Society of Australian Genealogists

What Society of Australian Genealogists does

Founded in 1932, the Society of Australian Genealogists (SAG) is an Australian education charity and membership organisation supporting family historians from its headquarters in Sydney. Its core deliverable is the Family History Research Centre & Library at 2/379 Kent Street, Sydney, which houses over 70,000 items including rare manuscripts and unique collections, supported by more than 2,200 electronic databases and the MIDAS (Manuscript, Image & Digital Archive System) catalogue for searching graves, monumental inscriptions, and manuscript records. The Society issues formal credentials through a Certificate and Diploma in Family Historical Studies, delivers online courses and webinars on platforms including MyHeritage and DNA testing, runs more than 14 specialised Research Interest Groups (DNA, Irish, Scottish, English, Caribbean, Colonial Australia, USA & Canada, Writing, Source Citations, and software user groups), and publishes the quarterly Descent journal (in print since 1932). A flagship 2023 initiative, the Ironclad Sisterhood project, digitises the original 1970s research notes of longtime volunteer Jess Hill into a searchable database of approximately 4,700 female convicts in NSW 1788–1842, accompanied by a podcast, AI-generated portraits using third-party generative models, and creative biographies produced in collaboration with Macquarie University and Parramatta Female Factory Friends.

Revenue is generated across six streams: recurring membership subscriptions (Standard $105, Household $160, Student $30, Overseas $95, plus multi-year options and a $20/$10 one-off joining fee), optional tax-deductible sustaining donations stacked onto memberships (Silver $100, Gold $250, Platinum $500, Diamond $1,000), pay-per-event and pay-per-course fees for webinars and workshops (typically $10–$270 with member, non-member, and Affiliate Program tiers), an online shop via Square-based storefront selling publications and merchandise, paid research services (including a $20/day non-member library access fee and a Hire A Professional Genealogist referral programme), and charitable donations and bequests (NSW Charitable Fundraising No. CFN/26276; ATO DGR 76233). Distribution is hybrid: a physical library and archive at the Kent Street and Millers Point premises, plus a Zoom-based online platform that supports the Affiliate Program, on-demand recordings, and overseas members. The organisation is volunteer-run with 1–10 paid staff, governed by a Board of Directors under CEO Ruth Graham and President Melissa Hulbert.

Customer segments are entirely persona-based and dominated by amateur family historians (primary), with secondary segments of professional genealogists, genealogy students pursuing formal credentials, and members of specialised research interest groups. Marketing and engagement channels span the sag.org.au website, social media (Facebook, Instagram, X), the Descent magazine, member emails, family history blogs curated by the Society, the Ironclad Sisterhood podcast, free member events such as Friday Hang Out and Let's Talk About, and a referral affiliate channel for other family history societies. The Society is a member of AFFHO, History Council NSW, the NSW & ACT Association of Family History Organisations, the Family History Federation, and Associations Forum.

Name

Society of Australian Genealogists

Legal name

Society of Australian Genealogists

Website

https://sag.org.au

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

1–10 employees

Short description

Founded in 1932, the Society of Australian Genealogists is a Sydney-based education charity serving amateur and professional family historians through Australia's largest dedicated family history library (70,000+ items), online courses and webinars, the MIDAS digital catalogue, and the Ironclad Sisterhood convict-women research project.

Ownership category

akta.pro rank

Product category

Genealogical Research and Education Services

NAICS

Libraries and Archives (51921), Web Search Portals, Libraries, Archives, and Other Information Services (5192), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)

SIC

Services-Educational Services (8200)

akta.pro industry

PRIMARYBPAGAHAF

Libraries, Archives & Special Collections

Business & Public Services/Nonprofit, NGO & Social Services/Arts, Culture & Heritage Nonprofits

SECONDARYEDAEAGAJ

Archives, Special Collections & Preservation Operations (Rare Materials, Conservation)

Education/Education Facilities & Support Services/Library, Media Center & Learning Space Operations

Keywords

• Genealogy research services
• Family history education
• Archival library services
• Genealogical publications
• Historical research training

