Phoenix Insurance Brokers

What Phoenix Insurance Brokers does

Phoenix Insurance Brokers Pty Ltd is a Western Australian licensed general insurance brokerage (AFSL 229847) founded in 1989, operating from four offices across WA — South Perth (headquarters), Malaga, Busselton and Broome — with a team of more than 30 staff. The firm provides a comprehensive commercial insurance portfolio (business packages, office, commercial property, public liability, cyber, professional indemnity, management liability, workers' compensation, plant and equipment, earthmoving, commercial vehicle/fleet and commercial farm insurance) plus a tradespeople bundle and personal lines (home, contents, landlord, motor, with life via a Steadfast Life Express/Metlife referral). Specialist sub-brands include Team Atsure (heavy motor, earthmoving, rural farming, industrial special risks) and authorised-representative teams Johnson Insurance Brokers and Global Risk Insurance, alongside a partnered Doctors' Choice medical-indemnity offering and thermographic fire-prevention scanning as an add-on service.

The revenue model is the standard insurance broker construct: commissions earned on placements with insurers (including Allianz, Ansvar, CGU, NTI, QBE, Vero, Zurich and others), supplemented by fee income from premium-funding arrangements and thermographic scanning services. Pricing is fully custom and quoted per client; premium funding enables monthly billing to ease client cash flow. Distribution is direct and relationship-driven across the four WA offices plus phone, email and web-based quote forms; growth channels combine community sponsorship, content marketing, LinkedIn presence, the Steadfast Group referral network, and word-of-mouth. Phoenix has been a Steadfast Broker since 1997, giving it access to the Steadfast Group's 457-brokerage, 150+ insurer network, and it has been NIBA QPIB-credentialed at the leadership level, with Managing Director Ellen Pobjoy, Director David White, and Director Shelley Hymas forming the current leadership trio.

Name

Phoenix Insurance Brokers

Legal name

Phoenix Insurance Brokers Pty Ltd

Website

https://phoenixins.com.au

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

101–250 employees

Short description

Phoenix Insurance Brokers is a Western Australian licensed general insurance brokerage providing commercial, trades, farm and personal insurance to businesses across Australia through four WA offices, 30+ staff, and the Steadfast broker network.

Ownership category

akta.pro rank

Product category

Insurance Brokerage Services

NAICS

Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Commercial Lines Insurance Brokerage (FSAEADAB)

akta.pro secondary industries

Retail (Personal Lines) Insurance Brokerage (FSAEADAA), Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines) (FSAEADAJ)

Keywords

• Insurance broking services
• Commercial insurance broker
• Business insurance placement
• Claims management services
• Premium funding arrangements

Headquarters

HQ city

Como

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commission: Phoenix earns commissions from insurance companies for placing business with them. This is the primary revenue stream for insurance brokers.
2. Premium Funding Arrangement: Arranging premium funding for clients to pay premiums monthly rather than annually, providing cash flow benefits to clients.
3. Thermographic Scanning Services: Fire prevention service using infrared cameras to detect hot spots in electrical equipment, priced from $450 + GST per location.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Phoenix Insurance Brokers is a Western Australian licensed general insurance brokerage that places and manages commercial and personal insurance policies on behalf of clients. The company assesses business and personal risks, recommends coverage from its network of insurers, processes policy issuance, provides premium funding arrangements, and delivers full claims management support. Core offerings include Business/Commercial Insurance, Trades Insurance, and Personal Insurance, supported by value-added services such as Thermographic Scans and dedicated claims handling.

Product overview

Phoenix Insurance Brokers operates as a Western Australian licensed general insurance brokerage providing a comprehensive portfolio of insurance products and services. The core offerings include Business/Commercial Insurance as the primary product umbrella, with specialized sub-products covering Office Insurance, Commercial Property, Public Liability, Cyber Insurance, Professional Indemnity, Management Liability, Workers' Compensation, Plant and Equipment, Earthmoving Equipment, Commercial Vehicle/Fleet, and Commercial Farm insurance. Trades Insurance forms another core product bundle serving tradies with public liability, tools, vehicles and income protection. Personal Insurance products cover home, contents, landlord and motor insurance. The company also offers value-added services including Thermographic Scans for fire prevention, full Claims Management support, and Premium Funding arrangements. A partnership with Doctors' Choice provides Medical Indemnity advisory services. Team Atsure operates as an authorized representative team specializing in heavy motor fleet, earthmoving, rural farming and complex commercial risks. The company can bundle policies together for comprehensive coverage with monthly payment options.

