What Sure Insurance does

Sure Insurance Pty Ltd is an Australian managing general underwriter (MGA) that designs, prices and administers residential property insurance for regional Queensland, Australia. Founded in 2018 by Bradley Heath and selling its first policy in June 2019, the company operates under AFSL 506378 as Combined Agency Group Pty Ltd, with the Sure Insurance brand used in market. In November 2023, Steadfast Group acquired a 70% equity interest, providing access to Australia's largest broker network while retaining operational independence and founder-led management. Sure Insurance serves individual homeowners, property investors, landlords, short-stay operators, and Body Corporates across North, Far North and inland regional Queensland, with service reach stretching from Maryborough to Cape York and west to Mt Isa.

The company's core technology is a property-level risk assessment engine that prices each home on its own characteristics rather than applying a blanket regional or postcode-level risk load, enabling the firm to identify (for example) that 69% of houses in Townsville have zero flood risk. Its product suite spans Home and Contents (combined, building-only, contents-only), Landlord Insurance (including a short-stay/holiday-rental add-on), and Residential Strata Insurance (distributed exclusively through authorised brokers, with sum insured raised from A$5M to A$20M in April 2024). The catalogue is supported by an online quote/buy/self-service portal, a Building Sum Insured calculator, and a JCU/NQSTIP partnership that supplies independent cyclone-resilience assessments used to reward property mitigation with premium discounts of up to 45% on the cyclone component.

Sure Insurance monetises through insurance premiums collected on policies underwritten under binding authority on behalf of multiple product issuers: Pacific International Insurance, New India Assurance, Chubb Insurance Australia, QBE Insurance Australia, XL Insurance Company SE (AXA XL, the strata carrier), and Liberty Specialty Markets. The firm participated in the Federal Government Cyclone Reinsurance Pool from January 2023, materially reducing cyclone reinsurance cost on its North Queensland book. Distribution is multi-channel — direct online, phone, and an authorised broker network — with strata policies sold broker-only because of complexity. Marketing is grounded in regional Queensland community engagement, including Ronald McDonald House North Australia sponsorship and the "A Year of Fair" multimedia campaign. Recognised on the 2022 AFR Fast Starters list, the company had reached 20,000+ customers by 2021 and operates with 11-50 employees headquartered in Brisbane.

Name

Sure Insurance

Legal name

Sure Insurance Pty Ltd

Website

https://sure-insurance.com.au

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Sure Insurance is a regional Queensland managing general underwriter offering home, contents, landlord and strata insurance priced on individual property-level risk rather than postcode. It serves homeowners, landlords, and body corporates across North and regional Queensland under a multi-carrier capacity stack, with Steadfast Group holding a 70% stake.

Ownership category

akta.pro rank

Product category

Home Insurance

NAICS

Insurance Agencies and Brokerages (524210), Direct Property and Casualty Insurance Carriers (524126), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411), Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Landlord / Dwelling Fire (DP) Insurance (FSAJACAD)

akta.pro secondary industry

Wholesale Insurance Brokerage (Excess & Surplus Lines) (FSAEADAD)

Keywords

• Home insurance services
• Residential strata insurance
• Landlord insurance coverage
• Catastrophe risk assessment
• Property insurance underwriting

Headquarters

HQ city

Capalaba

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premium Revenue: Sure Insurance acts as a managing general agent/underwriting agency that arranges and administers insurance policies on behalf of product issuers. Revenue is generated through insurance premiums collected from policyholders. The company operates under binding authority as agent for insurers including Pacific International Insurance, New India Assurance, Chubb Insurance, QBE Insurance, and XL Insurance Company SE (AXA XL).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

Sure Insurance is an underwriting agency that arranges and administers residential property insurance policies — home and contents, building only, contents only, landlord, short-stay and residential strata — for owners and landlords across regional Queensland, Australia. Products are issued under binding authority by multiple global carriers and priced using property-level (rather than area-level) risk data. Distribution is split between direct online/phone sales and an authorised broker network, with strata business handled exclusively through brokers.

