Australian Medic Alert Foundation

What Australian Medic Alert Foundation does

Australian Medic Alert Foundation is an independent charitable not-for-profit organisation, founded in 1971 and domiciled in South Australia, that operates under licence from MedicAlert Foundation International. It provides medical identification jewellery combined with a 24/7 emergency response information service to Australian members with chronic medical conditions, severe allergies, dementia, and other conditions where the member may be unable to communicate during an emergency. The organisation protects 125,000+ Australians with engraved medical IDs in materials ranging from stainless steel and silicone (entry-level at $40) to 9ct gold (premium at $2,380-$4,340), and has expanded into connected hardware through a partnership with Tunstall Healthcare (Gem4 pendant and Gem5 smartwatch at $399 each).

The core technology stack centres on physical medical ID jewellery laser-engraved with clinical information, backed by a digital health-record platform accessible via QR code scan by first responders. The platform integrates with the Australian Government's My Health Record system and the NDIS to maintain automatically updated, clinically validated member records. Distribution runs through direct-to-consumer e-commerce on medicalert.org.au and a healthcare-professional referral channel using HealthLink eReferral, with referral partnerships extending to St John Ambulance Australia, WA Police (Safe & Found program), and Tunstall. Marketing is multi-channel, relying on member testimonials, content marketing, social media, and partnership endorsements.

The revenue model combines one-time product sales ($40-$4,340 jewellery, $399 personal alarms) with a recurring annual service fee starting at $62 per year (described as approximately $1 per week) that covers the 24/7 emergency response service, secure record storage, and QR code access. A $40 joining fee applies to new memberships, and donations supplement operating income. The organisation employs 11-50 staff, is governed by South Australian law, and is led by director Rodney Pearce with no disclosed institutional investment or parent-company ownership.

Name

Australian Medic Alert Foundation

Legal name

Australia MedicAlert Foundation

Website

https://medicalert.org.au

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

11–50 employees

Short description

Australian Medic Alert Foundation is an Australian not-for-profit, founded in 1971, that provides medical ID jewellery with 24/7 emergency response services and QR-code-enabled digital health records to 125,000+ members with chronic conditions, severe allergies, and dementia across Australia.

Ownership category

akta.pro rank

Product category

Medical Identification Services

NAICS

Health and Personal Care Retailers (456)

SIC

Surgical & Medical Instruments & Apparatus (3841), Services-Health Services (8000)

akta.pro primary industry

Wearable Medical Alert Devices (Pendants, Watches, Bands) (HSAHAHAI)

akta.pro secondary industry

Fall Detection, Safety & Emergency Response (PERS, Smart Home Health Sensors) (HLAHACAG)

Keywords

• Medical identification jewellery
• Emergency response service
• Health information service
• Medical alert jewellery
• Personal emergency alarms

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Medical ID Product Sales: One-time sales of medical ID jewellery products (bracelets, necklaces, dog tags) with prices ranging from $40 to $4,340 depending on materials (stainless steel, sterling silver, 9ct gold). Products are custom engraved for each member.
2. Annual Membership/Subscription Service: Recurring annual service fee (approximately $1 per week) that provides access to the 24/7 Emergency Response Information Service, secure online record storage, QR code service, and ongoing record management. New Annual Service starts at $62 per year plus joining fee.
3. Personal Alarms: Sale of personal alarm devices (Tunstall partnership) including Gem4 and Gem5 models at $399 each, plus annual service fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

The Australian Medic Alert Foundation sells customisable medical ID jewellery (bracelets, necklaces, dog tags, wristbands, silicone and fabric bands) combined with an annual subscription membership that provides a 24/7 emergency response information service and QR code-based access to clinically validated digital health records. Members' health information (conditions, allergies, medications, implants, advance care directives) is laser-engraved onto jewellery and digitally encoded, allowing first responders to retrieve vital medical details in emergencies.

Product overview

Australian Medic Alert Foundation offers a membership-based medical identification and emergency response service. The core product is customizable medical ID jewellery (bracelets, necklaces, dog tags, and wristbands) combined with a digital health record platform and 24/7 emergency response service. Members receive QR code-enabled medical IDs that first responders scan to access complete health records including conditions, allergies, medications, and emergency contacts. The portfolio includes budget options (silicone, fabric, stainless steel from $40), premium offerings (gold, rose gold from $300+), and add-on personal alarm devices through Tunstall partnership. Key products include Easy Flex Silicone Band (autism-friendly design), Fabric Sports Band (waterproof with Scotchguard protection), Classic Curb Chain jewellery, Ingot Necklace collection, and Tunstall personal alarms. All products require annual service membership providing secure online record storage, clinical validation, and 24/7 emergency information access.

