MBS Insurance

What MBS Insurance does

MBS Insurance Co Pty Ltd is an Australian specialist life insurance advisory firm founded in 2006 and headquartered in North Sydney. The company provides tailored advice and distribution across personal and business risk insurance products, including Life Insurance, Total and Permanent Disablement (TPD), Trauma/Critical Illness, Income Protection, Group Life, Key Person and Business Buy/Sell cover, serving individual working Australians, business owners, and the clients of more than 100 accounting and wealth management partner firms. MBS is self-licensed under MBS Advice Licence Pty Ltd (AFSL 536983), operating as a Corporate Authorised Representative in Australia and extending into New Zealand via a 2023 joint venture with Collins SBA.

The business is built on a joint venture distribution model in which accounting and financial planning firms host MBS-branded or white-labelled insurance propositions as embedded internal divisions. This channel-partner approach is augmented by a referral network of lawyers, stockbrokers and general insurance brokers. Revenue is generated through commissions and fees on life insurance policies distributed under preferential pricing arrangements with major insurers including AIA, Zurich, TAL, MetLife, ClearView, Resolution Life, PPS, Neos and Acenda, with dedicated claims managers and underwriting support teams providing ongoing policy servicing. The core technology stack consists of a Salesforce CRM platform used to record client information and track workflow; there is no proprietary AI/ML underwriting or advice engine.

MBS operates from offices in North Sydney, Melbourne, Brisbane and West Perth, supported by a 50-member team of specialist risk insurance advisers, compliance managers, paraplanners, client services staff and portfolio managers. The firm is privately held by founders and partners with no disclosed external institutional investors, no public listing, and no funding rounds. Growth has been delivered through a combination of partner additions (Prime Advisory, Pitcher Partners, HLB Mann Judd, FMA Partners, Pharus Advisory, Nexia, Akambo, Alteris, Blackwood, Parker, Mercer Marsh Benefits and others) and acquisitions of Complete Risk Analysis (2019), the JBWere Life Insurance operation (2019) and Capital Partners' Perth risk business (2021).

Name

MBS Insurance

Legal name

MBS Insurance Co Pty Ltd

Website

https://mbsinsurance.com.au

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

51–100 employees

Short description

MBS Insurance is an Australian specialist life insurance advisory firm founded in 2006, distributing Life, TPD, Trauma, Income Protection and group risk products through joint venture and referral partnerships with 100+ accounting, financial planning and wealth management firms across Australia and New Zealand.

Ownership category

akta.pro rank

Headquarters

HQ city

North Sydney

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Life Insurance Advisory and Distribution: MBS Insurance generates revenue as one of the largest distributors of life insurance policies in the Australian IFA market. Revenue comes from commissions and fees for providing life insurance advice, portfolio management, and claims support services to individual and business clients referred through joint venture partners.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

MBS Insurance is a specialised life insurance-only advice business providing tailored insurance advice and ongoing portfolio management across personal insurance (Life, TPD, Trauma, Income Protection) and business insurance (Group Life, Key Person, Business Buy/Sell). The firm distributes these policies as one of the largest producers in the Australian IFA market, operating through formalised joint venture and referral arrangements with over 100 accounting and wealth management firms.

Product overview

MBS Insurance is a specialised life insurance-only advisory business providing tailored insurance advice across personal and business insurance products. The company operates as a unified advisory service (not a platform-plus-modules architecture) offering a portfolio of complementary insurance products including Life Insurance, TPD Insurance, Trauma Insurance, Income Protection Insurance, Group Life Insurance, Key Person Insurance, and Business Buy/Sell Insurance. These products are delivered through a network of more than 100 financial services partner firms including accounting firms, wealth management firms, and financial planning practices, with dedicated claims managers, underwriting support teams, and portfolio management services.

Differentiator

Problem solved

Functional benefit

Products and services

• Life Insurance

Quantifiable outcome

• Income Protection Insurance represents more than half of all claims since inception and over a quarter of all dollars received
• +3 more outcomes

Named customers12 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

Integration1 record

Feature2 records

Partnerships

34 partnerships are on record, tiered core and minor.

