RSL Victoria
RSL Victoria is a 1916-founded Australian charity providing free compensation advocacy, wellbeing support, and community programs to veterans and their families across Victoria through 263 Sub-Branches and Veterans & Family Wellbeing Hubs, funded by donations, membership fees, and government grants.
- Company typePrivate
- Founded1916
- HeadquartersMelbourne Street Station, Australia
- Headcount—
- GTM typeB2C
- OfferingServices
What RSL Victoria does
RSL Victoria (legally, Returned & Services League of Australia (Victorian Branch) Inc.) is a registered Australian charity founded in 1916, headquartered at ANZAC House on Collins Street in Melbourne, and the Victorian state branch of the federated Returned & Services League of Australia. The organization delivers veteran advocacy and welfare services to current and former Australian Defence Force members, their families, and the broader Victorian community, with a stated vision that "every veteran in Victoria is respected and supported, together with their families."
The operating model is a hub-and-spoke distribution network anchored by 263 Sub-Branches across Victoria, supplemented by five established Veterans & Family Wellbeing Hubs in Geelong, Frankston, Melbourne, Warrnambool, and Wodonga, with new hubs under development in Surf Coast/Geelong and Bendigo. Core service lines are Military Compensation Advocacy (free expert assistance with DVA claims, achieving $370M in compensation outcomes and an 890% success rate in 2023), Wellbeing Navigation and Support, the RSL Active physical and mental wellness program, and Community Development and Social Connections. Major annual events include the ANZAC Day Dawn Service at the Shrine of Remembrance (50,000+ attendees in 2026) and the Commemoration March.
Revenue is generated through four streams: annual fundraising appeals (ANZAC Appeal and Poppy Appeal totaling approximately $9.30M in 2023), membership subscriptions (typically $10 per year across Service, Affiliate, and Social categories), government grants from the Victorian Government and Victorian Veterans Council, and free professional advocacy services funded indirectly through donations. Distribution is delivered through Sub-Branches, Hubs, a 1800 MILVET hotline, and the rslvic.com.au website. The organization is currently undergoing a governance transformation, transitioning from an incorporated association to a company limited by guarantee following a 2025 independent review by Thoughtpost Governance.
RSL Victoria firmographics
Firmographics- Name
- RSL Victoria
- Legal name
- Returned & Services League of Australia (Victorian Branch) Inc.
- Website
- https://rslvic.com.au
- Company type
- Private
- Founded year
- 1916
- Operating status
- Operating
- Short description
- RSL Victoria is a 1916-founded Australian charity providing free compensation advocacy, wellbeing support, and community programs to veterans and their families across Victoria through 263 Sub-Branches and Veterans & Family Wellbeing Hubs, funded by donations, membership fees, and government grants.
- Ownership category
- akta.pro rank
RSL Victoria industry classification
Industry- Product category
- Veteran Support Services
- NAICS
- Emergency and Other Relief Services (624230), Business, Professional, Labor, Political, and Similar Organizations (8139), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)
- SIC
- Services-Social Services (8300), Services-Membership Organizations (8600)
- akta.pro primary industry
- Veterans Affairs & Military Family Services (BPAIAHAL)
- akta.pro secondary industries
- Veterans & Military Family Benefits Administration (BPAIAKAI), Financial Assistance & Benefits Navigation Services (BPAGAEAK)
Keywords
Where RSL Victoria is headquartered
LocationHeadquarters
- HQ city
- Melbourne Street Station
- HQ country
- Australia
- HQ region
- Oceania
Offices7 records
Markets served
RSL Victoria business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Donations and Fundraising Appeals: RSL Victoria raises funds through two major annual fundraising appeals: the ANZAC Appeal and the Poppy Appeal. In 2023, the ANZAC Appeal raised $5.40M and the Poppy Appeal raised $3.90M. Additional donations are sought throughout the year.
- Membership Fees: Annual membership fees, typically as low as $10 per year for most Sub-Branches. Currently serving ADF members receive complimentary first-year membership.
- Government Grants: RSL Victoria receives benevolent welfare funding from the Victorian Government and the Victorian Veterans Council. RSL Active is proudly supported by the Victorian State Government.
- Compensation Advocacy Services: Free expert advocacy services to help veterans submit DVA claims. In 2023, achieved over $370M in compensation for veterans with an 890% success rate in claims.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Basic annual membership with full access to Sub-Branch services |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels10 records
RSL Victoria product offering
Product offeringCore offering
RSL Victoria is a member-based veteran support charity that provides free military compensation advocacy with the Department of Veterans Affairs (DVA), wellbeing navigation and support services, community and social connection programs (including RSL Active), and commemorative services to past and present Australian Defence Force members and their families across Victoria. Services are delivered through a network of 263 Sub-Branches, five established Veterans & Family Wellbeing Hubs, and a state-wide phone/online support line, funded primarily through donations, the ANZAC and Poppy Appeals, membership fees, and government grants.
