Employsure
Peninsula Group (formerly Employsure) is the largest provider of outsourced HR and Work Health & Safety advisory, software, and insurance services to small and medium businesses across Australia and New Zealand.
- Company typePrivate
- Founded2011
- HeadquartersSydney, Australia
- Headcount1,001–5,000
- GTM typeB2B
- OfferingServices
What Employsure does
Peninsula Group, operating in Australia as Peninsula Australia Pty Ltd and previously known in market as Employsure, is the largest dedicated provider of outsourced HR and Work Health & Safety (WHS) services to small and medium businesses in Australia, with an expanded operating presence in New Zealand. The core offering is an affordable fixed-fee subscription that bundles unlimited 24/7 telephone access to expert employment relations and WHS advisors with tailored policies, contracts, and documentation covering hiring, disciplinary action, performance management, redundancies, and termination.
The platform is built around four integrated product lines: BrightHR, a cloud-based HR software product for employee profiles, contracts, handbooks, and document storage with access controls and read receipts; BrightSafe, a cloud-based WHS management software for hazard tracking, risk assessments, and compliance documentation; Peninsula Protect, an exclusive financial product providing up to $400,000 per claim in legal liability and defence costs for HR/WHS claims; and Wisdom Wellbeing, an Employee Assistance Program offering 24/7 mental health counselling for employees and their families. A SafeCheck workplace safety audit service and unlimited WHS policy documentation round out the offering. Operationally, the company runs a sales-led direct distribution model supported by an extensive content marketing engine (resource hub, webinars, video series), with regional offices in Sydney (headquarters), Perth, and Brisbane.
Commercially, revenue is generated via recurring subscription fees across the advisory, software, and EAP lines, supplemented by managed-services economics from the Peninsula Protect insurance-style product. The customer base is composed of thousands of small and medium businesses across Australia and New Zealand, with a deliberate vertical emphasis on NDIS providers and SCHADS Award-covered social, community, and disability services organisations. The company is privately held, operates with 1,001-5,000 employees, and has no disclosed external funding rounds or revenue figures in the source material.
Employsure firmographics
Firmographics- Name
- Employsure
- Legal name
- Peninsula Australia Pty Ltd
- Website
- https://peninsulagrouplimited.com.au
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Peninsula Group (formerly Employsure) is the largest provider of outsourced HR and Work Health & Safety advisory, software, and insurance services to small and medium businesses across Australia and New Zealand.
- Ownership category
- akta.pro rank
Employsure industry classification
Industry- Product category
- HR and WHS Advisory Services
- NAICS
- Professional Employer Organizations (561330)
- SIC
- Services-Management Consulting Services (8742), Services-Legal Services (8111)
- akta.pro primary industry
- HRIS/HCM Managed Services & Support (BPAEAGAF)
- akta.pro secondary industry
- Co-Employment Risk Management & Insurance (Workers’ Comp, Liability) (BPACAGAH)
Keywords
Where Employsure is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Employsure business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure, Others
Revenue model
- Fixed-Fee HR Advisory Services: Affordable fixed-fee subscription providing unlimited 24/7 access to expert HR and WHS advice, tailored policies, contracts, documentation, and guidance on disciplinary action, performance management, redundancies and termination
- WHS Advisory Services: Work Health & Safety advisory services bundled with HR services or available separately, including documentation, audits (SafeCheck), and compliance support
- Employee Assistance Program (EAP): Mental health counselling services for employees and their families, offered as part of the service package or as standalone offering with 24/7 counselling helpline
- Software Subscriptions: BrightHR and BrightSafe software platforms available for employee management and WHS compliance tracking
- Peninsula Protect Insurance Product: Financial protection product covering legal liability and defence costs up to $400,000 per claim for HR and WHS legal matters
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Fixed-fee subscription model with unlimited access to HR and WHS advice |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Employsure product offering
Product offeringCore offering
Employsure (now Peninsula) provides subscription-based HR and Work Health & Safety (WHS) advisory services to Australian small and medium businesses for an affordable fixed fee. Clients receive unlimited 24/7 access to expert employment relations and safety advice, tailored policies and contracts, documentation support, the proprietary BrightHR and BrightSafe cloud software platforms, and the Peninsula Protect financial product covering up to $400,000 per claim for HR and WHS legal defence costs.
Product overview
Peninsula Group provides a suite of integrated HR and workplace health & safety solutions for Australian SMEs. The core offering consists of Bright HR software (for employee management, document storage, and HR administration) and BrightSafe software (for WHS management and compliance). These are complemented by Peninsula Protect (legal liability insurance), an Employee Assistance Program (EAP) for mental health support, SafeCheck workplace safety audits, and WHS policy documentation services. All services are offered on an affordable fixed-fee model with unlimited 24/7 expert advice access.
Differentiator
Problem solved
Functional benefit
Brands
- BrightHR: Award-winning HR software platform for employee management, document storage, and compliance tracking.
- BrightSafe
- Peninsula Protect
- SafeCheck
- Peninsula EAP
Products and services
- Bright HR Software Award-winning cloud-based HR software platform that simplifies employee management by storing employee profiles, contracts, handbooks and key documents securely in the cloud with employee access controls, notifications and read receipts. Used by Australian SMBs to manage day-to-day HR administration.
- BrightSafe Health & Safety Management Software Cloud-based Work Health and Safety management software for hazard tracking, risk assessments, safety documentation and WHS compliance. Designed for Australian businesses managing workplace safety obligations.
