Mas

What Mas does

Mas National Ltd (trading as Mas) is an Australian government-contracted apprenticeship and traineeship support services provider, operating as a division of the IntoWork Australia Group. Founded in 1998/1999 and headquartered in Northcote, Australia, Mas was selected in 2024 as one of nine approved Apprentice Connect Australia Providers to deliver Australian Apprenticeship Support Services across New South Wales, Australian Capital Territory, Queensland, South Australia, and Tasmania. The company places more than 2,500 apprentices into careers monthly and supports over 1,200 businesses per month across 500+ occupations, partnering with the Department of Employment and Workplace Relations, Registered Training Organisations, and community stakeholders including CEG (South Australia) and MRAEL (Queensland).

Mas operates a hybrid service delivery model anchored by direct field offices complemented by a proprietary digital stack. Core technology includes the MasConnects mobile application (featuring Mood Meter emotional tracking, Babble mentor chat, Rewards system, and training video library) and the Mas Jobs Board platform with automated candidate matching, pre-vetted candidate surfacing, and real-time analytics for employers. Adjacent service lines include Mas Achieve mentoring, Mas Allied Health (mental health/resilience services delivered in-person or via Telehealth), Mas Transition (workforce participation including the TRAILS youth program), Mas Careers Workshops, and the OHS Essentials Program (Victoria-only free workplace safety consultation). Back-office operations rely on government systems including ADMS (Apprenticeships Data Management System), myID, and myGov for incentive processing; no external API or developer platform is exposed.

Mas operates on a managed services revenue model funded almost entirely by the Australian Government and Employment Service Providers. All apprenticeship support services are provided free of charge to apprentices and employers, with employers eligible for up to $5,000 in incentives under the Key Apprenticeship Program. Allied Health services are funded by Employment Service Providers supporting Workforce Australia, Transition to Work, and Disability Employment Services participants. The company is wholly owned within the IntoWork Australia Group conglomerate (2,600+ staff, 200+ locations Australia/NZ) and has no disclosed external VC/PE investment. The Board comprises Chair Elizabeth Board and Directors Nicolas West and Christine Zechowski. ISO 9001:2015 certification was achieved in August 2023.

Name

Mas

Legal name

MAS National Ltd

Website

https://masnational.com.au

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

Mas National is an Australian government-contracted apprenticeship and traineeship support provider, placing 2,500+ apprentices monthly across NSW, ACT, QLD, SA, and TAS as one of nine approved Apprentice Connect Australia Providers under the IntoWork Group.

Ownership category

akta.pro rank

Product category

Apprenticeship Support Services

NAICS

Apprenticeship Training (611513), Educational Support Services (611710), Vocational Rehabilitation Services (6243), Technical and Trade Schools (6115)

SIC

Services-Employment Agencies (7361), Services-Educational Services (8200), Services-Social Services (8300)

akta.pro primary industry

Apprenticeships, Internships & Work-Based Learning Programs (BPACANAK)

akta.pro secondary industries

Work-Based Learning Programs (Internships, Apprenticeships, Community-Based Instruction) (EDAKANAF), Employment & Job Readiness Support Services (BPAGAEAJ), Workforce & Career Transition Noncredit Programs (EDAAAEAC)

Keywords

• Apprenticeship support services
• Workforce development
• Employment services
• Traineeship programs
• Career mentoring

Headquarters

HQ city

Northcote

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

Revenue model

1. Australian Government Contracts: Mas National Ltd, trading as Mas National, is a Provider contracted by the Australian Government as represented by the Department of Employment and Workplace Relations to provide Australian Apprenticeship Support Services. Services are free to both apprentices and employers.
2. Mas Allied Health Services: Allied health services provided to eligible Workforce Australia, Transition to Work or Disability Employment Services participants, funded by Employment Service Providers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Mas National delivers Australian Apprenticeship Support Services contracted by the Australian Government, connecting job seekers and apprentices with employers across NSW, ACT, QLD, SA, and TAS. Core services include apprenticeship sign-up facilitation, mentoring, government incentive processing, workforce development, allied health support, career workshops, and transition programs for unemployed or retrenched workers.

