OnePass
OnePass is an Australian consumer subscription membership (operated by Wesfarmers One Pass Pty Ltd) that consolidates free delivery, 5x Flybuys points, extended returns, and healthcare discounts across Kmart, Target, Bunnings, Officeworks, Priceline, and InstantScripts.
- Company typePrivate
- Founded2022
- HeadquartersDocklands, Australia
- Headcount101–250
- GTM typeB2C
- OfferingSoftware
What OnePass does
OnePass, operated by Wesfarmers One Pass Pty Ltd (ABN 39 650 854 845), is a subscription membership program consolidating retail, loyalty, and lifestyle benefits across six flagship Australian brands: Kmart, Target, Bunnings Warehouse, Officeworks, Priceline, and InstantScripts. Members pay $40/year (annual) or $4/month (monthly) after a 30-day free trial to receive free delivery, 5x Flybuys points at in-store and Click & Collect purchases, 365-day change-of-mind returns, Express Click & Collect, 2x Sister Club points at Priceline, and InstantScripts healthcare discounts. The program is geographically restricted to Australian residents and integrates with Flybuys (acquisition channel and points redemption), Optus (OnePass Mobile MVNO sub-brand), and Apple/Google Wallet for digital card access.
The technology stack is a cloud-native, microservices-based subscription platform built on AWS infrastructure, with React.js for web, React Native for mobile, and TypeScript/Golang/Python for backend services. Data infrastructure uses Snowflake, Airflow, and dbt. A beta generative AI product ('Search with OnePass') provides multimodal product discovery across Bunnings Warehouse, Officeworks, and Priceline. No public or partner-facing API is documented; integrations operate through account linking with participating brands.
OnePass pursues a product-led, direct-to-consumer go-to-market: self-serve sign-up via onepass.com.au and mobile apps (iOS and Android), 30-day free trial as primary acquisition lever, and Flybuys rewards store as a major secondary channel. Customer segments include Australian retail shoppers (primary), Flybuys members, Priceline Sister Club members, and healthcare consumers. Customer concentration is low at the consumer level, with revenue exposure primarily concentrated in partner brand relationships rather than any single member.
OnePass firmographics
Firmographics- Name
- OnePass
- Legal name
- Wesfarmers One Pass Pty Ltd
- Website
- https://onepass.com.au
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- OnePass is an Australian consumer subscription membership (operated by Wesfarmers One Pass Pty Ltd) that consolidates free delivery, 5x Flybuys points, extended returns, and healthcare discounts across Kmart, Target, Bunnings, Officeworks, Priceline, and InstantScripts.
- Ownership category
- akta.pro rank
OnePass industry classification
Industry- Product category
- Retail Loyalty Membership
- NAICS
- Telecommunications Resellers (517121)
- akta.pro primary industry
- Travel Deal, Loyalty & Subscription Platforms (BPAMAIAM)
- akta.pro secondary industry
- Recurring Billing, Subscriptions & Tokenized Payments (CRAFALAH)
Keywords
Where OnePass is headquartered
LocationHeadquarters
- HQ city
- Docklands
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
OnePass business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Annual Membership Subscription: Annual subscription at $40/year (billed $40 upfront for 12 months), providing all member benefits including free delivery, 5x Flybuys points, 365-day returns, Express Click & Collect, and InstantScripts discounts.
- Monthly Membership Subscription: Monthly subscription at $4/month (billed monthly in advance), providing access to all member benefits. Members can upgrade to annual for better value ($40/year saves $8).
- Flybuys Points Redemption: OnePass annual membership can be redeemed using Flybuys points through the Flybuys rewards store, providing an alternative payment method for the loyalty program ecosystem.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Annual Plan - $40/year (best value, saves $8) |
| Subscription | Monthly | Monthly Plan - $4/month |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
OnePass product offering
Product offeringCore offering
OnePass is a digital membership subscription program that consolidates consumer benefits across six major Australian retailers — Kmart, Target, Bunnings Warehouse, Officeworks, Priceline, and InstantScripts — into a single plan. Members pay $4/month or $40/year for free delivery (no minimum spend), 5x Flybuys points at Kmart/Target/Bunnings/Officeworks, 365-day change-of-mind returns, Express Click & Collect, 2x Sister Club points at Priceline, and 30% off first InstantScripts service plus 10% off subsequent services. The product is delivered through a cloud-based web platform, iOS/Android apps, and a partnered prepaid mobile service (OnePass Mobile via Optus).
