Choosi
Choosi is an Australia-based free insurance comparison platform founded in 2011, serving individual Australian consumers with online and phone-based quote comparison across life, income protection, funeral, health, car, home & contents, business, and pet insurance.
- Company typePrivate
- Founded2011
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Choosi does
Choosi Pty Ltd (ABN 15 147 630 886; AFSL 402397) is an Australian free insurance comparison platform founded in August 2011 and headquartered at 50 Norwest Blvd, Norwest NSW 2153, with a headcount of 11–50 employees. The company operates choosi.com.au as a self-service quote-comparison portal complemented by a call-center sales motion staffed by trained 'Choosers' accessible via dedicated phone numbers per insurance category. Its product surface spans life insurance (with optional Total and Permanent Disability, Serious Illness and Children's Insurance riders), income protection, funeral, health, car, home & contents, business and (since 2024) pet insurance, drawn from an Approved Product List.
Under the hood, Choosi runs a hybrid digital-plus-telephonic distribution model: online quote generation handles top-of-funnel comparison, while inbound and outbound phone-based advisors close complex, advice-driven sales in regulated personal lines. Direct life, income protection and funeral products are issued exclusively by Hannover Life Re of Australasia Ltd and distributed by related entity Greenstone Financial Services Pty Ltd (AFSL 343079). Car and home & contents are routed to Compare the Market Pty Ltd, business insurance to BizCover Pty Ltd, and health insurance to ItsMy Group Pty Ltd under referral agreements, while a broader panel of insurer brands (AIA, Zurich, MetLife, ClearView, Budget Direct, Real Insurance, Kogan Life, Guardian, Australian Unity, ahm, HIF, nib, Australian Seniors) appears on the Approved Product List for direct comparison.
Monetisation is commission and referral-fee based with no customer-facing fees, supported by the Choosi Price Guarantee that matches direct-pricing. Choosi is a related company of Greenstone Financial Services Pty Ltd, with no external venture capital or private equity investment disclosed. Geographic scope is restricted to Australian residents, and the business reports a 4.8/5 Feefo customer rating across 1,584 reviews alongside Platinum Trusted Service Awards in 2021 and 2022.
Choosi firmographics
Firmographics- Name
- Choosi
- Legal name
- Choosi Pty Ltd
- Website
- https://choosi.com.au
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Choosi is an Australia-based free insurance comparison platform founded in 2011, serving individual Australian consumers with online and phone-based quote comparison across life, income protection, funeral, health, car, home & contents, business, and pet insurance.
- Ownership category
- akta.pro rank
Where Choosi is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Choosi business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Commission from insurers: Choosi receives a commission from the insurer for arranging any insurance purchased through the platform. This is the primary revenue stream. The company does not charge customers any fees for the comparison service.
- Referral fees from partners: For home & contents and car insurance products managed by Compare the Market Pty Ltd, and business insurance arranged by BizCover Pty Ltd, Choosi receives referral fees when customers are referred to these partners. For health insurance, Choosi and ItsMy Group receive commission from health funds upon customer enrollment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free comparison service with no additional fees |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Choosi product offering
Product offeringCore offering
Choosi is a free Australian insurance comparison service that helps consumers compare, choose, and apply for insurance policies online or via phone. The platform aggregates offerings across life, income protection, funeral, health, car, home & contents, business, and pet insurance, drawing products from an Approved Product List of trusted Australian insurers. The company earns revenue through commissions and referral fees from insurers rather than charging customers, anchored by a "Choosi Price Guarantee" that ensures the same price as buying direct.
Product overview
Choosi is an Australian free insurance comparison service that operates as a platform connecting consumers with multiple insurance products across life, income protection, funeral, health, car, home & contents, and business insurance categories. The platform offers direct comparison for life, funeral, income protection, and health insurance products issued primarily by Hannover Life Re of Australasia Ltd, while car and home & contents insurance are managed through Compare the Market Pty Ltd partners, and business insurance is arranged via BizCover Pty Ltd. Products include core insurance types (Life Insurance, Income Protection Insurance, Funeral Insurance, Health Insurance, Car Insurance, Home & Contents Insurance, Business Insurance) along with partner-branded products such as Real Life Insurance and Real Life Cover for SMSF. Optional add-on modules for life insurance include Children's Insurance, Total and Permanent Disability Insurance, and Serious Illness Insurance. The service is differentiated by its free price guarantee ensuring customers pay the same as going direct, and operates through both online platforms and telephone call centers.