Product overview

Sure Insurance operates as a managing general underwriter providing a portfolio of insurance products for regional Queensland, Australia. The company offers four core insurance products: Home and Contents Insurance (combined), Home Building Only, Contents Only, and Landlord Insurance. These can be purchased individually or in combination, with a specialized Residential Strata Insurance product for Body Corporates and unit owners available through authorized brokers. A Short Stay insurance addon extends landlord coverage to holiday rentals. The company differentiates through automatic inclusion of cyclone, flood, storm surge, and bushfire coverage, along with mitigation discounts and temporary accommodation benefits. Products are underwritten by multiple carriers including Pacific International, New India Assurance, Chubb, QBE, and XL Insurance (AXA XL).

Differentiator

Problem solved

Functional benefit

Products and services

• Home and Contents Insurance Combined insurance for buildings, fixtures, household goods and personal items for residential properties in regional Queensland. Includes automatic cover for cyclones, storms (including storm surge), flood, fire and bushfire, temporary accommodation up to 18 months and up to $10,000 for mitigation improvements after major damage. Saves 10% when bundling home and contents. Designed for owner-occupiers and investors in cyclone/flood-prone postcodes.
• Home Building Only Insurance Insurance covering buildings and fixtures at the insured address for owner-occupied or investment properties across regional Queensland. Includes automatic cyclone (including storm surge), flood, fire and bushfire cover, removal of debris up to 25% of home sum insured, and rewards for mitigation measures such as roof replacements and window shutters.
• Contents Only Insurance Insurance for household goods, personal possessions and legal liability for residential customers across regional Queensland, with an optional Australia-wide cover add-on. Designed for policyholders who do not need building cover and want to protect their possessions and personal liability, with an online-purchase discount available.
• Landlord Insurance Single landlord policy covering building and contents for rental properties across regional Queensland. Includes cover for loss of rent, fire, flood, storm and cyclone damage, malicious damage by tenant or guest, pet damage and short-stay/holiday rental coverage. Targeted at long-stay and short-stay landlords needing one policy for tenant-related risks.
• Residential Strata Insurance (Strata HQ) Specialised strata insurance for units, apartments and townhouses organised by Body Corporate committees in regional Queensland. Covers building and common property for cyclone, storms, flood, fires and public liability, with maximum cover of $20 million for building and common contents from April 2024. Distributed exclusively through authorised brokers on a commission-free fee-for-service basis, and rewards Body Corporates that invest in property resilience with lower premiums (utilising JCU NQSTIP cyclone resilience reports).
• Short Stay Insurance Standalone short-stay/holiday-rental insurance for landlords renting properties in regional Queensland for less than 3 months. Covers loss of rent due to insured events, malicious damage by tenant or guest, and contents cover for short-stay arrangements.

