What Benetas does

Benetas is a not-for-profit aged care and retirement living provider legally constituted as Anglican Aged Care Services Group and operating across Melbourne metro, Greater Melbourne, and regional Victoria. The organisation delivers a full continuum of services — home care, in-home nursing, allied health and therapeutic services, assistive technologies, respite (in-home, day centre, residential), retirement living, and residential aged care — across 13 residential aged care homes, 6+ retirement villages, and a distributed home care workforce, supported by approximately 2,000 employees and a Customer Centre (1300 23 63 82). It serves more than 15,000 older Victorians annually, with ancillary reach into families, carers, pre-retirees, and veterans eligible for DVA-funded services. Founded in the late 1940s under Anglican heritage, the organisation is structured as a public company limited by guarantee with no external investors and is governed by a Board chaired by Julia Pryor (since December 2024) and led by CEO Sandra Hills OAM.

Underlying technology includes consumer-facing digital tools such as the Support at Home Estimator (December 2025) and a Budget Estimator, a Client Experience Survey program managed by an in-house research team, and research instruments like the Ageing in Place Readiness Index (AiPRI) and the Digital Inclusion & Cyber Safety Research Study (1,000+ respondents aged 65+). Within residential care, Benetas has deployed AI-powered social robots (Abi, in partnership with Andromeda Robotics) and Tovertafel interactive dementia-care technology at select sites, including St George's (Altona Meadows) and Gisborne Oaks. The technology backbone is not proprietary AI; rather, the organisation integrates third-party robotics, off-the-shelf analytics, and bespoke survey/research tooling to support service delivery and thought leadership.

Commercially, Benetas operates primarily on government-regulated funding streams: Home Care Packages/Support at Home (post 1 November 2025), the Commonwealth Home Support Program (CHSP), Veterans' Home Care, and regulated Residential Aged Care fees (including Refundable Accommodation Deposits). Retirement living generates revenue through occupancy agreements. Additional income comes from fee-for-service home care beyond government package entitlements and from donations and charitable contributions supporting the not-for-profit mission. Customer acquisition is direct-to-consumer via the website, the Customer Centre phone line, regional offices, on-site enquiries at homes and villages, and referrals through My Aged Care and healthcare providers. Marketing blends content (newsroom, research publications), community events, partnerships (e.g., the 'Long Live Home' campaign with agency Silver Lining), and direct digital channels.

Name

Benetas

Legal name

Anglican Aged Care Services Group trading as Benetas

Website

https://benetas.com.au

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Benetas is a not-for-profit aged care provider serving more than 15,000 older Victorians through 13 residential aged care homes, six retirement villages, home care, and respite services, with approximately 2,000 employees across Melbourne and regional Victoria.

Ownership category

akta.pro rank

Product category

Aged Care Services

NAICS

Continuing Care Retirement Communities (623311), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (6233), Assisted Living Facilities for the Elderly (623312), Services for the Elderly and Persons with Disabilities (62412), Nursing and Residential Care Facilities (623)

SIC

Services-Nursing & Personal Care Facilities (8050), Services-Home Health Care Services (8082), Services-Skilled Nursing Care Facilities (8051), Services-Social Services (8300)

akta.pro primary industry

Assisted Living with Enhanced Care / High-Acuity (Aging-in-Place) (HLADABAC)

akta.pro secondary industries

Continuing Care at Home (CCaH) / Virtual CCRC Programs (HLADAEAH), Affordable/Subsidized Independent Living (HUD/LIHTC) Communities (HLADAAAB), Continuing Care Retirement Communities (CCRC) with Memory Care (HLADACAD), Dementia & Alzheimer’s Respite Care (HSABAGAF), Elder Services & Aging Support (BPAGAEAF)

Keywords

• Aged care services
• Residential aged care
• Home care packages
• Retirement living communities
• Respite care services

