What Steadfast Life does

Steadfast Life Pty Ltd is an Australian life insurance broker headquartered in Surry Hills, NSW, operating under Australian Financial Services Licence No. 421904. Founded in 2013 and structured as a proprietary limited company, Steadfast Life operates as a subsidiary of Steadfast Group, described as Australasia's largest insurance network, and serves the Australian domestic market across three product pillars: Personal Protection (life, total and permanent disability, trauma/critical illness, and income protection cover), Business Protection (key person, buy/sell, guarantor, and business expenses cover), and Employee Protection (group life, group income protection, group TPD, tailored group schemes for larger organisations, and a micro-insurance product for SMEs integrated with payroll and HR platforms).

The company's underlying technology is described as a traditional brokerage stack rather than a proprietary platform: client management systems for case handling supplemented by an online Partner Portal (online.steadfastlife.com.au) through which external insurance advisers can refer clients and access content. There are no disclosed AI/ML features, APIs, or mobile applications; competitive differentiation rests on human-led claims advocacy, a stated $90M+ paid in claims since inception, and a claimed 100% claims admission rate, rather than on technology-driven underwriting or automation.

Steadfast Life runs a sales-led go-to-market model, distributing through direct advisory engagement (chat, email, video call, in-person meetings), an interactive self-guided insurance quiz, and the Partner Portal channel for intermediaries. Revenue is generated on a recurring basis via insurance brokerage commissions from product providers under AFSL 421904, with quote-based pricing across personal, business, and group lines and wholesale group rates available to SMEs. Marketing is content-led, centred on the News & Insights hub, client stories, and a LinkedIn presence supported by Trustpilot reviews.

Name

Steadfast Life

Legal name

Steadfast Life Pty Ltd

Website

https://steadfastlife.com.au

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Steadfast Life is an Australian life insurance broker (AFSL 421904) and subsidiary of Steadfast Group, providing personal, business, and employee protection cover to individuals, families, business owners, and employers across Australia via direct advisory and a partner portal.

Ownership category

akta.pro rank

Product category

Life Insurance Brokerage

NAICS

All Other Insurance Related Activities (524298)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Whole Life Insurance (FSAIABAA)

akta.pro secondary industries

Universal Life (UL) Insurance (FSAIABAB), Group Whole Life (Limited/Continuous Pay) (FSAIADAE), Whole Life / UL Policy Riders & Add-ons (e.g., Waiver of Premium, Accidental Death, Child Term, LTC/Chronic Illness) (FSAIABAK)

Keywords

• Life insurance brokerage
• Personal protection insurance
• Business protection insurance
• Employee benefits insurance
• Claims advocacy services

Headquarters

HQ city

Surry Hills

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: Steadfast Life earns commissions from insurance providers for placing and managing insurance policies for clients. As a licensed insurance broker (AFSL 421904), they advise on and arrange insurance products and manage claims on behalf of clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Steadfast Life is a licensed Australian life insurance broker (AFSL 421904) that advises on, arranges, and manages life insurance products across three pillars: Personal Protection (Life, TPD, Trauma, Income Protection), Business Protection (Key Person, Buy/Sell, Guarantor, Business Expenses), and Employee Protection (Group Life, Group Income Protection, Group TPD, tailored group and micro-insurance for SMEs). The firm operates within the Steadfast Group network and emphasises claims advocacy as a core service rather than policy administration alone.

