Australian Seniors Insurance Agency

What Australian Seniors Insurance Agency does

Australian Seniors Insurance Agency is a direct-to-consumer insurance intermediary that has served Australians aged 50 and over since 1998. It operates as a trading name of Greenstone Financial Services Pty Ltd, headquartered in Norwest, New South Wales, and distributes eight core insurance products: Life, Funeral, Health, Car, Home & Contents, Landlords, Pet, and Travel. The agency acts as an authorized representative and distributor for a panel of major underwriters, including Hollard, Hannover Life Re, nib, Allianz, and PetSure, and earns revenue through commissions paid by these underwriting partners rather than by underwriting risk itself. There is no disclosed proprietary technology stack and no reference to in-house AI or machine learning capabilities, suggesting a traditional intermediary model reliant on its brand, demographic focus, and multi-product distribution rather than proprietary technology or data assets. Growth and engagement are being extended through adjacent services and content, including a Safewill free Will offering, partnership with Services Australia on the Youpla Support Program, the Aged Care Futures Grant, a Community Hub, and the DARE Podcast, which together position the agency as an ecosystem player for the over-50s segment rather than a single-product price comparator.

Name

Australian Seniors Insurance Agency

Legal name

Greenstone Financial Services Pty Ltd

Website

https://seniors.com.au

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Australian Seniors Insurance Agency is a direct-to-consumer insurance intermediary, established 1998 and trading as Greenstone Financial Services, that distributes life, funeral, health, car, home, landlord, pet, and travel insurance to Australians aged 50 and over via partnerships with major underwriters.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411), Life Insurance (6311)

akta.pro primary industry

Final Expense / Burial Life Insurance (FSAIABAF)

akta.pro secondary industries

Level Term Life Insurance (FSAIAAAA), Final Expense Term Life Insurance (FSAIAAAI), Simplified Issue Whole Life / UL Insurance (FSAIABAH)

Keywords

• Seniors life insurance
• Funeral insurance products
• Private health insurance
• General insurance agency
• Insurance distribution brokerage

Headquarters

HQ city

Norwest

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premium Revenue: Australian Seniors earns revenue through commissions paid by insurer partners on policies sold. The company acts as an authorised agent/distributor for multiple insurers including Hollard (car, home, landlords, pet), Hannover Life Re (life, funeral), nib (health), Allianz (travel), and PetSure (pet). Customers pay regular insurance premiums (monthly, fortnightly, or annually) to the underlying insurers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Australian Seniors Insurance Agency is an insurance distributor and authorised agent that markets and sells eight insurance product lines—life, funeral, health, car, home & contents, landlords, pet, and travel insurance—exclusively to Australians over 50, acting as an intermediary between customers and multiple underwriting insurers (Hollard, Hannover Life Re, nib, Allianz, AWP Australia, and PetSure). It generates revenue primarily through commissions from these insurer partners on policies placed.

Product overview

Australian Seniors Insurance Agency operates as an insurance broker and comparison platform distributing eight distinct insurance products under the Australian Seniors brand to Australians over 50. The core product portfolio comprises Life Insurance (underwritten by Hannover Life Re of Australasia), Funeral Insurance (Hannover Life Re), Health Insurance (nib Health Funds), Car Insurance (The Hollard Insurance Company), Home & Contents Insurance (Hollard), Landlords Insurance (Hollard), Pet Insurance (Hollard via PetSure), and Travel Insurance (Allianz via AWP Australia). Beyond insurance products, the company offers a Discovery Hub with educational content, a Community Hub with member benefits including a free Safewill Will, a DARE podcast series, and an annual Aged Care Futures Grant for students. All products are promoted and distributed by Australian Seniors Insurance Agency, a trading name of Greenstone Financial Services Pty Ltd, with the main online presence at seniors.com.au and various branded quote portals (quoter.seniors.com.au, healthquote.seniors.com.au, travel.seniors.com.au).

Differentiator

Problem solved

Functional benefit

Brands

• Seniors Life Insurance: Life insurance product offering up to $200,000 in cover until 85 years of age for Australian residents aged 45-79.
• Seniors Health Insurance
• Seniors Funeral Insurance
• Seniors Community Hub
• DARE: The Time of Your Life

Products and services

• Seniors Life Insurance Term life insurance offering up to $200,000 in cover until age 85 for Australian residents aged 45–79, paying a generally tax-free lump sum on death or terminal illness. Application requires answering eight health questions. Underwritten by Hannover Life Re of Australasia Ltd.
• Seniors Funeral Insurance Funeral insurance paying a lump sum benefit to beneficiaries to cover funeral expenses or outstanding debts. Available for Australian residents aged 40–79, with ongoing fortnightly or monthly premiums. Underwritten by Hannover Life Re of Australasia Ltd.
• Seniors Health Insurance Private health insurance combining Hospital cover (Bronze Plus, Silver, Silver Plus, Gold tiers) and Extras cover (Essentials, Active, Advantage, Top). Designed for over-50s with inclusions tailored to their health needs. Issued by nib Health Funds Limited, with Australian Seniors acting as an authorised agent receiving commission.
• Seniors Car Insurance Vehicle insurance covering Comprehensive, Third Party Fire & Theft, and Third Party Property Damage, with optional extras including Hire Car Cover, Roadside Assistance, and Windscreen Cover. Includes a Pay As You Drive option for low-mileage drivers. Drivers covered up to 99 years. Insured by The Hollard Insurance Company Pty Ltd.
• Seniors Home & Contents Insurance Combined building and contents insurance protecting against theft, damage, and liability, with separate Home and Contents options also available. Basic excess ranges from $200–$2,500 for Building and $200–$1,000 for Contents. Insured by The Hollard Insurance Company Pty Ltd.
• Seniors Landlords Insurance Insurance for residential rental property owners covering loss of rent, tenant default, and property damage. Insured by The Hollard Insurance Company Pty Ltd.
• Seniors Pet Insurance Pet insurance for dogs and cats with three cover tiers (Top Cover, Essential Cover, Basic Cover) and an optional Routine Care Benefit. No excess to pay and up to 80% back on eligible vet expenses. Arranged and administered through PetSure (Australia) Pty Ltd with underlying insurer Hollard Insurance.
• Seniors Travel Insurance Travel insurance for Australian travellers including single-trip and Multi-Trip Plan options covering medical emergencies, trip cancellation, and luggage. Insured by Allianz Australia Insurance Limited and issued/managed by AWP Australia Pty Ltd (Allianz Global Assistance).

