United Petroleum Pty Ltd.

What United Petroleum Pty Ltd. does

United Petroleum Pty Ltd. is an independent, 100% Australian owned fuel and convenience company founded in 1993, headquartered in Hawthorn, Victoria, operating approximately 500 service stations nationally. The business is vertically integrated across the fuel value chain: it sources refined products globally through its United Supply & Trading (UST) division, stores and distributes fuel through three strategically located terminals (Hastings in Victoria with 190M L capacity, Bell Bay in Tasmania with 49M L, and Mackay in Queensland with 78M L), and sells to both retail and commercial end markets. Its core product portfolio spans unleaded fuels (Premium 98, Premium 95, Unleaded 91, Unleaded 91 Low Aromatic, E85), Diesel, Premium Diesel, AdBlue, and LPG, complemented by QuickSTOP convenience stores and the Pie Face bakery brand at service station locations.

The company operates a multi-channel go-to-market model. On the consumer side, it targets individual motorists through company-owned and dealer-operated service stations, the United App, gift cards, and the UP Community club discount programme. On the commercial side, it pursues enterprise customers via dedicated sales teams serving mining (including the United Premium Diesel HD product), transport, agriculture, government, marine, and industrial sectors through bulk fuel supply, the United Card B2B fuel management platform (with monthly subscription fees of $2.95-$5.95 ex GST per card and promotional fuel discounts of 7c/L for the first six months), and Vendor Managed Inventory services. Distribution is further extended through channel partners such as Fuel Wests in Western Australia and commission agents across VIC/TAS, NSW, QLD, SA, and WA.

Revenue is generated predominantly through transaction-based retail fuel sales, convenience store sales, bulk and wholesale fuel margins, and subscription/transaction fees from the United Card programme, with publicly disclosed Terminal Gate Pricing and Wholesale List Pricing providing pricing transparency. Key strategic priorities evident in the data include the Mackay Terminal acquisition to support Queensland growth, the Astron partnership to extend the United Card acceptance network, and continued build-out of mining-specific solutions. The company faces a material near-term regulatory overhang, with the ACCC having launched a fuel price investigation in February-March 2026 into United Petroleum and other major retailers over pump pricing during a Middle East conflict-driven supply event.

Name

United Petroleum Pty Ltd.

Legal name

United Petroleum Pty Ltd.

Website

https://unitedpetroleum.com.au

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

501–1,000 employees

Short description

United Petroleum Pty Ltd. is an independent, 100% Australian owned fuel and convenience company operating approximately 500 service stations nationally, supplying premium fuels, QuickSTOP convenience stores, the United Card B2B platform, and bulk fuel solutions to retail, mining, transport, agriculture, and government customers.

Ownership category

akta.pro rank

Product category

Retail Fuel and Convenience Services

NAICS

Gasoline Stations with Convenience Stores (45711), Gasoline Stations (4571), Fuel Dealers (45721)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Petroleum Bulk Stations & Terminals (5171), Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172)

akta.pro primary industry

Retail Service Station Operations (Company-Owned & Dealer-Operated) (EUALAIAA)

akta.pro secondary industries

Convenience Retail & Foodservice at Forecourts (C-Store/QSR) (EUALAIAE), Branded Fuels Wholesaling & Jobber Distribution (EUALAIAB), Fuel Pricing, Loyalty & Payments Platforms (POS, Mobile Pay, Fleet Cards, Loyalty Programs) (EUALAIAK), Non-Fuel Retail & Ancillary Forecourt Services (Car Wash, Auto Care, ATM/Lottery, Parcel Lockers) (EUALAIAJ)

Keywords

• Retail fuel sales
• Petroleum products
• Convenience retail
• Bulk fuel supply
• Business fuel cards

Headquarters

HQ city

Victoria Valley

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Fuel Sales: Sale of premium quality fuels (Unleaded 91, Premium 95, Premium 98, E85, Diesel, Premium Diesel, LPG) through company-owned and dealer-operated service stations across Australia. Revenue generated from pump sales at competitive prices.
2. Convenience Store Sales: Revenue from QuickSTOP convenience stores offering snacks, drinks, essential groceries, and automotive products at service station locations.
3. United Card Program: Monthly card fees ($2.95 ex GST for 5+ cards, $5.95 ex GST for 1-4 cards) plus transaction-based revenue. Includes promotional discounts of 7 cents per litre for first six months, then 2 cents per litre standard discount.
4. Bulk Fuel Sales: Wholesale supply of commercial quantities of fuels direct from terminal to resellers, wholesalers, commercial businesses, mining operations, and government departments. Includes Terminal Gate Pricing and Wholesale List Pricing.
5. Gift Cards: Sale of prepaid United Gift Cards in denominations of $25, $50, $100 (in-store) or $25-$1,000 (by phone). Cards valid for 3 years with no reload capability.
6. Community Club Program: UP Community program offering clubs 2 cents per litre rebate plus 2 cents per litre discount for members, with minimum $100 rebate upon achieving 5,000 litres threshold per calendar year.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels5 records

Core offering

United Petroleum operates a network of approximately 500 fuel service stations across Australia, selling premium quality fuels (including Premium 98, Premium 95, Unleaded 91, Diesel, Premium Diesel, E85, LPG, and AdBlue) alongside QuickSTOP convenience stores. The company also serves commercial customers through bulk fuel supply, mining fuel solutions, the United Card business fuel management program, and rural distribution via Fuel Wests, supported by three strategic terminals (Hastings, Bell Bay, Mackay) and the United Supply & Trading (UST) division.

