MSI Australia

What MSI Australia does

MSI Australia is Australia's only national accredited non-profit provider of abortion, contraception and vasectomy services, operating six accredited day-surgery clinics (Canberra, Sydney/Westmead, Brisbane, Richmond in Melbourne, St Kilda in Melbourne, and Perth) alongside a national telehealth service and a Mon–Fri 8am–7pm call centre (1300 003 707). The organisation is the Australian affiliate of MSI Reproductive Choices, a global non-profit operating in 37 countries, and was previously branded Marie Stopes Australia. Greg Johnson AM served as Managing Director from 2023 until his planned departure effective 28 November 2025.

The core technology and platform are built around a teleabortion service — Australia's longest-running since 2016 — that delivers remote medical-abortion consultations by phone for pregnancies up to 9 weeks, with medications dispatched by courier or available at pharmacy pickup. In-clinic services include medical abortion (one-stop: ultrasound, abortion medication, pain relief, STI screening in a single visit), surgical abortion up to 14–20 weeks depending on state, Long-Acting Reversible Contraception (IUDs, implants), vasectomy, tubal ligation, emergency contraception, and free counselling. Self-service digital tools include an online booking system with eligibility screening, a cost-estimate tool, and a gestation calculator.

Revenue combines per-procedure clinical fees (telehealth from A$303.50 with Health Care Card to A$527.40 non-Medicare; surgical from A$605 to A$1,531), Medicare bulk billing or private health insurance claim submission, upfront non-refundable booking fees, ACT Government fully funded services for ACT residents including temporary visa holders, and contracted public-hospital service delivery in Victoria (Eastern Health, Peninsula Health, Western Health) and partnerships in WA and QLD. A donor-funded Choice Fund subsidises care for financially disadvantaged patients. Customer base is overwhelmingly individual consumers (160,000+ annual calls, with ~75% seeking health information), supplemented by institutional contracts with state governments and public health services.

Name

MSI Australia

Legal name

MSI Reproductive Choices

Website

https://msiaustralia.org.au

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

51–100 employees

Short description

MSI Australia is Australia's only national accredited non-profit provider of abortion, contraception and vasectomy services, operating six clinics plus national telehealth as the Australian arm of global MSI Reproductive Choices, serving individual consumers and state-government health system partners.

Ownership category

akta.pro rank

Product category

Reproductive Healthcare Services

NAICS

Family Planning Centers (62141), Family Planning Centers (621410), Offices of Physicians (except Mental Health Specialists) (621111)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Health Services (8000)

akta.pro primary industry

Family Planning & Contraception (Including Abortion Care) (HLAKAJAG)

akta.pro secondary industries

Contraception & Family Planning Telehealth (birth control, counseling, follow-up) (HLALAHAB), Obstetrics & Gynecology (OB/GYN) Clinics (HLAFAJAA), Sexual & Reproductive Health (STI Care, Vulvovaginal Disorders) (HLAKAJAJ)

Keywords

• Reproductive health services
• Abortion care
• Contraception services
• Vasectomy procedures
• Telehealth abortion

Headquarters

HQ city

Canberra

HQ country

Australia

HQ region

Oceania

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Clinical procedure fees: Revenue from abortion procedures (surgical and medical), contraception services (IUD insertion, implant, injection), vasectomy, tubal ligation, and emergency contraception. Fees are charged per procedure with pricing varying by service type, gestation period, sedation options, and patient eligibility (Medicare, Health Care Card, private insurance, or self-pay).
2. Medicare and private health insurance rebates: Bulk billing or claim submission to Medicare for eligible patients. Most day surgeries submit claims directly to private health insurers on behalf of patients, with out-of-pocket costs paid by patients on the day.
3. Booking fees: Upfront non-refundable booking fees required to confirm appointments, covering administrative costs and clinical pre-assessment screenings.
4. ACT Government funded services: Fully funded abortion and contraception services for ACT residents including those on temporary visas, with costs covered by ACT Government funding.
5. Financial hardship support (Choice Fund): Donor-funded support for people experiencing financial barriers. Revenue is not generated but costs are subsidized through charitable donations to support equitable access.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels11 records

