner/ Reseller/ DistributorAuto & General partners with Coles to offer car, home, and landlord insurance products to Coles customers. Coles Insurance customers with linked Flybuys cards can enjoy special offers and bonus points on their shop. This extends Coles' brand promise of helping Australians eat and live better.
• Oceania InsuranceminorChannel Partner/ Reseller/ DistributorOceania Insurance is a white-label partner that takes the insurance industry into a new era using new technology and simplifying insurance processes. Auto & General underwrites the policies.
• Compare the MarketcoreChannel Partner/ Reseller/ DistributorCompare the Market is a separate online comparison business operated by Auto & General's group of companies in Australia. It operates alongside the insurance underwriting business (Auto & General Insurance) to provide price comparison services for insurance products.
• iSelectminorChannel Partner/ Reseller/ DistributoriSelect is a separate online comparison business operated by Auto & General's group of companies in Australia, providing price comparison services for insurance and other financial products alongside the underwriting business.
• Parent Group (Global Network)coreOthersAuto & General is part of a global network of businesses operating in South Africa, United Kingdom, Australia, France, Singapore and China. The global network has over 50 years of experience in underwriting, distributing and administering insurance products.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Suncorp Group: Suncorp is a major Australian general and personal lines insurer (AAMI, Suncorp, APIA, Shannons) with direct and brand-led distribution. It directly competes with Budget Direct in car and home insurance and shares Australian catastrophe exposure.
• IAG (Insurance Australia Group): IAG is Australia's largest general insurer (NRMA, CGU, SGIO, Swann), competing head-on with Auto & General across personal auto, home, and travel lines. It is the closest benchmark for an Australian multi-brand personal lines underwriter with white-label and DTC channels.
• QBE Insurance Australia: QBE is a large Australian and global general insurer with material personal lines presence. It competes with Auto & General on auto and home underwriting, particularly via intermediated and partner distribution.
• Allianz Australia: Allianz Australia is the local arm of a global insurer offering personal auto, home, travel and pet insurance. It overlaps Auto & General's product set and partner-distribution model (including bank and travel partnerships).

Direct peers

• AAMI: AAMI is a direct and aggregator-led Australian personal lines brand (Suncorp-owned) and one of Budget Direct's principal competitors on car and home insurance in the price-comparison channel.
• Youi Insurance: Youi is a direct-to-consumer Australian personal lines challenger (car, home, motorcycle, boat) and is the closest DTC peer to Budget Direct — competing for the same price-sensitive, brand-aware customer segment.
• Bingle: Bingle is a low-cost online-only Australian car insurer (Suncorp-owned) competing for the same budget-conscious, digital-first buyer that Budget Direct targets.
• Hollard Insurance Partners: Hollard is Australia's largest white-label/partner-distribution insurer and the most direct comparable to Auto & General's business model, underwriting policies for bank, retail and fintech partners and operating its own consumer brands.
• Lumley Insurance: Lumley is an Australian general insurer specialising in underwriting for intermediated and partner distribution (banks, brokers, dealer groups). Its business model closely mirrors Auto & General's white-label-led underwriting approach.

Regional players

• RACQ Insurance: RACQ is the Queensland mutual insurer offering auto, home and travel insurance through its membership channel. It is a comparable Queensland-based personal lines competitor, though it does not run a national multi-brand white-label platform.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/a&g-insurance-services

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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 Auto & General