Insurance Made Easy

What Insurance Made Easy does

Insurance Made Easy (IME) is a boutique Australian insurance brokerage founded in 1992 in Victoria and now operating Australia-wide. The firm is a trading name of Benjamin & Benjamin Insurance Group Pty Ltd and operates as a Corporate Authorised Representative (No. 1000626) of McLardy McShane Partners Pty Ltd (AFSL 232987). IME serves three primary customer tiers — small and medium enterprises, corporate clients, and personal lines — alongside an extensive scheme-based practice built around industry associations and member-based programs.

The product portfolio is unusually broad for a ~22-person firm, spanning core commercial lines (SME, Corporate, Associations & Members, Personal, Travel, Cyber, Tax Audit) and more than fifteen industry specialisations including Hair & Beauty, Mortgage Brokers, Hypnotherapy & Natural Therapy, Kinesiology, Opticians, Pool Inspectors, Virtual Assistants, Profit First Professionals, Sports/Recreation, and Franchise Groups. Many specialty schemes are underwritten by Lloyd's of London, with additional capacity from QBE (travel assistance) and Chubb (optical equipment cover). Distribution is sales-led via a 24/7 phone service (1800 641 260), supplemented by an online quote tool at bbandime.com.au and ongoing conference and trade-show presence through partner associations.

The revenue model is commission-based brokerage, with no proprietary technology platform disclosed; underwriting is placed with major Australian insurers and underwriting agencies. Approximately 22 team members, most with 20+ years of industry experience, are based across Victoria and Queensland. Following the 2024 integration into Benjamin & Benjamin Insurance Group, IME retains its trading brand while operating within a larger parent entity alongside other insurance broking brands.

Name

Insurance Made Easy

Legal name

Benjamin & Benjamin Insurance Group Pty Ltd

Website

https://imeinsurance.com.au

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Insurance Made Easy is a boutique Australian insurance brokerage (founded 1992, ~22 staff) offering tailored commercial, personal, and association-scheme insurance across 20+ niche verticals, operating Australia-wide as a Corporate Authorised Representative of McLardy McShane Partners.

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 primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

akta.pro secondary industries

Individual Supplemental Health (Hospital Indemnity, Critical Illness, Accident) (FSAIAEAD), Standalone Umbrella Liability (FSAJANAE)

Keywords

• Commercial insurance brokerage
• Professional indemnity insurance
• Industry-specific insurance programs
• Business insurance advisory
• Insurance underwriting placement

Headquarters

HQ city

Upwey

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Insurance Brokerage Commissions: IME operates as an insurance broker earning commissions from insurance products placed with insurers and underwriting agencies. The company is a Corporate Authorised Representative (No: 1000626) of McLardy McShane Partners Pty Ltd, AFSL 232987.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Insurance Made Easy is a boutique insurance brokerage that sources, tailors, and places business and personal insurance coverage on behalf of clients across Australia. The company operates as a Corporate Authorised Representative of McLardy McShane Partners Pty Ltd, earning commissions from insurers and underwriting agencies for placing SME, corporate, association, personal, travel, cyber, tax audit, and a wide range of industry-vertical insurance products.

Product overview

Insurance Made Easy is a boutique insurance broking business that operates as a unified service offering tailored insurance solutions rather than a software platform. The company provides a comprehensive portfolio of insurance products across multiple categories: core commercial lines (SME, Corporate, Association & Members, Personal, Travel, Cyber, and Tax Audit Insurance) supplemented by specialised industry-specific programs for sectors including Hair & Beauty, Hypnotherapy & Natural Therapy, Kinesiology, Mortgage Brokers, Opticians/Optical Dispensers, Pool Inspectors, Profit First Professionals, Sports/Recreation, Virtual Assistants, Complementary Health, Bus & Coach, Business & HR Coaches, Franchise Groups, Austswim Members, ICB Members, CMA Members, Beauty & Cosmetics, and Blinds & Awnings. Insurance Made Easy is now part of Benjamin & Benjamin Insurance Group Pty Ltd and acts as a Corporate Authorised Representative of McLardy McShane Partners Pty Ltd. The company has strong ties to major Australian Insurers and Underwriting Agencies including Lloyds of London, QBE, and Chubb, allowing them to tailor coverage and adapt cover with changing risk exposures while providing claims assistance.

