EmpireOne

What EmpireOne does

EmpireOne is an Australian membership-based business services platform operating under the legal entity EmpireOne Group Pty Ltd, headquartered at 84-88 Montague Street, South Melbourne, Victoria. The company serves small and medium-sized enterprise (SME) owners in Australia with a single entry point to vetted service providers across operational categories including business travel, digital marketing, commercial lending, business insurance, HR and staffing, commercial energy, and SaaS procurement. Its core product is a two-tier membership: a free Starter tier offering a concierge call and partner network access, and a Premium tier priced at $198 for 12 months that adds exclusive SaaS discounts across 500+ tools (Notion, Stripe, Xero, Mailchimp, Google Workspace, Google Ads), a members-only templates and guides library, and an exclusive webinar series. Membership sign-up requires ABN (Australian Business Number) verification, restricting the addressable market to Australian-registered businesses.

The platform operates on a hub-and-spoke architecture. The central EmpireOne membership serves as the concierge entry point and routes members into seven wholly-owned specialized sub-brands: Empire Amplify (digital marketing), Empire Traveller (business travel), Empire Lending (non-bank capital matching), Empire Cover (business insurance), Empire Power (commercial energy), Empire People (HR and staffing), and Empire Outsourced (virtual assistants). No proprietary technology platform is publicly disclosed beyond the authentication and app entry points at authentication.empireone.com.au and app.empireone.com.au; service delivery is mediated through human concierge interactions, direct third-party partner engagements, and self-serve digital resources.

The revenue model combines recurring subscription income from Premium memberships ($198/year) with referral fees and commissions paid by third-party service partners across lending, insurance, energy, marketing, staffing, travel, and advisory categories. Member-facing claims include potential savings of up to $15,338/year on software and $2,300+/year on commercial energy. Distribution is primarily self-serve digital with concierge onboarding, supplemented by content marketing via blog, email newsletter, YouTube (youtube.com/@empireoneau), and member webinars. The company is privately held with 1-10 employees, no disclosed external funding, and no disclosed revenue.

Name

EmpireOne

Legal name

EmpireOne Group Pty Ltd

Website

https://empireone.com.au

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

EmpireOne is an Australian membership-based business concierge platform serving small and medium-sized enterprise owners, providing a single membership entry point to seven wholly-owned sub-brands covering travel, marketing, lending, insurance, HR, energy, and outsourced services.

Ownership category

akta.pro rank

Headquarters

HQ city

Darlinghurst

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

Revenue model

1. Premium Membership Subscription: Annual subscription at $198 for 12 months providing access to exclusive software deals, webinars, templates, and member-only discounts. Starter tier is free.
2. Referral Fees and Commissions: EmpireOne may receive referral fees or commissions from third-party service providers (lenders, brokers, insurers, energy providers, marketing agencies, staffing providers, travel platforms, and advisory partners). These are paid by the third party and do not increase the amount members pay.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

EmpireOne operates a membership-based business concierge platform for Australian small and medium enterprises (SMEs), offering a free Starter tier and a Premium tier at A$198 for 12 months. Members gain a personal business concierge and access to a curated network of vetted third-party service providers across travel, marketing, lending, HR, insurance, energy, and software, coordinated through 8 wholly-owned subsidiary brands (Empire Amplify, Empire Traveller, Empire Lending, Empire Cover, Empire Power, Empire People, Empire Outsourced).

Product overview

EmpireOne is a membership-based business concierge platform for Australian SMEs that operates on a Hub-and-Spoke architecture. The core EmpireOne platform (Starter free / Premium $198/year) serves as the central concierge entry point, connecting members with a network of specialised sub-brands. These include Empire Amplify (digital marketing), Empire Lending (business lending), Empire Cover (business insurance), Empire Power (energy services), Empire People (HR and staffing), Empire Traveller (business travel), and Empire Outsourced (virtual assistants/outsourcing). The Premium tier adds exclusive software deals (500+ tools including Notion, Stripe, Xero, Mailchimp, Google Workspace), member webinars, and a templates/guides library. The ecosystem is designed to reduce fragmentation by providing a single entry point to coordinated, cross-service business support.

Differentiator

Problem solved

Functional benefit

Brands

• Empire Amplify: Strategic performance marketing services for client acquisition and business growth, offering data-led execution across digital marketing channels.
• Empire Lending
• Empire Cover
• Empire Power
• Empire People
• Empire Traveller
• Empire Outsourced

