Returned & Services League of Australia

What Returned & Services League of Australia does

The Returned & Services League of Australia (RSL Australia) is the national coordinating body for Australia's largest ex-service organization, founded in 1916 and headquartered in Campbell, ACT. It operates a federated structure comprising seven independent State and Territory Branches and approximately 1,100 sub-branches representing over 150,000 members nationwide. The National Office shapes the federal policy agenda on veterans' affairs, coordinates national advocacy, manages the RSL brand and intellectual property (including the registered RSL Badge), and runs flagship programs such as RSL Active (sport and wellbeing), RSL Scholarships, the RSL Awards (Anzac Peace Prize, Anzac of the Year), the Reg Saunders Scholarships, and partnerships with Open Arms on mental health and Kaizen K9 on the Psychiatric Assistance Dogs program.

RSL Australia's product surface spans veteran support services (pension and claims advocacy, welfare support, employment services, crisis and counseling referral, AFOF care packages), commemorative programs (ANZAC Day, Remembrance Day, Last Post Ceremony), education initiatives (Simpson Prize, Postcards of Honour reaching 190 schools in Queensland, Draw to Remember), and commercial fundraising products including Anzac Biscuit commemorative tins distributed through Coles, Woolworths, and Aldi. A $200 million commitment from Hancock Prospecting (2026) funds property acquisition to house approximately 6,000 homeless Australian veterans.

Revenue derives from four streams: membership fees administered by State Branches on an annual subscription basis; donations and fundraising (including the Poppy Appeal and AFOF); sale of Anzac Biscuit tins through major retailers with partial profits directed to veteran support; and government grants, anchored by $58.6M over three years from the BEST Grants Program (Building Excellence in Support and Training) for veteran claims advocacy. The organization is a private non-profit without external ownership, governed by a National Board comprising State Branch representatives and independent directors, and operates with a lean national headcount of 1-10 staff at the national office while relying on a volunteer-powered state and sub-branch network for service delivery.

Name

Returned & Services League of Australia

Legal name

The Returned & Services League of Australia Ltd

Website

https://rslaustralia.org

Company type

Private

Founded year

1916

Operating status

Operating

Headcount range

1–10 employees

Short description

RSL Australia is the national coordinating body of Australia's largest ex-service organization, founded in 1916. It federates seven state branches and approximately 1,100 sub-branches serving 150,000 veterans and families through advocacy, welfare, commemorative, education, and mental health programs.

Ownership category

akta.pro rank

Product category

Veteran Advocacy and Welfare Services

NAICS

Religious, Grantmaking, Civic, Professional, and Similar Organizations (813), Emergency and Other Relief Services (62423), Business Associations (813910)

SIC

Services-Social Services (8300), Services-Membership Organizations (8600)

akta.pro primary industry

Emergency Shelter, Camp Management & Non-Food Items (NFI) (BPAGAAAC)

Keywords

• Veteran advocacy services
• Ex-service organization
• Veteran welfare support
• Commemorative merchandise
• Membership organization

Headquarters

HQ city

Canberra

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership fees: RSL memberships are managed by State Branches, with unique membership types, services, benefits and fee structures specific to each jurisdiction.
2. Anzac Biscuit sales: Sale of Anzac biscuits and commemorative tins through major retailers (Coles, Aldi, Woolworths). A portion of profits is donated back to RSL to fund vital work supporting veteran wellbeing.
3. Donations and fundraising: RSL receives donations from the public, including fundraising appeals such as the Poppy Appeal and Australian Forces Overseas Fund (AFOF).
4. Government grants: RSL receives government funding through programs such as the BEST Grants Program ($58.6 million over three years) for veteran advocacy services.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

The Returned & Services League of Australia (RSL Australia) is a national non-profit ex-service organisation that advocates for and supports current and former Australian Defence Force members and their families. Its offerings include veteran welfare and claims advocacy, mental health and wellbeing programs (including RSL Active sport initiatives), commemorative products (Anzac Biscuits), education and scholarship programs, employment support, and crisis and counselling services, delivered through a federated network of seven State Branches and approximately 1,100 sub-branches.

Product overview

RSL Australia is Australia's largest ex-service organisation, serving veterans and their families since 1916. The organisation operates as a federated structure with a National Office coordinating seven independent State Branches and approximately 1,100 sub-branches representing over 150,000 members. Its product portfolio includes national advocacy services, veteran welfare and support programs, education initiatives (scholarships, student programs, commemorative activities), wellbeing programs through RSL Active, commemorative products including Anzac Biscuits, and employment support services. The National Office shapes policy and advocacy while State and Sub-branches deliver localised services tailored to veterans' needs in each jurisdiction.

Differentiator

Problem solved

Functional benefit

Brands

• RSL Active: RSL Active is an initiative that helps veterans connect through sport and promotes wellbeing, social connections, and camaraderie. It includes RSL Strava Clubs, Remembrance Ride, Australian Masters Games participation, and various sporting events.
• RSL Scholarships
• RSL Awards
• RSL Anzac Biscuits
• RSL Ambassadors
• Grassroots Program

Products and services

• RSL Membership
• RSL Anzac Biscuits
• Veteran Support & Services
• RSL Veterans Employment Program
• Psychiatric Assistance Dogs (PADs) Program
• Crisis Support & Counselling
• RSL Active
• RSL Scholarships
• Reg Saunders Scholarships
• AFOF Care Packages
• RSL Money

Quantifiable outcome

• RSL provides advocacy services funded through BEST Grants Program worth $58.6 million over three years for veteran claims advocacy
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core, major and minor.

