Municipal Association of Victoria

What Municipal Association of Victoria does

The Municipal Association of Victoria (MAV) is a membership association and the legislated peak body for local government in Victoria, Australia, founded in 1879 and incorporated under the Municipal Association Act 1907. The organization serves all 79 Victorian councils on a voluntary membership basis, collectively representing more than six million residents across metropolitan, regional, and rural areas. MAV operates as a not-for-profit entity and is headquartered in East Melbourne with 101-250 employees.

MAV's core service portfolio spans six pillars: Policy & Advocacy (representation across climate, emergency management, planning, housing, transport, public health, and infrastructure); Governance & Legislation (advice on the Local Government Act 2020, integrity, and council conduct); Sector Development (including the MAVlearn professional development platform delivering 150+ annual events); Insurance Services (not-for-profit Liability Mutual Insurance with up to $600m coverage, Commercial Crime Insurance, and Local Government Employees Health Plan, administered through MAV Insurance and the MAV Insurance Board); Procurement (panel arrangements across corporate services, fleet, ICT, and infrastructure through MAV Procurement); and MAVlab, an innovation lab focused on technology and AI adoption for local government.

Revenue is generated through subscription insurance premiums, procurement transaction fees, training and event fees, and partnership-funded programs. The go-to-market is direct-to-member, with services distributed exclusively through the membership model. Technology is operational rather than proprietary; the platform stack includes a members-only Extranet, SurveyMonkey-based consultant databases, and Yammer collaboration tools. MAVlab provides an innovation layer focused on sector-wide digital transformation rather than commercialized technology products. CEO Kelly Grigsby, appointed July 2023, leads the organization's current strategic plan, 'Shaping Our Future 2024-2027'.

Name

Municipal Association of Victoria

Legal name

Municipal Association of Victoria

Website

https://mav.asn.au

Company type

Private

Founded year

1879

Operating status

Operating

Headcount range

101–250 employees

Short description

The Municipal Association of Victoria is the legislated peak body and membership association for all 79 Victorian councils, providing policy advocacy, governance support, insurance, procurement, and professional development services on a not-for-profit basis.

Ownership category

akta.pro rank

Headquarters

HQ city

Melbourne

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, Others

Revenue model

1. Insurance Services: MAV Insurance provides insurance products to member councils including Liability Mutual Insurance (public liability and professional indemnity), Commercial Crime Insurance, and Local Government Employees Health Plan. Operating as not-for-profit, any excess revenue is kept in the fund to help keep premiums down.
2. Procurement Services: MAV Procurement leverages collective purchasing power of local government sector to help councils achieve greater value. Operates panel arrangements across corporate services, fleet/plant/equipment, ICT, and infrastructure. Revenue derived from facilitating procurement contracts.
3. Training and Events: MAV offers councillor professional development programs, procurement training, and hosts events including annual conference. Training delivered in partnership with Propello Procurement.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

MAV provides advocacy, policy development, governance and legislative advice, sector development, and professional development programs to its 79 Victorian council members. It also delivers not-for-profit insurance products (public liability, professional indemnity, commercial crime, and an employee health plan), operates collective procurement panels across corporate services, fleet, ICT, and infrastructure, and runs MAVlab, an innovation lab focused on AI and digital transformation for local government.

Product overview

The Municipal Association of Victoria (MAV) operates as a membership association and legislated peak body for Victoria's 79 local councils. The organization provides a comprehensive suite of services organized around six core pillars: Policy & Advocacy (including climate, emergency management, planning, health, housing, and transport advocacy); Governance & Legislation (supporting council governance and integrity); Sector Development (councillor training and capacity building); Insurance Services (not-for-profit Liability Mutual Insurance, Commercial Crime Insurance, Local Government Employees Health Plan, and Community Group Insurance support); MAV Procurement (collaborative panel arrangements for councils); and MAVlab (innovation lab focused on technology and AI adoption). The organization also manages the MAV Extranet portal for members, delivers 150+ annual events through MAVlearn, and coordinates advisory committees and working groups. MAVlab drives digital transformation and AI innovation initiatives across the local government sector, while the Housing Innovation Program provides evidence-based housing delivery solutions.

