Itsmygroup

What Itsmygroup does

The ItsMy Group Pty Ltd (IMG) is an Australian technology and services company founded in 2013 by CEO Gerald Brown, operating from Chadstone, Victoria with 100+ employees. IMG provides an integrated SaaS platform combined with outsourced sales operations targeted at the Australian private health insurance intermediation market. The platform consists of a core CRM system, a real-time health insurance comparison engine, integrated telephony, and an analytics module — supported by modular add-ons including AI-powered needs analysis, AI Compliance Tools, and the proprietary CaaS (Compliance as a Service) offering. CaaS uses a multi-chain AI architecture with seven parallel assessment chains to transcribe and score 100% of sales calls against insurer-specific compliance scorecards, scaling coverage from the industry-standard 5% manual sampling.

IMG serves three primary customer segments in the Australian private health insurance ecosystem: (1) Health Insurers (AIA Health, HCF, nib, Bupa, HBF, GMHBA, ahm, Frank Health Insurance), receiving white-labelled customer experiences, outsourced sales and retention services, and compliance monitoring; (2) Insurance Brokers, accessing Australia's largest broker panel of 30+ health funds via IMG's comparison platform and AI compliance tools; and (3) Referral Partners (Canstar, CHOICE, Money.com.au, Starts at 60, Choosi, and others), who submit leads via IMG's CRM in exchange for referral fees.

IMG's revenue derives from four streams: SaaS platform licensing (subscription/recurring), outsourced sales and retention services (managed services BPO), referral partner commissions (affiliate/referral), and lead generation/distribution (transaction fees). Pricing is not publicly disclosed; contracts are multi-year and tailored by partner type. The company operates as a founder-led proprietary limited entity (Pty Ltd), holds no external institutional funding, and is a member of PHIIA (Private Health Insurance Intermediaries Association), adhering to the PHIIA Code of Conduct. Distribution is exclusively domestic (Australia).

Name

Itsmygroup

Legal name

The ItsMy Group Pty Ltd

Website

https://itsmy.com.au

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

ItsMy Group is an Australian health insurance technology and services provider offering an integrated SaaS platform (CRM, comparison, AI compliance, telephony) plus outsourced sales operations for health insurers, brokers, and referral partners across Australia's private health insurance market.

Ownership category

akta.pro rank

Product category

Health Insurance Technology

NAICS

Custom Computer Programming Services (541511), Telephone Call Centers (56142), Telemarketing Bureaus and Other Contact Centers (561422), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Patient Relationship Management (PRM) & CRM for Provider Growth (Marketing/Outreach) (HLACAEAO)

Keywords

• Health insurance SaaS
• Compliance monitoring software
• Outsourced sales services
• Insurance broker platform
• CRM telephony software

Headquarters

HQ city

Richmond

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Licensing: IMG provides its SaaS platform (CRM, comparison tools, compliance tools) to health insurers, brokers, and referral partners, likely through subscription licensing arrangements for white-labelled solutions
2. Outsourced Sales Services: Specialized sales and retention teams providing outsourcing services to health insurers. Includes inbound and outbound call centre services with trained advisors handling customer acquisition and retention
3. Referral Partner Program: Partners earn referral fees for successful customer sales. The partner submits leads, IMG handles the full customer journey from expert advice through policy selection and admin, with commissions paid monthly
4. Lead Generation and Distribution: Generation and distribution of health insurance leads through partner network, connecting consumers with appropriate health insurance products via Australia's largest broker panel

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

ItsMy Group delivers a SaaS platform combining CRM, real-time health insurance policy comparison, telephony, and AI-powered compliance monitoring (CaaS) to health insurers, brokers and referral partners across Australia. Layered on top of the platform, IMG provides outsourced sales and retention teams, white-labelled customer experiences and a referral partner program that handles the full customer journey from lead capture through policy administration.

Product overview

ItsMy Group (IMG) offers a unified SaaS platform plus modular services for the Australian private health insurance market. The core offering consists of a CRM Platform for client management and analytics, combined with a Comparison Platform for real-time policy comparison across Australia's largest broker network. These core components integrate with add-on modules including Needs Analysis Tools (for personalized recommendations), CaaS/AI Compliance Tools (for 100% automated call compliance monitoring), Analytics Platform (for tracking customer interactions), and Telephony Software (for omnichannel acquisition). IMG also provides complementary services including Sales & Retention Teams and White-Labelled Customer Experiences, allowing health insurers, brokers, and referral partners to leverage the technology while outsourcing operational delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• CRM Platform SaaS customer relationship management platform for health insurance companies, providing a centralized client database, contact history tracking, segmentation, task automation, lead scoring, reporting, analytics and integration with billing and marketing automation systems.
• Comparison Platform Real-time SaaS comparison tool enabling policy comparison across Australia's largest broker network of health insurance providers, delivering professional insights and tailored recommendations to brokers and their clients.
• CaaS (Compliance as a Service) AI-powered compliance monitoring service using a multi-chain architecture to automatically transcribe, assess and score 100% of sales calls against insurer-specific compliance requirements, delivering results to the CRM within minutes with risk flags and follow-up actions.
• Sales & Retention Services Outsourced sales and retention service delivering trained and accredited IMG advisors for health insurance customer acquisition and retention, handling inbound and outbound operations across Australia on behalf of health insurer and broker partners.
• White-Labelled Customer Experiences Fully branded customer acquisition and service experiences delivered under partner brands, combining IMG's CRM, comparison and telephony capabilities with operational sales delivery for health insurers seeking efficient acquisition solutions.