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Annual subscriptions including Standard ($105), Household ($160), Student ($30), and multi-year options. Annual revenue stream from individual and household memberships.
2. Sustaining Memberships: Additional tax-deductible donations added to annual subscription. Silver ($100), Gold ($250), Platinum ($500), Diamond ($1,000) levels. GST-exempt donations.
3. Event and Course Fees: Revenue from workshops, courses, webinars, and special events. Pricing varies by event type and member status (member vs non-member rates).
4. Product Sales: Online shop selling genealogy resources, books, and materials. Redirects to Square-based website for transactions.
5. Donations and Bequests: Tax-deductible donations under Income Tax Assessment Act (ATO Reference DGR 76233). Bequests through wills for ongoing support. NSW Charitable Fundraising No. CFN/26276.
6. Research Services: Non-members pay $20 per day research fee to use the Library. Professional genealogist hire service and research request services available.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

Education charity and membership society providing access to Australia's largest dedicated family history library (70,000+ items, 2,200+ databases), formal and informal genealogical training (Certificate and Diploma programs, courses, webinars, research groups), digital archive services (MIDAS catalogue, Ironclad Sisterhood database), and specialist research projects supporting amateur and professional family historians.

Product overview

The Society of Australian Genealogists operates as a membership-based education charity offering a comprehensive suite of genealogical research services, educational programs, and digital resources. The core offering is the Family History Research Centre & Library in Sydney, supported by the MIDAS digital archive catalog system. The Society provides formal credentials through Certificate and Diploma programs, ongoing education via online courses, webinars, and specialized research groups (DNA, regional, and software-focused). Notable special projects include the Ironclad Sisterhood digital project on convict women and the historical Rookwood Cemetery transcription project. Members receive access to Descent magazine, free and discounted events, research services, and the library's 70,000+ item collection. The Society also maintains free resources including family history forms, the Lest We Forget military service documentation project, and hosts the annual Croker Prize for Biography competition.

Differentiator

Problem solved

Functional benefit

Brands

• Ironclad Sisterhood: A collaborative digital public history project focused on reimagining the lives of convict women in New South Wales, based on original research by Jess Hill. Includes searchable database, podcast, AI-generated portraits, and creative biographies. Awarded Special Commendation for Macquarie-PHA Applied History Award in 2023.

Products and services

• Family History Research Centre & Library Physical library in Sydney housing over 70,000 items covering Australian and international family history resources, with access to Ancestry, FindMyPast, MyHeritage, FamilySearch affiliate resources and other major commercial genealogy databases, supported by experienced volunteers and staff.
• MIDAS Catalogue (Manuscript, Image & Digital Archive System) Online archives catalogue enabling researchers to search the Society's manuscript, image and digital archive collections, including grave information and monumental photograph transcriptions.
• Certificate and Diploma in Family Historical Studies Formal academic credential programs covering genealogical research methods: Certificate in Genealogical Research and Diploma in Family Historical Studies with structured curriculum, supervisor guidance and academic assessment for members and external students.
• Ironclad Sisterhood Project Digital public history project on convict women in NSW (1788-1842), including a searchable database of ~4,700 female convicts, a podcast series, AI-generated portraits, creative biographies, and critical fabulation narratives based on Jess Hill's original research.
• DNA Program DNA research education offering including courses on using DNA in family history, one-on-one Next Steps sessions, DNA Research Groups (Tools in Practice and Research Discussion), and the Analysing Your AncestryDNA program.
• Descent Magazine Quarterly online and print magazine published by the Society since 1932, featuring articles on Australian and overseas families, resources, and local history; included with membership.
• Rookwood Cemetery Transcription Project Major volunteer initiative that transcribed 236,000 monumental inscriptions at Rookwood Cemetery between 1981 and 1994, originally released on microfiche (1994) and republished on CD (2002), with transcriptions searchable via MIDAS.
• Research Groups Program Specialised interest groups including DNA Research Groups, Caribbean, Colonial Australia, English, Irish, Scottish, USA & Canada, Chinese Australian, Indian & South Asian, One Place Focus, Source Citations, Family Tree Maker Users, Legacy Users, and The Writing Group — delivered via regular Zoom meetings.
• Online Courses and Webinars Online distance learning such as 'FirstLook@' introductory courses on platforms like MyHeritage and DNA testing, the Study Ready academic skills course, and 'Breaking Down Brick Walls' conferences, with over 140 hours of annual learning included with membership.
• Croker Prize for Biography Annual biography writing competition: entrants write 800-1000 word biographies based on original research against a themed subject; winner receives a $1,000 cash prize and publication in Descent magazine.
• Lest We Forget Project Free downloadable forms (printable PDF and fillable PDF with image attachment) for documenting an ancestor's military, naval or air force service, including ancillary roles such as nursing and women's auxiliary services.
• Family History Forms & Templates Free family history research templates including Pedigree Chart and Family Group Sheet, available as printable PDF and fillable PDF versions, accompanied by a data dictionary explaining family structure terminology.
• Look-up Service and Research Requests Paid research assistance for members including look-up services and formal research requests submitted to Society staff and volunteers who conduct the work against the Society's collections.
• Online Shop E-commerce platform operated via a Square-based website selling Society publications, merchandise and genealogical resources.
• Digital Skills Program Training program covering online research skills, database usage, and general technical competencies required by family historians using digital genealogy tools.