- Peninsula Protect Exclusive financial product bundled with advisory subscriptions that covers legal liability and defence costs up to $400,000 per claim arising from HR or WHS matters for client businesses.
- Employee Assistance Program (EAP) Mental health counselling service for client employees and their families, offering 24/7 telephone and face-to-face access to qualified counsellors. Provided as part of the service package or as a standalone offering.
- SafeCheck Workplace Audit Workplace Health and Safety audit service that identifies hazards and risks in a workplace to protect employees and businesses. Delivered as part of the WHS advisory subscription.
- WHS Policy Documentation Service Unlimited WHS documentation service providing tailored workplace health and safety policies and procedures for subscribing businesses.
- HR Advisory Services Subscription Core subscription-based HR advisory service providing unlimited 24/7 access to employment relations experts, tailored policies, contracts and documentation, and guidance on managing staff matters such as disciplinary action, performance, redundancies and termination. Designed for Australian small and medium business owners.
Quantifiable outcome
- Peninsula Protect provides legal liability and defence costs coverage of up to $400,000 per claim
- +1 more outcomes
Companies that use Employsure
Customer profileSegments3 records
Ideal customer profiles1 record
Employsure technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Employsure partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
Employsure competitors and assessment
Company assessmentBroad incumbents
- Xero: Australia/NZ cloud accounting platform with Xero Payroll and HR add-ons. Competes for the SME back-office software wallet and overlaps with BrightHR on document storage and employee management.
- Randstad (HR Solutions / Randstad Sourceright): Global staffing and HR services firm with HR Solutions and RPO offerings targeting mid-market and enterprise. Comparable as a broad incumbent in outsourced HR services, though more enterprise-skewed than Peninsula's SME focus.
- MYOB: Dominant Australian/SMB accounting, payroll and HR platform. Overlaps with BrightHR on payroll-adjacent HR workflows and competes for the same SME customer base, but is broader in scope (accounting-led).
Direct peers
- Employment Hero: Australia- and NZ-headquartered SMB HR, payroll and employee benefits platform with embedded advisory features. Direct competitor to Peninsula's BrightHR software plus advisory subscription for the same SME buyer.
- Humanforce: Australia/NZ workforce management, HR and payroll SaaS targeting shift-based and care-sector employers including NDIS providers. Directly comparable to BrightHR/BrightSafe in the SCHADS/NDIS vertical where Peninsula also specializes.
- Insperity: US-listed PEO and HR services company providing co-employment, benefits administration and HR advisory to SMBs. Closest large-cap international peer for the HR outsourcing + insurance-style protection model.
- Zenefits: US-based PEO/HRIS platform bundling payroll, benefits, compliance and advisory for SMBs. Most direct international analogue to Peninsula's combined software-plus-advisory-plus-Protect subscription model.
- Justworks: US PEO providing payroll, benefits, HR support and compliance to SMBs. Comparable business model to Peninsula's outsourced HR-plus-Peninsula-Protect bundle for the small employer segment.
- KeyPay: Australian cloud payroll and HR platform (part of IRIS Software) serving SMBs and accountants. Competes with BrightHR for the same Australian SME payroll/HR buyer and increasingly bundles compliance features.
- ELMO Software: Australian HRIS, payroll and learning platform serving mid-market and enterprise customers with growing SMB reach. Comparable as an HRIS/HCM software competitor to BrightHR, increasingly bundling compliance content.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Employsure social profiles
Digital presenceEmploysure compliance and trust
Trust signalCompliance2 records
Employsure financial estimates
Financial estimateRevenue estimate
Valuation estimate
Employsure leadership team
Management profileNumber of profiles
Profiles2 records
Employsure subsidiaries and ownership
Company hierarchySubsidiaries5 records
Employsure funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Employsure 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 Employsure
What does Employsure do?
Employsure (now Peninsula) provides subscription-based HR and Work Health & Safety (WHS) advisory services to Australian small and medium businesses for an affordable fixed fee. Clients receive unlimited 24/7 access to expert employment relations and safety advice, tailored policies and contracts, documentation support, the proprietary BrightHR and BrightSafe cloud software platforms, and the Peninsula Protect financial product covering up to $400,000 per claim for HR and WHS legal defence costs.
Is Employsure a public or private company?
Employsure is a private company. It is classified as unknown and is currently operating.
When was Employsure founded?
Employsure was founded in 2011. It employs 1,001 to 5,000 people.
Where is Employsure based?
Employsure is headquartered in Sydney, Australia, in the Oceania region.
How does Employsure make money?
Five revenue lines are on record. Fixed-Fee HR Advisory Services are the primary driver. The others are WHS Advisory Services, employee Assistance Program (EAP), software Subscriptions and peninsula Protect Insurance Product.
Who are Employsure's main competitors?
Broad incumbents on record are Xero, Randstad (HR Solutions / Randstad Sourceright) and MYOB. Direct peers are Employment Hero, Humanforce, Insperity, Zenefits, Justworks, KeyPay and ELMO Software.
Does Employsure have an API?
No public API is recorded for Employsure.
What industry is Employsure in?
Employsure's product category is HR and WHS Advisory Services. Its primary akta.pro industry code is BPAEAGAF, HRIS/HCM Managed Services & Support, with a secondary code of BPACAGAH, Co-Employment Risk Management & Insurance (Workers’ Comp, Liability). Its NAICS code is 561330 and its SIC code is 8742.