Products and services

• EmpireOne Membership Core business concierge membership offering Australian SMEs a single entry point to vetted service partners across travel, marketing, lending, HR, insurance, energy, and software. Operates on a Starter (free) and Premium (A$198/year) tier model with personal business concierge support.
• Empire Amplify Sub-brand providing strategic performance marketing services including SEO, paid ads, social media strategy, and content marketing to help businesses grow online visibility and drive customer acquisition.
• Empire Lending Sub-brand that connects SME owners with non-bank capital providers, matching borrowers with appropriate lending solutions and facilitating faster approvals for business funding.
• Empire Cover Sub-brand providing business insurance referrals and guidance, helping SMEs secure appropriate coverage including public liability, professional indemnity, and other business protection policies through vetted brokers.
• Empire Power Sub-brand helping SMEs optimise electricity and gas costs by securing better commercial rates, with claimed potential savings of A$2,300+ per year on energy bills.
• Empire People Sub-brand offering recruitment support, payroll management, HR solutions, performance frameworks, and leadership development to help SMEs build and manage their teams.
• Empire Traveller Sub-brand providing access to wholesale business travel rates, exclusive travel deals, VIP discounts on accommodations, and simplified booking for flights, hotels, and car rentals.
• Empire Outsourced Sub-brand providing access to virtual assistants and outsourced business support services to help SMEs reduce administrative burden and improve operational efficiency.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Empire AmplifycoreOthersSubsidiary brand under EmpireOne Group providing strategic performance marketing services for client acquisition. Part of the integrated ecosystem approach offering digital marketing solutions to SME members.
• Empire TravellercoreOthersSubsidiary brand providing wholesale business travel rates, exclusive travel deals, accommodation booking, flight booking, and car rental services. Helps SMEs access enterprise-level travel rates.
• Empire LendingcoreOthersSubsidiary brand connecting business owners to non-bank capital and flexible business funding options. Matches owners to lenders with fast approvals and competitive rates.
• Empire CovercoreOthersSubsidiary brand providing business insurance solutions including public liability, professional indemnity, and tailored coverage recommendations through vetted insurance brokers.
• Empire PowercoreOthersSubsidiary brand helping SMEs secure optimal commercial electricity rates and energy savings. Claims potential savings of $2,300+ per year on electricity and gas.
• Empire PeoplecoreOthersSubsidiary brand providing end-to-end people services including recruitment support, payroll management, HR solutions, performance frameworks, and leadership development for SMEs.
• Empire OutsourcedminorOthersSubsidiary brand providing virtual assistant and outsourcing services to help SMEs hire, scale, and reduce administrative burden.
• Third-Party Service PartnerscoreOthersNetwork of trusted third-party service providers across lending, insurance, energy, marketing, staffing, travel, and advisory services. EmpireOne facilitates introductions and may receive referral fees/commissions from these partners. Members engage directly with third parties under their own terms.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Flying Solo: Flying Solo is an Australian online community and resource platform targeting solo entrepreneurs and small business owners. It is comparable to EmpireOne in customer segment (Australian SMEs) and community-led growth motion, though Flying Solo focuses on content and networking rather than bundled service discounts.
• Foundr: Foundr is an Australian media and education platform serving SME founders through content, courses, and a community. It shares EmpireOne's Australian SME target customer and content-led top-of-funnel motion, though Foundr monetizes via education rather than a membership/perks model.
• Business Chicks: Business Chicks is an Australian membership community for business women offering events, networking, and member benefits. It is comparable to EmpireOne in membership-based community-led GTM targeting Australian SME/business audiences, though Business Chicks focuses on networking and events rather than service aggregation.

Direct peers

• Vendr: Vendr is a SaaS buying and procurement platform that negotiates software pricing on behalf of businesses. It directly compares with EmpireOne's Premium-tier SaaS marketplace (500+ deals on Notion, Xero, Stripe, etc.) and shares the same economics of intermediating between SMBs and SaaS vendors to capture referral/commission value.
• PerkSpot: PerkSpot is a member/employee perks platform offering exclusive discounts on products and services through employer or association memberships. It is comparable to EmpireOne's membership-based discount model (Premium tier with 500+ deals) and operates with similar affiliate economics where the platform aggregates buying power across members.
• Tropic: Tropic is a SaaS procurement and buying platform that helps companies source, negotiate, and manage software subscriptions. It is comparable to EmpireOne's SaaS marketplace component and shares the affiliate/commission-driven economics where the platform captures value from software purchases routed through it.
• Spendflo: Spendflo is a SaaS spend management platform that combines software procurement, vendor negotiation, and license optimization for businesses. It overlaps with EmpireOne's SaaS discount marketplace and shares the same buyer-side intermediation model targeting operational efficiency for SMBs and mid-market companies.
• Next Jump: Next Jump operates a long-standing member perks and employee discount marketplace with a focus on collective buying power. It is one of the most established analogues to EmpireOne's discount-plus-membership model, sharing both the SaaS/perks aggregation mechanics and the network-effect thesis driving value as member counts grow.

Broad incumbents

• HubSpot: HubSpot is an established SMB software platform with an ecosystem of integrations, partner discounts, and bundled solutions targeting growing businesses. It is comparable to EmpireOne's horizontal SME platform thesis and bundles multiple business functions (CRM, marketing, service) for SME customers, though at much larger scale and via proprietary software rather than referral aggregation.
• Brex: Brex is a corporate card and business financial services platform that has expanded into a broader SMB ecosystem including software credits and partner perks. It overlaps with EmpireOne's business-bundle-plus-perks thesis at much larger scale and captures similar affiliate economics from partner integrations and software incentives.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@empireoneau
• Xx.com/EmpireOneGroup
• Facebookfacebook.com/EmpireOneGroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries7 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 EmpireOne