Differentiator
Problem solved
Functional benefit
Products and services
- Life Insurance Comparison Comparison service for life insurance policies offering lump sum payments up to $2 million for death or terminal illness, with optional extras. Products are sourced from the Approved Product List and issued by Hannover Life Re of Australasia Ltd. Target users are Australian consumers seeking life cover.
- Income Protection Insurance Comparison Comparison service for income protection insurance that replaces income if the policyholder is unable to work due to illness or injury. Often tax deductible. Issued by Hannover Life Re of Australasia Ltd via the Approved Product List. Target users are working Australian consumers.
- Funeral Insurance Comparison Comparison service for funeral insurance products that provide funds to cover funeral costs, typically paying out within days of claim approval. Issued by Hannover Life Re of Australasia Ltd. Target users are Australian consumers, often seniors or family planners.
- Health Insurance Comparison Comparison service for hospital and extras cover from health funds including Australian Unity, ahm, HIF, nib, Real Insurance, and Seniors Health Insurance. Advice and arrangement handled in partnership with ItsMy Group Pty Ltd (ItsMy Health). Target users are Australian consumers seeking private health cover.
- Car Insurance Comparison Comparison service for comprehensive car insurance, green slip / CTP, new driver, pay-as-you-drive, student, and women's car insurance. Managed in partnership with Compare the Market Pty Ltd. Target users are Australian drivers.
- Home & Contents Insurance Comparison Comparison service for home and contents insurance, including separate contents cover and combined home and contents policies. Managed in partnership with Compare the Market Pty Ltd. Target users are Australian homeowners and renters.
- Business Insurance Comparison Comparison service for business insurance including professional indemnity insurance and public liability insurance. Arranged through partner BizCover Pty Ltd. Target users are Australian small-business owners and self-employed professionals.
- Pet Insurance Promotional Offer Promotional offering of pet insurance products from partner brands RSPCA Pet Insurance and Guide Dogs Pet Insurance through Choosi's platform, with a one-month-free incentive for new policies. Target users are Australian pet owners.
Companies that use Choosi
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles2 records
Choosi technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Choosi partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core and minor.
- Hannover Life Re of Australasia LtdcoreHannover Life Re of Australasia Ltd (ABN 37 062 395 484; AFSL 530811) issues all funeral insurance, life insurance and income protection insurance products that Choosi arranges directly. This is a core distribution partnership where Hannover Re is the product issuer.
- Greenstone Financial Services Pty LtdcoreGreenstone Financial Services Pty Ltd (ABN 53 128 692 884; AFSL 343079) is the distributor of each life insurance, income protection insurance and funeral insurance policy on the Approved Product List. Choosi is a related company of Greenstone Financial Services.
- Compare the Market Pty LtdcoreCompare the Market Pty Ltd (ACN 117 323 378; AFSL 422926) hosts and manages home & contents and car insurance products available through Choosi. Choosi refers customers to Compare the Market for these products.
- BizCover Pty LtdcoreBizCover Pty Ltd (ABN 68 127 707 975; AFSL 501769) arranges business insurance products available through Choosi. Choosi refers customers to BizCover for business insurance.
- ItsMy Group Pty Ltd (ItsMy Health)coreChoosi has partnered with ItsMy Group Pty Ltd for the provision of health insurance advice. ItsMy Health maintains affiliations with health funds on the Choosi selection panel and receives commission from health funds upon customer enrolment.
- nib Health Funds LimitedminorSeniors Health Insurance, Real Health Insurance and nib health insurance are issued by nib Health Funds Limited (ABN 83 000 124 381). GFS is an authorised agent of nib and receives commission from nib.
- Australian SeniorsminorInsurance brand available for comparison on Choosi's Approved Product List (direct comparison).
- Australian UnityminorHealth insurance brand available for comparison on Choosi's Approved Product List.
- ahm (Australian Health Management)minorHealth insurance brand available for comparison on Choosi's Approved Product List.
- Guardian InsuranceminorInsurance brand available for comparison on Choosi's Approved Product List.
- HIF (Health Insurance Fund of Australia)minorHealth insurance brand available for comparison on Choosi's Approved Product List.
- Kogan Life InsuranceminorLife insurance brand available for comparison on Choosi's Approved Product List.