Product overview

United Petroleum is an independent, 100% Australian owned fuel and convenience company operating approximately 500 service stations nationally. The company offers a vertically integrated fuel business combining Premium Fuels (including Premium 98, Premium 95, Unleaded 91, Unleaded 91 Low Aromatic, Unleaded + Ethanol, and E85 Race Blend), Diesel products (Premium Diesel, Diesel, AdBlue), and LPG. The portfolio includes QuickSTOP convenience stores, the United Card business fuel management platform (offering fraud prevention, flexible reporting, and online tools), the United App with store locator and location features, UP Community club discount program, United Gift Cards, and mining fuel solutions including United Premium Diesel HD. Business offerings encompass Bulk Fuels, Rural Distributorships through Fuels West, and Fuel Equipment services. Operations are supported by United Supply & Trading (UST) and three strategic terminals (Hastings, Bell Bay, and Mackay) providing nationwide distribution capability.

Differentiator

Problem solved

Functional benefit

Brands

• United Card: Business fuel card for managing business fuel costs with low card fees and 24/7 online access
• QuickSTOP
• UP Community
• Pie Face

Products and services

• Premium 98 Fuel
• Premium 95 Fuel
• Unleaded 91 Fuel
• Unleaded 91 Low Aromatic
• Unleaded + Ethanol
• E85 Race Blend
• Premium Diesel
• Diesel
• AdBlue
• LPG
• United Card
• Bulk Fuels
• Mining Fuel Solutions
• Fuel Equipment Services
• Rural Distributorships (Fuel Wests)
• QuickSTOP Convenience Stores
• United Gift Cards
• The United App
• UP Community Club Program

Quantifiable outcome

• Premium Diesel cleans engine in as little as two tanks
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Fuel WestscoreChannel Partner/ Reseller/ DistributorFuel Wests is United Petroleum's distributor serving southern Western Australia, supplying quality fuels and lubricants to customers in the region.
• Astron ServicesminorChannel Partner/ Reseller/ DistributorUnited Card is accepted at Astron services stations in addition to United Petroleum's own network, expanding the acceptance network for business fuel card customers.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Regional players

• Astron Petroleum: Smaller Australian independent fuel retailer that is also a United Card acceptance partner. Competes in overlapping regional markets and provides network reach for United Card holders.

Direct peers

• BP Australia: Major oil major operating a national network of BP-branded service stations with convenience retail (bp Connect) and fleet cards. Competes head-to-head with United across retail fuel grades, convenience, and business fuel cards.
• 7-Eleven Australia: Largest convenience-led fuel retailer in Australia with 700+ sites combining 7-Eleven convenience stores with fuel. Directly competes with United's QuickSTOP and Pie Face convenience offering on a station-attached basis.
• Viva Energy Group: Operator of the Shell retail brand in Australia and supplier to the Coles Express network, with Geelong refinery and extensive terminal infrastructure. Competes with United in wholesale, terminal, and retail fuel markets.
• Shell Australia: Operates Shell-branded service stations and Shell V-Power premium fuels across Australia, with V-Power Racing sponsorship and V-Power Diesel positioning. Direct competitor in premium fuel retail and fleet.
• Ampol Limited: Australia's largest fuel retailer (formerly Caltex) with 1,700+ sites including company-operated, franchise, and dealer sites, plus refining and terminal infrastructure. Closest direct competitor to United at the retail forecourt level.
• Coles Express: Grocery-tied fuel network of 700+ sites operated under the Coles brand and supplied primarily by Viva Energy. Competes directly with United using fuel as a loyalty lever for grocery spend.

Broad incumbents

• Puma Energy: Global independent fuel retailer and terminal operator with presence across Africa, Latin America, and Asia-Pacific. Comparable to United's vertically integrated independent model, particularly in wholesale/bulk and emerging-market fuel retail.
• EG Group: International independent fuel and convenience operator with extensive Australian presence (operates Woolworths Petrol and several convenience-led fuel networks). Competes with United on convenience-retail economics and fuel-card acceptance.

Others

• WEX Inc. Global fleet fuel card and payment platform operator. Comparable to United's United Card business segment and useful as a strategic comparator for fleet-card economics and growth potential.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about United Petroleum Pty Ltd.