Product overview

Mas National is an apprenticeship, traineeship, and employment services organization operating as part of the IntoWork Australia Group. The core offering is the Australian Apprenticeship Support Services contracted by the Australian Government, which connects job seekers with employers across NSW, ACT, QLD, SA, and TAS. This core service is supplemented by several integrated products and modules: the MasConnects mobile app for apprentice support and progress tracking, the Mas Jobs Board for employer-candidate matching, the Mas Achieve Program for mentoring, Mas Allied Health for mental health and wellbeing services, Mas Transition for workforce participation programs, Mas Careers Workshops for career development, and the OHS Essentials Program for workplace safety consultation. These products function both independently and as interconnected components of a comprehensive workforce development ecosystem.

Differentiator

Problem solved

Functional benefit

Brands

• MasConnects App: A comprehensive mobile application designed to empower Mas apprentices throughout their apprenticeship journey, featuring mood tracking, news feed, rewards, communication with mentors, and training videos.
• Mas Achieve Program
• Mas Allied Health
• Mas Transition
• Mas Careers Workshops
• OHS Essentials Program

Products and services

• Australian Apprenticeship Support Services Government-contracted core apprenticeship and traineeship support services that connect job seekers with employers, facilitate sign-ups, deliver mentoring, and create workforce participation opportunities across all industries in Australia.
• MasConnects App Mobile application designed for apprentices featuring Mood Meter for emotional intelligence tracking, News Feed, Rewards system, Babble for mentor communication, and Training Videos library.
• Mas Jobs Board Online platform enabling employers to list job openings, receive automated candidate matches, access pre-vetted candidates, and monitor job posting analytics. Job seekers can update profiles and receive real-time job alerts.
• Mas Achieve Program Dedicated mentoring program providing apprentices with guidance, coaching, life skills support (budgeting, nutrition, travel, housing), health and wellbeing assistance, and professional growth support.
• Mas Allied Health Allied health services providing mental health support, resilience building, and work-focus assistance to employment professionals and participants, including individual appointments and group workshops delivered in-person or via Telehealth.
• Mas Transition Workforce participation and transition services for individuals seeking career changes, unemployed young people, and retrenched workers, featuring programs like TRAILS for at-risk youth aged 16-24.
• Mas Careers Workshops Career development workshops covering Resume Building, Career and Job Hunting, Interview Coaching, Digital Presence, and One-on-One Career Coaching, mapped to the Australian Blueprint for Career Development.
• OHS Essentials Program Free workplace safety consultation service in Victoria delivered by independent occupational health and safety consultants, providing hazard identification, practical action plans, and follow-up visits for eligible small and medium-sized employers with 60 or fewer employees.

Quantifiable outcome

• More than 2,500 apprentices placed into rewarding careers monthly
• +2 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Ten partnerships are on record, tiered core and regional.

