Medibank aims to double its health and wellbeing engagement to 10 million Australians by 2030. The company plans to grow its policyholder market share to at least 26.8 per cent by the financial year 2030. This ambition aligns with Medibank’s broader vision to create the best health and wellbeing outcomes for Australia, focusing on prevention, personalised care, and digital innovation.
Shift in Healthcare Approach
Medibank CEO David Koczkar emphasised the urgent need for meaningful transformation in Australia’s healthcare system. He stated that the system must shift from treatment to prevention, hospital to community care, analogue to digital, and generic to personalised care. These four shifts are critical to sustaining high-quality health outcomes and managing increasing community needs. Medibank has already invested over $300 million in the last decade to evolve as a health company, driving this health transition.
Medibank CEO David Koczkar
Milestones and Strategic Focus
The company outlined clear milestones to achieve its ambitious growth strategy. Medibank is expanding digital-led wellbeing programs that support prevention and building momentum in mental health through strategic partnerships. It aims to deliver personalised, preventative care models by leveraging innovation and targeted investment. Medibank also plans to expand access beyond traditional care through virtual and home-based healthcare models, easing pressure on public hospitals.
Engaging Customers in Wellbeing
Medibank’s Live Better rewards program encourages healthier habits by offering challenges and rewards up to $400 annually for individual customers and up to $700 for corporate clients in the 2025 financial year. The Members’ Choice Advantage network provides better value and cost transparency across dental, physiotherapy, optical, chiropractic, podiatry, acupuncture, and remedial massage services, reducing out-of-pocket expenses.
Medibank’s Live Better offers rewards up to $400 annually
Partnership with League to Enhance Digital Experience
Medibank recently announced a strategic three-year partnership with League, a global healthcare consumer experience platform. This collaboration will integrate League’s data and AI-driven technology into Medibank’s digital capabilities. The partnership aims to deliver a personalised and seamless healthcare experience for Medibank’s 4.2 million customers as part of the vision to engage 10 million people in health and wellbeing by 2030.
Rob Deeming, Medibank’s Group Lead Digital & Ventures, highlighted that the goal is to better connect health services with health insurance membership. League’s platform will support corporate digital health and wellbeing solutions and will integrate into the My Medibank app early next year. The partnership with League represents a significant step in enhancing access, choice, and control for customers.
Market Opportunity and Growth Projections
The total market segment size for wellbeing reached $113 billion in FY25, divided among everyday wellbeing, corporate health, and financial wellbeing. Growing prevalence of chronic conditions, workplace health solutions, and customer demand for convenience drive this expansion. Medibank expects everyday wellbeing segment growth to expand from $1.6 billion in FY25 to $2.4 billion by FY30, reflecting an 8 per cent compound annual growth rate.
In primary care, Medibank’s enrolments in clinician-led preventive programs and digital prevention programs are projected to grow from about 3.2 million in FY25 to approximately 10 million by FY30. Virtual consultations are set to increase from 16,000 in FY23 to a projected 283,000 in FY25, demonstrating the company’s commitment to scaling virtual health interactions.
Medibank’s Health Engagement Target
Financial and Customer Impact
Medibank reported an underlying net profit after tax of $618.7 million in FY25, up 8.5 per cent from the previous year. It returned over $1.7 billion in value to customers and increased dividends by 8.4 per cent. The company has saved customers more than $25 million in out-of-pocket costs through its Members’ Choice Advantage network, with average savings of $2,250 per customer in no-gap joint replacement programs.
More than $32.8 million in rewards has been claimed by customers through the Live Better program. Virtual health interactions with Medibank reached 326,000 in FY25, reflecting the growing use of digital health services available to its customers.
Medibank’s financial highlights
Commitment to Mental Health and Innovation
Medibank committed an additional $50 million to mental health over the next five years. It is developing new low-intensity mental health programs and exploring new channels to enhance access. The company continues to innovate in health and wellbeing by delivering personalised services aimed at diverse customer needs.
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Conclusion
Medibank’s vision to double health engagement by 2030 reflects its commitment to transforming healthcare for Australians. The company is focusing on prevention, digital innovation, and personalised care to keep pace with growing community health demands. Through strategic partnerships, investment in virtual care, and customer-centric programs, Medibank aims to help Australians live healthier lives while delivering value to its shareholders.
This comprehensive plan positions Medibank not just as a health insurer but as a health company driving the future of healthcare in Australia. The goal to actively engage 10 million people in health and wellbeing demonstrates its leading role in shaping sustainable health outcomes for the nation.