Differentiator

Problem solved

Functional benefit

Products and services

• SME Insurance Small and Medium Enterprise insurance that secures and safeguards businesses from liability claims and property risks across various industries, tailored by dedicated brokers.
• Corporate Insurance Comprehensive insurance packages for companies, created by qualified brokers who assess risks and exposures to develop specialist coverage with risk management strategies.
• Association and Members Insurance Specialist insurance packages for associations and membership organisations, including exclusive benefits for members.
• Personal Insurance Insurance products to protect personal assets, with access to a wide range of products and services from Australia's largest insurers.
• Travel Insurance Travel insurance with 24/7 QBE Assist providing professional emergency assistance for travellers, covering budget and needs-based policies for individuals and groups.
• Cyber Insurance Insurance product protecting businesses and individuals from Internet-based risks and IT infrastructure threats, customisable for every business.
• Tax Audit Insurance Insurance covering professional fees for individuals, companies, SMSFs, and directors during ATO or authority audits, reimbursing costs up to policy limits.
• Franchise Groups Insurance Insurance for franchisors and franchisees covering business insurance requirements including Franchisor Professional Indemnity and Directors and Officers Insurance.
• Hair and Beauty Insurance Insurance for the Hair and Beauty industry including Business Insurance, Treatment Risk, Public Liability, and coverage for treatments such as IPL, laser, peels, and cosmetic tattooing.
• Hypnotherapy and Natural Therapy Insurance Combined Medical Malpractice and Products Liability package underwritten by Lloyd's of London for Natural Therapy specialists and Hypnotherapy Practitioners, with cover from $1 million to $10 million and premiums starting from $233 per year.
• Kinesiology Insurance Combined Medical Malpractice and Products Liability package underwritten by Lloyd's of London for Kinesiology Practitioners, with cover from $1 million to $10 million and premiums starting from $233 per year.
• Mortgage Brokers Insurance Comprehensive insurance solutions for Mortgage Brokers including ASIC-compliant Professional Indemnity and Business Insurance with exclusive rates, cover from $2M to $10M, and 7-year run-off cover.
• Opticians and Optical Dispensers Insurance Insurance scheme for opticians providing Medical Malpractice (up to $10M) and Public Liability (up to $20M) coverage underwritten with Lloyd's of London, with ODA member discounts.
• Pool Inspectors Insurance Professional Indemnity and Public Liability coverage for Pool Inspectors compliant with the Queensland Pool Inspectors Program.
• Profit First Professionals Insurance Tailored Professional Indemnity Insurance (PI from $1m to $2m sum insured from $990/year) and Public Liability Insurance (from $5m to $20m sum insured from $280/year) program for Profit First Professional Members in Australia.
• Sports/Recreation Insurance Specialist insurance for individual policyholders, groups, peak bodies and associations covering sports and recreation activities from Archery to Zumba.
• Virtual Assistants Insurance Competitive insurance offering for Virtual Assistants including Professional Indemnity, Public Liability, Cyber and Business insurance underwritten by Lloyd's of London, based on income up to $100,000.
• Complementary Health Insurance Insurance for Complementary Health practitioners including Doula Practitioners, with Medical Malpractice and Products Liability coverage.
• Bus and Coach Insurance Insurance coverage for Bus and Coach operators.
• Business and HR Coaches Insurance Insurance solutions for Business and HR Coaches including Professional Indemnity coverage.
• Austswim Members Insurance Specialist insurance coverage for Austswim Members including swimming teachers and instructors, serving over 500 learn-to-swim teachers and swimming complexes all around Australia.
• ICB Members Insurance Insurance for Bookkeepers who are members of ICB (Institute of Certified Bookkeepers).
• CMA Members Insurance Insurance for Complementary Health practitioners who are CMA (Complementary Medicines Association) members.
• Beauty and Cosmetics Insurance Insurance for the Beauty and Cosmetics industry covering product liability, treatment risk, and business protection.
• Blinds and Awnings Insurance Business insurance for Blinds and Awnings industry operators.

Quantifiable outcome

• Over 500 learn-to-swim teachers and swimming complexes served Australia-wide
• +1 more outcomes

Named customers8 records

Segments18 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered flagship, core and minor.