Product overview

Steadfast Life is a life insurance broker operating as part of the Steadfast Group (Australasia's largest insurance network), offering three core insurance pillars: Personal Protection, Business Protection, and Employee Protection. Their personal protection products include Life Insurance, Total & Permanent Disability Insurance (TPD), Trauma (Critical Illness) Insurance, and Income Protection Insurance. Business protection offerings encompass Key Person Protection, Buy/Sell Protection, Guarantor Protection, and Business Expenses Protection. For employees, they provide Group Life Insurance, Group Income Protection, Group TPD Insurance, and tailored group solutions for larger organisations, plus micro-insurance options for SMEs. The company differentiates through claims advocacy and specialist support, rather than technology-driven platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• Life Insurance (Personal) Provides a lump sum payment to support family or beneficiaries if the insured person passes away, helping ensure financial stability for loved ones.
• Total & Permanent Disability Insurance (TPD) Provides financial support if the insured is permanently unable to work due to illness or injury, covering medical costs, living expenses, and long-term adjustments.
• Trauma (Critical Illness) Insurance Pays a lump sum upon diagnosis of a serious illness or injury, helping reduce financial pressure during treatment and recovery periods.
• Income Protection Insurance Provides regular income replacement if the insured cannot work due to sickness or injury, supporting day-to-day living expenses during recovery.
• Key Person Protection Designed to support business stability if a critical individual cannot work due to illness, injury or death, providing funds to help maintain cash flow or replace lost capability.
• Buy/Sell Protection Designed to support a smooth transfer of ownership if a partner or shareholder exits unexpectedly due to death or permanent disability, helping remaining owners retain control.
• Guarantor Protection For directors or owners who have personally guaranteed business debts, this cover helps repay guaranteed loans following insured events such as death, disability or critical illness.
• Business Expenses Protection Helps cover essential ongoing business costs if an owner or key operator is unable to work due to illness or injury, supporting the business during recovery.
• Group Life Insurance Provides employees with Life, Total and Permanent Disability and Income Protection Insurance at discounted group rates without the need for individual medical underwriting (up to certain limits).
• Group Income Protection Pays employees a portion of their salary if sickness or injury prevents them from working, ensuring financial stability so they can focus on recovery.
• Group TPD Insurance Provides a lump sum benefit to employees if they become permanently disabled, supporting their family and ensuring business continuity.
• Tailored Group Insurance Solutions Custom-designed programs for larger or complex organisations that may include life insurance, income protection, TPD and health benefits, built around specific workforce and risk profiles.
• Micro-Insurance for SMEs Simple, ready-to-go insurance options that integrate seamlessly with payroll and HR platforms, providing meaningful cover in a cost-effective manner for small and medium enterprises.

Quantifiable outcome

• Claims admission rate: 0%
• +2 more outcomes

Named customers2 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

Partnerships

Two partnerships are on record, tiered core.

• Steadfast GroupcoreStrategic or Co-development PartnerSteadfast Life is part of Steadfast Group, Australasia's largest insurance network. This affiliation provides scale advantages including broader product access, stronger negotiating power with insurers, and greater flexibility while maintaining boutique-level personal service.
• Insurance Insurers (Various)coreOthersSteadfast Life works with multiple insurance providers to obtain quotes, arrange coverage, and manage claims on behalf of clients. They transition clients between insurers when appropriate for better coverage.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• AIA Australia: One of Australia's largest life insurers offering life, TPD, trauma, and income protection products — directly overlapping Steadfast Life's product set, although operating as a carrier rather than broker. Cited as a partner on Steadfast Life's menopause/income protection program.
• TAL (TAL Life Insurance): Major Australian life insurer with deep footprint in group life and individual protection products, including the Health for Life program. Competes directly in the same product categories Steadfast Life brokers.
• Zurich Australia: Global insurer with strong Australian life and group insurance presence (e.g., Women's Health Benefit under Corporate Care Income Protection). Directly competes in individual and group life, TPD, and income protection segments.
• MetLife Australia: Global life insurer with Australian operations offering individual and group life, disability, and income protection, including the 360 Health employee wellbeing platform. Direct product overlap with Steadfast Life's portfolio.
• ClearView Wealth: ASX-listed Australian life insurance and wealth management group with comparable life, TPD, trauma, and income protection offerings to individuals and groups, plus advised and direct distribution.
• Asteron Life: Suncorp-owned Australian life insurer offering life, trauma, TPD, and income protection products to individuals and groups, competing head-to-head in Steadfast Life's core product lines.

Emerging players

• NobleOak Life Insurance: Australian direct-to-consumer life insurer competing on price in the same individual life and income protection categories Steadfast Life brokers, but with a digital-first, no-adviser model that pressures traditional broker value.
• Real Insurance: Australian direct life and funeral insurance provider with simplified, lower-premium offerings that overlap with Steadfast Life's personal protection segment, particularly cost-sensitive customers.

Broad incumbents

• Allianz Australia Life Insurance: Large multi-line incumbent offering life and group insurance within a broader P&C and health portfolio, providing overlap with Steadfast Life's individual and employer benefit products from a much larger parent.

Regional players

• PSC Insurance Group: ASX-listed Australian insurance brokerage group operating across life, general, and specialty lines; comparable broker business model and regional (ANZ) market, though with much broader product and customer scope.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/steadfast-life
• Facebookfacebook.com/steadfastlifeinsurance

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Steadfast Life