Health.com.au

What Health.com.au does

Health.com.au was founded in 2011 as an online health insurance provider headquartered in Abbotsford, Australia. The company raised approximately $36M across two funding rounds in 2011 and 2012, then integrated with Frank Health Insurance on 1 July 2021 and ceased operating as an independent entity. Frank Health Insurance is now a digital-first sub-brand owned by GMHBA Limited, a not-for-profit Australian health insurer headquartered in Geelong.

The combined Frank brand offers hospital cover, extras cover, overseas visitors cover, and modular add-ons called Bundables. Core technology comprises a self-serve online quote engine, a membership mobile application, digital member cards for contactless claiming, and telehealth benefit integration. The company serves individual consumers, couples, families, young adults under 30, and overseas visitors across all eight Australian states and territories, with direct-to-consumer digital distribution as the sole sales channel.

The business model is subscription-based recurring premium revenue, with monthly billing and pricing varying by state, coverage type, and customer profile. An under-30 age-based discount and a 30-day cooling-off period with full refund (no claims) are structural features. Frank has won the WeMoney Best Basic Hospital Cover award in both 2025 and 2026. The brand operates with an estimated 11-50 employees, leveraging GMHBA's infrastructure, claims capability, and regulatory licenses rather than functioning as a standalone carrier.

Name

Health.com.au

Legal name

GMHBA Limited

Website

https://health.com.au

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Health.com.au was an Australian online health insurance provider that integrated with Frank Health Insurance (GMHBA Limited) in July 2021. The Frank brand now offers digital-first hospital, extras, and overseas visitor cover to individual consumers, families, and young adults across Australia.

Ownership category

akta.pro rank

Product category

Private Health Insurance

NAICS

Direct Health and Medical Insurance Carriers (524114)

SIC

Accident & Health Insurance (6321)

akta.pro primary industry

Individual Supplemental Health (Hospital Indemnity, Critical Illness, Accident) (FSAIAEAD)

akta.pro secondary industry

Ancillary & Supplemental Health Products (Accident/Critical Illness/Hospital Indemnity) (HLAEABAJ)

Keywords

• Private health insurance
• Hospital cover
• Extras cover
• Overseas visitors cover
• Health insurance plans

Headquarters

HQ city

Abbotsford

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Health Insurance Premiums: Frank Health Insurance generates revenue through recurring premium payments from individual policyholders. Customers pay regular premiums (typically monthly or annually) for hospital cover, extras cover, or combined policies. The company is owned by GMHBA Limited, a not-for-profit health insurer.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Health.com.au was an online private health insurance provider in Australia offering simple, affordable hospital and extras cover. The brand integrated with Frank Health Insurance on 1 July 2021 and now operates as part of the Frank Health Insurance brand under GMHBA Limited. Coverage is sold directly to consumers via a self-service website, with digital tools such as digital member cards and a mobile app supporting contactless claiming.

Product overview

Frank Health Insurance is a health insurance provider offering simple, affordable private health coverage. The product portfolio centers on three core offerings: Hospital Cover (private hospital insurance), Extras Cover (ancillary services like dental and optical), and Overseas Visitors Cover (for international visitors). Additional products include Bundables (customizable extras packages) and the Basic Accident Boost Hospital sub-product. Members also receive access to a Digital Member Card feature through the membership app for contactless claiming. The company is a brand under GMHBA Limited.

Differentiator

Problem solved

Functional benefit

Brands

• Bundables: Extra cover bundles offered by Frank Health Insurance for additional benefits.
• Basic Accident Boost Hospital

Products and services

• Hospital Cover Private hospital insurance providing access to private hospitals, surgeons, and specialists; includes options such as the Basic Accident Boost Hospital cover. Sold to Australian individuals, couples, and families via online quote.
• Extras Cover Supplementary health insurance covering ancillary services not included in hospital cover, such as dental, optical, and other allied health services. Purchased by Australian consumers online.
• Bundables Customizable extras bundles that allow members to add optional ancillary cover packages to their policy, sold as an add-on to base extras cover.
• Overseas Visitors Cover Health insurance for international visitors to Australia, providing coverage for medical treatment during their stay. Purchased online by non-resident visitors.

Quantifiable outcome

• Awarded Best Basic Hospital Cover 2025 & 2026 by WeMoney Health Insurance Awards

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• GMHBA LimitedcoreOthersGMHBA Limited is the parent company and owner of Frank Health Insurance brand. GMHBA is a not-for-profit health insurer operating in Australia. Frank operates as a distinct brand within the GMHBA group, targeting a younger, digitally-savvy demographic while leveraging GMHBA's infrastructure and financial backing.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Regional players

• Defence Health: Australian PHI serving Defence community members; comparable hospital/extras product structure but with restricted-eligibility distribution rather than open DTC.
• Latrobe Health Services: Regional Victorian-based PHI offering hospital and extras cover; comparable products but smaller geographic footprint and member-owned mutual structure rather than DTC digital brand.
• Teachers Health Fund: Niche Australian PHI serving education-sector members with hospital and extras cover; comparable products but restricted membership rather than fully open consumer distribution like Frank.
• HBF Health: Western Australia-focused private health insurer offering hospital and extras cover; comparable products but primarily competes in a single state rather than nationally.

Broad incumbents

• Bupa Australia: Major Australian private health insurer (part of global Bupa group) offering hospital and extras cover; directly comparable products and customer base, but with a much broader portfolio and larger scale than Frank.
• Australian Unity Health: Diversified Australian mutual offering hospital and extras cover alongside banking and aged care; comparable core PHI products but with broader portfolio and older demographic focus.
• GMHBA Limited: Parent company and brand owner of Frank; operates its own core-brand PHI products in Victoria and Western Australia — directly comparable products but serves a different (older/mutual) demographic.

Direct peers

• Medibank Private: Largest Australian private health insurer by membership, offering hospital and extras cover direct-to-consumer through its own digital channels — directly comparable in product mix and DTC distribution model to Frank.
• NIB Health Insurance: Listed Australian PHI with a strong digital, brand-led positioning targeting younger consumers — the closest publicly-traded analogue to Frank's digital-first DTC strategy and product structure.
• HCF (Hospitals Contribution Fund of Australia): Large Australian not-for-profit mutual private health insurer offering hospital and extras cover; comparable product mix and member-owned governance structure similar to Frank's GMHBA parent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/frankhealthinsurance
• Facebookfacebook.com/frankhealthinsurance
• Instagraminstagram.com/frankhealthinsurance

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

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 Health.com.au