Greenstone
- Company typePrivate
- Founded2007
- HeadquartersKellyville, Australia
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
Greenstone firmographics
Firmographics- Name
- Greenstone
- Legal name
- Greenstone Holdco Pty Ltd
- Website
- https://greenstone.com.au
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Ownership category
- akta.pro rank
Where Greenstone is headquartered
LocationHeadquarters
- HQ city
- Kellyville
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Greenstone business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure, Others
Revenue model
- Direct Insurance Product Distribution: Greenstone designs, administers, markets and distributes a variety of insurance products (life, funeral, health, pet, home, car, travel, income protection, landlords) through its proprietary, partner and affinity brands. Revenue is generated through insurance premiums collected from end customers, with the company acting as the distributor and administrator.
- Partner and Affinity Brand Distribution: Greenstone distributes insurance products through partner brands (Kogan Life Insurance, Guide Dogs Pet Insurance, SPCA Pet Insurance NZ) and affinity relationships (Woolworths, Australian Seniors acquired brand), earning distribution or commission revenue for placing policies.
- Comparative Shopping Platform (Choosi): Choosi platform allows customers to compare, choose and apply for policies across multiple trusted insurance brands online or by phone, generating referral or commission revenue from partner insurers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Insurance products are quote-based and tailored to individual customer risk profiles. |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Greenstone product offering
Product offeringCore offering
Greenstone designs, markets, distributes, and administers a portfolio of personal insurance products (life, funeral, health, car, home, pet, travel, income protection, and landlords insurance) through multiple proprietary brands, partner/affinity brands, and the Choosi comparison platform. The company sells directly to consumers across Australia, New Zealand, and Canada, and acts as the distributor and administrator collecting insurance premiums and earning distribution commissions.
Product overview
Greenstone Financial Services is a multi-brand insurance distribution company operating across Australia, New Zealand, and Canada. The company specializes in direct insurance distribution through a portfolio of proprietary brands (Real Insurance, Australian Seniors, Choosi, Guardian Insurance, Buddy Pet Insurance, New Zealand Seniors, OneChoice, FiftyUp, North Cover), partner brands (Guide Dogs Pet Insurance, Kogan Life Insurance, SPCA Pet Insurance), and affinity relationships. Products span life insurance, funeral insurance, health insurance, car insurance, home insurance, pet insurance, travel insurance, income protection, and landlords insurance. The company also operates community grant programs supporting education in aged-care, animal welfare, education, healthcare, business and finance sectors. Greenstone distributes through multiple channels including direct sales, comparison platforms, retail stores, and partnerships with major retailers and organizations.
Differentiator
Problem solved
Functional benefit
Brands
- Real Insurance: Award-winning insurance brand offering life, income protection, funeral, health, home, car, pet, travel, and landlords insurance in Australia. Renowned for delivering real savings and value with 17 consecutive years of industry awards.
- Australian Seniors
- Choosi
- Guardian Insurance
- Buddy Pet Insurance
- Guide Dogs Pet Insurance
- New Zealand Seniors
- OneChoice
- SPCA Pet Insurance
- FiftyUp
- North Cover
Products and services
- Real Insurance Award-winning insurance brand offering life, income protection, funeral, health, home, car, pet, travel, and landlords insurance products in Australia. Recognized for 17 consecutive years of industry awards including the Canstar National Outstanding Value Car Insurance Award 2024.
- Australian Seniors Insurance brand targeting Australians over 50, offering funeral, life, health, car, home, landlords, pet, and travel insurance. Won the Canstar 2023 Most Satisfied Customers Award for Home Insurance and operates physical retail stores.
- Choosi Online insurance comparison and application platform allowing customers to compare, choose and apply for policies online or over the phone across life, income protection, funeral, car, home & contents, and business insurance categories through trusted partner brands.
- Guardian Insurance Insurance brand offering straightforward life, income protection, and pet insurance products designed with simplicity in mind, featuring flexible cover options that put customers in control.
- Buddy Pet Insurance Pet insurance brand created to meet the unique insurance needs of Australian pet-parents and their pets, with a Giving Program commitment to donate $1 million to Australian animal welfare organisations.
