What Assure Programs does

Assure Programs is an Australian-headquartered provider of Employee Assistance Program (EAP) and workplace wellbeing services, operating since approximately 1994 and now functioning as a wholly-owned subsidiary of APM Human Services International (legally Ingeus Australia Pty Ltd trading as Assure Programs) out of Brisbane. The company delivers confidential counselling, coaching, and wellbeing support to employees and family members through 24/7 access channels spanning phone, video, chat, and in-person sessions, drawing on a curated network of over 600 AHPRA-registered clinicians with a minimum of five years' experience across Australia and New Zealand. Service lines cover the core EAP for employees and family members, EAP and coaching for managers and leaders, a premium Leaders and Executives Assistance Program (LEAP), critical incident and significant-event response using a stepped-care model, organisational change and restructure support, team and individual coaching, InFocus seminars, workshops and development programs, consultation and psychometric assessments, financial wellbeing coaching, diet and nutritional coaching, and culturally safe mental health support for First Nations people.

The technology layer centres on Wellbeing Gateway, a digital companion platform (web and native iOS/Android apps) powered by Springday that provides 24/7 clinician chat, wellbeing pulse assessments, self-paced programs, activity challenges, personalised content journeys, and curated wellbeing content, with an integration to Otivo for digital financial coaching. Assure holds ISO 9001:2015 accreditation, is a member of the Employee Assistance Professional Association of Australia (EAPAA), and its Suicide Prevention Australia-accredited training programs are delivered in conjunction with partner Communicorp. The business sells exclusively B2B through multi-year organisational contracts negotiated on employee count and service scope, with services provided free to end-user employees; documented client relationships include Metro Trains Melbourne (7,000+ covered employees, including a 150-strong peer supporter cohort). The company reports serving 700+ organisations and won the HRD Australia Gold award in Corporate Health and Wellbeing in 2024 for Wellbeing Gateway. Marketing is content-led via a resource centre, blog, email newsletter, and the Wellbeing Gateway platform rather than paid acquisition.

Name

Assure Programs

Legal name

Ingeus Australia Pty Ltd

Website

https://assureprograms.com.au

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

51–100 employees

Short description

Assure Programs is a Brisbane-headquartered Australian EAP and workplace wellbeing provider serving 700+ organisations across Australia and New Zealand. It delivers confidential counselling, coaching, critical incident response, and digital wellbeing via its AHPRA-registered clinician network and Wellbeing Gateway platform, as a subsidiary of APM Group.

Ownership category

akta.pro rank

Product category

Employee Assistance Programs (Workplace Wellbeing Services)

NAICS

Services for the Elderly and Persons with Disabilities (62412), Vocational Rehabilitation Services (62431), Educational Support Services (611710)

SIC

Services-Social Services (8300), Services-Specialty Outpatient Facilities, Nec (8093)

akta.pro primary industry

Employee Assistance Programs (EAP) Management (HLAEAHAB)

akta.pro secondary industry

Worksite Financial Wellness & Employee Assistance Programs (EAP) (FSAIAMAN)

Keywords

• Employee assistance programs
• Workplace wellbeing services
• Mental health counselling
• Organisational development
• Critical incident response

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. EAP Services to Organisations: B2B subscription model where organisations contract Assure to provide Employee Assistance Programs to their employees and family members. Services include counselling, coaching, critical incident response, and organisational development. Services are free to eligible employees.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Assure Programs delivers Employee Assistance Program (EAP) and workplace wellbeing services to organisations across Australia and New Zealand. The company provides confidential counselling, coaching, financial wellbeing, nutritional coaching, and critical incident response delivered by AHPRA-registered psychologists via phone, video, chat, and in-person modalities, complemented by a digital wellbeing platform (Wellbeing Gateway).

Product overview

Assure Programs operates as a holistic EAP and workplace wellbeing platform built around its core Employee Assistance Program (EAP) — a confidential counselling and coaching service delivered by AHPRA-registered psychologists. The platform is anchored by Wellbeing Gateway, a digital companion (web and mobile app) that provides 24/7 clinician chat, personalised wellbeing journeys, content libraries, and activity challenges, powered by Springday. Premium executive support is provided through LEAP. The portfolio includes manager and leader coaching, critical incident response, organisational change management, consultation and assessments, team and individual coaching, and InFocus short seminars. Add-on specialist services cover financial wellbeing coaching, diet and nutritional coaching, and dedicated mental health support for First Nations people. Delivery channels span face-to-face, phone, video, and chat. Assure also provides extensive resource libraries including tip sheets, wellbeing videos, a monthly mental health calendar, and research reports (e.g., Loneliness Insights, EAP Value Report). The organisation leverages a network of over 600 associate clinicians across Australia and New Zealand.

Differentiator

Problem solved

Functional benefit

Brands

• Wellbeing Gateway: A digital companion platform for better health and wellbeing, supporting employees to thrive at work, in health and life. Features include 24/7 chat with health professionals, self-paced programs, activity challenges, wellbeing tracking tools, and an extensive content library.