• Nexia SydneycoreStrategic or Co-development Partner · 1 January 2024Joint venture partner in 2024, part of the Nexia global accounting network.
• Blackwood AdvisorycoreStrategic or Co-development Partner · 1 January 2024Joint venture partner established in 2024.
• Parker FinancialcoreStrategic or Co-development Partner · 1 January 2024Joint venture partner since 2024.
• Mercer Marsh BenefitsminorStrategic or Co-development Partner · 1 January 2024Partnership formed in 2024 for employee benefits and group insurance solutions.
• Alteris Financial GroupcoreStrategic or Co-development Partner · 1 January 2023Joint venture partner since 2023.
• Collins SBAcoreStrategic or Co-development Partner · 1 January 2023New Zealand joint venture partner marking MBS Insurance's expansion across the Tasman in 2023.
• Boutique Advisers Private WealthcoreStrategic or Co-development Partner · 1 January 2023WA-based joint venture partner formed in 2023.
• Family Wealth AdvisorycoreStrategic or Co-development Partner · 1 January 2023Joint venture partner since 2023.
• Grange WealthcoreStrategic or Co-development Partner · 1 January 2022Joint venture partner since 2022.
• Akambo Financial GroupcoreStrategic or Co-development Partner · 1 January 2022Joint venture partner formed in 2022.
• HPH SolutionscoreStrategic or Co-development Partner · 1 January 2021Joint venture partner in WA, winner of the 2020 FPA Professional Practice of the Year Award.
• Scholten Collins McKissockcoreStrategic or Co-development Partner · 1 January 2021Joint venture partner established in 2021.
• Capital PartnerscoreStrategic or Co-development Partner · 1 January 2021Perth-based risk insurance business acquired by MBS Insurance WA in 2021.
• Statton Financial PlanningcoreStrategic or Co-development Partner · 1 January 2020Joint venture partner established as MBS Insurance expanded across the Nullarbor to Perth, Western Australia in 2020.
• Complete Risk Analysis (CRA)coreStrategic or Co-development Partner · 1 January 2019Melbourne-based Risk Insurance specialist firm acquired by MBS Insurance in 2019, strengthening presence in Victoria.
• DMG FinancialcoreStrategic or Co-development Partner · 1 January 2019Became a joint venture partner in 2019 alongside the JBWere Life Insurance operation acquisition.
• Prime AdvisorycoreStrategic or Co-development Partner · 1 January 2016Early joint venture partner from January 2016 when MBS Insurance embarked on a five-year plan to deliver an unrivalled proposition within the IFA market. Part of the foundational joint venture model development.
• Pitcher Partners SydneycoreStrategic or Co-development Partner · 1 January 2016Joint venture partner from January 2016 as part of the Life Insurance Framework reforms period when MBS Insurance established its joint venture model.
• FMA PartnerscoreStrategic or Co-development Partner · 1 January 2016Joint venture partner that built on the joint venture model established in 2016.
• Pharus Advisory GroupcoreStrategic or Co-development Partner · 1 January 2016Joint venture partner during the 2016-2018 expansion period.
• HLB Mann Judd (NSW)coreStrategic or Co-development Partner · 1 January 2016Joint venture partner accounting firm expanding MBS Insurance's presence in the accounting sector.
• Cardena Private WealthcoreStrategic or Co-development Partner · 1 January 2016Joint venture partner in the wealth management space during early expansion.
• MGI Accounting SydneycoreStrategic or Co-development Partner · 1 January 2016Joint venture partner accounting firm part of the MGI network.
• HK PartnerscoreStrategic or Co-development Partner · 1 January 2016Joint venture partner firm established during 2016-2018 period.
• Ecovis Clark JacobscoreStrategic or Co-development Partner · 1 January 2016Joint venture partner accounting firm under the Ecovis global network.
• AIAcoreGTM or Marketing PartnerInsurance provider partner. MBS Insurance is one of the largest distributors of life insurance with preferential underwriting arrangements with major insurers including AIA.
• ZurichcoreGTM or Marketing PartnerInsurance provider partner with exclusive pricing arrangements.
• TALcoreGTM or Marketing PartnerInsurance provider partner for life insurance products.
• MetLifecoreGTM or Marketing PartnerInsurance provider partner for life and related insurance products.
• ClearViewcoreGTM or Marketing PartnerInsurance provider partner with inbuilt policy arrangements.
• Resolution LifecoreGTM or Marketing PartnerInsurance provider partner for life insurance solutions.
• PPScoreGTM or Marketing PartnerInsurance provider partner in the network.
• NeoscoreGTM or Marketing PartnerInsurance provider partner.
• AcendacoreGTM or Marketing PartnerInsurance provider partner.

Scale indicators6 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Steadfast: Steadfast is an Australian and New Zealand network of insurance brokers and related businesses. It is comparable through its adviser and broker distribution network, although it is more heavily oriented toward general insurance.
• Aon: Aon Australia provides insurance brokerage, risk advice, and employee-benefits solutions, including group life and related cover. It is comparable in intermediary advice and distribution, though its scale and service scope extend well beyond life risk insurance.
• Howden: Howden is a global insurance intermediary with life, health, and specialist risk capabilities in Australia. It compares through insurance brokerage, advice, and adviser distribution, but operates a much broader global portfolio than MBS.
• ClearView: ClearView operates in Australian life insurance and financial services, including advice and wealth-related offerings. It serves overlapping life-insurance customers, but combines product provision and a broader financial-services portfolio.
• Marsh: Marsh Australia is an insurance broker and risk consultant serving corporate and professional-services clients. Its employee-benefits and risk-advisory capabilities overlap with MBS, while its core franchise is much broader across commercial insurance.
• Mercer: Mercer Australia provides employee-benefits consulting and group insurance solutions. It is relevant to MBS's group-life and business-protection activities, but primarily serves employers rather than individuals and advisers.

Emerging players

• Finder: Finder is an Australian consumer comparison marketplace that includes life insurance products and referrals. It overlaps in life-insurance customer acquisition and distribution, but does not provide MBS's full adviser, portfolio-management, and claims-service model.

Direct peers

• Life Insurance Comparison: Life Insurance Comparison is an Australian life-insurance comparison and referral service. It overlaps directly with MBS in life-insurance distribution and customer acquisition, but relies primarily on an online comparison model rather than a high-touch adviser and claims model.
• Insurance.com.au: Insurance.com.au is an Australian comparison and brokerage platform that distributes life and other personal insurance products to consumers. It competes for the same insurance customers, although through a more digital and self-service model.
• Insurance Advisernet: Insurance Advisernet is an Australian insurance-adviser network that gives financial professionals access to insurance products, support, and scale. Its adviser distribution model and life insurance focus closely resemble MBS's core business.

Market position

Strengths5 records

Weaknesses6 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/mbs-insurance-aus

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 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 MBS Insurance