Bruce Insurance

What Bruce Insurance does

Bruce Insurance Pty Ltd is an Australian specialist insurance brokerage founded in 1994 and headquartered in Subiaco, Western Australia, operating under AFS Licence 238917 (ACN 009 048 677). The firm distributes general insurance products on behalf of more than 150 underwriting partners, including Lloyd's of London, and is a member of the Steadfast Group broker network and a NIBA Principal Member. Its core activity is intermediating insurance placements for small and mid-market clients rather than underwriting risk itself.

The firm is structured around four differentiated sub-brands that target distinct professional segments: Bruce Insurance (general business and personal lines), Trades Insurance (tradespeople), Dental Essentials (dental practitioners), and Professional Essentials (medical professionals). A subsidiary, Brubest Finance, provides premium finance to support instalment-based policy payment. Reported scale includes approximately 1,750 dental practices, around 3,800 dental professionals insured, and over 1,500 medical professional clients, alongside unspecified trades, business, and personal lines activity. Customer experience signals include a 4.9/5.0 satisfaction rating across 240 reviews and a stated claim that the majority of claims are settled within seven days.

Revenue is generated through brokerage commissions on placed premiums, with the firm earning a percentage of each policy's premium routed through its panel of insurers. There is no disclosed revenue, headcount figure beyond a ~21-person named team, or external funding; the business appears privately held and bootstrapped. Leadership comprises Chris Earle (Director) and Paul Schutz (Director of Broking and Operations). The firm has no disclosed AI/ML, proprietary technology platform, app, or API offering, and distribution is conducted via phone, website, social media, and partner referrals.

Name

Bruce Insurance

Legal name

Bruce Insurance Pty Ltd

Website

https://bruce.com.au

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Bruce Insurance is an Australian specialist insurance brokerage founded in 1994 that places cover through 150+ insurers for SMB clients across dental, medical, trades, business, and personal segments via four sub-brands.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro industry

PRIMARYFSAEADAJ

Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines)

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Insurance Brokerage & Risk Advisory

SECONDARYFSAEADAA

Retail (Personal Lines) Insurance Brokerage

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Insurance Brokerage & Risk Advisory

Keywords

• Commercial insurance brokerage
• Business insurance packages
• Professional indemnity insurance
• Tradespeople insurance coverage
• Specialist insurance broking

Headquarters

HQ city

Subiaco

HQ country

Australia

HQ region

Oceania

Offices2 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 Brokerage Commissions: Bruce Insurance acts as a licensed insurance broker (AFS Licence: 238917) earning commissions from insurance providers. They access over 150 insurers to find optimal coverage for clients, with revenue generated through brokerage commissions on placed insurance policies.
2. Premium Finance (Brubest Finance): Brubest Finance provides monthly direct debit repayments for annual insurance premiums, breaking down significant costs into smaller monthly repayments. This supplementary service generates finance-related revenue while improving cash flow management for clients.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels5 records

Core offering

Bruce Insurance is a specialist Australian insurance brokerage that places business, trades, dental, medical, and personal insurance policies on behalf of clients by accessing a panel of over 150 insurers, including Lloyd's of London. The firm operates four sub-brands (Trades Insurance, Dental Essentials, Professional Essentials, and the main Bruce Insurance brand) and provides dedicated account managers, complimentary policy reviews, and a 6-step acquisition and servicing process. Supplementary premium finance is offered through its wholly-owned subsidiary Brubest Finance.

Product overview

Bruce Insurance operates as a specialist insurance brokerage with four distinct sub-brands serving different market segments: Bruce Insurance (main brand for business and personal insurance), Trades Insurance (for tradespeople), Dental Essentials (for dental practices), and Professional Essentials (for medical and health professionals). The company has been operating for over 30 years with access to 150+ insurance partners including Lloyds of London and Australia's largest insurers. Core offerings include business insurance packages, professional liability, public liability, workers compensation, management liability, cyber protection, and personal insurance products (income protection, life insurance, home and motor, investment property). The business offers supplementary premium finance through Brubest Finance and processes claims through an online portal with dedicated account managers for each client. The 6-step Bruce Experience process provides a structured approach to obtaining and managing insurance coverage.