- Guide Dogs Pet Insurance Pet insurance brand created through partnership with Guide Dogs Australia, the only pet insurance that supports the important work of Guide Dogs Australia in transforming playful pups into Guide Dogs.
- Kogan Life Insurance Life insurance product offered through partnership with Kogan, Australia's number one retailer of affordable electronics and household goods, making award-winning life insurance accessible to Kogan customers.
- New Zealand Seniors Award-winning insurance brand in New Zealand providing quality, affordable funeral insurance products specifically designed for New Zealanders over 50, backed by trusted underwriters Pinnacle and PetSure.
- OneChoice Insurance brand in New Zealand offering easy-to-understand, easy-to-manage life and funeral insurance products to New Zealanders, simplifying the insurance purchasing experience.
- SPCA Pet Insurance Pet insurance brand in New Zealand created through partnership with the Royal New Zealand Society for the Prevention of Cruelty to Animals (SPCA), providing financial assistance for vet bills while supporting animal welfare work.
- FiftyUp Insurance brand in Canada offering accessible, simple insurance products specifically designed for Canadians over 50 to enjoy life with less worry about their family's future, underwritten by Teachers Life Insurance.
- North Cover Direct, simple life and final expenses insurance brand in Canada offering flexible insurance products that are easy to understand with straightforward policy management and claims process, underwritten by Teachers Life Insurance.
Quantifiable outcome
- 17 consecutive years of industry awards for Real Insurance, including Canstar National Outstanding Value Car Insurance Award 2024
- +1 more outcomes
Companies that use Greenstone
Customer profileSegments4 records
Ideal customer profiles4 records
Greenstone technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature3 records
Greenstone partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered minor and core.
- The Centre for Volunteering (NSW Volunteer of the Year Awards)minorAustralian Seniors is a proud sponsor of the NSW Volunteer of the Year Awards presented by The Centre for Volunteering, recognising NSW volunteers.
- Teachers Life InsurancecoreIn Canada, Greenstone partnered with Teachers Life Insurance, giving customers confidence that their insurance is underwritten by a company with decades of proven experience.
- SPCA New Zealand (Royal New Zealand Society for the Prevention of Cruelty to Animals)coreIn 2021, Greenstone formed a partnership with SPCA to give households across New Zealand a way to protect their pets through SPCA Pet Insurance, while also supporting the charity's work with vulnerable animals.
- KogancoreGreenstone partnered with Kogan in 2018, giving customers of Australia's number one retailer of affordable electronics and household goods an award-winning life insurance option.
- Guide Dogs AustraliacoreGreenstone formed a partnership with Guide Dogs Australia in 2017, creating the only pet insurance that supports the important work of Guide Dogs Australia – transforming playful pups into Guide Dogs.
- Australian Cancer Research FoundationminorThe Real Insurance Sydney Harbour 10K & 5K fun run, sponsored by Real Insurance since 2013, raises money for charitable organisations including the Australian Cancer Research Foundation.
- Pinnacle (NZ)coreIn New Zealand, Greenstone's family of smart, accessible direct insurance products are backed by trusted insurers Pinnacle and PetSure.
- PetSure (NZ)corePetSure is one of the trusted underwriters backing Greenstone's New Zealand insurance products.
- HollardcoreGreenstone has built and fostered successful, long-standing relationships with trusted global underwriters Hollard, providing reassurance that insurance products are backed by proven experience.
- PetSure (Australia)corePetSure is a trusted global underwriter partnering with Greenstone in Australia for pet insurance products.
- nibcorenib is a trusted insurer partner of Greenstone in Australia.
- AllianzcoreAllianz is a trusted insurer partner of Greenstone in Australia, part of the distribution model.
- Hannover REcoreHannover RE is a trusted reinsurance partner that has formed a partnership with Greenstone.
- WoolworthscoreGreenstone formed a partnership with Woolworths, integrating insurance distribution with one of Australia's major retailers.
- ahm (Medibank)minorGreenstone formed a partnership with ahm (part of Medibank) for insurance distribution.