• Franchise Council of AustraliaflagshipStrategic or Co-development Partner · 1 January 2003IME has been a member of the Franchise Council of Australia since 2003. The company is the appointed broker to a number of Australian franchise groups with operations in Australia and New Zealand. As regular attendees at FCA events, they keep abreast of developments in the franchise industry.
• McLardy McShane Partners Pty LtdcoreStrategic or Co-development Partner · 1 January 1992IME Insurance Made Easy is a trading name of Benjamin & Benjamin Insurance Group Pty Ltd and operates as a Corporate Authorised Representative (No: 1000626) of McLardy McShane Partners Pty Ltd, AFSL 232987. This relationship provides the regulatory authorisation and support structure for IME's insurance brokerage operations.
• Benjamin & Benjamin Insurance Group Pty LtdcoreOthersInsurance Made Easy is a trading name of Benjamin & Benjamin Insurance Group Pty Ltd, ABN 37 603 884 108. The group encompasses IME's insurance broking operations and team.
• Hypnotherapy Council of AustraliacoreStrategic or Co-development PartnerIME is appointed to the Hypnotherapy Council of Australia as a regular attendee, guest, and exhibitor at industry conferences. They offer a combined Medical Malpractice & Products Liability package underwritten by Lloyd's of London specifically for hypnotherapy practitioners.
• Australian Institute of Kinesiologists LimitedcoreStrategic or Co-development PartnerIME has been appointed to the Australian Institute of Kinesiologists Limited as a regular attendee, guest, and exhibitor at industry conferences. They offer a combined Medical Malpractice & Products Liability package underwritten by Lloyd's of London specifically for kinesiology practitioners.
• Optical Dispensers AustraliacoreStrategic or Co-development PartnerMembers of Optical Dispensers Australia (ODA) are entitled to a discount on premiums upon providing proof of membership. The insurance scheme is available to all opticians with cover underwritten through Lloyd's of London.
• AustswimflagshipStrategic or Co-development PartnerIME has developed unique industry-leading Professional Indemnity and Public Liability coverage for Austswim and the broader aquatics industry over the past 12 years, including over 500 learn-to-swim teachers and swimming complexes.
• Royal LifesavingflagshipStrategic or Co-development PartnerIME works closely with Royal Lifesaving providing specialist Professional Indemnity and Public Liability coverage for the aquatics industry.
• Aquatics & Recreation VictoriaflagshipStrategic or Co-development PartnerIME has developed unique industry-leading Professional Indemnity and Public Liability coverage for Aquatics & Recreation Victoria and associated pool inspectors.
• Major Australian InsurersflagshipStrategic or Co-development PartnerIME maintains strong ties to many major Australian Insurers and a host of Underwriting Agencies, enabling them to secure the highest level of protection at competitive premiums for clients.
• Lloyd's of LondonflagshipOthersLloyd's of London underwrites IME's combined Medical Malpractice & Products Liability packages for hypnotherapy, natural therapy, kinesiology practitioners, opticians, and virtual assistants. Policy security provided by recognised local and international insurer.
• QBE InsuranceflagshipOthersQBE Assist provides acclaimed 24/7 emergency assistance for IME's travel insurance products, offering professional emergency support for travellers.
• Chubb Insurance Australia LimitedminorOthersChubb Insurance Australia Limited provides underwriting for optical equipment insurance coverage through Protecsure, offering protection for theft, fire damage, and accidental damage.
• Profit First Professionals AustraliaflagshipStrategic or Co-development PartnerProfit First Professionals Australia and Insurance Made Easy have teamed up to provide specially tailored Professional Indemnity Insurance and Public Liability Insurance programs for members in Australia.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Honan Insurance Group: Australian mid-market insurance brokerage with specialisation in professional indemnity, construction, and commercial lines. Comparable to IME as a 100+ broker operation centred on tailored mid-market and specialist insurance, with similar association/channel partnerships.
• McLardy McShane Partners: Australian insurance broking and underwriting agency group that holds the AFSL under which IME operates as a Corporate Authorised Representative. Highly comparable as a broker network with multiple authorised representatives and underwriting agency capacity, but structurally larger and more diversified.
• Coverforce Insurance Broking: Australian insurance brokerage network offering personal, commercial, and specialty lines through authorised representatives. Comparable to IME as a multi-vertical broker with association-style distribution and similar reliance on underwriting partner relationships.
• BJS Insurance Group: Australian insurance broking group with a strong SME and trades focus. Comparable to IME in its SME-led GTM and reliance on broker-led service, although BJS is more concentrated in commercial/trades verticals and less in health and association schemes.
• Ausure Insurance Brokers: Australian authorised representative brokerage network placing commercial and personal insurance across regional and metropolitan Australia. Comparable to IME in its authorised-representative model and reliance on association/institutional partnerships, with similar SMB and vertical niches.

Broad incumbents

• AUB Group: ASX-listed Australian insurance broking and underwriting agency group with a network of broker partners and risk-services businesses. Comparable to IME as a brokerage-led organisation, but with far larger premium volumes and a broader portfolio across personal and commercial lines.
• Aon Australia: Australia arm of global insurance and reinsurance broker Aon. Comparable to IME as a broker serving commercial and personal lines, particularly in risk management and specialty insurance — but at incomparably larger scale with a global product set.
• Steadfast Group: ASX-listed Australian insurance brokerage network and underwriting agency operator — the largest intermediated insurance group in Australia. Directly comparable to IME as a broker-focused business that distributes insurance through member brokers, but operating at materially larger scale and with broader geographic and product reach.
• Arthur J. Gallagher & Co (Australia): Global insurance brokerage and risk management firm with a meaningful Australian corporate and commercial insurance presence. Comparable to IME as a broker serving Australian SMEs and corporates, but at vastly larger scale and with global carrier relationships.
• Marsh Australia: Australia arm of global insurance broker Marsh McLennan. Comparable to IME as a broker intermediating commercial, specialty, and corporate insurance lines, but operating at significantly larger scale and with a different (corporate) customer mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/_jamesgillard
• LinkedInlinkedin.com/company/insurance-made-easy

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Insurance Made Easy