Affinity Insurance Services

What Affinity Insurance Services does

Affinity Insurance Services Pty Ltd is an Australian insurance brokerage founded in 2004, operating as a Corporate Authorised Representative (CAR #307 864) of All Risk Protection Pty Ltd and as a wholly owned subsidiary of ARP (Central Coast) Pty Ltd. The firm is headquartered in Erina, New South Wales, and runs a distributed workforce of 25 brokers who operate remotely across Australia, servicing small and medium enterprises and individual consumers nationwide. It is a member of the Steadfast Group, Australasia's largest general insurance broker network, and of NIBA (National Insurance Brokers Association), which gives it access to over 120 insurance providers including major carriers such as CGU, QBE, Vero, Allianz, Zurich, Chubb, and AIG.

The company's product portfolio spans four main lines: business insurance (SME packages, transport and truck, strata, farm, workers compensation, IT, construction trades, hospitality, energy and mining contractors, civil and earthmoving, aviation, drones, trade credit, project managers, accountants, and commercial landlords); strata insurance (residential and commercial); home and personal insurance (home building and contents, landlord, holiday home, motor vehicle, caravan, unit owners contents); and a range of add-on modules including cyber liability, management liability, industrial special plant, broadform liability, and contractors environmental liability. The underlying technology is a traditional brokerage distribution model — quoting, comparing, advising, and servicing policies on behalf of customers — augmented by the Steadfast network infrastructure for product access, pricing, and back-office support; there is no proprietary technology platform or AI capability disclosed.

Affinity earns revenue primarily through commissions from insurers ranging from 0% to 30% of base premium (embedded in the customer's quoted premium), supplemented by broker fees (e.g., AUD 50 + GST and above on smaller-premium policies) and arrangements for premium funding with monthly or quarterly payment options. The go-to-market is sales-led, driven by direct customer contact via phone, email, website quote forms, and referral networks including accountants and business advisors, with brand reinforcement through content marketing, a newsletter, and industry award credentials (NIBA awards in 2008 and 2011, Insurance Business Australia Young Guns 2016).

Name

Affinity Insurance Services

Legal name

Affinity Insurance Services Pty Ltd

Website

https://affinityinsurance.net.au

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Affinity Insurance Services is an Australian insurance brokerage, founded in 2004 and headquartered in Erina, NSW, that arranges personal, commercial, and strata insurance from over 120 providers for SMEs and individual customers nationwide through a 25-broker remote workforce.

Ownership category

akta.pro rank

Product category

Insurance Brokerage Services

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

Keywords

• Insurance brokerage services
• Commercial insurance broking
• Personal lines insurance
• Business insurance solutions
• Claims management services

Headquarters

HQ city

Erina East

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commission: Commissions from insurers ranging from 0% to 30% of base premium, varying by product type and insurer. Commission is included in the total premium quoted to customers with no extra cost.
2. Broker Fees: For smaller premium policies, a broker fee may be charged to reach minimum cost structure. Fee Charged is $50.00 + GST and above in example provided.
3. Premium Funding: Arrangement of premium funding through external providers for monthly/quarterly payment options, which may include additional costs.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Affinity Insurance Services is an independent insurance brokerage that arranges insurance policies from over 120 insurance providers on behalf of customers across Australia. The firm provides advice, policy comparison, and claims handling across business insurance (SME, transport, strata, farm, construction, IT, hospitality, aviation, energy and mining), home and personal insurance (building, contents, landlord, motor vehicle, caravan), and workers compensation. Operating as a Corporate Authorised Representative of All Risk Protection Pty Ltd and a member of the Steadfast Group, the brokerage represents customer interests rather than insurer interests.

Product overview

Affinity Insurance Services is an insurance brokerage firm operating as a Corporate Authorised Representative of All Risk Protection Pty Ltd, part of the Steadfast Broker Network. The company offers a comprehensive portfolio of insurance products organized across four main areas: Business Insurance (covering SME business, IT industry, construction trades, commercial landlords, and various professional sectors), Transport and Truck Insurance (including vehicle coverage and logistics), Strata Insurance (for residential and commercial strata properties), and Farm Insurance. Through their network membership, they have access to over 120 different insurance providers. Their product portfolio includes core insurance categories such as Workers Compensation, Professional Indemnity, Public Liability, Cyber Crime coverage, Management Liability, and specialized covers like Industrial Special Plant (ISP) for mobile machinery and Trade Credit Insurance. The company also provides industry-specific packages for sectors including hospitality, construction, mining, energy, and aviation, as well as personal insurance lines covering homes, vehicles, and rental properties.