Product overview
RSL Victoria is a veteran support organization providing a comprehensive suite of services through a hub-and-spoke model. The core offerings include Military Compensation Advocacy (helping veterans navigate DVA claims), Community Development and Social Connections programs, and the RSL Active wellness initiative. These services are delivered through Veterans & Families Hubs located across Victoria (Geelong, Frankston, Melbourne, Warrnambool, Wodonga) and a network of 263 Sub-Branches. The organization also conducts annual ANZAC Day commemorations (Dawn Service, March, Wreath Laying) and runs major fundraising campaigns (ANZAC Appeal, Poppy Appeal). Supplementary offerings include membership programs with tiered categories (Service, Affiliate, Social), educational initiatives like Postcards of Honour, and publications including the MUFTI magazine and podcast series.
Differentiator
Problem solved
Functional benefit
Brands
- RSL Active: A program from RSL Victoria designed to support the physical health and wellbeing of veterans and their families through wide range of programs and activities including social networks, physical fitness, and mental health support.
- Military Compensation Advocacy
- Wellbeing Navigation and Support
- Veterans & Families Hubs
Products and services
- Military Compensation Advocacy Free expert advocacy service helping veterans and their families navigate the process of filing claims and appeals with the Department of Veterans Affairs (DVA) for injuries or health-related conditions sustained during service. Achieved over $370M in compensation with an 890% success rate in 2023.
- Wellbeing Navigation and Support Personalized assistance helping veterans and their families access health, wellbeing, advocacy, financial, housing, and educational services through Veteran and Family Wellbeing Hubs.
- RSL Active Wellbeing program supporting physical health and social connection of veterans and families through activities including fitness classes, cycling groups, yoga, boxing, golf, art lessons, walking groups, and social events across Victoria. Proudly supported by the Victorian State Government.
- Community Development and Social Connections Community development initiatives providing safe spaces, social activities, educational programs, and support groups that foster mateship, belonging, and meaningful connections among veterans and their families.
- Veterans & Families Hubs Physical hub locations across Victoria (Geelong, Frankston, Melbourne, Warrnambool, Wodonga, plus new Surf Coast/Geelong hub under construction) offering wellbeing support, advocacy, employment and housing advice, social connection, and physical and mental health services.
- RSL Membership Membership program with three categories — Service (for ADF members, complimentary first year), Affiliate (for relatives and emergency services), and Social (for community supporters) — including access to RSL Rewards loyalty program and Sub-Branch services. Annual fees as low as $10.
- ANZAC Appeal and Poppy Appeal Two major annual fundraising campaigns engaging the Victorian community to raise funds for tailored veteran support services. In 2023, ANZAC Appeal raised $5.40M and Poppy Appeal raised $3.90M.
- ANZAC Day Commemorations (Melbourne) Annual ANZAC Day events including Dawn Service, Commemoration March, and Wreath Laying Ceremony at the Shrine of Remembrance in Melbourne, with livestreaming options for remote participation. Over 50,000 attendees at 2026 Dawn Service.
- Postcards of Honour Creative learning and commemoration activity delivered in partnership with RSL Education, connecting school students across Victoria with Australia's military history through creating postcards to acknowledge veterans' service and sacrifice.
Quantifiable outcome
- 890% success rate in compensation advocacy claims
- +3 more outcomes
Companies that use RSL Victoria
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles3 records
RSL Victoria technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
RSL Victoria partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor, flagship and core.
- Pegasus Leisure Group (Melbourne Racing Club)minorBentleigh RSL Sub-Branch entered into an agreement with Pegasus Leisure Group (PLG), the hospitality and leisure operating entity of the Melbourne Racing Club, for the Cheltenham site. This represents a commercial partnership for hospitality operations.
- AFL (Australian Football League)flagshipRSL Victoria has a long-standing partnership with the AFL for ANZAC Appeal Round. The 2026 AFL ANZAC Appeal Round is described as the biggest in the 31-year history of the partnership. AFL stars like Isaac Quaynor and Jye Caldwell participate in appeal launches, and the partnership drives national support for veterans.
- WoolworthscoreNational partnership for ANZAC Appeal fundraising. Woolworths stores across Victoria and nationally support the appeal, with store managers like Navy veteran Allison Stone actively involved in raising funds to help veterans in need.
- RACV (Royal Automobile Club of Victoria)coreFor over a century, RACV has provided transport for veterans with mobility challenges to participate in the Melbourne ANZAC Day March. Services include transportation from home address to march route and viewing areas, with personalized assistance for veterans unable to march.
- Victorian State GovernmentcoreRSL Active is proudly supported by the Victorian State Government. The organization also acknowledges benevolent welfare funding provided by the Victorian Government and the Victorian Veterans Council for veteran support programs.
- Travellers AidminorProvides free shuttle bus service for mobility assistance between Anzac Station and the Shrine grounds on ANZAC Day morning, from 4:30am, supporting accessibility for the Dawn Service.
