Australia & New Zealand's Most Trusted D2C Brands 2026 › GMHBA
#62 of 100 – Insurance

GMHBA

Not-for-profit health fund open to anyone that sells cover under the GMHBA and Frank Health Insurance brands and insured 337,720 people at 30 June 2026 (the annual report does not say how members join, but shows A$16.9M of commission expense).

By Abhimanyu Ghosh, Chairman, WCRC, with the WCRC Business Intelligence Unit · November 2026

Consumer Trust 82/100
GMHBA ranked #62 in Australia & New Zealand's Most Trusted D2C Brands 2026 by WCRC
Trust Score74.72out of 100
ANZ D2C rank#62 of 100
HeadquartersGeelong, VIC, Australia
Founded1934
Latest revenueA$668.1M insurance revenue (FY2026, year ended 30 Jun 2026)
Trust pillar82/100

The GMHBA story

GMHBA was founded in Australia in 1934 and is owned today by Member-owned not-for-profit (GMHBA Ltd). It is one of 16 Insurance brands in this year's ranking, where it places #12.

Why people trust GMHBA

It describes itself as a member-owned, not-for-profit organisation that has served its community for more than 90 years.

The watch-out

Commission expense tripled to A$16.9M in FY2026 from A$5.6M, a year in which new membership policies grew 94%.

Why GMHBA ranks #62

Strongest of the four trust-led pillars

Consumer Trust & Sentiment, scored 82 out of 100.

Room to grow

Brand Recall, scored 62 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. GMHBA scores 74.72 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
82
Brand Recall (18%)
62
Brand Positioning (15%)
74
Brand Love (15%)
74
Product, Innovation & Delivery (10%)
76
Digital & Financial Soundness (6%)
72
Governance & ESG (4%)
80

Versus its nearest rivals

60DuskHome · 74.9261Sky New ZealandTech · 74.9262GMHBAInsurance · 74.7263WestfundInsurance · 74.2464Farmers PickFood · 74.24

Questions people ask

What rank is GMHBA in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026?

GMHBA ranks #62 of 100 in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 74.72 out of 100.

Why is GMHBA trusted?

It describes itself as a member-owned, not-for-profit organisation that has served its community for more than 90 years.

What is GMHBA's revenue?

A$668.1M insurance revenue (FY2026, year ended 30 Jun 2026), as per company filings.

Who owns GMHBA?

GMHBA is owned by Member-owned not-for-profit (GMHBA Ltd). It was founded in 1934 in Australia and is based in Geelong, VIC, Australia.

What is GMHBA's biggest challenge?

Commission expense tripled to A$16.9M in FY2026 from A$5.6M, a year in which new membership policies grew 94%.

Key facts

BrandGMHBA
Company / ownerMember-owned not-for-profit (GMHBA Ltd)
HeadquartersGeelong, VIC, Australia
Founded1934
Founder(s)Not listed in our verified sources
Latest revenueA$668.1M insurance revenue (FY2026, year ended 30 Jun 2026), as per company filings
SectorInsurance
Country of originAustralia

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
Want the full picture? For the detailed methodology, a brand's full assessment report, or the other factors behind a score, contact the WCRC Business Intelligence Unit at consulting@wcrcint.com.
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Disclaimer
  1. Who was considered. Only brands whose owners publish financial results, or that have publicly stated their own revenue, were considered. Brands that do not publish revenue have not been assessed or ranked. Not being on this list says nothing about a brand's quality.
  2. Eligibility. Ranked brands were founded in Australia or New Zealand, are controlled there today, and sell mainly direct to consumers: online, by app, by phone or mail order, or through their own stores under their own label. The rules are applied as of November 2026.
  3. Independent opinion. This ranking is WCRC's independent research and opinion, based on publicly available information as of November 2026. It is not an endorsement of any brand.
  4. Not advice. Nothing on this site is investment, financial, insurance, medical, legal or purchasing advice. Do not rely on it to make decisions of that kind.
  5. Scores. WCRC D2C Trust Scores are provisional assessments by the WCRC Business Intelligence Unit at the time of research. They are opinions, not measurements, and may be revised.
  6. Revenue and facts. Revenue is shown as lodged with the ASX or NZX, with ASIC or the New Zealand Companies Office, or published in company results, or, where marked, as stated by the company itself. Figures are in Australian or New Zealand dollars unless noted, and are not converted. Some figures are for a parent company segment, as noted. WCRC has not audited any figure. Facts are checked twice against public sources, but errors are possible.
  7. Trademarks. Brand names, logos and trademarks belong to their owners. Their use here is for identification only and does not imply any affiliation with or endorsement by WCRC.
  8. Use of the badge. Ranked brands may use the WCRC badge only as provided, linked to their page, and unaltered. Any other use of the WCRC name, badge or data needs WCRC's written permission.
  9. Rights and AI. © 2026 WCRC. All rights reserved. The WCRC D2C Trust Score and its methodology are proprietary. Copying, text and data mining, and use of this content to train artificial intelligence models are not permitted without written permission; WCRC expressly reserves these rights, including under Article 4 of EU Directive 2019/790.
  10. Corrections. To report an error or ask for a review, write to consulting@wcrcint.com. Corrections are made promptly.