Core offering

MSI Australia is a non-profit healthcare provider that delivers specialised sexual and reproductive health services across Australia through six accredited day surgery clinics and a national telehealth service. Its core clinical offerings include surgical abortion (up to 14–20 weeks depending on state), medical abortion administered both in-clinic and via teleabortion for pregnancies up to nine weeks, contraception services including long-acting reversible contraception (IUDs and implants), vasectomy, tubal ligation, emergency contraception, and free counselling.

Product overview

MSI Australia operates as a non-profit healthcare provider offering a comprehensive suite of sexual and reproductive health services. The core service portfolio consists of three main abortion methods (Abortion by Telehealth, Medical Abortion in-clinic, and Surgical Abortion), complemented by contraception services (including LARC methods like IUDs and implants, vasectomy, tubal ligation, and emergency contraception), and counselling support. Additional offerings include a Choice Fund financial hardship program, an online cost estimation tool, and a gestation calculator. Services are delivered through six accredited clinic locations across Australia (Brisbane, Canberra, Perth, Richmond, St Kilda, and Westmead), with no referral required for most services.

Differentiator

Problem solved

Functional benefit

Products and services

• Abortion by Telehealth (Teleabortion) Medication-based abortion delivered remotely via phone consultation for pregnancies up to 9 weeks gestation. Patients receive e-scripts or medications delivered by courier or picked up from pharmacy, with no clinic visit required; consultations, pain and nausea medicines, and a urine pregnancy test are included.
• Medical Abortion (in-clinic) Medication-based abortion delivered at MSI clinics for pregnancies up to 9 weeks gestation, combining ultrasound, abortion medication, pain relief, and STI screening in a one-stop single visit.
• Surgical Abortion Day surgery surgical termination performed in MSI accredited day surgeries by specialist doctors, available at varying gestational limits across states up to 14 to 20 weeks, with sedation options and a one-stop service model including ultrasound and procedure.
• Contraception Services Comprehensive contraception services delivered at MSI clinics including fitting and removal of Long-Acting Reversible Contraception (LARC) such as hormonal and copper IUDs, contraceptive implants, and the contraceptive injection.
• Vasectomy Minimally invasive no-scalpel vasectomy procedures performed by specialist doctors at MSI clinics, with sedation options available.
• Tubal Ligation Permanent female sterilisation procedure available as a day surgery option at MSI clinics.
• Emergency Contraception Emergency contraception services including the emergency contraceptive pill (morning-after pill) and copper IUD emergency insertion for use after unprotected sex or contraceptive failure.
• Counselling Services Free counselling services for patients including pregnancy options counselling and support-based counselling, available before or after procedures.

Quantifiable outcome

• Risk of incomplete surgical abortion: 0.38% in 2024
• +4 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered core.