- RSL EducationminorPartnership for Postcards of Honour program. RSL Education provides free, curriculum-aligned resources to support learning about ANZAC Day, Remembrance Day, and Australia's military history. The program connects students across Victoria with veterans' legacy.
Scale indicators10 records
Recent moves11 records
Expansion highlights5 records
RSL Victoria competitors and assessment
Company assessmentDirect peers
- Vietnam Veterans Association of Australia: National advocacy organization for Vietnam veterans offering welfare support, claims assistance, and commemoration services. Comparable member-based advocacy structure serving a specific veteran cohort.
- Legacy Australia: Major Australian charity supporting the families of deceased and incapacitated veterans through advocacy, pensions assistance, and welfare services. Operates a comparable Sub-Branch-equivalent club network across Australia and competes for the same veteran family donor base.
- Mates4Mates: Veteran-focused charity delivering physical rehabilitation, mental health, and social connection services across multiple Australian states. Highly comparable to RSL Victoria's RSL Active and Veterans & Families Hub offerings.
- RSL NSW: NSW state branch of the same Returned & Services League federation, delivering essentially identical veteran advocacy, sub-branch network, commemoration, and wellbeing services to a parallel state-level membership. Most directly comparable peer given shared national charter, scale, and service mix.
- Defence Force Welfare Association: Member-based association advocating for serving and ex-serving ADF personnel and their families on welfare, compensation, and condition-of-service issues. Closely comparable to RSL Victoria's Military Compensation Advocacy and membership model.
- RSL Queensland: Queensland state branch of the RSL federation, operating Sub-Branches, advocacy, and veteran wellbeing services under the same national RSL charter. Directly comparable in service model, member structure, and fundraising approach.
- Soldier On: Australian veteran support charity focused on physical and mental health recovery, employment, and wellbeing programs for current and former ADF members. Overlaps directly with RSL Victoria's RSL Active and Wellbeing Navigation service lines.
Broad incumbents
- Department of Veterans' Affairs (Australia): Australian Government department administering veteran pensions, compensation, and welfare programs. The primary counterparty that RSL Victoria's Military Compensation Advocacy service interacts with when filing DVA claims, and a structural incumbent in the broader veteran welfare ecosystem.
- Open Arms (Veterans and Veterans Families Counselling Service): Australian Government-funded counselling and mental health service for veterans and their families. Operates as the dominant public-sector incumbent in the same wellbeing and mental-health domain RSL Victoria addresses through its Wellbeing Navigation and RSL Active programs.
Emerging players
- Bravery Trust: Smaller Australian veteran charity providing financial counselling, grants, and emergency relief to veterans in crisis. Emerging player with partial overlap to RSL Victoria's financial assistance grants and emergency support services.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
RSL Victoria social profiles
Digital presenceRSL Victoria compliance and trust
Trust signalCompliance2 records
RSL Victoria financial estimates
Financial estimateRevenue estimate
Valuation estimate
RSL Victoria leadership team
Management profileNumber of profiles
Profiles14 records
RSL Victoria subsidiaries and ownership
Company hierarchySubsidiaries1 record
RSL Victoria funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RSL Victoria M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about RSL Victoria
What does RSL Victoria do?
RSL Victoria is a member-based veteran support charity that provides free military compensation advocacy with the Department of Veterans Affairs (DVA), wellbeing navigation and support services, community and social connection programs (including RSL Active), and commemorative services to past and present Australian Defence Force members and their families across Victoria. Services are delivered through a network of 263 Sub-Branches, five established Veterans & Family Wellbeing Hubs, and a state-wide phone/online support line, funded primarily through donations, the ANZAC and Poppy Appeals, membership fees, and government grants.
Is RSL Victoria a public or private company?
RSL Victoria is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was RSL Victoria founded?
RSL Victoria was founded in 1916.
Where is RSL Victoria based?
RSL Victoria is headquartered in Melbourne Street Station, Australia, in the Oceania region.
How does RSL Victoria make money?
Four revenue lines are on record. Donations and Fundraising Appeals are the primary driver. The others are membership Fees, government Grants and compensation Advocacy Services.
Who are RSL Victoria's main competitors?
Direct peers on record are Vietnam Veterans Association of Australia, Legacy Australia, Mates4Mates, RSL NSW, Defence Force Welfare Association, RSL Queensland and Soldier On. Broad incumbents are Department of Veterans' Affairs (Australia) and Open Arms (Veterans and Veterans Families Counselling Service). Bravery Trust is listed as an emerging player.
Does RSL Victoria have an API?
No public API is recorded for RSL Victoria.
What industry is RSL Victoria in?
RSL Victoria's product category is Veteran Support Services. Its primary akta.pro industry code is BPAIAHAL, Veterans Affairs & Military Family Services, with a secondary code of BPAIAKAI, Veterans & Military Family Benefits Administration. Its NAICS code is 624230 and its SIC code is 8300.