Homesafe Solutions

What Homesafe Solutions does

Homesafe Solutions Pty Ltd (ACN 106 784 918) is an Australian financial services specialist that operates the Homesafe Wealth Release® product, a debt-free home equity release solution for older Australian homeowners aged 60+ in Victoria and 55+ in New South Wales. The company, headquartered in Melbourne and founded in 2004/2005 with the original product launching in 2005 via Bendigo & Adelaide Bank, was acquired by Federation Asset Management in July 2024 and now sits as a wholly owned subsidiary of Federation HS Holdings Pty Ltd. Its core offering is structured as a property transaction rather than a loan or reverse mortgage: the homeowner enters into a deferred-terms Contract of Sale with Homesafe, sells a capped share (up to 65%) of the future sale proceeds of their home in exchange for an upfront lump sum of $25,000–$1,000,000+, retains legal ownership and lifetime occupancy, and is protected by a Mortgage and Caveat on Title, mandatory independent legal advice, an independent panel valuation, Early Sale and Excess Proceeds Rebates, and a Buy-Back Option. A one-off documentation fee of $1,790 (which includes valuation) is deducted from the customer's lump sum; Homesafe's economic return is the spread between today's payout and its capped share of the eventual sale price.

Homesafe runs a multi-channel go-to-market anchored on direct in-home consultations by specialist Homesafe Consultants and a Customer Contact Centre (1300 306 059), supplemented by a Referral Partner program for financial advisers, accountants, solicitors, and financial planners; a long-standing Bendigo Bank branch referral channel; a new Refer-a-Friend customer advocacy program (Aug 2025–Jun 2027); and a Geelong regional launch (Sept 2025) — the first expansion beyond metropolitan Melbourne in the company's 20-year history. The operating footprint covers approximately 90% of metropolitan Melbourne and Sydney postcodes plus the Geelong region, with no service in other Australian states. Distribution is supported by earned media (news.com.au, realestate.com.au, Channel 9 A Current Affair, Channel 7 Today Tonight), paid search and Meta Pixels, sponsored white papers (most recently 'The Growing Debt Burden of Retiring Australians' with Credere Consulting Services, October 2025), and event presence at consumer expos such as the Ageing Well Sydney Expo.

The business model is fundamentally a long-duration, transaction-based specialist: revenue is crystallised at the time of contract signing (documentation fee) and at the eventual sale of the home (capped share of sale proceeds), with no recurring repayments, interest, or subscription fees. Homesafe has served over 8,000 Australian retirees and received over 130,000 enquiries since 2005, was a 2018 Optus My Business Awards finalist for Customer Service Experience of the Year, and is led by CEO Dianne Shepherd. The proprietary legal/contractual framework — combined with regulatory positioning outside the National Consumer Credit Protection Act, a Financial Abuse Prevention Policy, and a Compliance Officer function — is the central technical asset of the business. No revenue, ARR, or funding-round figures are publicly disclosed.

Name

Homesafe Solutions

Legal name

Homesafe Solutions Pty Ltd

Website

https://homesafe.com.au

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Homesafe Solutions Pty Ltd is a Melbourne-based Australian financial services specialist that provides Homesafe Wealth Release®, a debt-free home equity release solution for older Australian homeowners (60+ in Victoria, 55+ in NSW) in eligible Melbourne, Sydney, and Geelong postcodes, in which the homeowner sells a capped share of future sale proceeds for an upfront lump sum.

Ownership category

akta.pro rank

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Capped-share property transaction: Homesafe pays a lump sum today in exchange for a capped share (up to 65%) of the future sale proceeds of the customer's home. Revenue is realised only at future sale of the home (which may be many years later, or at death of the surviving homeowner). There are no recurring repayments or interest charges; Homesafe's economic return is the spread between today's lump sum and its capped share of the future sale price, less Early Sale Rebates and Excess Proceeds Rebates. This is a one-time, transaction-based model with very long-duration cash flow timing.
2. Documentation / transaction fees: One-off documentation fee of $1,790 payable to Homesafe at transaction time and deducted from the cash available to the customer. The fee includes the full cost of the independent valuation. Fees may vary based on property value or ownership structure.
3. Buy-Back of Homesafe Sale Interest: Optional buy-back of the Homesafe Sale Interest by the homeowner or their Estate. Revenue is realised at the point of buy-back or completion of the underlying contract.

Pricing tiers

Go-to-market motion5 records

Distribution channels4 records

Marketing channels10 records

Core offering

Homesafe Wealth Release is a debt-free equity release solution for older Australian homeowners (aged 60+ in Victoria and 55+ in New South Wales). Customers sell a capped share of up to 65% of the future sale proceeds of their home in exchange for an upfront cash lump sum, with no repayments, no compounding interest, no ongoing fees, and lifetime right to remain in the home.