- Swiss REcoreSwiss RE is a key reinsurance partner that formed a partnership with Greenstone early in the company's history.
Scale indicators3 records
Recent moves8 records
Expansion highlights6 records
Greenstone competitors and assessment
Company assessmentDirect peers
- Budget Direct: Australian direct-to-consumer personal lines insurer (car, home, life) with a similar digital-and-call-centre distribution model. It is the closest large-scale domestic analogue to Greenstone's owned-brand, multi-product direct insurance approach.
- Compare the Market: Australian price comparison aggregator across insurance and utilities. Comparable to Choosi in business model — earning commission by referring customers to multiple insurance carriers.
- iSelect: Australian insurance and financial product comparison platform. Operates a similar comparison-led distribution model to Greenstone's Choosi brand and competes for the same direct-acquisition customer.
- Youi: Direct personal lines insurer in Australia and New Zealand selling car, home, and motorcycle cover via digital and phone channels. Comparable to Greenstone in channel mix (digital + phone) and product focus on everyday personal lines.
Others
- Hollard Insurance: Multi-line Australian insurer that is both a Greenstone partner carrier (via Hollard Financial Services / Real Insurance) and a broader market player. Included as an ecosystem participant and former Greenstone parent entity — directly connected to the platform.
Broad incumbents
- Suncorp Group: One of Australia's largest general insurance and banking groups, distributing personal lines across brands including AAMI, GIO, and Bingle. Comparable as a broad incumbent overlapping with Greenstone's personal lines book, though Suncorp is also a carrier, not purely a distributor.
- Insurance Australia Group (IAG): Largest general insurer in Australia (NRMA, RACV, SGIO, Shannons among others), competing across personal lines. Comparable as a broad incumbent that overlaps with Greenstone's product portfolio while also being a partner-style carrier for some of its channels.
Emerging players
- Honey Insurance: Australian insurtech challenger focused on simplified, app-led home insurance distribution. Relevant as a tech-forward emerging entrant targeting the same digitally-engaged consumer segment Greenstone serves.
Regional players
- Tower Insurance: Listed New Zealand general insurer with a direct distribution footprint. Comparable as a peer in Greenstone's New Zealand market, operating across personal lines with a similar product set.
- AA Insurance (New Zealand): Major New Zealand direct personal lines insurer affiliated with the Automobile Association. Comparable to Greenstone's NZ brands (NZ Seniors, OneChoice) as a domestic direct insurer competing in the same local market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Greenstone social profiles
Digital presenceGreenstone compliance and trust
Trust signalCompliance2 records
Greenstone financial estimates
Financial estimateRevenue estimate
Valuation estimate
Greenstone leadership team
Management profileNumber of profiles
Profiles2 records
Greenstone subsidiaries and ownership
Company hierarchySubsidiaries2 records
Greenstone funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Greenstone 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 Greenstone
What does Greenstone do?
Greenstone designs, markets, distributes, and administers a portfolio of personal insurance products (life, funeral, health, car, home, pet, travel, income protection, and landlords insurance) through multiple proprietary brands, partner/affinity brands, and the Choosi comparison platform. The company sells directly to consumers across Australia, New Zealand, and Canada, and acts as the distributor and administrator collecting insurance premiums and earning distribution commissions.
Is Greenstone a public or private company?
Greenstone is a private company. It is classified as private equity controlled and is currently operating.
When was Greenstone founded?
Greenstone was founded in 2007. It employs 501 to 1,000 people.
Where is Greenstone based?
Greenstone is headquartered in Kellyville, Australia, in the Oceania region.
How does Greenstone make money?
Three revenue lines are on record. Direct Insurance Product Distribution is the primary driver. The others are partner and Affinity Brand Distribution and comparative Shopping Platform (Choosi).
Who are Greenstone's main competitors?
Direct peers on record are Budget Direct, Compare the Market, iSelect and Youi. Hollard Insurance is listed as an others. Broad incumbents are Suncorp Group and Insurance Australia Group (IAG). Honey Insurance is listed as an emerging player. Regional players are Tower Insurance and AA Insurance (New Zealand).
Does Greenstone have an API?
No public API is recorded for Greenstone.