Quantifiable outcome

• Over 70,000 library items accessible to members
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature2 records

Partnerships

15 partnerships are on record, tiered minor and core.

• Family History FederationminorOthersMembership organization affiliation. The Society of Australian Genealogists is a member of the Family History Federation.
• Associations ForumminorOthersMembership organization affiliation. The Society is listed as a member of the Associations Forum.
• Australasian Federation of Family History Organisations (AFFHO)coreOthersPeak body membership. The Society is a member of AFFHO, the peak body for family history organisations in Australasia.
• History Council NSWminorOthersMembership organization affiliation. The Society is a member of the History Council NSW.
• NSW & ACT Association of Family History OrganisationscoreOthersState-level membership organization for family history groups in NSW and ACT.
• FamilySearchcoreTechnology or IntegrationSAG is an affiliate library of FamilySearch, providing increased access to digital collections and records not available to the general public through this integration.
• AncestrycoreTechnology or IntegrationProvides access to Ancestry database within the Library for family history research.
• FindMyPastcoreTechnology or IntegrationProvides access to FindMyPast database within the Library for genealogical research.
• MyHeritagecoreTechnology or IntegrationProvides access to MyHeritage database and DNA tools within the Library for members and researchers.
• The GenealogistcoreTechnology or IntegrationProvides access to The Genealogist database within the Library for research purposes.
• British Newspaper ArchivecoreTechnology or IntegrationProvides access to British Newspaper Archive within the Library for historical newspaper research.
• Discovery (National Archives UK)coreTechnology or IntegrationProvides access to Discovery catalog of the National Archives UK within the Library for British records research.
• Biographical Database of AustraliacoreTechnology or IntegrationProvides access to the Biographical Database of Australia within the Library for Australian biographical research.
• Parramatta Female Factory FriendsminorStrategic or Co-development PartnerPartnership with heritage group working on colonial Australian stories. Ironclad Sisterhood project collaborating with this organization.
• Macquarie UniversityminorStrategic or Co-development PartnerStudents from Macquarie University's Cultural Heritage and Public History course contributed to the Ironclad Sisterhood project as part of their required coursework.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Genealogical Society of Victoria: State-level genealogy society offering library access, education, and research support to family historians in Victoria. Directly comparable membership-based education charity model serving Australian family historians.
• Unlock the Past: Australian genealogy education and events company running conferences, cruises, and webinars for family historians. Closely comparable in the education and events pillar of SAG's offering.
• FamilySearch: Free global genealogy platform operated by The Church of Jesus Christ of Latter-day Saints. SAG is a FamilySearch Affiliate Library; FamilySearch is both a partner and a direct competitor for users seeking free records.

Broad incumbents

• Royal Australian Historical Society: Australia's oldest historical society, providing library access, lectures, and publications. Comparable as a membership-based history/genealogy organization but with a broader historical remit beyond family history.
• State Library of New South Wales: Major state library with significant genealogy and family history collections accessible to the public. Competes for family history researchers in Sydney with free public access.
• National Library of Australia: National library with extensive Australian manuscript, oral history, and biographical collections used for genealogical research. A public-sector alternative for serious family historians.
• Ancestry: Global commercial genealogy platform offering records, family trees, and DNA. SAG provides Library access to Ancestry databases, positioning the two as both partners and competitors.
• MyHeritage: Commercial genealogy and DNA platform with strong Australian and European record coverage. Direct overlap with SAG's DNA Program and Library database access offering.

Regional players

• FindMyPast: UK-focused genealogy platform with deep British and Irish record collections. Complementary to SAG for members tracing UK ancestry, and accessible through SAG's Library.
• Public Records Office of Victoria: State government archive providing access to vital records, immigration, and probate records central to Australian family history research. Comparable archive function for Victorian researchers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/SocAustGen
• Facebookfacebook.com/SocAustGen
• Instagraminstagram.com/ironcladsisterhoodpodcast

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

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 Society of Australian Genealogists