Differentiator

Problem solved

Functional benefit

Products and services

• Business Insurance General business insurance for SMEs covering property, liability, and business interruption protection for various industry sectors, arranged by Affinity's brokers across 120+ insurers.
• Transport and Truck Insurance Specialized insurance for truck and transport operators covering vehicles, cargo, and liability for road transport businesses.
• Strata Residential Insurance Insurance products for residential strata properties, including building, contents, and liability coverage for owners corporations.
• Strata Commercial Insurance Insurance products for commercial strata properties, including building, contents, and liability coverage for owners corporations.
• Farm Insurance Comprehensive insurance coverage for farms including property, equipment, livestock, and crop protection.
• Workers Compensation Insurance Compulsory insurance for employers covering medical costs and wages for workplace injuries, available across multiple Australian states and territories.
• Project Managers Insurance Liability, professional indemnity, and management liability insurance specifically designed for project management professionals.
• IT Insurance Package Combined professional indemnity and public liability insurance package for IT professionals including hardware installers, engineers, app and web designers.
• Commercial Landlords Insurance Property insurance for commercial property owners covering material damage, loss of rent, tenant damage, eviction costs, and lot owners liability.
• Aviation Insurance Insurance coverage for aviation-related risks including aircraft operators and aviation businesses.
• Drone & UAV Insurance Specialized liability insurance for drone and unmanned aerial vehicle operations, including incidental drone use within business activities.
• Trade Credit Insurance Insurance protecting businesses against customer insolvency or failure to pay, covering unsecured debtors up to 90% of outstanding income.
• Accountants & Bookkeepers Insurance Professional liability and business insurance tailored for accounting and bookkeeping practices.
• Cafe and Restaurant Insurance Business insurance package for hospitality venues including cafes, restaurants, and food service establishments.
• Hotel & Pub Insurance Specialized coverage for hotels, pubs, and licensed hospitality venues.
• Construction Trades Insurance Insurance for construction tradespeople including builders, carpenters, plumbers, and other trade contractors.
• Residential Builders Insurance Insurance coverage specifically designed for residential building contractors.
• Commercial Builders & Shopfitters Insurance Insurance for commercial construction and shopfitting businesses.
• Civil & Earthmoving Insurance Insurance coverage for civil contractors and earthmoving operators including equipment and machinery.
• Energy and Mining Contractors Insurance Comprehensive insurance for contractors working on energy generation, storage, resource, and mine sites.
• Residential Landlord Insurance Insurance protecting residential landlords' assets, fittings, and rental income for properties including houses, townhouses, villas, units, and apartments.
• Holiday Home Insurance Specialized coverage for holiday homes and holiday rental properties with features like loss of income protection.
• Motor Vehicle Insurance Vehicle coverage options including comprehensive, third party fire & theft, and third party legal liability for cars, motorcycles, trailers, and horse floats.
• Caravan & Camper Trailer Insurance Insurance for caravans, camper trailers, and motorhomes including coverage for off-road use, hiring out, and Australia-wide travel.
• Unit Owners Contents Insurance Contents and personal liability insurance for unit owners and renters, including coverage for short-term rentals.
• Home Building & Contents Insurance Building and contents coverage for homeowners protecting against damage, destruction, loss, or theft.

Quantifiable outcome

• Access to over 120 different insurance providers
• +2 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• All Risk Protection Pty LtdcoreStrategic or Co-development PartnerAll Risk Protection Pty Ltd is the parent/licensee company. Affinity Insurance Services Pty Ltd is a Corporate Authorised Representative (CAR # 307 864) of All Risk Protection Pty Ltd ABN 81 002 980 529 AFSL 281 689. In 2025, the business was bought back from Oracle Group to form All Risk Protection Insurance Brokers.
• Steadfast GroupcoreStrategic or Co-development PartnerMember of Australasia's largest general insurance broker network, the Steadfast Group. Membership provides access to a wide range of insurance companies, broad range of products, exclusive policy options, and competitive pricing. Not owned by Steadfast but leverages their scale.
• NIBA (National Insurance Brokers Association)coreStrategic or Co-development PartnerMember of NIBA, subscribing to the Insurance Brokers Code of Conduct and Client Charter. Account managers are members of NIBA or ANZIIF with ongoing professional training.
• Various Insurers (120+ providers)coreChannel Partner/ Reseller/ DistributorAccess to over 120 different insurance providers including major brands: CGU Insurance, QBE Insurance, Vero Insurance, Allianz Australia, Zurich Australian Insurance, Chubb, AIG, and various underwriting agencies.
• Watson Trade Credit InsuranceminorChannel Partner/ Reseller/ DistributorReferral partner for Trade Credit Insurance. Due to the highly specialised nature of Trade Credit Insurance, the company refers customers to Terry Watson of Watson Trade Credit Insurance for this product.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• BizCover: Australian online commercial insurance comparison platform enabling direct SME insurance purchasing — emerging digital broker that competes with traditional brokers like Affinity for SME placement.

Direct peers

• PSC Insurance Group: Australia-focused specialty insurance broker with multiple authorised representative brands serving SME and niche verticals — directly comparable mid-market brokerage model with multi-carrier placement capabilities.
• AUB Group: ASX-listed Australian general insurance broker network with a member-based model similar to Steadfast, offering affiliate brokers multi-carrier access, scheme arrangements, and operational support across personal and commercial lines.
• EBM Insurance Brokers: Privately held Australian mid-market insurance brokerage providing multi-line coverage to commercial and personal clients with a similar independent broker model and SME focus.
• Honan Insurance Group: Australian mid-market insurance broker providing commercial and personal lines to SMEs with a multi-insurer panel approach and vertical specialisations including professional services, construction, and strata.

Regional players

• Resilium Insurance Brokers: Australian mid-market insurance broker with Authorised Representative model and Steadfast network affiliation — directly comparable business structure serving SME and personal clients regionally.

Broad incumbents

• Aon Australia: Large multi-national professional services firm with a substantial Australian insurance brokerage practice competing across commercial, personal, and specialty lines via both direct sales and acquisitions.
• Arthur J. Gallagher & Co (Australasia): Global insurance broker with significant Australian operations serving mid-market and enterprise clients across personal and commercial lines — broader portfolio but overlapping value proposition in SME insurance placement.
• Marsh Australia: Global insurance broker and risk advisor with significant Australian operations across commercial and corporate lines — broad incumbent serving some of the same SME and strata segments as Affinity.

Others

• Steadfast Group: Australasia's largest general insurance broker network — partner/ecosystem rather than direct competitor; Affinity is a member broker that leverages Steadfast's scale and 120+ insurer access.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/affinityinsuranceservicesptyltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Affinity Insurance Services