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Steadfast GroupcoreChannel Partner/ Reseller/ DistributorIn November 2023, Steadfast Group entered into an agreement to acquire 70% of the equity interest in Combined Agency Group Pty Limited, trading as Sure Insurance. This partnership provides Sure Insurance with access to Steadfast's network and resources while maintaining operational independence.
• Pacific International Insurance Pty LtdcoreOthersProduct issuer for Sure Insurance products. Pacific International Insurance Pty Ltd (ABN 83 169 311 193, AFSL 523921), trading as Pacific International, is one of the insurers operating under Sure's binding authority.
• New India Assurance Co. Ltd.coreOthersProduct issuer for Sure Insurance products. The New India Assurance Co. Ltd. (ABN 93 000 151 593) provides insurance capacity for Sure's regional Queensland products.
• Chubb Insurance Australia LimitedcoreOthersProduct issuer for Sure Insurance products. Chubb Insurance Australia Limited (ABN 23 001 642 020, AFSL 239687) provides insurance capacity for Sure's regional Queensland products.
• QBE Insurance (Australia) LimitedcoreOthersProduct issuer for Sure Insurance products. QBE Insurance (Australia) Limited (ABN 78 003 191 035 AFSL 239545) provides insurance capacity for Sure's regional Queensland products.
• XL Insurance Company SE, Australia Branch (AXA XL)coreOthersProduct issuer for Sure Insurance products, particularly for Residential Strata Insurance. XL Insurance Company SE, Australia Branch (ABN 36 083 570 441) is part of AXA XL, a division of AXA. Effective from 1/4/24 for strata policies.
• Liberty Specialty MarketscoreOthersLiberty Mutual Insurance Company, Australia Branch (ABN 61 086 083 605), trading as Liberty Specialty Markets, provides insurance capacity for Sure Insurance products. Part of the global Liberty Mutual group.
• James Cook University (JCU)coreStrategic or Co-development PartnerSure Insurance utilizes the North Queensland Strata Title Inspection Program (NQSTIP), funded by Australian Federal Government and administered by Queensland Government, and independently developed by JCU. Free property inspection reports provide cyclone resilience assessments that Sure uses to reward proactive Body Corporates with lower premiums.
• North Queensland Strata Title Inspection Program (NQSTIP)coreStrategic or Co-development PartnerGovernment-funded inspection program providing free property inspection reports that estimate cyclone resilience and provide recommendations for maintenance and upgrades. Sure Insurance uses these reports to reward proactive Body Corporates who have invested in property resilience with lower premiums.
• Willkie Farr & GallagherminorImplementation/ SI/ Consulting PartnerWillkie Farr & Gallagher acted as legal counsel for the Seawall Re II catastrophe reinsurance sidecar transaction.
• Sure Authorised BrokerscoreChannel Partner/ Reseller/ DistributorNetwork of authorised insurance brokers across regional Queensland who provide quotes and advice to customers. Required for strata insurance. Commission-free model for strata where Body Corporate and Broker agree on fee for service.

Scale indicators8 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Suncorp Insurance: Major Australian general insurer with deep Queensland roots and a substantial home, contents and strata book. A key talent source for Sure (Kahlee Ferguson ex-Suncorp) and direct competitor in the regional Queensland property market.
• Steadfast Group: Australia's largest general insurance broker network and parent of Sure Insurance since November 2023. Operates as both a distribution network for underwriting agencies and a holding entity for MGAs — a structural peer and now parent.
• Insurance Australia Group (IAG): Largest general insurer in Australia and New Zealand (NRMA, CGU, SGIO, SGIC brands), offering home, contents, landlord and strata products across Australia. Competes with Sure in regional Queensland and is a former employer of several Sure senior team members.
• Aon Australia: Global insurance brokerage with a significant Australian presence offering risk advisory, brokerage, and reinsurance placement. Comparable to Sure in serving property and strata clients through a brokerage-led distribution model, though at much larger scale.
• Arthur J. Gallagher & Co (Australia): Global insurance brokerage and risk management firm with Australian operations focused on commercial and strata insurance placement. Comparable in serving strata Body Corporates through broker relationships.
• Allianz Australia: One of Australia's largest general insurers offering home, contents, landlord and strata products nationally. Competes with Sure in property insurance but at much broader geographic and product scale.

Direct peers

• Hollard Insurance Australia: Major Australian MGA/underwriting agency group partnering with multiple product issuers. Shares Sure's model of distributing niche or specialised personal-lines products via broker networks and direct channels.
• Budget Direct: Australian direct-to-consumer insurance brand offering home, contents and landlord policies online at competitive price points. Comparable in its digital quote/purchase funnel and self-service claims platform, and a competitor on price-conscious customers.

Regional players

• RACQ Insurance: Queensland-focused mutual insurer offering home and contents insurance with strong regional Queensland brand recognition. Most direct large-scale competitor to Sure in its core geography, though it operates primarily as a direct insurer rather than MGA.

Emerging players

• Honey Insurance: Australian insurtech MGA using property-level data and smart-home integrations for individualised home insurance pricing. Closest conceptual peer to Sure on the individual-property-risk-pricing thesis, though operating in different geographies.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sureinsuranceqld
• LinkedInlinkedin.com/company/sureinsurance

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Sure Insurance