Differentiator

Problem solved

Functional benefit

Products and services

• Business/Commercial Insurance Core business insurance product providing financial cover for business premises and contents against loss, damage or theft, including protection against business interruption losses. Designed for businesses of any size including companies, partnerships, sole traders, and associations.
• Trades Insurance Bundle of insurance covers for tradespeople, including public liability, tools and equipment, commercial vehicle, property damage, and income protection for carpenters, electricians, plumbers, and other trades.
• Personal Insurance Individual insurance products including home and contents, landlord, motor vehicle, and life insurance (via Steadfast Life Express partnership with Metlife).
• Doctors' Choice Medical Indemnity Advisory Specialist medical indemnity insurance advisory service provided through partnership with Doctors' Choice, offering tailored advice on medical indemnity coverage for doctors and medical practices Australia-wide.
• Thermographic Scans Fire prevention service using infrared cameras to detect temperature variations and hot spots in electrical distribution boards, machinery, and equipment to prevent electrical fires and major shutdowns. Priced from $450 + GST per location.
• Claims Management Full claims management service including lodgement support, claims cost monitoring, insurer meetings, and complex claims guidance, with telelodge and claim form download options.
• Premium Funding Arrangement service enabling clients to pay insurance premiums monthly rather than annually to assist with cash flow management.
• Team Atsure (Authorized Representative Team) Specialist team providing insurance solutions for heavy motor fleet, earthmoving contractors, rural farming, business packages, industrial special risks, workers compensation, strata, liability, professional indemnity, and cyber risk.

Quantifiable outcome

• Access to over 150 national and international insurers
• +1 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• R Tozer Consulting (RTC)coreStrategic or Co-development Partner · 9 December 2025Partnership announced December 2025 to strengthen claims support, particularly for workers' compensation. RTC provides deep technical expertise and strong insurer relationships to deliver better outcomes for Phoenix clients.
• Steadfast GroupcoreChannel Partner/ Reseller/ Distributor · 1 January 1997Phoenix became a Steadfast Broker in 1997, gaining access to economies of scale and Australia's leading insurers. Steadfast Group is ASX 200 listed with 457 general insurance brokerages and access to 160+ products and services. Phoenix clients benefit from Steadfast's buying power while receiving Phoenix's personalised service.
• Doctors' ChoiceminorStrategic or Co-development PartnerPhoenix partnered with Doctors' Choice, a specialist Medical Indemnity Advisor. Sandy and Robyn provide obligation-free, tailored advice on Medical Indemnity Insurance for doctors and medical practices Australia-wide.
• Steadfast Life Express (Metlife)minorGTM or Marketing PartnerFor life insurance referrals, Phoenix directs clients to Steadfast Life Express product in partnership with Metlife, as Phoenix is not licensed to provide life insurance advice.
• Various Australian InsurerscoreChannel Partner/ Reseller/ DistributorEstablished relationships with the majority of insurance companies, underwriting agencies and other intermediaries including Allianz, Ansvar, Calliden, CGU, CHU, Lumley, NTI, Vero, Zurich, QBE and others.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Others

• Steadfast Group: ASX 200-listed parent network of which Phoenix is a member broker; provides insurer access, products, and commission overlays that underpin Phoenix's competitive position rather than competing with it directly.

Direct peers

• Coverforce Insurance Broking: Mid-market Australian commercial insurance brokerage placing business across commercial lines for SMB and mid-market clients; comparable in size, segment focus, and reliance on aggregated carrier access.
• Resilium Insurance Broking: Part of the AUB Group broker network, focused on commercial and specialty lines for Australian mid-market clients; directly comparable in product mix and target segment.
• Network Insurance Group: Australian general insurance broker network offering commercial and personal lines with multiple regional offices; comparable mid-market positioning and broker-network affiliation model.
• AUB Group: ASX-listed network of Australian general insurance brokerages (including Resilium and Insurance House); comparable business model of aggregating regional brokers under a central network with shared insurer access — analogous to Phoenix within Steadfast.
• Honan Insurance Group: Privately held Australian insurance broker specializing in commercial and specialty lines for SMB and mid-market clients; comparable in product breadth, vertical specialization, and acquisition-led growth.

Emerging players

• BizCover: Australian insurtech offering online small-business and trades insurance comparison; competes directly for the SMB and trades segments Phoenix serves, but via a digital self-serve model rather than broker-led distribution.

Broad incumbents

• Aon Australia: Global insurance and risk advisory firm with a major Australian presence; competes across commercial lines but at enterprise scale and with risk-consulting capabilities Phoenix does not match.
• Arthur J. Gallagher Australia: Global insurance brokerage with growing Australian footprint; relevant broad incumbent competing for mid-market commercial accounts with deeper specialty resources.
• Marsh Australia: Global insurance broker with substantial Australian operations; competes with Phoenix for larger mid-market and enterprise commercial accounts but with significantly broader resources and product scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/phoenix-insurance-brokers-pty-ltd

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries3 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 Phoenix Insurance Brokers