Products and services

• Employee Assistance Program (EAP) Confidential counselling, coaching, and wellbeing support for employees and their family members, delivered by AHPRA-registered clinicians. Includes 24/7 crisis support, financial coaching, legal referral, and nutritional coaching across phone, video, chat, and in-person modalities.
• Wellbeing Gateway Digital mental health and wellbeing companion platform with 24/7 clinician chat, goal tracking, activity challenges, content library, and personalised wellbeing journeys. Available via browser and mobile app (iOS/Android). Powered by Springday.
• LEAP (Leaders and Executives Assistance Program) Premium confidential service exclusively for senior leaders and executives, delivered by Assure's most senior clinicians and professionals experienced in executive-level support.
• EAP for Managers & Leaders Coaching and support service helping managers and leaders confidently navigate team wellbeing concerns, conduct difficult conversations, and refer team members to further support.
• Critical Incidents & Significant Events Response Three-phased stepped care model offering early psychological intervention and ongoing support following critical incidents, delivered by a national rapid response team of experienced clinicians available 24/7, 365 days a year.
• Restructures & Change Management Organisational change support including planning, leader preparation, resilience building, onsite support, career transition, and ongoing engagement to help organisations manage change effectively.
• Consultation & Assessments Psychometric assessments, analysis, and tailored strategic plans delivered in partnership with Communicorp to achieve best-practice workplace wellbeing solutions.
• Team & Individual Coaching Team coaching through stages of development (formation, functioning, collaboration, high performance) and individual coaching for employees and leaders covering resilience, communication, conflict, effectiveness, leadership, and performance.
• InFocus Sessions Series of short seminars on topics such as mental health, sleep, anger management, financial wellbeing, communication, and career satisfaction, delivered by mental health-trained professionals.
• Workshops & Development Programs Evidence-based mental health and wellbeing education programs including Workplace Mental Health Essentials, Psychological First Aid, Psychosocial Risk Management, Unconscious Bias, Respect@Work, Resilience, and Workplace Trauma workshops, available in face-to-face, virtual, and eLearning formats.
• Mental Health & Wellbeing Support for First Nations People Culturally safe counselling and coaching for First Nations employees and family members, delivered by clinicians who are part of First Nations communities.
• Financial Wellbeing Coaching Phone-based financial coaching from qualified financial coaches covering financial health checks, money management, debt reduction, property purchase, and retirement planning.
• Diet and Nutritional Coaching Coaching and support from accredited dietitians covering weight management, healthy eating, chronic health conditions, gut health, pregnancy nutrition, and sports nutrition basics.

Quantifiable outcome

• 29% reduction in worker distress after 2-3 sessions
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core and major.

• APM GroupcoreStrategic or Co-development PartnerAssure Programs is part of the APM Group and APM Health Portfolio of businesses. The company operates as part of the larger APM Human Services International group, sharing resources, expertise, and strategic direction within the health and wellbeing portfolio.
• CommunicorpcoreStrategic or Co-development PartnerCombined team from Assure and Communicorp delivers wellbeing consulting services with almost 30 years' experience. Communicorp partnership provides Suicide Prevention Australia accreditation for training programs.
• SpringdaycoreTechnology or IntegrationWellbeing Gateway is powered by Springday. Springday won the HRD Australia Gold award in 2024 for Corporate Health and Wellbeing. The platform integrates Assure's clinical services with Springday's digital wellbeing technology.
• Metro Trains MelbournemajorStrategic or Co-development PartnerMetro Trains Melbourne partners with Assure to deliver 24/7 EAP support to over 7000 employees including coaching, counselling, wellbeing support, critical incident response, and leader support. The partnership includes a 150-strong peer supporter cohort trained in mental health support.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Optum (UnitedHealth Group): Diversified health services arm of UnitedHealth Group offering EAP, behavioural health, and integrated wellbeing solutions globally. Competes with Assure primarily on large multinational employer accounts operating in Australia.
• TELUS Health (formerly LifeWorks): Global EAP, mental health, and wellbeing provider with significant Australian and New Zealand operations. Overlaps with Assure's core offering but operates at much larger scale, with broader product portfolio including digital mental health platforms.

Direct peers

• Baylife Assist: Australian EAP provider delivering confidential counselling, manager support, and critical incident response. Directly comparable to Assure on services, customer segment, and Australian geographic focus.
• AccessEAP: Australian EAP provider offering confidential counselling, manager support, critical incident response, and organisational wellbeing services. Competes directly with Assure for mid-market and enterprise EAP contracts in Australia and New Zealand.
• Converge International: Australia-headquartered EAP and wellbeing provider offering counselling, critical incident response, manager support, and digital wellbeing tools to organisations of all sizes. Direct competitor to Assure in the Australian EAP market with a similar service portfolio and B2B contract model.
• Acacia Connections: Australian EAP and wellbeing consultancy offering counselling, critical incident support, and training services. Comparable to Assure in service scope and target market of mid-sized to enterprise Australian employers.
• PeopleSense by Altius: Australian EAP provider (part of Altius Group) delivering counselling, critical incident support, manager training, and wellbeing programs. Closely comparable to Assure on customer base, services, and B2B delivery model.

Emerging players

• Modern Health: Global digital mental health platform providing EAP, coaching, and therapy services to employers. Increasingly entering APAC and competing with established players like Assure on digital-first, outcomes-based wellbeing offerings.
• Lyra Health: US-based digital mental health benefits platform combining EAP-style services with a network of therapists and AI-enabled matching. Emerging global competitor that could pressure traditional EAP providers like Assure on digital experience.

Others

• Communicorp: Australian wellbeing training, suicide prevention, and mental health consultancy that is both a partner of Assure (providing Suicide Prevention Australia accreditation) and a tangential competitor in the workplace wellbeing training market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/assure-programs

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

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 Assure Programs