New findings show an estimated 220,000 Australians intend to switch Private Health Insurance funds in the next 12 months.

Results from DBM Consultants Consumer Atlas, a survey of 62,400 Australians will be disconcerting for many Private Health insurance providers as they chase membership growth in a declining market.

Most at risk are the largest players; Medibank and Bupa, with Australian Unity, People Care, NIB, HIF and AHM also likely to see significant churn ahead.

Meanwhile, many of the smaller brands are less likely to see customers leave them, including; Health Partners, CBHS, HCF, HBF and GMHBA.

It’s no coincidence that switching intentions and low customer advocacy are linked with the largest players having the weakest Net Promoter Score (NPS)* while the smaller, more agile niche brands maintain a much stronger NPS.

As more Australians begin to question the value of Private Health Insurance, optimising retention strategies will play a critical role for providers. Private Health Insurance funds investing in value propositions and customer experiences that deepen and broaden relationships will be best placed to ride the storm and achieve their long-term financial goals.

*A score above 1 means that the health fund is receiving a higher level of members intending to switch than what it should be receiving based on its market share.

A score below 1 means that the health fund is receiving a lower level of members intending to switch than what it should be receiving based on its market share.

*Net Promoter Score (NPS) is a service mark of Bain and Company, Inc., Satmetrix Systems, Inc., and Mr Frederick Reichheld. Advocacy is measured on a scale of 0 to 10, with 0 being ‘not at all likely’ to recommend and 10 being ‘extremely likely’ to recommend. NPS is calculated by subtracting the percentage of ‘Detractors’ (score 0-6) from the percentage of Promoters’ (score 9-10).

For comments or more information please contact:
Simon Pomfret Senior Director



About DBM

DBM Consultants is an Australian market research company established in 1992.  It is a leading provider of research-based advice and engaged by many of Australia’s largest blue-chip corporations, some government departments and several global organisations.

About Consumer Atlas

Consumer Atlas is Australia’s largest on-going research program on how the nation does its banking and what customers think about the providers of financial services and the products they offer.  It is based on a nationwide representative sample of about 60,000 Australians.

April 21, 2022
SMEs and emissions reductions

A recent study of DBM Connect panelists reveals SME attitudes towards emissions, how their business is responding to the emissions challenge, and their expectations of suppliers and business partners.

Read More
March 7, 2022
International Women’s Day: Q&A with Kerry Sproston

We caught up with Head of DBM Social Research Kerry […]

Read More
February 4, 2022
Q&A: Celebrating 30 years of DBM Consultants

This year marks 30 years of DBM Consultants.

Read More
December 3, 2021
Financial uncertainty amid the pandemic fuels a rise in Buy Now, Pay Later services in Australia

By Tony Williams, Executive Director, DBM Consultants & Lucas Carreras, […]

Read More
November 17, 2021
DBM Star Profile: Logan Walsh

Media Products Manager Logan Walsh

Read More
September 30, 2021
STEPtember: 5 mins with Fiona Bridger

This STEPtember, we took five minutes to chat with one of our research assistants, Fiona Bridger who lives with cerebral palsy.

Read More
July 16, 2021
How to boost marketing ROI for financial services - FAST

DBM Managing Director Dhruba Gupta shares 2 fundamental things financial services marketers should know to boost marketing ROI.

Read More
May 17, 2021
Switching providers or sticking it out? Consumer trends since COVID19

With more people working from home since lockdown, expectations and attitudes relating to bill increases in utilities, telco and insurance have changed.

Read More
March 7, 2021
5 ways DBM is leading the charge for workplace gender equality

DBM Connect 2021 IWD Poll February-March 2021, sample size 1046.

Read More
January 27, 2021
5 minutes with Chris Riquier

Chris Riquier, CEO International of Illuminera, the parent company of […]

Read More
August 18, 2020
DBM researchers reveal links between advocacy and the predictability of future customer behaviour

Dhruba Gupta, Founder and Managing Director of DBM presented the […]

Read More
June 24, 2020
Signs of Opportunism Amongst First Home Buyers

The latest DBM Atlas data has revealed that renters are […]

Read More

Find Out More

Chat To Our Team
DBM logo_white