Headquarters

HQ city

Hawthorn

HQ country

Australia

HQ region

Oceania

Offices17 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Government-Funded Home Care Packages: Benetas receives government funding through Home Care Packages (and the new Support at Home Program from November 2025), Commonwealth Home Support Program (CHSP), and Veterans' Home Care to deliver in-home nursing, personal care, and support services to eligible older Australians.
2. Residential Aged Care Fees: Benetas charges fees for residential aged care services, including accommodation fees and care fees as regulated under the Aged Care Act. These include Refundable Accommodation Deposits (RADs) and daily care fees.
3. Retirement Living: Benetas operates retirement living communities where residents purchase or lease retirement units. Revenue is generated through retirement village occupancy agreements.
4. Donations and Charitable Contributions: As a not-for-profit charitable organisation, Benetas relies on the generosity of supporters and donors. The website includes a donations page and sponsors are acknowledged.
5. Fee-for-Service Home Care: Benetas provides home care services that may be privately funded or co-contributed by clients beyond their government package entitlements.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Benetas is a not-for-profit aged care organisation that delivers an integrated continuum of care for older Victorians, comprising government-funded and private home care services (personal care, nursing, domestic assistance, allied health), 24/7 residential aged care across 13 homes, independent retirement living across 6 villages, and short-term respite services in home, day centre, and residential settings. The organisation supplements these services with assistive technologies, pastoral care, and dementia-specific programs such as Tovertafel and the AI-powered Abi robot.

Product overview

Benetas is a not-for-profit aged care organization offering an integrated portfolio of services for older Victorians. The core offerings include Home Care Services (personal care, nursing, domestic support, meals, transport, and social connection), Residential Aged Care (14 locations across Melbourne and regional Victoria), Retirement Living (6 village communities), and Respite Services (in-home, day centre, and residential options). Additional specialized services include Allied Health & Therapeutic Services, In Home Nursing Care, and Assistive Technologies. The organization also operates research initiatives including the Best Life Model of Care and the Ageing in Place Readiness Index (AiPRI) tool. Technology innovations include AI-powered robot Abi developed with Andromeda Robotics, Tovertafel interactive technology, and a cyber safety training program for seniors. The portfolio represents a continuum of care from independent living through to full residential support.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Care Services Comprehensive in-home care services for older Victorians including personal care, in-home nursing, allied health and therapeutic services, domestic assistance, meal preparation and delivery, transport, shopping, gardening and minor home repairs, assistive technologies, home modifications, social support, care management, and end-of-life care.
• Residential Aged Care 24/7 residential aged care delivered across 13 Benetas homes in Melbourne metro, Greater Melbourne, and regional Victoria, offering personalised care including dementia care, high care support, pastoral care services, and the Best Life Model of Care.
• Retirement Living Independent retirement living communities across Victoria at St Johns Rise (Mooroolbark), Bridgewater Lake (Roxburgh Park), Dalkeith Heights (Traralgon), The Oaks (Croydon), Eastwood Retirement (Eastwood), and St Laurence Court Community (California Gully).
• Respite Services Short-term care providing support for carers to rest while beneficiaries receive social interaction and new experiences, offered as in-home respite, day centre respite, social support groups, and residential respite.
• Allied Health and Therapeutic Services Therapeutic services provided to home care clients including physiotherapy, occupational therapy, and other allied health services supporting health and wellbeing.
• In-Home Nursing Care Professional nursing services delivered in clients' homes including wound care, medication management, and health monitoring.
• Assistive Technologies and Home Modifications Technology solutions and home modifications helping older people live safely and independently at home including safety monitoring and adaptive equipment.
• AI Robot Abi (in residential aged care) AI-powered social robot developed in partnership with Andromeda Robotics for resident engagement, providing interactive experiences and companionship in aged care homes.
• Tovertafel Interactive Technology (at Gisborne Oaks and Mornington) Interactive gaming technology using light projections to support cognitive stimulation and wellbeing for older people including those with dementia, installed at Benetas Gisborne Oaks and Mornington (Corowa Court) residential aged care homes.
• Support at Home Estimator Tool Digital tool developed by Benetas to help Victorians understand and optimise how they use their Support at Home funding to receive the care they need.

Quantifiable outcome

• 90% of Benetas clients said receiving services at home allowed them to continue living their life in familiar surroundings.
• +4 more outcomes

