Peninsula Australia

What Peninsula Australia does

Peninsula Australia Pty Ltd, founded in 2012 and headquartered in Sydney, is the Australian arm of the multinational Peninsula Group and provides workplace relations, employment law, and Work Health & Safety (WHS) advisory services primarily to Australian small and medium enterprises. The company operates a subscription-based outsourcing model that bundles 24/7 phone-based expert HR advisory with cloud-based proprietary software platforms: BrightHR for HR document and employee profile management, and BrightSafe for WHS compliance and audit management. Complementary subscription services include the Employee Assistance Program (delivered through the wholly-owned Wisdom Wellbeing subsidiary), SafeCheck WHS audits, and downloadable compliance templates targeting topics such as Fair Work Act obligations, the SCHADS Award (with particular depth in the NDIS / social and community services sector), and the criminal wage theft regime that took effect in January 2025.

Revenue is generated through recurring retainer subscriptions priced per client (quote-based, monthly billing) plus professional-services engagements for employment law advisory. The go-to-market is sales-led and event-driven: a content-marketing engine (blog, guides, downloadable templates, short-form video, recurring webinars) drives top-of-funnel demand, which is converted by an inside-sales phone advisory team using 24/7 advice lines and free initial consultations. Customer segmentation is horizontal across Australian SMEs (under 200 employees), with secondary vertical specialization in disability and community services (SCHADS Award) and use-case specialization around flexible and remote work compliance. The company has no disclosed funding rounds, no named enterprise customers, and operates as a private proprietary limited company alongside related Peninsula Group entities in New Zealand, the United Kingdom, and Canada.

Name

Peninsula Australia

Legal name

Peninsula Australia Pty Ltd

Website

https://peninsulagrouplimited.com.au

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Peninsula Australia provides subscription-based HR outsourcing, employment law advisory, and WHS compliance services to Australian small and medium enterprises, bundling 24/7 expert phone advisory with proprietary BrightHR and BrightSafe cloud software.

Ownership category

akta.pro rank

Product category

HR Outsourcing and Workplace Compliance Services

NAICS

Human Resources Consulting Services (541612), Office Administrative Services (5611), Professional Employer Organizations (561330)

SIC

Services-Management Consulting Services (8742), Services-Management Services (8741), Services-Prepackaged Software (7372)

akta.pro industry

PRIMARYBPAEAGAF

HRIS/HCM Managed Services & Support

Business & Public Services/IT & Digital Services (Managed Services, Systems Integration)/Enterprise Applications Services (ERP/CRM/HRIS)

Keywords

• HR outsourcing services
• Workplace health and safety
• Employment law advisory
• Employee assistance programs
• HR compliance software

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. HR Outsourcing Services: Ongoing retainer-based HR advisory and outsourcing services for Australian businesses. Clients receive 24/7 access to expert HR advisers for employment relations, compliance, and workforce management support.
2. WHS/Workplace Health & Safety Services: Work health and safety consulting, audits, and compliance services. Includes the BrightSafe software platform for ongoing WHS management.
3. Employee Assistance Program (EAP) Services: Counseling and mental health support services provided to client businesses for their employees, including 24/7 helpline access.
4. Employment Law Advisory: Legal compliance guidance and advisory services covering Fair Work Act requirements, modern awards, and employment law obligations for Australian employers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Peninsula Australia provides subscription-based HR outsourcing, workplace health and safety (WHS) consulting, and employment law advisory services to Australian small and medium businesses. The offering combines 24/7 phone-based expert advisory access with proprietary cloud platforms (BrightHR for HR document management and BrightSafe for WHS management) plus complementary services such as Employee Assistance Programs and SafeCheck workplace audits.

Product overview

Peninsula Australia provides a unified HR and workplace health & safety solution combining software products with professional services. The core software portfolio includes BrightSafe (health & safety management) and BrightHR (HR document management), while complementary services encompass Employee Assistance Programs (EAP), SafeCheck Workplace Audits, and comprehensive HR outsourcing. The offering is supported by downloadable resources including WFH Policy Templates, SCHADS Award Checklists, and WHS E-Books. Together, these products and services address the complete spectrum of SME employment relations and compliance needs in Australia.

Differentiator

Problem solved

Functional benefit

Brands

• BrightHR: HR software and technology platform offered by the Peninsula Group for managing employee relations, documentation, and HR processes.
• BrightSafe
• Wisdom Wellbeing
• SafeCheck

Products and services

• BrightSafe Cloud-based Health and Safety Management Software that enables Australian businesses to manage workplace health and safety compliance, conduct hazard identification, perform audits, and maintain compliance documentation.
• BrightHR Cloud-based HR document management platform allowing businesses to securely store employee profiles, contracts, handbooks, and policies with customizable access controls and notification features.
• Employee Assistance Program (EAP) Counselling and mental wellbeing support service for client employees, providing 24/7 helpline access and professional guidance for personal and work-related challenges.
• SafeCheck Workplace Audit Workplace Health and Safety audit service that reviews business operations to identify hazards and assess compliance with WHS regulations.
• HR Services and Outsourcing Comprehensive HR outsourcing service providing expert 24/7 advice on employment relations, workplace compliance, staffing management, and WHS support for Australian employers.

Quantifiable outcome

• Median compensation for mental health conditions in Australia 2022-23 was $65,402 (Safe Work Australia data cited by Peninsula)
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/peninsulaAU

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Peninsula Australia