Quantifiable outcome

• 12 consecutive years of award-winning insurance products and service
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• The Hollard Insurance Company Pty LtdcoreOthersHollard is the insurer for Australian Seniors car, home, landlords, and pet insurance products. ABN 78 090 584 473, AFSL 241436.
• Hannover Life Re of Australasia LtdcoreOthersHannover Life Re is the insurer for Australian Seniors life and funeral insurance products. ABN 37 062 395 484, AFSL 530811.
• nib Health Funds LimitedcoreOthersnib is the registered private health insurer issuing Seniors Health Insurance products. Australian Seniors is an authorised agent of nib and receives commission. ABN 83 000 124 381.
• Allianz Australia Insurance LimitedcoreOthersAllianz is the insurer for Australian Seniors travel insurance products. ABN 15 000 122 850, AFSL 234708.
• AWP Australia Pty Ltd (Allianz Global Assistance)coreOthersAWP Australia trading as Allianz Global Assistance issues and manages Australian Seniors Travel Insurance, acting as agent for Allianz. ABN 52 097 227 177, AFSL 245631.
• PetSure (Australia) Pty LtdcoreOthersPetSure arranges and administers Australian Seniors Pet Insurance. ABN 95 075 949 923, AFSL 420183. The underlying insurer is Hollard Insurance.
• The ItsMy Group Pty Ltd (IMG)minorChannel Partner/ Reseller/ DistributorIMG is an authorised broker selling Australian Seniors Health Insurance products through the Choosi platform.
• SafewillminorGTM or Marketing PartnerPartnership offering free online legal Will valued at $160 to life and funeral insurance policyholders and Community members.
• Services Australia (Australian Government)minorOthersGovernment body administering the Youpla Support Program for families affected by the Youpla Group collapse. Australian Seniors provides support line (02) 8886 8468 for Youpla customers with questions about their Seniors Funeral Insurance policy.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Apia: Apia is Suncorp's direct-to-consumer insurance brand targeted at Australians over 50, offering car, home, travel, and life cover through a similar niche-specialist model. It is the closest direct competitor to Australian Seniors in the seniors-focused Australian personal insurance market.
• Real Insurance: Real Insurance is an Australian direct insurer and distributor specialising in car, home, and other personal lines with a strong focus on value-conscious and over-50 customers. It competes directly with Australian Seniors for the same target customer across general insurance products.

Emerging players

• Choosi: Choosi is an Australian life and health insurance comparison/distribution platform owned by the ItsMy Group and is also a distribution partner of Australian Seniors for health cover. It is a direct peer as a digital life/health intermediary targeting Australian consumers, including seniors.

Broad incumbents

• nib Health Funds: nib is the underwriting carrier for Australian Seniors' health products and also sells its own health insurance direct to Australian consumers. It is comparable as a major Australian private health insurer competing for the same over-50s health cover wallet.
• Hollard Insurance Company: Hollard underwrites Australian Seniors' car, home, landlords, and pet policies and is one of Australia's largest general insurers distributing through partners and directly. It is a broad incumbent peer given its parallel role as both carrier and partner.
• Allianz Australia: Allianz underwrites Australian Seniors' travel insurance via AWP Australia and is one of Australia's largest general insurers with extensive direct and partner distribution. Comparable as a broad incumbent offering overlapping travel and general insurance products to Australian consumers.
• TAL Life Insurance (TAL): TAL is one of Australia's largest life insurers, selling life, total and permanent disability, and trauma cover direct and through partners. It is comparable as a broad incumbent in the life insurance category that Australian Seniors serves, particularly via Hannover Life Re.
• Hannover Life Re of Australasia: Hannover Life Re underwrites Australian Seniors' life and funeral insurance and is a major global reinsurer active in the Australian life market. It is comparable as a broad incumbent on the carrier side of the same life and funeral insurance products Australian Seniors distributes.
• Bupa Australia: Bupa is one of Australia's largest private health insurers, offering hospital and extras cover to individuals including a significant over-50s base. It competes with Australian Seniors' health insurance offering for the same senior health-insurance wallet.
• Medibank Private: Medibank is a leading Australian private health insurer with extensive direct distribution to individuals and families, including mature customers. It is a broad incumbent comparable to Australian Seniors' health insurance line as a major direct health cover provider.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/australianSeniors
• Facebookfacebook.com/AustralianSeniorsInsuranceAgency

Revenue estimate

Valuation estimate

Number of profiles

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 Australian Seniors Insurance Agency