Product overview
OnePass is a unified membership program by Wesfarmers One Pass Pty Ltd offering a consolidated set of benefits across multiple Australian retail brands. The core OnePass Membership provides free delivery, bonus loyalty points (5x Flybuys at Kmart/Target/Bunnings/Officeworks, 2x Sister Club at Priceline), 365-day returns, and Express Click & Collect. Membership is available via Annual ($40/year) or Monthly ($4/month) plans, each with a 30-day free trial. The product portfolio includes the OnePass App for card management and account access, OnePass Mobile (powered by Optus) offering complementary membership with eligible plans, Search with OnePass (beta) providing AI-powered product discovery, and integration with InstantScripts for discounted healthcare services.
Differentiator
Problem solved
Functional benefit
Brands
- OnePass Mobile: Mobile phone plans powered by Optus network, offered in partnership with OnePass membership.
Products and services
- OnePass Membership Unified digital membership subscription that consolidates free delivery (no minimum spend), 5x Flybuys points at Kmart/Target/Bunnings/Officeworks, 365-day change-of-mind returns at Kmart/Target/Officeworks/Priceline, Express Click & Collect at Kmart/Bunnings, 2x Sister Club points at Priceline for Sister Club tier members, and InstantScripts healthcare discounts for Australian consumers. Available via $4/month and $40/year subscription plans with a 30-day free trial.
- OnePass Mobile Prepaid mobile phone plan offering sold in partnership with Optus, leveraging the Optus 4G Plus network with no lock-in contracts. Eligible plan holders receive a complimentary OnePass membership with all retail benefits, including 5x Flybuys points on plan recharges. Customer support is provided via dedicated OnePass Mobile channels.
Quantifiable outcome
- Members save $5.38 per order with free delivery vs average metro delivery fee of $9.38 (based on 1 online order/month)
- +3 more outcomes
Companies that use OnePass
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
OnePass technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability6 records
Feature3 records
OnePass partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered flagship and core.
- KmartflagshipKmart is a flagship participating brand in the OnePass program. OnePass members receive free delivery on eligible items, collect 5x Flybuys points in-store and with Click & Collect, enjoy 365-day change of mind returns, and access Express Click & Collect plus 5x Flybuys points. Members can scan their OnePass card at checkout to save activity in their account.
- TargetflagshipTarget is a participating brand in the OnePass program. OnePass members can collect 5x Flybuys points in-store and with Click & Collect, and access free delivery on eligible items. Target also offers Express Click & Collect to all customers.
- Bunnings WarehouseflagshipBunnings Warehouse is a participating brand offering OnePass members free delivery on eligible parcel-sized online orders, Express Click & Collect, and 5x Flybuys points on in-store purchases and Click & Collect orders.
- OfficeworksflagshipOfficeworks is a participating brand offering OnePass members free delivery on eligible items or orders, and 5x Flybuys points on in-store purchases and Click & Collect orders. Express Click & Collect is already available to all Officeworks customers.
- PricelineflagshipPriceline is a participating brand (only available to Sister Club members). OnePass members who are Sister Club tier members collect 2 Sister Club points per $1 spent in-store, receive free delivery on eligible items, and enjoy 365-day change of mind returns. Flybuys offer is not available at Priceline.
- InstantScriptsflagshipInstantScripts is a telehealth and prescription service participating in OnePass. Members receive 30% off their first eligible service and 10% off each subsequent eligible service (Online Prescription Consultations, Medical Certificates, Doctor Consultations, Blood Test Requests, Specialist Referrals, Weight Loss Treatment), plus free standard delivery on eligible prescription medication in Australia.
- FlybuysflagshipFlybuys is OnePass's primary loyalty program partner. OnePass members collect 5x Flybuys points on in-store purchases and Click & Collect orders at Kmart, Target, Bunnings Warehouse, and Officeworks. Members can also redeem Flybuys points (approximately 24,000 points) for annual OnePass membership in the Flybuys rewards store.
- OptuscoreOptus is the network provider powering OnePass Mobile, which offers prepaid mobile plans (4G Plus network) with no lock-in contracts. OnePass Mobile customers receive complimentary OnePass membership, 5x Flybuys points on plan recharges, and access to all OnePass retail benefits. Customer support available via 1300 222 825.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
OnePass competitors and assessment
Company assessmentBroad incumbents
- Everyday Rewards (Woolworths Group): Woolworths' Everyday Rewards is Australia's largest grocery loyalty program with millions of active members. It is a broad incumbent in Australian loyalty, competing head-to-head with OnePass for share-of-wallet among Australian household shoppers.