Differentiator

Problem solved

Functional benefit

Brands

• Trades Insurance: Specialized insurance brand for tradespeople including tradies, electricians, painters, carpenters, covering public liability, workers compensation, tools, and motor insurance.
• Dental Essentials
• Professional Essentials

Products and services

• Trades Insurance Specialized insurance brand for Australian tradespeople covering public liability, workers compensation, personal accident, tools, machinery, motor vehicles, and trade-specific risks for electricians, painters, and carpenters.
• Dental Essentials Specialized insurance brokerage for dental practices serving 1,750 dental clients with cover for practice buildings, equipment, malpractice, management liability, and cyber protection across Australia.
• Professional Essentials Specialized insurance brokerage for medical and health professionals serving 1,500+ practitioners with medical indemnity, practice insurance, management protection, and professional liability coverage.
• Business Insurance Package Comprehensive business insurance coverage for property, liability, and operational risks with access to 150+ insurers across Australia.
• Professional Indemnity Insurance Coverage for financial consequences of negligence, fair trading violations, or inaccurate professional advice and services.
• Business Public Liability Insurance Public liability protection for businesses against third-party claims for personal injury, property damage, or death connected to business activities.
• Trades Public Liability Insurance Public liability coverage protecting tradies from third-party injury and property damage claims arising from business activities.
• Personal Accident Insurance Affordable accident and illness coverage providing up to 85% of pre-accident income (up to $1,300/week) for tradies unable to work due to injury.
• Tradies Workers Compensation Insurance Compulsory workers compensation insurance covering employee injuries, medical expenses, and rehabilitation costs as required by Australian state legislation.
• Management Liability Insurance Protection for directors, officers, and managers against claims arising from management decisions, employment practices, and statutory liability.
• Cyber Protection Insurance Online business protection covering data breaches, ransomware attacks, and privacy breaches with recovery and legal cost coverage.
• Commercial Strata Insurance Insurance for buildings and shared areas in strata-titled properties covering fire, theft, vandalism, and natural disasters.
• Workers Compensation Insurance (Business) Compulsory business insurance protecting employees and employers from work-related injury or illness costs.
• Transport and Motor Fleet Insurance Fleet insurance solutions from light vehicles to heavy trucks with tailored coverage for contractors equipment and service vehicles.
• Farm Insurance Tailored insurance solutions for farming enterprises protecting against unexpected events with market leading products.
• Crop Insurance Insurance protecting farming assets and income in agri-business tailored to unique crop insurance requirements.
• Dental Practice Insurance Comprehensive practice insurance covering buildings, equipment, contents, interruption, liability, cyber events, and malpractice.
• Practice Indemnity Insurance (Dental) Protection for dental practices against claims arising from errors, omissions, or negligent acts by practice staff including admin errors and procedural failures.
• Medical Practice Insurance Comprehensive medical practice coverage including buildings, equipment, cyber crime, interruption, theft, liability, and equipment breakdown.
• Medical Indemnity Insurance Malpractice insurance for health professionals providing coverage for claims of negligence, errors, or omissions in patient treatment.
• Income Protection Insurance Coverage providing up to 70% of income as monthly benefit if unable to work due to illness or injury, with selectable waiting periods.
• Home and Motor Insurance Home and contents coverage with worldwide contents protection, personal valuables, accidental damage, and motor vehicle coverage including new for old benefits.
• Life and Total & Permanent Disability Insurance Combined or separate coverage providing lump sum payments for death or total disability due to illness or accident.
• Brubest Finance Premium finance service providing monthly direct debit repayments for annual insurance premiums, breaking significant costs into manageable installments.