• IntoWork GroupcoreStrategic or Co-development PartnerMas National is proudly part of the IntoWork Group, a leading provider of employment, skills, education and support services. IntoWork employs more than 2,600 staff in more than 200 locations across Australia and New Zealand, delivering across five core service areas including apprenticeships, education, employment, transition services, and community support.
• CEG (Construction Education Group)regionalStrategic or Co-development PartnerMas partners with CEG in South Australia to expand service offerings and deliver personalised mentoring, workforce development planning, and registration for apprentices and trainees.
• MRAEL (Mildura Rural Employment & Learning)regionalStrategic or Co-development PartnerMas partners with MRAEL in Queensland to expand service offerings, providing comprehensive workforce development support across a wider geographical area.
• Ngarrindjeri Lands and Progress Association (NLPA)regionalStrategic or Co-development PartnerMas National works closely with NLPA to help create programs and pathways that enable the ongoing training of young Ngarrindjeri people while helping keep them engaged, supported and connected to culture and Country.
• TAFE QueenslandregionalImplementation/ SI/ Consulting PartnerFormal training delivered by TAFE Queensland for apprentices at Central Service Station on Norfolk Island, supported by the Queensland Department of Trade, Employment.
• Construction Skills Queensland (CSQ)regionalStrategic or Co-development PartnerCSQ funds the Lead the Way program developed by Mas Allied Health professionals to empower women in leadership roles in the construction industry.
• HTN (Help Training Network)regionalImplementation/ SI/ Consulting PartnerHTN serves as Host Employer for school-based apprenticeship opportunities, providing workplace experience for apprentices.
• Australian Government (Department of Employment and Workplace Relations)coreStrategic or Co-development PartnerMas National is contracted by the Australian Government as represented by the Department of Employment and Workplace Relations to provide Australian Apprenticeship Support Services across NSW, ACT, QLD, SA, and TAS as an Apprentice Connect Australia Provider.
• Registered Training Organisations (RTOs)coreImplementation/ SI/ Consulting PartnerMas connects apprentices with Registered Training Organisations to ensure they receive top-notch, nationally recognised training aligned with their apprenticeship requirements.
• First Nations OrganizationsregionalStrategic or Co-development PartnerMas engages with Ngopaumuldi Aboriginal Corporation and other specialist organisations to provide support services to Aboriginal and Torres Strait Islander people, supporting reconciliation priorities including halving the employment gap.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• MEGT (Australia): MEGT is one of Australia's largest not-for-profit apprenticeship and traineeship support providers and a direct competitor under the Apprentice Connect Australia model. It offers essentially the same government-funded apprenticeship support services to employers and apprentices, making it the closest functional peer to Mas National.
• Maxima Group: Maxima is an Australian employment and apprenticeship services not-for-profit operating in multiple states, providing apprenticeship sign-ups, mentoring, and Disability Employment Services — directly comparable to Mas's core and allied services.
• Sarina Russo Group: Sarina Russo is a major Australian apprenticeship, traineeship, and employment services provider operating across multiple states. It is a direct ACA peer with comparable service breadth (apprenticeship support, employment services, training) and similar target customer segments.
• Apprenticeship Support Australia (ASA): ASA is one of the nine approved Apprentice Connect Australia Providers delivering government-funded apprenticeship support services. It competes head-to-head with Mas for the same pool of employers, apprentices and government contract renewals.
• BUSY At Work: BUSY At Work is an Australian apprenticeship and employment services provider with strong Queensland presence (overlapping with Mas's QLD territory). It delivers similar apprenticeship sign-up, mentoring and workforce development services under government contracts.
• CVGT Employment: CVGT is an Australian not-for-profit delivering employment services, including apprenticeship support and Workforce Australia programs, in geographies overlapping with Mas. It is a comparable Australian Apprenticeship Support Services provider with similar government funding model.

Broad incumbents

• AtWork Australia: AtWork Australia is a large for-profit employment services provider delivering Workforce Australia, Disability Employment Services, and apprenticeship-related programs. It is a broader incumbent that overlaps with Mas in employment outcomes and government contract space.
• TAFE Queensland: TAFE Queensland is the major public vocational education provider partnered with Mas for formal training delivery to Mas-placed apprentices. While not a direct ACA competitor, it is the principal training backbone for Mas's apprenticeship placements in QLD and an ecosystem participant.

Emerging players

• NECA Education and Careers: NECA Education and Careers specializes in electrical and electro-trade apprenticeships and is also an approved ACA Provider. While narrower in occupation focus, it competes with Mas for the same employer and apprentice relationships in the electrical trade vertical.

Others

• IntoWork Australia Group: IntoWork is Mas National's parent group and Australia's largest privately-owned employment services network (2,600+ staff, 200+ locations). It is a corporate parent / ecosystem participant rather than a competitor, providing shared services, capital, and cross-division synergies (education, transition, allied health, community).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/masnational

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Mas