- Coles Group: Coles operates its own loyalty initiatives and is one of Australia's two dominant grocery retailers. As a non-participating Wesfarmers competitor, Coles represents the structural alternative loyalty ecosystem OnePass must displace in member share-of-wallet.
Others
- Shopify Shop Pay: Shopify's Shop App combines shopping, order tracking, and Shop Pay checkout across multiple merchants — analogous to OnePass's cross-brand benefit orchestration. It is an enabling/ecosystem peer rather than a direct subscription competitor.
Direct peers
- Amazon Prime: Amazon Prime is the most analogous cross-category paid subscription bundling free delivery, exclusive deals, and partner benefits. OnePass operates the same conceptual model but localized to Australian retail brands, making it the closest direct functional peer globally.
- Flybuys: Flybuys is Australia's most recognized coalition loyalty program and is both OnePass's primary GTM partner and a competitive loyalty product. It overlaps directly on points-earning mechanics at the same retailer base, making it the most comparable Australian loyalty peer.
- Target Circle 360: Target's paid membership program (formerly Target Circle 360 / RedCard+) bundles delivery, returns, and exclusive rewards around Target's retail operations. Notably, OnePass already includes Target Australia as a participating brand, making this a direct functional comparator for the in-store loyalty and delivery benefit design.
- Walmart+: Walmart+ bundles free delivery, fuel discounts, and Paramount+ across Walmart's retail footprint, mirroring OnePass's bundling of free delivery, accelerated loyalty points, and exclusive partner benefits across participating retailers.
- Costco Membership: Costco's paid-membership warehouse model is a foundational reference point for retail subscription memberships globally. While Australia-only and category-specific, Costco Membership operates the same paid-access-to-benefits commercial logic as OnePass.
Emerging players
- Cashrewards: Cashrewards is an Australian cashback platform with a paid Premium tier offering enhanced cashback across multiple retailers. It competes for the same multi-brand Australian consumer value proposition as OnePass but via cashback rather than delivery/returns benefits.
- Kogan.com First: Kogan First is an Australian paid membership bundling free delivery and exclusive pricing on Kogan's marketplace. It competes with OnePass for value-conscious Australian online shoppers seeking delivery-driven memberships, though with narrower brand scope.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
OnePass social profiles
Digital presenceOnePass financial estimates
Financial estimateRevenue estimate
Valuation estimate
OnePass leadership team
Management profileNumber of profiles
Profiles1 record
OnePass funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
OnePass M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about OnePass
What does OnePass do?
OnePass is a digital membership subscription program that consolidates consumer benefits across six major Australian retailers — Kmart, Target, Bunnings Warehouse, Officeworks, Priceline, and InstantScripts — into a single plan. Members pay $4/month or $40/year for free delivery (no minimum spend), 5x Flybuys points at Kmart/Target/Bunnings/Officeworks, 365-day change-of-mind returns, Express Click & Collect, 2x Sister Club points at Priceline, and 30% off first InstantScripts service plus 10% off subsequent services. The product is delivered through a cloud-based web platform, iOS/Android apps, and a partnered prepaid mobile service (OnePass Mobile via Optus).
Is OnePass a public or private company?
OnePass is a private company. It is classified as corporate owned and is currently operating.
When was OnePass founded?
OnePass was founded in 2022. It employs 101 to 250 people.
Where is OnePass based?
OnePass is headquartered in Docklands, Australia, in the Oceania region.
How does OnePass make money?
Three revenue lines are on record. Annual Membership Subscription is the primary driver. The others are monthly Membership Subscription and flybuys Points Redemption.
Who are OnePass's main competitors?
Broad incumbents on record are Everyday Rewards (Woolworths Group) and Coles Group. Shopify Shop Pay is listed as an others. Direct peers are Amazon Prime, Flybuys, Target Circle 360, Walmart+ and Costco Membership. Emerging players are Cashrewards and Kogan.com First.
Does OnePass have an API?
No public API is recorded for OnePass.
What industry is OnePass in?
OnePass's product category is Retail Loyalty Membership. Its primary akta.pro industry code is BPAMAIAM, Travel Deal, Loyalty & Subscription Platforms, with a secondary code of CRAFALAH, Recurring Billing, Subscriptions & Tokenized Payments. Its NAICS code is 517121.