Differentiator

Problem solved

Functional benefit

Brands

• MAVlab: Innovation lab working collaboratively with Victorian local governments to prepare for and respond to increasingly complex challenges facing communities.
• MAV Insurance
• MAV Procurement
• MAV Advisory Panels

Products and services

• MAVlab Innovation Lab An innovation lab working collaboratively with 79 Victorian local governments to prepare for and respond to complex challenges. Includes programs on futures of local government, active democracy and engagement, risk infrastructure and resilience, and service innovation and technology including AI.
• Policy & Advocacy Services Initiates policy development and advice to councils and advocates local government interests across climate change, emergency management, planning, public health, social housing, transport, and infrastructure.
• Governance & Legislation Services Supports development, adoption and implementation of high-quality governance processes, protocols, conduct and relationships. Includes advice on Local Government Act 2020, council integrity, and disinformation management.
• Sector Development Provides support services, programs and initiatives to help Victorian councils improve capability, collaboration and performance. Includes councillor development programs and smart councils initiatives.
• Liability Mutual Insurance A not-for-profit public liability and professional indemnity insurance scheme for the local government sector providing coverage up to $600m. Includes risk management services, claims support, and legal advice.
• Commercial Crime Insurance Provides insurance for fraud coverage to councils and public authorities against losses from fraudulent or dishonest acts, including theft, forgery, computer fraud, and counterfeiting. Policy issued by Chubb Insurance Australia Limited and managed with Jardine Lloyd Thompson.
• Local Government Employees Health Plan A health insurance program designed for local government and water industry employees that reimburses hospital excess payments up to $500 per admission. Developed in partnership with Choosewell Corporate and not-for-profit health insurer GMHBA.
• Community Group Insurance MAV supports Local Community Insurance Services (LCIS) to provide affordable insurance protection for not-for-profit clubs and community groups meeting eligibility criteria.
• MAV Procurement A not-for-profit procurement unit providing collaborative procurement solutions through panel arrangements across corporate services, fleet/plant/equipment, ICT, and infrastructure. Includes training and a resources hub.
• Events & Training Manages up to 150 events annually for councillors and council officers including workshops, conferences, webinars, and the Annual Conference. Includes the MAVlearn professional development platform with reset programs, coaching, the Company Directors Course, Local Leaders Series, and Mayors Institute.
• MAV Extranet Members-only portal providing access to policy resources, insurance documents, communications materials, and events gallery for MAV member councils.
• MAV Awards & Scholarships Recognition programs including the MAVlab Innovation Awards for local government innovation.
• MAV Committee & Working Group Networks Advisory committees and working groups addressing policy areas including emergency management, freight, human services, information governance, spatial reference, community care, early years, gambling prevention, and stormwater.
• Housing Innovation Program Partnership with City of Greater Dandenong providing tested, place-based housing solutions. Includes Housing Action Blueprint and Evidence Base reports with prototype designs for six council sites. Commissioned under the Commonwealth Housing Support Program.

Quantifiable outcome

• Coverage for claims up to $600m under public liability and professional indemnity policies
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

18 partnerships are on record, tiered core and major.

