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

HBF

Not-for-profit health insurer with about 1.2 million members, most of them in Western Australia, where it runs its own branches.

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

Consumer Trust 88/100
HBF ranked #15 in Australia & New Zealand's Most Trusted D2C Brands 2026 by WCRC
Trust Score82.96out of 100
ANZ D2C rank#15 of 100
HeadquartersPerth, WA, Australia
Founded1941
Latest revenueA$2.33B group insurance revenue (FY2026, year ended Jun 2026)
Trust pillar88/100

The HBF story

HBF began in Perth in 1941 as the Metropolitan Hospitals Benefit Fund of Western Australia. It is a not-for-profit fund owned by its members. It is one of 16 Insurance brands in this year's ranking, where it places #4.

Why people trust HBF

It was founded in Perth in 1941, and it paid a record A$1.97B in claims to members in FY2026.

The watch-out

Its FY2026 profit of A$128.2M was slightly down on the year before and leaned on A$108.7M of investment income, and most of its members are in its home state.

Why HBF ranks #15

Strongest of the four trust-led pillars

Consumer Trust & Sentiment, scored 88 out of 100.

Room to grow

Brand Recall, scored 78 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. HBF scores 82.96 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
88
Brand Recall (18%)
78
Brand Positioning (15%)
82
Brand Love (15%)
82
Product, Innovation & Delivery (10%)
80
Digital & Financial Soundness (6%)
80
Governance & ESG (4%)
84

Versus its nearest rivals

13HCFInsurance · 83.1414Temple & WebsterHome · 82.9815HBFInsurance · 82.9616FMGInsurance · 82.7817Intrepid TravelMobility · 82.74

Questions people ask

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

HBF ranks #15 of 100 in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 82.96 out of 100.

Why is HBF trusted?

It was founded in Perth in 1941, and it paid a record A$1.97B in claims to members in FY2026.

What is HBF's revenue?

A$2.33B group insurance revenue (FY2026, year ended Jun 2026), as stated by the company.

Who owns HBF?

HBF is owned by Not-for-profit, member-based health fund (HBF Health Ltd). It was founded in 1941 in Australia and is based in Perth, WA, Australia.

What is HBF's biggest challenge?

Its FY2026 profit of A$128.2M was slightly down on the year before and leaned on A$108.7M of investment income, and most of its members are in its home state.

Key facts

BrandHBF
Company / ownerNot-for-profit, member-based health fund (HBF Health Ltd)
HeadquartersPerth, WA, Australia
Founded1941
Founder(s)Not listed in our verified sources
Latest revenueA$2.33B group insurance revenue (FY2026, year ended Jun 2026), as stated by the company
SectorInsurance
Country of originAustralia

Sources

  • Revenue figure published by the company in its own announcements
  • 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.
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  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.
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