• Kaizen K9coreStrategic or Co-development Partner · 15 July 2026Kaizen K9 is a specialist trainer partnering with RSL WA and the Cook Labor Government to deliver the Psychiatric Assistance Dogs (PADs) program, matching veterans with trained assistance dogs for mental health support, particularly for PTSD.
• Legacy AustraliacoreStrategic or Co-development PartnerRSL and Legacy Australia signed an MOU forming a strategic partnership to develop and foster close collaboration nationally in advocacy in support of veterans and their families.
• Defence Reserves AssociationcoreStrategic or Co-development PartnerThe Defence Reserves Association, representing the views of ADF Reservists past and present, contributed advice and supported RSL's position on Defence Estate divestment submission.
• Australian War MemorialcoreStrategic or Co-development PartnerRSL collaborates with the Australian War Memorial for commemorative events including Last Post Ceremony, Remembrance Day services, and co-supporting the C.E.W. Bean Foundation.
• Soldier OnmajorStrategic or Co-development PartnerVeteran support organization that co-supported the appointment of Lieutenant General Susan Coyle as first female Chief of Army.
• Women Veterans AustraliamajorStrategic or Co-development PartnerOrganization supporting female veterans that co-supported the historic appointment of Lieutenant General Susan Coyle as first female Chief of Army.
• Department of Veterans' Affairs (DVA)coreOthersRSL works with DVA on veteran support programs, fee schedules, advocacy training, and implementing Royal Commission recommendations. RSL participates in ESORT (Ex-Service Organisations Round Table) meetings with DVA.
• Australian War Memorial (photographs)minorOthersAustralian War Memorial provides historic photographs for RSL Anzac Biscuit commemorative tins featuring Animals in the ADF, Coastwatchers, Medical Evacuations and Australian Nursing Service.
• Coles, Woolworths, AldimajorChannel Partner/ Reseller/ DistributorMajor retailers distribute RSL Anzac Biscuit tins. Animals in the ADF tins at Coles, Coastwatchers at Aldi, Medical Evacuation at Woolworths and independents, Australian Nursing Service at Coles and Woolworths.
• Australian Defence ForcecoreOthersRSL advocates for current and former ADF personnel, conducts joint commemorative events, supports ADF families, and participates in ADF ceremonies and graduations.
• Open Arms - Veterans & Families CounsellingcoreStrategic or Co-development PartnerRSL partners with Open Arms on the RSL Australia Mental Health Initiative to support veteran mental health and wellbeing.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Defence Reserves Association: Australian organisation representing the views of current and former ADF Reservists. Directly comparable as an advocacy body on Defence and veterans policy and a formal RSL partner on submissions such as Defence Estate divestment.
• Mates4Mates: Australian not-for-profit supporting current and ex-serving ADF members and their families with physical and mental rehabilitation. Comparable in welfare, wellbeing program delivery, and veteran family support scope.
• Legacy Australia: Australia's other major ex-service organisation focused on supporting the families of deceased and incapacitated veterans. Direct peer — operates nationally with similar welfare/advocacy mission and has a formal strategic MOU with RSL Australia.
• Royal British Legion: The UK's largest ex-service organisation, providing welfare, advocacy, and commemorative services to the Armed Forces community. Closest international analogue to RSL Australia in mission, federated structure, and brand custodianship of remembrance traditions.
• Soldier On: Australian not-for-profit supporting contemporary veterans with mental health, employment, and wellbeing programs. Directly comparable in Australian veteran welfare delivery and is a listed RSL strategic partner.
• Open Arms – Veterans & Families Counselling: Australian Government-funded counselling and mental health service for veterans and families. Directly comparable in veteran mental health delivery and is a strategic partner on RSL's Mental Health Initiative.
• Veterans of Foreign Wars (VFW): Major U.S. veterans service organisation focused on veterans who have served in overseas conflicts. Comparable in advocacy, benefits support, and community-based federated delivery model.
• American Legion: The largest U.S. wartime veterans' organisation, offering advocacy, scholarships, and community programs. Directly comparable to RSL in scale, federal structure, and century-long heritage as a national voice for veterans.

Emerging players

• Bravery Trust: Australian charity providing financial counselling, advocacy, and grants to veterans and families in financial hardship. Emerging peer addressing a specific subset of welfare needs that RSL also covers.

Broad incumbents

• Department of Veterans' Affairs (DVA): Australian Government department administering veterans' entitlements, healthcare, and compensation. Not a competitor but the principal counterpart that funds RSL and shapes the policy environment RSL operates within.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/RSL_Australia
• YouTubeyoutube.com/channel/UCAwwNBjrn2Cege8FmhyqzXw
• Facebookfacebook.com/RSLNational
• LinkedInlinkedin.com/company/rsl-australia
• Instagraminstagram.com/rsl_australia

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Returned & Services League of Australia