Innovators drive additional value in health insurance

Sydney, 11 September, 2018 – Australia’s largest not-for-profit health fund is working with Australian start-up companies to develop innovative and affordable options that suit the needs of Australian families.

The launch of HCF’s My Family hospital and extras cover package signals an important change in the way health insurance is evolving to suit modern lifestyles and needs rather than as a safety net for ‘just in case’.

HCF has added a new home-grown innovation to its latest My Family package. Edwina Sharrock, founder of the start-up Birth Beat and HCF Catalyst program participant, worked with HCF following her participation in the fund’s mentoring program to give all My Family members reduced rate access to her online antenatal program.

Birth Beat provides parents with the option of taking childbirth education classes outside the hospital setting in the comfort of their homes. It is one example of how HCF is supporting emerging entrepreneurs to deliver better services and value to HCF members.

Edwina, who recently found success on the TV program Shark Tank, says HCF has helped more Australians access Birth Beat by offering it to their members.

“We launched Birth Beat in 2017 and it’s incredible to see that HCF has worked so closely with me in a short period of time to make this online program available to its members as part of the new package. I truly believe that antenatal services need to be elevated beyond the traditional hospital setting so everyone can access it at a time that suits them – regardless if you live in remote communities or work long hours in the city,” said Edwina.

Lorraine Thomas, General Manager – Strategy, Product and Innovation at HCF, believes Australians are looking for more choice when it comes to high quality health cover and at a more affordable price.

“We want to make it easier for our members to access innovative health services so they get more out of their health cover. Private health funds need to recognise that Australians want more than a safety net just in case something happens. Private cover has the potential to fill gaps in health service and provide ongoing health and wellbeing benefits to its members,” said Lorraine.

“Our aim is to partner with innovative service providers to deliver what our members are asking for.”

HCF’s My Family cover packages offer high quality, affordable options for Australia’s growing families. With no excess for accidents, no excess for kids, pregnancy cover and the added flexibility to use your individual extras limits across a range of services. My Family offers protection for the whole family.

In addition to access to Birth Beat, My Family members receive support from trained volunteer breastfeeding counsellors from the Australian Breastfeeding Association.

For more information about HCF’s My Family packages visit


Issued on behalf of HCF by Palin Communications. Media enquiries to:

  • Karina Durham
    (02) 9412 2255
    M: 0402 307 056
  • Rachel McWhinnie
    (02) 9412 2255
    M: 0490 778 725


    HCF, Australia’s largest not-for-profit health fund protecting people since 1932, covers around 1.5 million members with health and life insurance, community care, travel and pet insurance. On average over the last five years, HCF has paid out more cents in every dollar in premiums to members as benefits than the industry average. With over 35,000 specialists participating in its Medical Gap Cover Scheme and approximately 10,000 providers participating in its 100% back More for You programs, HCF gives members access to quality healthcare with no gaps or minimal costs compared to non-participating providers. To empower members to put their health first, HCF also offers a range of health and lifestyle services including its My Health Guardian health management program, mobile Victor Chang Heart Health Checks and My Global Specialist second opinion service. HCF’s national network of retail outlets and Australian-based call centres have earned multi-award winning status. HCF members also have access to low cost, high quality services at HCF Dental Centres. Having contributed $50 million to support the health services research funded by the HCF Research Foundation, HCF is devoted to investing in the future of Australia’s health. To learn more about HCF go to