Differentiator

Problem solved

Functional benefit

Products and services

• Medical ID Jewellery (Bracelets) Customizable medical alert bracelets in various materials including stainless steel, sterling silver, 9ct gold, silicone, fabric, and leather, with laser-engraved medical information for individuals with chronic conditions, allergies, or other medical risks.
• Medical ID Jewellery (Necklaces) Medical alert necklaces including pendant and dog tag styles with chain options in stainless steel, gold, and rose gold finishes, with custom engraving of medical information.
• Annual Membership Service Subscription-based service (from $62/year plus $40 joining fee) providing 24/7 emergency response information access, secure online health record storage, and QR code functionality for members.
• QR Code Service QR code technology co-designed with paramedics that provides first responders instant access to a member's complete digital health record via smartphone scan.
• Tunstall Personal Alarm - Gem4 Pendant Personal alarm pendant with emergency button that integrates with MedicAlert to provide first responders instant access to vital health information, priced at $399 plus annual service fee.
• Tunstall Personal Alarm - Gem5 Smart Watch Personal alarm smartwatch with emergency functionality that integrates with MedicAlert health information service, priced at $399 plus annual service fee.
• Easy Flex Silicone Band Comfort-focused silicone bracelet designed in consultation with Autism SA, featuring a square stainless steel medical ID attached to a smooth silicone band, available in multiple colours for individuals with sensory sensitivities.
• Fabric Sports Band Durable medical ID bracelet with non-allergenic stainless steel ID attached to a nylon fabric band protected with Scotchguard, featuring velcro closure for sporting and water activities.
• 9ct Gold Belcher Bracelet Premium medical ID bracelet in solid 9ct gold with belcher chain style, priced from $2,380 to $4,340, targeting luxury market segment.
• Personal Alarms (Health and Aged Care) Integrated personal alarm and medical ID offering combining Tunstall emergency response devices with MedicAlert's health information service, targeted at aged care, home care, and disability support contexts.

Quantifiable outcome

• 94% of respondents to a 2021 Swinburne University report stated that MedicAlert increases confidence that they'll receive correct treatment
• +1 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature6 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Tunstall HealthcarecoreStrategic or Co-development PartnerPartnership to combine MedicAlert medical ID services with Tunstall Personal Alarms. Customers can purchase Tunstall Gem4 and Gem5 personal alarm devices through MedicAlert, providing integrated emergency response that includes both alarm activation and instant access to vital health information.
• St John Ambulance AustraliacoreStrategic or Co-development PartnerPartnership with St John Ambulance Australia for referral of patients to MedicAlert services. Paramedics can access member health information through the 24/7 emergency response service when attending to MedicAlert members.
• HealthEdminorGTM or Marketing PartnerMarketing and educational partnership with HealthEd, an Australian healthcare education provider.
• WA PolicecoreStrategic or Co-development PartnerPartnership with Western Australia Police for the 'Safe & Found' program. Search and rescue teams can access member information and photos to assist in locating missing persons who are MedicAlert members.
• Autism SAminorStrategic or Co-development PartnerConsultation with Autism SA in the design of the Easy Flex Silicone Band, developed to be comfortable for people with sensory issues.
• National Disability Insurance Scheme (NDIS)coreTechnology or IntegrationIntegration with NDIS allows MedicAlert to seek and upload relevant disability and care information into member records, with member consent.
• My Health Record (Australian Government)coreTechnology or IntegrationIntegration with Australian Government's My Health Record system enables automatic updates to MedicAlert member records with health summaries from GPs and allied health professionals.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Tunstall Healthcare: Major PERS and connected health solutions provider; strategic partner of MedicAlert Australia for Tunstall Gem4/Gem5 personal alarms. Comparable as a PERS hardware/services provider with deeper aged care market presence.
• Medical Guardian: US PERS provider offering medical alert systems with 24/7 monitoring, including smartwatch-style devices. Adjacent to MedicAlert's Tunstall personal alarm offering, focused on senior care.
• Philips Lifeline: Established PERS service in North America/UK offering pendant fall detection and 24/7 monitoring. Comparable in the PERS and emergency response category, though with broader aging-in-place positioning.
• LifeStation: US-based medical alert system provider offering PERS devices with fall detection and 24/7 monitoring. Similar emergency response service model though focused on at-home elderly users.

Emerging players

• Road iD: US medical ID jewellery brand focused on active individuals, runners, and outdoor enthusiasts. Overlaps with MedicAlert's sports/fabric band segment and active lifestyle customer base.

Direct peers

• MedicAlert Foundation International: The US-based parent trademark owner of the MedicAlert global network. Operates the same medical ID jewellery + 24/7 emergency response model as the Australian foundation and is the direct licensor and closest functional peer.
• StickyJ Medical ID: Online retailer specialising in medical alert jewellery with custom engraving, serving customers with chronic conditions. Competes in the same engraved medical ID product category via e-commerce.
• American Medical ID: US-based medical ID jewellery retailer offering custom-engraved bracelets, necklaces, and dog tags for people with medical conditions. Direct competitor in the same product category with online D2C selling motion.
• ICE Medical ID: Medical ID jewellery retailer offering bracelets, necklaces, and USB-based medical alert devices for emergency responders. Closely comparable product offering with custom engraving and digital record storage.

Regional players

• MePACS Personal Alert System: Australian personal alert and PERS provider operating in the same Australian aged care market as MedicAlert's Tunstall partnership; comparable in personal alarm and 24/7 monitoring services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/medicalert_aust
• Facebookfacebook.com/australiamedicalertfoundation
• LinkedInlinkedin.com/company/australia-medicalert-foundation

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Australian Medic Alert Foundation