OnePass

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.

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

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

• Retail loyalty program
• Subscription membership service
• Shopping benefits platform
• Consumer loyalty program
• Prepaid mobile plans

Headquarters

HQ city

Docklands

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. 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).
3. 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

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core 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

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability6 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered flagship and core.

• KmartflagshipStrategic or Co-development PartnerKmart 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.
• TargetflagshipStrategic or Co-development PartnerTarget 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 WarehouseflagshipStrategic or Co-development PartnerBunnings 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.
• OfficeworksflagshipStrategic or Co-development PartnerOfficeworks 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.
• PricelineflagshipStrategic or Co-development PartnerPriceline 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.
• InstantScriptsflagshipStrategic or Co-development PartnerInstantScripts 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.
• FlybuysflagshipGTM or Marketing PartnerFlybuys 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.
• OptuscoreTechnology or IntegrationOptus 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

Broad 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

• Facebookfacebook.com/onepassau
• LinkedInlinkedin.com/company/wesfarmers-onedigital
• Instagraminstagram.com/onepassau
• TikToktiktok.com/@onepassau

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 OnePass