Named customers4 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

AI capability6 records

Feature6 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Lewers ResearchcoreStrategic or Co-development Partner · 1 January 2025Benetas commissioned Lewers Research to conduct an independent study surveying over 2,250 Australians aged 55+ to examine ageing in place readiness, introducing the Ageing in Place Readiness Index (AiPRI).
• Andromeda RoboticscoreStrategic or Co-development Partner · 21 May 2024Benetas partnered with Andromeda Robotics to trial an AI-powered robot (Abi) at St George's aged care home in Altona. Following a successful trial, the robot was returned to engage residents, fostering innovative interaction and social connection.
• Silver Lining (Creative Agency)minorGTM or Marketing Partner · 1 January 2024Benetas worked with creative agency Silver Lining to develop the 'Long Live Home' media campaign targeting seniors' reluctance to seek home care. Silver Lining created the campaign featuring senior Jeanne and her beloved chair.
• University of MelbourneminorStrategic or Co-development Partner · 1 January 2024Benetas participated in a research project led by the University of Melbourne and Austin Health, funded by Dairy Australia, looking at increasing calcium and vitamin D intake of older people through an enhanced dairy menu in aged care.
• Gisborne CommunityminorGTM or Marketing Partner · 1 January 2024The Gisborne community funded Tovertafel interactive technology improving the wellbeing of aged care residents at Gisborne Oaks, including those with dementia.
• ACCPA (Aged & Community Care Providers Association)coreImplementation/ SI/ Consulting Partner · 1 January 2023Benetas partnered with ACCPA to deliver the Transition to Practice education program, supporting graduate and experienced Registered Nurses and Enrolled Nurses to transition into aged care. Participants attend weekly education sessions and work with senior Benetas nurses.
• Melbourne Ageing Research Collaboration (MARC)coreStrategic or Co-development Partner · 1 January 2022Benetas is a member of the Melbourne Ageing Research Collaboration (MARC), collaborating on research projects including the Short and Sweet e-learning project that studied micro-learning approaches for community aged care workers.
• Federation UniversityminorStrategic or Co-development Partner · 1 January 2022In August 2022, Benetas team members presented to nursing students from Federation University about career opportunities in aged care, discussing career pathways and the unique opportunities available to nursing students.
• Monash UniversityminorStrategic or Co-development Partner · 1 January 2015Research support from Monash University on the Frailty project and PARC: The Positive Ageing Resource Centre, a one-stop shop for people seeking support around frailty and health.
• Bayside Medicare LocalminorStrategic or Co-development Partner · 1 January 2013Benetas led the Better Health Connections project in partnership with Bayside Medicare Local, funded by the Department of Social Services (2013-2015), aiming to improve health and aged care pathways for people moving between sub-acute health and aged care services.

Scale indicators9 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• Estia Health: ASX-listed for-profit operator of residential aged care homes across Australia. Useful comparability on residential service line and care quality benchmarks, though business model (for-profit, residential-only) differs from Benetas's NFP continuum approach.
• Bolton Clarke: One of Australia's largest not-for-profit aged care and home care providers (formed from merger of RSL Care and RDNS), operating nationally. Comparable service mix at much larger scale, and a primary strategic reference point for Benetas's Victorian-only footprint gap.
• Calvary Health Care: National Catholic-affiliated not-for-profit operating residential aged care, home care, and retirement living across multiple states (including significant Victorian presence after acquiring Japara). Comparable full-continuum model with a larger geographic and asset base than Benetas.

Direct peers

• Baptcare: Not-for-profit aged care, retirement living, and home care provider operating across Victoria and Tasmania. Most directly comparable to Benetas due to overlapping service portfolio (residential, home care, retirement living), faith-based heritage, and Victorian footprint.
• Mercy Health: Catholic-affiliated not-for-profit providing residential aged care, home care, and retirement living across Victoria and other states. Highly comparable faith-based positioning, service continuum, and Victorian metro-regional footprint.
• Royal Freemasons Ltd: Not-for-profit provider of residential aged care, home care, and retirement living in Victoria. Closely matches Benetas's continuum model, charitable heritage, and Victorian geographic focus.
• VMCH (Villa Maria Catholic Homes): Catholic-affiliated not-for-profit providing aged care, retirement living, and disability services primarily in Victoria. Comparable religious-charitable heritage, residential/home care/retirement living service mix, and Victorian geographic concentration.
• Uniting AgeWell: Uniting Church-affiliated not-for-profit provider of residential aged care, home care, and retirement living across Victoria and Tasmania. Comparable continuum-of-care model, similar community/charitable positioning, and overlapping geographic footprint in Melbourne and regional Victoria.

Regional players

• Southern Cross Care (SA & NT): Catholic-affiliated not-for-profit aged care provider in South Australia and Northern Territory with residential, home care, and retirement services. Comparable religious-charitable model and continuum offering, but different geography from Benetas.
• ACH Group: South Australia-based not-for-profit provider of residential aged care, home care, and retirement living. Comparable service model and NFP structure, but different geography — useful as a like-for-like regional benchmark for the broader Australian NFP aged care segment.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/benetas

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Benetas