- Real InsuranceminorReal Insurance (life, income protection, funeral, health, home, car, pet, travel and landlords insurance) available for comparison on Choosi's Approved Product List.
- AIA AustraliaminorPartner referral for life insurance products. Available through Choosi's partner referral program for broader range of options.
- Budget DirectminorPartner referral for insurance products. Available through Choosi's partner referral program.
- ClearViewminorPartner referral for insurance products. Available through Choosi's partner referral program.
- MetLifeminorPartner referral for insurance products. Available through Choosi's partner referral program.
- ZurichminorPartner referral for insurance products. Available through Choosi's partner referral program.
- RSPCA Pet InsuranceminorRSPCA Pet Insurance products available through Choosi promotions (One Month Free offer).
- Guide Dogs Pet InsuranceminorGuide Dogs Pet Insurance products available through Choosi promotions (One Month Free offer).
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Choosi competitors and assessment
Company assessmentDirect peers
- Canstar: Australian financial product comparison and ratings business. Overlaps with Choosi on life and health insurance comparison and adds a ratings and research layer that Choosi lacks.
- iSelect: Long-standing Australian insurance and financial products comparison platform. Directly competes with Choosi across life, health, and general insurance categories with a similar comparison-and-referral model.
- Finder: Australian comparison and personal finance platform covering insurance, banking, energy, and telco. Competes with Choosi on life, health, and general insurance comparison, with a stronger content-and-affiliate orientation.
- Compare the Market (Australia): Direct Australian competitor in insurance comparison across car, home, and broader general insurance. Compare the Market is also a referral partner for Choosi in home & contents and car categories, making the relationship both competitive and collaborative.
Broad incumbents
- MoneySupermarket Group: UK-listed price comparison platform covering insurance, money, energy, and travel. Comparable as a large-scale incumbent in the comparison category with diversified revenue streams, useful for valuing a mature private-market comparison business.
Regional players
- Selectra: International comparison platform with an Australian presence focused on energy, telco, and insurance. Comparable in business model but with a different primary vertical mix.
- Compare the Market (UK): UK-based parent brand of Choosi's Australian car and home & contents partner. Operates a similar comparison model in a different geography; useful for benchmarking global comparison business economics and product expansion patterns.
Emerging players
- Bought By Many (Many Pets): Direct-to-consumer insurance brand that originated as a comparison-style aggregator for pet and other specialty insurance. Comparable as a digitally native, comparison-to-carrier evolution path that illustrates an exit trajectory for Choosi-style platforms.
- Life Insurance Direct: Australian specialist life insurance comparison site. Direct overlap with Choosi's core life insurance category; smaller and more niche, useful as a focused niche competitor reference.
Others
- Choosi's parent Greenstone Financial Services: Australian direct insurance distributor (Hannover Re products) and parent/related company of Choosi. Comparable because it distributes the same core life, income protection, and funeral insurance products but through a different distribution model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Choosi social profiles
Digital presenceChoosi compliance and trust
Trust signalCompliance6 records
Choosi financial estimates
Financial estimateRevenue estimate
Valuation estimate
Choosi leadership team
Management profileNumber of profiles
Choosi funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Choosi M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Choosi
What does Choosi do?
Choosi is a free Australian insurance comparison service that helps consumers compare, choose, and apply for insurance policies online or via phone. The platform aggregates offerings across life, income protection, funeral, health, car, home & contents, business, and pet insurance, drawing products from an Approved Product List of trusted Australian insurers. The company earns revenue through commissions and referral fees from insurers rather than charging customers, anchored by a "Choosi Price Guarantee" that ensures the same price as buying direct.
Is Choosi a public or private company?
Choosi is a private company. It is classified as corporate owned and is currently operating.
When was Choosi founded?
Choosi was founded in 2011. It employs 11 to 50 people.
Where is Choosi based?
Choosi is headquartered in Sydney, Australia, in the Oceania region.
How does Choosi make money?
Two revenue lines are on record. Commission from insurers are the primary driver. The others are referral fees from partners.
Who are Choosi's main competitors?
Direct peers on record are Canstar, iSelect, Finder and Compare the Market (Australia). MoneySupermarket Group is listed as a broad incumbent. Regional players are Selectra and Compare the Market (UK). Emerging players are Bought By Many (Many Pets) and Life Insurance Direct. Choosi's parent Greenstone Financial Services is listed as an others.
Does Choosi have an API?
No public API is recorded for Choosi.