AMA Insurance & Financial Services

What AMA Insurance & Financial Services does

AMA Insurance & Financial Services (legal entity AMACIS Pty Ltd, trading as AMA Insurance Brokers) is an Australian insurance brokerage headquartered in Nedlands, Western Australia, operating as part of AMA Financial Services and within the Steadfast Group broker network. The firm specialises in insurance solutions for medical practitioners, dentists, and healthcare practice owners across Australia, offering a comprehensive product suite that includes medical and dental practice office insurance, medical indemnity insurance meeting Ahpra requirements, cyber liability, public liability, workers compensation, commercial property, and travel insurance (via a PassportCard referral partnership).

The business model is a standard insurance brokerage model: the firm earns commissions from underwriters for placing business, while its brokers are salaried employees (not commission-paid), which the company positions as a structural, conflict-of-interest differentiator. Profits are returned to benefit the medical profession rather than to broker-owners. Distribution is via direct client engagement (phone, email, free virtual consultations through Microsoft Outlook Office 365, in-person by appointment), online quote request forms, and referral pipelines from Australian Medical Association state branches (AMA-ACT, AMAVIC, AMA WA, AMA Tasmania) and the Australian Society of Anaesthetists. Underwriter partners include CGU, Chubb, QBE, Tego, Vero, Emergence, Zurich, DUAL Australia, and MDA. The parent entity, AMA Services (WA) Pty Ltd, also operates AMA Financial Planning as an Authorised Representative of Consultum Financial Advisers, extending the offering into wealth and income protection.

The firm holds ASIC AFSL 235312 and is a subscriber to the Insurance Brokers Code of Practice. It is privately held and operates with a small staff base (11-50 employees, with 11 named individuals observed). The customer base is heavily skewed toward Australian medical and dental practices, with documented long-tenure clients (up to 22 years) and named testimonials across healthcare and general business segments. Strategic activity has centred on partnership-driven product breadth (cyber audits via FocusNet Technology, travel via PassportCard) and governance certifications rather than technology-platform development or capital-raising events.

Name

AMA Insurance & Financial Services

Legal name

AMACIS Pty Ltd

Website

https://amainsurance.com.au

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

AMA Insurance & Financial Services is an Australian insurance brokerage headquartered in Nedlands, Western Australia, specialising in medical indemnity, practice office, cyber, public liability, and commercial insurance for medical, dental, and healthcare professionals across Australia.

Ownership category

akta.pro rank

Product category

Insurance Brokerage Services

NAICS

Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)

akta.pro secondary industry

Insurance Program Administration & MGA/MGU Services (FSAEADAK)

Keywords

• Insurance brokerage services
• Medical practice insurance
• Professional indemnity insurance
• Commercial insurance broking
• Cyber liability insurance

Headquarters

HQ city

Nedlands

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: As an insurance broker, AMA Insurance Brokers earns revenue through commissions paid by insurance underwriters and insurers for placing business. This is the standard broker remuneration model in Australia. Importantly, the company states that its brokers are salaried employees not paid commission, which they position as a client-alignment differentiator — however, the company itself receives commissions from insurers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

AMA Insurance Brokers operates as an insurance intermediary that places insurance coverage with multiple underwriters on behalf of medical practitioners, dental practices, healthcare businesses, and small business owners in Australia. The firm packages a suite of insurance products centred on Medical and Dental Practice Office Insurance, Medical Indemnity, Cyber Liability, Public Liability, Workers Compensation, Commercial Property, and Travel Insurance, supported by a salaried broker model, dedicated claims advocacy, and integration with the Steadfast broker network.

Product overview

AMA Insurance & Financial Services operates as an insurance broker specializing in medical, dental, and business insurance in Australia. The core offering consists of a portfolio of insurance products centered around Medical and Dental Practice Office Insurance and Medical Indemnity Insurance, supplemented by Cyber Liability Insurance, Public Liability Insurance, Workers Compensation, Commercial Property Insurance, and Travel Insurance (via PassportCard partnership). A key differentiator is the salaried broker model with no commission conflict of interest, and integration with AMA Financial Planning for Income Protection. The company also provides a Claims Advocacy Service as a supporting module to help clients navigate the claims process. AMA Insurance is part of the Steadfast Group broker network and leverages partnerships with multiple insurers including CGUI, Chubb, MDA, QBE, Tego, Vero, Emergence, and Zurich.

Differentiator

Problem solved

Functional benefit

Products and services

• Medical and Dental Practice Office Insurance Comprehensive insurance package tailored for Medical, Dental, and Health Practices, offering personalised coverage with unique benefits including minimal downtime, simplified claim procedures, and dedicated account managers. Designed for medical practitioners, dentists, and health practice owners operating private clinics.
• Medical Indemnity Insurance Professional indemnity and practice entity insurance for private medical and dental practices that meets Ahpra healthcare practitioner requirements. Coverage includes complaints, coronial inquiries, Medicare audits, and civil claims.
• Cyber Liability Insurance Insurance protection for businesses against online risks including computer hacking, ransomware, and data theft. Covers loss of revenue, ransom payments, data recovery, legal claims, and crisis management. Targeted at Australian businesses, particularly healthcare practices handling sensitive patient data.
• Public Liability Insurance Insurance protecting against claims for personal injury or property damage, covering legal defence costs and court orders. Positioned as essential for doctors who work as contractors or run their own practice.
• Workers Compensation Insurance Compulsory insurance for Australian employers covering employees who are injured at work or become sick due to work. Coverage includes wages, rehabilitation, and medication costs.
• Commercial Property Insurance Building insurance covering loss or damage to non-residential properties. Protects property assets, rental income, liability, and machinery breakdown for Australian business owners.
• Travel Insurance Business and personal travel insurance provided through partnership with PassportCard. Features instant payouts for common claims, 24/7 global assistance, and coverage for medical emergencies, dental, lost luggage, travel delays, and trip cancellation. Underwritten by Guild Insurance Limited.
• Income Protection Insurance Income protection coverage offered through AMA Financial Planning (a related entity of AMA Insurance Brokers) for financial security against loss of income due to illness or injury. Targeted at medical professionals and high-income individuals.
• Claims Advocacy Service Expert claims management service where brokers advocate on behalf of clients with insurance companies, manage claims from start to finish, and work to achieve the best possible outcomes on claims matters.