Quantifiable outcome

• 100% compliance call coverage vs industry-standard 5% manual sampling
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature6 records

Partnerships

14 partnerships are on record, tiered core and major.

• AIA HealthcoreChannel Partner/ Reseller/ DistributorAIA Health partners with IMG for health insurance customer support services. IMG provides sales and service support that has helped AIA Health maintain a 4.7/5 star rating on ProductReview.com.au for five consecutive years.
• HCFcoreChannel Partner/ Reseller/ DistributorHCF partners with IMG as an extremely valued partner generating strong sales volume while protecting quality customer experience. IMG handles inbound and outbound leads with efficiency and professionalism, representing the HCF brand to high standards.
• nibcoreChannel Partner/ Reseller/ Distributornib has partnered with IMG and experienced a clear uplift in results. The IMG team is described as proactive, responsive, and great to work with, with professionalism and commitment to performance making a meaningful difference.
• GMHBAmajorChannel Partner/ Reseller/ DistributorMajor Australian health insurer partnered with IMG as part of their insurer partner network displayed on the health insurers page.
• BupamajorChannel Partner/ Reseller/ DistributorMajor Australian health insurer partnered with IMG as part of their insurer partner network displayed on the health insurers page.
• ahm Health InsurancemajorChannel Partner/ Reseller/ DistributorMedibank subsidiary health insurer partnered with IMG as part of their insurer partner network displayed on the health insurers page.
• HBFmajorChannel Partner/ Reseller/ DistributorMajor Western Australian health insurer partnered with IMG as part of their insurer partner network. Also operates See U by HBF brand through IMG.
• Frank Health InsurancemajorChannel Partner/ Reseller/ DistributorFrank Health Insurance partnered with IMG as part of their insurer partner network displayed on the health insurers page.
• PHIIA (Private Health Insurance Intermediaries Association)coreOthersIMG is a member of PHIIA and adheres to the PHIIA Code of Conduct. This industry association membership demonstrates IMG's commitment to compliance and professional standards in health insurance distribution.
• CanstarmajorChannel Partner/ Reseller/ DistributorCanstar, a leading financial comparison platform, uses IMG's SaaS platform and insurer connections to provide health insurance comparisons to their customers.
• CHOICEmajorChannel Partner/ Reseller/ DistributorConsumer advocacy organisation CHOICE uses IMG's platform for health insurance comparison services as part of their partner network.
• Money.com.aumajorChannel Partner/ Reseller/ DistributorMajor financial comparison website uses IMG's SaaS platform and insurer connections to provide health insurance comparisons to their customers.
• Starts at 60majorChannel Partner/ Reseller/ DistributorMature age targeted media and comparison platform uses IMG's SaaS platform to provide health insurance comparisons to their 60+ demographic audience.
• ChoosimajorChannel Partner/ Reseller/ DistributorOnline health insurance comparison platform partnered with IMG as a broker platform user, providing comparisons to consumers.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Others

• Five9: Cloud contact-centre SaaS provider offering telephony, AI and compliance analytics comparable to IMG's telephony and AI compliance modules; relevant as an adjacent technology provider that insurers could substitute for IMG's stack.

Broad incumbents

• Medibank: Australia's largest private health insurer and parent of ahm — both an IMG customer (via ahm) and a potential vertical-integration threat as it builds proprietary sales and service capabilities.
• FINEOS: Global insurance core SaaS provider (group, life, health and absence). Overlaps with IMG's CRM and compliance SaaS layer for insurers, though FINEOS is broader in scope and serves international markets.
• Guidewire Software: Global property-and-casualty insurance core platform increasingly expanding into health; competes with IMG at the SaaS infrastructure layer for insurers, though at a far larger enterprise scale.
• Bupa Australia: Major Australian private health insurer and IMG customer. As a vertically integrated incumbent with its own distribution and digital channels, Bupa represents both a key revenue source and a strategic risk if it insources IMG's outsourced functions.

Direct peers

• Compare the Market Australia: Australian insurance comparison platform offering health, car and home insurance comparisons, directly overlapping with IMG's comparison platform and broker channel.
• iSelect: Australia's leading dedicated insurance and utilities comparison platform, operating a similar intermediation model across health, life and general insurance. Highly comparable to IMG's broker-side comparison and lead-generation business.
• Canstar: Leading Australian financial product research and comparison platform that is both an IMG partner (via its platform) and a competitor in the health-insurance comparison and intermediation space.
• Finder Australia: Major Australian financial product comparison platform that competes with IMG's comparison and referral-partner offerings across health insurance and adjacent financial products.

Emerging players

• Honeysuckle Health: Australian healthcare intermediary joint venture (nib and Cigna) operating in health-insurance intermediation and value-based care. An emerging in-house competitor that could capture share currently flowing through IMG.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/itsmy-health
• Instagraminstagram.com/itsmy.group

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Itsmygroup