Employsure

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.

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

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

• HR advisory services
• WHS compliance support
• Employment law consulting
• HR software platform
• Employee assistance programs

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 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
2. WHS Advisory Services: Work Health & Safety advisory services bundled with HR services or available separately, including documentation, audits (SafeCheck), and compliance support
3. 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
4. Software Subscriptions: BrightHR and BrightSafe software platforms available for employee management and WHS compliance tracking
5. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core 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

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad 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

• Facebookfacebook.com/peninsulaAU
• LinkedInlinkedin.com/company/peninsula-australia

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries5 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 Employsure