Quantifiable outcome

• Around three in five Australian companies experience a cyber security breach every month (referenced as market context for cyber insurance need)
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Steadfast GroupcoreChannel Partner/ Reseller/ DistributorAMA Insurance Broker is part of the Steadfast Group, Australasia's largest general insurance broker network. This partnership provides access to a wide range of insurance companies, exclusive policy options, and competitive pricing. Steadfast also provides claims support and network backing for clients when they need to make a claim.
• CGU (CGU Insurance)minorOthersInsurance partner insurer whose logo appears on the AMA Insurance Brokers website partner section.
• ChubbminorOthersInsurance partner insurer whose logo appears on the AMA Insurance Brokers website partner section.
• MDA (Medical Defence Association)minorOthersInsurance partner whose logo appears on the AMA Insurance Brokers website partner section. MDA likely refers to a medical indemnity underwriter.
• QBE InsuranceminorOthersInsurance partner insurer whose logo appears on the AMA Insurance Brokers website partner section.
• Tego InsuranceminorOthersInsurance partner whose logo appears on the AMA Insurance Brokers website partner section. Tego is a specialist medical and professional indemnity insurer.
• Vero Insurance (AAI/Suncorp)minorOthersInsurance partner insurer whose logo appears on the AMA Insurance Brokers website partner section.
• Emergence InsuranceminorOthersSpecialist cyber insurance provider. Emergence Insurance is featured as a partner and referenced in articles as a cyber insurance specialist provider.
• Zurich InsuranceminorOthersInsurance partner insurer whose logo appears on the AMA Insurance Brokers website partner section.
• DUAL AustraliaminorOthersSpecialty insurance underwriting agency partner whose logo appears on the AMA Insurance Brokers website partner section.
• FocusNet TechnologyminorStrategic or Co-development PartnerAMA Insurance Brokers has partnered with cybersecurity specialist FocusNet Technology to offer Cyber Audits and Cyber Awareness Training to clients. This is a strategic partnership to address the cyber risk educational needs of healthcare clients.
• Australian Medical Association (AMA) State BranchescoreGTM or Marketing PartnerAMA Insurance Brokers is part of AMA Financial Services, a suite of financial business solutions provided by the AMA. The firm maintains partnerships with AMA-ACT, AMA Victoria (AMAVIC), AMA Western Australia, and AMA Tasmania, as well as the Australian Society of Anaesthetists (ASA), for referral of members and endorsement.
• PassportCard (travel insurance)minorGTM or Marketing PartnerAMA Insurance Brokers refers clients to PassportCard, Australia's only travel insurance with instant payouts for approved claims. This is a referral partnership where AMA receives a commission of up to 20% on travel insurance policies sold through the referral. PassportCard is underwritten by Guild Insurance Limited.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Aon Australia: Global insurance broker with an Australian healthcare practice that advises medical professionals, hospitals, and health systems — a broader incumbent that competes for the same healthcare client segment but across a much wider portfolio.
• Arthur J. Gallagher & Co (Australia): Global insurance brokerage with an Australian healthcare and professional risks practice, competing for medical practice and healthcare professional clients — comparable business model to AMA Insurance but at much greater scale and broader portfolio.
• Marsh Australia: Global insurance and risk advisory firm with an Australian healthcare practice serving hospitals, clinicians, and medical groups — a broad incumbent competing for larger healthcare clients and complex medical professional engagements.

Emerging players

• Tego Insurance: Specialist medical and professional indemnity underwriter active in the Australian healthcare professional segment — overlaps with AMA's medical indemnity offering and is also listed as a partner insurer on the AMA Insurance website.
• BizCover: Australian digital-first commercial insurance platform targeting SMBs — overlaps with AMA Insurance's SME business insurance and commercial property lines and represents the digital broker disruption risk to traditional broker models.

Direct peers

• BMI Brokers: Australian mid-market insurance broker offering commercial and professional indemnity solutions to healthcare and professional services clients — comparable size, broker model, and target customer profile to AMA Insurance.
• MDA National: Medical defence organisation providing medical indemnity and practice insurance to Australian healthcare professionals — a direct competitor for AMA's medical indemnity and dental practice book of business.
• Medical Insurance Group Australia (MDA National): MIGA is a specialist medical defence organisation offering medical indemnity, practice, and professional insurance to Australian doctors and dentists — directly competing with AMA Insurance for the same medical professional client base with similar specialty indemnity products.
• Avant Insurance: Avant is Australia's largest medical defence organisation, providing medical indemnity insurance and practice-related cover to doctors, dentists, and allied health professionals — directly comparable to AMA Insurance's core medical indemnity and practice insurance offerings for the same healthcare vertical.
• Honan Insurance Group (Acrisure Australia): Specialty Australian insurance broker (now part of Acrisure) focused on professional and commercial lines including healthcare, with a similar consultative model and Steadfast-network membership — a direct comparable in size, model, and market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC0h63Y3scAzZgDPZ0djSLZg
• Facebookfacebook.com/amainsurancebroker
• LinkedInlinkedin.com/company/ama-insurancebrokers
• Xx.com/AMAInsuranceBro

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 AMA Insurance & Financial Services