• Queensland GovernmentcoreStrategic or Co-development Partner · 30 November 2023Queensland Government introduced legislation allowing nurses and midwives to prescribe abortion pills, with MSI Australia committed to supporting and implementing these changes alongside the government to improve abortion access.
• Eastern HealthcoreStrategic or Co-development Partner · 29 November 2023Partnership with Eastern Health (Victorian public health service) to provide surgical termination services at Box Hill Hospital, expanding public access to abortion care in Victoria.
• Peninsula HealthcoreStrategic or Co-development Partner · 29 November 2023Victorian public health service partnering with MSI Australia to provide surgical abortion care, following expansion announced by Victorian Government.
• Western Health (Victoria)coreStrategic or Co-development Partner · 29 November 2023Victorian public health service partnering with MSI Australia to provide surgical abortion care as part of Victorian Government expansion of public abortion services.
• ACT GovernmentcoreStrategic or Co-development Partner · 20 April 2023ACT Government announced new funding for free access to MSI Australia services as part of becoming the first jurisdiction to provide universal abortion access.
• Public health services (WA, Qld, ACT)coreStrategic or Co-development PartnerMSI Australia contracts and partners with public health services in Western Australia, Queensland, and Australian Capital Territory to provide free access to abortion care for public patients. Each year supports hundreds of disadvantaged people in the community to gain access to care.
• ACT GovernmentcoreStrategic or Co-development PartnerACT Government provides full funding for abortion and contraception services for all ACT residents including those on temporary visas. MSI Australia delivers these publicly funded services as the contracted provider.
• MSI Reproductive ChoicescoreStrategic or Co-development PartnerMSI Australia is the Australian arm of MSI Reproductive Choices, a global non-profit organization operating in 37 countries. The global organization works to ensure contraception and safe abortion care is accessible to the over 200 million women who have an unmet need worldwide.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Hey Jane: US-based telehealth-first abortion provider operating in multiple states with a digital-only model. Comparable on teleabortion service line and target demographic; an emerging-player reference for what a digitally-native entrant could do if it entered the Australian market and pressured MSI's telehealth share.
• Centre Clinic / Northside Clinic (Melbourne): Melbourne-based clinics offering medical abortion, contraception and sexual health services with a focus on marginalized communities. Comparable on medical abortion service line and patient demographic; partial overlap with MSI's Richmond clinic and a smaller-scale competitor.

Direct peers

• Sexual Health Quarters (SHQ): Western Australia's primary non-profit sexual and reproductive health provider offering contraception, abortion referrals, vasectomy and STI services. Directly comparable to MSI in Perth on service scope, non-profit model and target patients; a primary competitor for MSI's Midland clinic.
• 1800 MyOptions: Victorian government-funded phone and web referral service that connects patients to abortion and contraception providers statewide. Acts as a competing/parallel patient-acquisition funnel for the same pool of Victorian patients that MSI serves; a key channel partner and indirect competitor.
• Family Planning Victoria (FPV): Victorian non-profit providing contraception, abortion, vasectomy and reproductive health education. Overlaps directly with MSI's Richmond and St Kilda clinics on contraception and medical abortion, and historically competed for Victorian public-health partnership contracts.
• Family Planning NSW (FPNSW): NSW-based non-profit reproductive and sexual health provider operating clinics in Sydney and across NSW. Comparable service portfolio (contraception, medical abortion, gynaecology, vasectomy referrals), non-profit structure and patient demographic; the most direct peer for MSI's Sydney Westmead clinic catchment.
• MSI Reproductive Choices (global parent): Global parent of MSI Australia, operating clinics in 37 countries. Direct operational peer on clinical protocols, branding, advocacy and service mix; relevant for benchmarking unit economics and expansion playbooks that MSI Australia can import.
• True Relationships & Reproductive Health (formerly Family Planning QLD): Queensland-based non-profit providing contraception, abortion, STI and reproductive health services across multiple clinics. Directly comparable to MSI Australia in service mix (contraception, medical/surgical abortion), non-profit status and target patient population; competes in the same Brisbane metro catchment.
• British Pregnancy Advisory Service (BPAS): UK-based non-profit providing abortion, contraception and reproductive health services nationally. Closest international analogue to MSI Australia in mission, funding mix (NHS contracts + private pay), service portfolio and teleabortion rollout — a strong benchmark for telehealth scale and public-sector contracting.

Broad incumbents

• Planned Parenthood Federation of America: US-based non-profit reproductive health provider with a much broader national footprint across abortion, contraception, STI testing and primary care. Comparable mission and service mix to MSI Australia but materially larger scale and broader scope; relevant as a strategic reference for advocacy, fundraising and integrated care models.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/australiamsi
• LinkedInlinkedin.com/company/msi-australia
• Instagraminstagram.com/msiaustralia_
• TikToktiktok.com/@msiaustralia

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 MSI Australia