Quantifiable outcome

• Majority of claims settlements processed within 7 days of lodgement
• +1 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Steadfast GroupcoreStrategic or Co-development PartnerSteadfast Group is Australasia's largest general insurance broker network. Bruce Insurance leverages Steadfast's scale to ensure clients have access to a wide range of insurance companies, broad product range, exclusive policy options, and competitive pricing. When making claims, Steadfast provides ongoing support.
• Lloyd's of LondoncoreTechnology or IntegrationBruce Insurance sources coverage from Lloyd's of London, an esteemed international insurer with whom they enjoy enduring, trusted partnerships. This enables offering multiple solutions for individual risk tolerance and business protection needs.
• AIG InsuranceminorChannel Partner/ Reseller/ DistributorAIG Insurance is one of the insurers accessible through Bruce Insurance for commercial insurance coverage. Listed as emergency assistance contact for after-hours claims support.
• CGU InsuranceminorChannel Partner/ Reseller/ DistributorCGU Insurance is one of the insurers accessible through Bruce Insurance. Listed as emergency assistance contact for after-hours claims support.
• Allianz InsuranceminorChannel Partner/ Reseller/ DistributorAllianz Insurance is one of the insurers accessible through Bruce Insurance. Listed as emergency assistance contact for after-hours claims support.
• Chubb InsuranceminorChannel Partner/ Reseller/ DistributorChubb Insurance (including Masterpiece) is one of the insurers accessible through Bruce Insurance. Listed as emergency assistance contact for after-hours claims support.
• Zurich InsuranceminorChannel Partner/ Reseller/ DistributorZurich Insurance is one of the insurers accessible through Bruce Insurance. Listed as emergency assistance contact for after-hours claims support.
• QBE InsuranceminorChannel Partner/ Reseller/ DistributorQBE Insurance is one of the insurers accessible through Bruce Insurance. Listed as emergency assistance contact for after-hours claims support.
• Hollard InsuranceminorChannel Partner/ Reseller/ DistributorHollard Insurance (Commercial and Personal) is one of the insurers accessible through Bruce Insurance. Listed as emergency assistance contact for after-hours claims support.
• Work Health Options (WHO)minorChannel Partner/ Reseller/ DistributorWork Health Options provides emergency workers compensation claims support through their Injury Line, integrated into Bruce Insurance's after-hours emergency assistance network.
• O'Brien GlassminorChannel Partner/ Reseller/ DistributorO'Brien Glass provides emergency glass repair services integrated into Bruce Insurance's after-hours emergency assistance for clients with glass coverage.
• Royal Australasian College of Dental Surgeons (RACDS)minorGTM or Marketing PartnerDental Essentials is a proud supporter of the RACDS, providing specialized insurance services to dental professionals associated with the college.

Scale indicators10 records

Recent moves1 record

Expansion highlights4 records

Direct peers

• AustBrokers: Australian network-aligned commercial insurance broker serving SMB and mid-market clients across multiple industry verticals. Directly comparable to Bruce Insurance in distribution model, multi-carrier access, and target customer segments.
• Honan Insurance Group: Australian mid-market insurance broker specializing in commercial, professional, and specialty lines with a multi-brand structure. Highly comparable to Bruce Insurance in scale, segment focus (including professional lines), and multi-brand strategy.
• Coverforce: Australian commercial insurance broker network providing multi-carrier access to SMB and mid-market clients. Comparable to Bruce Insurance in business model, target customers, and multi-insurer brokerage structure.
• Insurance House (AUB Group): Australian insurance broker and part of AUB Group, serving commercial and professional clients across multiple verticals. Comparable to Bruce Insurance as a mid-sized Australian broker offering specialty and general commercial lines.

Emerging players

• BizCover: Australian InsurTech offering instant online commercial insurance for SMBs including trades and small businesses. Competes with Bruce Insurance's Trades Insurance and Business Insurance sub-brands on speed and price; not focused on specialty professional lines.

Broad incumbents

• Aon Australia: Global insurance brokerage with significant Australian presence, offering commercial and specialty lines including professional indemnity and healthcare. Directly comparable as a multi-line insurance broker serving Australian businesses, though much larger and broader.
• Steadfast Group: Australasia's largest general insurance broker network, of which Bruce Insurance is a member. Both serve Australian commercial clients with multi-carrier access; Steadfast operates as a network/aggregator and corporate parent to brokers, providing direct comparison to Bruce Insurance's networked distribution model.
• Arthur J. Gallagher & Co (Australia): Global insurance brokerage with Australian operations focused on commercial and specialty lines. Comparable as a multi-segment broker serving SMB and mid-market clients with professional and commercial coverage.
• Marsh Australia: Major global insurance broker with strong Australian practice, particularly in specialty professional and healthcare lines. Competes with Bruce Insurance in the dental and medical professional indemnity space at the larger end of the market.

Others

• Allianz Insurance Australia: Major Australian insurer listed as a carrier partner of Bruce Insurance. Relevant as a supply-side participant — Allianz both underwrites policies placed by Bruce Insurance and competes in direct commercial lines distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/bruce-insurance

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Bruce Insurance