Product overview

Homesafe Solutions Pty Ltd operates as a single-product specialist financial services company rather than a multi-module platform. Its flagship and central offering is Homesafe Wealth Release®, a debt-free home equity release solution for older Australian homeowners, supported by a tightly integrated suite of process and protection instruments: the Homesafe Contract (the legal instrument that secures the homeowner's rights and lifetime occupancy), the Early Sale Rebate and Excess Proceeds Rebate (built-in customer protections that limit Homesafe's share if the home is sold earlier than expected or rises in value beyond contractual expectations), and the Buy-Back Option (a post-contract feature allowing the homeowner or Estate to repurchase Homesafe's share). Around this core, Homesafe delivers a structured five-step Homesafe Customer Journey (Enquiry, In-Home Appointment, Independent Valuation, Formal Offer, and Contract Preparation with mandatory Independent Legal Advice), a Referral Partner Program for Financial Advisers, Accountants, Solicitors and Brokers, a "Refer a Friend – thank you" customer referral program, a Financial Abuse Prevention Policy, and thought-leadership outputs such as "The Growing Debt Burden of Retiring Australians" white paper (sponsored research with Credere Consulting Services). Since July 2024, Homesafe Solutions has been a wholly owned subsidiary of Federation HS Holdings Pty Ltd following acquisition by Federation Asset Management, which is expanding the product's geographic footprint (e.g., Geelong launch in September 2025).

Differentiator

Problem solved

Functional benefit

Brands

• Homesafe Wealth Release®: The flagship debt-free equity release product offered by Homesafe Solutions Pty Ltd, providing older Australian homeowners a way to access the wealth in their homes as a lump sum in exchange for selling a capped share of the future sale proceeds of the home, without taking on debt, compounding interest, or ongoing repayments.

Products and services

• Homesafe Wealth Release Debt-free equity release product for older Australian homeowners (60+ in Victoria, 55+ in New South Wales) who sell a capped share of up to 65% of their home's future sale proceeds in exchange for an upfront tax-free cash lump sum of between A$25,000 and A$1,000,000, with no repayments, no compounding interest, and lifetime occupancy retained.
• Homesafe Buy-Back Option Built-in contractual option that allows Homesafe Wealth Release customers to repurchase Homesafe's share in their property during the customer journey, providing a path back to full ownership at a future point in time.

Quantifiable outcome

• ~70% increase in monthly discretionary income (case study in white paper) when housing debt is cleared via Homesafe equity release instead of from super.
• +3 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature7 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Credere Consulting Services (Harry Chemay and Sahil Kaura)minorStrategic or Co-development PartnerAuthored Homesafe-sponsored white paper 'The Growing Debt Burden of Retiring Australians: Challenges, Solutions and Opportunities' (Oct 2025), the most comprehensive post-COVID analysis of later-life housing debt. Harry Chemay is Principal of Credere Consulting Services; Sahil Kaura has 20+ years in institutional investing and wealth technology.
• Financial advisers, accountants, solicitors, and financial planners (Referral Partners)coreChannel Partner/ Reseller/ DistributorFormal Referral Partner program with an online Referral Portal and dedicated Customer Contact Centre support (1300 307 059). Partners register, sign a Referral Agreement, and refer clients/customers/members; Homesafe contacts the referral within 24 hours and schedules a home visit. Partners may attend the initial home meeting.
• Customer / friend referrers (Refer-a-Friend 'thank you' program)minorGTM or Marketing PartnerCustomer advocacy program (1 Aug 2025 – 30 Jun 2027) under which existing Homesafe customers and recent in-home interviewees refer friends/family. Referred Participant's documentation fees receive a 'thank you' reward; the Referring Participant receives a posted gift card 'thank you' reward within 30 days.

Scale indicators12 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Australian Unity: Mutual offering banking, retirement living, and home-care services to older Australians. Comparable as a broader incumbent with overlapping retiree customer segment and a portfolio of retirement-finance and lifestyle products.
• Challenger Limited: Australia's largest provider of annuities and retirement income products. Comparable as a broad incumbent serving the asset-rich, cash-poor retiree segment with complementary retirement-income products, although its core offering is annuities rather than equity release.
• Commonwealth Bank of Australia: One of Australia's big-four banks, a major originator of reverse mortgages in Australia, and the most likely candidate for the unnamed 'big-four bank' funding partnership. Comparable as a broader incumbent with overlapping retirement-finance products serving the same older-Australian segment.
• AMP Limited: Major Australian wealth manager with retirement income, superannuation, and aged-care banking products. Comparable as a broad incumbent serving the asset-rich retiree segment with complementary retirement-finance offerings.

Direct peers

• Heartland Group Holdings: Australasian specialist financial services group (including Heartland Australia) offering reverse mortgages and equity release products to older customers. Comparable as a specialist retirement-finance competitor with overlapping customer segment and reverse-mortgage alternative product set.
• Household Capital: Australian equity release provider offering home equity-funded retirement solutions to older homeowners. Most directly comparable to Homesafe in customer segment (asset-rich retirees), product category (home equity release), and Australian geography.

Others

• Bendigo and Adelaide Bank: Long-standing distribution and pilot partner for Homesafe since 2005 and a tracked referral source today. Adjacent rather than competing because Bendigo distributes Homesafe rather than offering its own debt-free equity release product, although it does distribute reverse mortgages through other channels.
• InfoChoice: Australian financial product comparison service prominently featuring reverse mortgage and equity release products. Comparable as an enabling channel where Homesafe and its direct competitors appear side-by-side in consumer research journeys.

Emerging players

• KeyInvest: Australian specialist in reverse mortgages and senior finance products. Comparable as an emerging player in the same product category serving the same older-homeowner segment, although with a debt-based rather than debt-free mechanism.

Regional players

• PICA Group: Australian operator of retirement villages and aged-care communities. Comparable as a regional player addressing retiree financial and lifestyle needs, although its primary offering is retirement-living infrastructure rather than equity release.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/hsdebt_freeer
• LinkedInlinkedin.com/company/homesafe-solutions-pty-ltd

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 Homesafe Solutions