The CHOICE story
CHOICE was founded in Australia in 1959 by Ruby Hutchison and Roland Thorp and is owned today by Not-for-profit, governed by its members (Australian Consumers' Association). It is one of 8 Tech & Subscriptions brands in this year's ranking, where it places #2.
Why people trust CHOICE
It is a non-profit with just over 203,000 members that buys most of the products it tests on the open market.
The watch-out
It has run deficits two years in a row (A$1.58M in FY2025 and A$2.68M in FY2024) while revenue grew only 1.4%.
Why CHOICE ranks #18
Consumer Trust & Sentiment, scored 92 out of 100.
Brand Recall, scored 72 out of 100.
The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. CHOICE scores 82.68 overall.
Pillar profile
Versus its nearest rivals
Questions people ask
What rank is CHOICE in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026?
CHOICE ranks #18 of 100 in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 82.68 out of 100.
Why is CHOICE trusted?
It is a non-profit with just over 203,000 members that buys most of the products it tests on the open market.
What is CHOICE's revenue?
A$24.2M total revenue (FY2025, year ended Jun 2025), of which A$19.1M was membership, as per company filings.
Who owns CHOICE?
CHOICE is owned by Not-for-profit, governed by its members (Australian Consumers' Association). It was founded in 1959 in Australia and is based in Marrickville, NSW, Australia.
What is CHOICE's biggest challenge?
It has run deficits two years in a row (A$1.58M in FY2025 and A$2.68M in FY2024) while revenue grew only 1.4%.
Key facts
| Brand | CHOICE |
|---|---|
| Company / owner | Not-for-profit, governed by its members (Australian Consumers' Association) |
| Headquarters | Marrickville, NSW, Australia |
| Founded | 1959 |
| Founder(s) | Ruby Hutchison and Roland Thorp |
| Latest revenue | A$24.2M total revenue (FY2025, year ended Jun 2025), of which A$19.1M was membership, as per company filings |
| Sector | Tech & Subscriptions |
| Country of origin | Australia |
Sources
- Financial accounts lodged with the regulator (ASIC or the New Zealand Companies Office) or published by the company
- Company website, official announcements and press releases
- Published interviews and statements by the founders and leadership
- WCRC Business Intelligence Unit research: consumer ratings and reviews, complaint records, search demand and social data