• Department of Education (Victoria)coreStrategic or Co-development Partner · 1 January 2024Partnership Agreement 2024-2027 between Department of Education and MAV covering collaboration on education-related initiatives and services.
• EPA VictoriamajorStrategic or Co-development Partner · 1 January 2021Memorandum of Understanding between EPA Victoria and MAV in relation to shared regulatory responsibilities (2021-2024).
• Victorian State GovernmentcoreStrategic or Co-development Partner · 1 January 2014Victorian state-local government agreement gives effect to the national intergovernmental agreement on cost shifting. Formally commits to principles and guidelines clarifying roles, responsibilities and financial arrangements between state and local government.
• Chubb Insurance Australia LimitedmajorTechnology or IntegrationFacilitates Commercial Crime Insurance for members via policy issued by Chubb Insurance, managed by MAV.
• Jardine Lloyd ThompsonmajorTechnology or IntegrationJLT Public Sector assists MAV in managing the Commercial Crime Insurance fund.
• Choosewell Corporate / GMHBAmajorStrategic or Co-development PartnerMAV Insurance developed the Local Government Employees Health Fund in partnership with Choosewell Corporate and not-for-profit health insurer GMHBA.
• Local Community Insurance Services (LCIS)majorChannel Partner/ Reseller/ DistributorLCIS is a separate entity from MAV Insurance that MAV supports to provide affordable insurance to not-for-profit community groups and clubs.
• Propello ProcurementcoreImplementation/ SI/ Consulting PartnerMAV training delivered in partnership with Propello Procurement, specialists in procurement capability development. Training is facilitated by experienced procurement practitioners with Local Government experience.
• University of MelbournemajorStrategic or Co-development PartnerIn 2024 MAV partnered with University of Melbourne and Melbourne Centre for Cities to co-design a pilot program for councillors and local government professionals on recognizing and managing disinformation.
• FinPromajorStrategic or Co-development PartnerMAV collaborated with FinPro on report analyzing Council Financial Plan data and future sustainability, including review of rate capping impact since 2016-17.
• Victorian Greenhouse AlliancesmajorStrategic or Co-development PartnerMAV works closely with Victorian Greenhouse Alliances on joint advocacy and projects related to climate change and environment.
• Association of Bayside Municipalities (ABM)majorStrategic or Co-development PartnerMAV hosts and supports ABM focused on achieving positive environmentally sustainable outcomes for Port Phillip Bay.
• Council Alliance for a Sustainable Built Environment (CASBE)majorStrategic or Co-development PartnerMAV hosts and supports CASBE focused on achieving positive environmentally sustainable outcomes in the built environment.
• Community Housing Industry Association (CHIA Vic)majorStrategic or Co-development PartnerMAV works with CHIA Vic to expedite resolution of housing policy issues and facilitate information sharing between councils.
• VicHealthmajorStrategic or Co-development PartnerMAV partnered with VicHealth to address barriers and encourage behavioural change to get people walking and bike riding in a safe and healthy way.
• Victorian Building AuthoritymajorStrategic or Co-development PartnerDeveloped guide on local government's role in building control in collaboration with VBA and Victorian Municipal Building Surveyors Group.
• Creative VictoriamajorStrategic or Co-development PartnerPartnership Agreement between Creative Victoria and MAV (2016-2020) covering arts and cultural collaboration.
• Homes VictoriamajorStrategic or Co-development PartnerMAV works with Homes Victoria on housing policy issues and facilitates information sharing between councils.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Local Government Mutual (LG Mutual): Mutual insurer for NSW/QLD councils providing liability and other coverage. Direct competitor to MAV Insurance in the council mutual insurance market.
• Local Government NSW: Peak body for NSW councils, structurally identical to MAV in mandate, advocacy, member services and insurance offerings. Direct state-level parallel.
• Local Government Association of Tasmania (LGAT): Tasmanian equivalent of MAV, providing unified advocacy, training and sector development for member councils. Smaller scale but directly analogous.
• Procurement Australia: National collaborative procurement organisation competing with MAV Procurement's panel arrangements in the local government and broader public sector space.
• Western Australian Local Government Association (WALGA): WA's local government association providing advocacy, procurement and sector development. Comparable in scale, membership model and service breadth to MAV.
• Local Government Association of South Australia: South Australian peak body for local government. Directly comparable in structure, membership model and service offerings.
• Local Government Association of Queensland (LGAQ): Queensland's peak council association offering advocacy, training and member services with a similar structure and value proposition to MAV.

Broad incumbents

• Australian Local Government Association (ALGA): National peak body for Australian local government. Operates one level above MAV, providing federal advocacy that complements state-level associations.
• National Association of Counties (NACo): US national association for county governments, providing advocacy, insurance and member services at greater scale. Useful international analogue for MAV's strategic trajectory.

Emerging players

• FinPro: Specialist financial advisory and analytics firm serving local government, collaborating with MAV on financial sustainability analysis. Adjacent rather than directly competitive.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/MAV_1879
• Facebookfacebook.com/VicCouncils
• LinkedInlinkedin.com/company/municipal-association-of-victoria

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 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 Municipal Association of Victoria