Hallmark Insurance
Summary
Hallmark Life Insurance is a specialist Australian life insurer focused on simple, direct-to-consumer protection products. Known for affordability and accessibility, Hallmark underwrites many large brands.
Company Overview
Hallmark Life Insurance holds a recognised place in Australia's insurance history, now operating under the stewardship of the St Andrew's Insurance Group to manage its portfolio of existing policies.
Previously associated with Latitude Financial Services, Hallmark Life Insurance Company Ltd became part of the independent, Australian-owned St Andrew's Insurance Group in May 2023. Regulated by APRA, this structure provides experienced oversight for policyholders. Hallmark Life built its reputation offering both life and general insurance solutions, historically providing products such as life cover, accident insurance, and income protection to Australian consumers.
While Hallmark Life no longer issues new Australian life insurance policies, its commitment remains focused on providing reliable service and support to its existing customers. Their dedicated team ensures continuity for those holding active Hallmark Life policies.
Key Information
History and Milestones
Hallmark - Company history and milestones
Hallmark Life Insurance Company Ltd has been a part of the Australian life insurance industry for decades, providing simple, direct-to-consumer life cover through well-known retail brands. While not a household name itself, Hallmark plays a key role in underwriting policies trusted by hundreds of thousands of Australians.
Key Milestones
- 1987 – Hallmark Life Insurance established Hallmark Life Insurance Company Ltd was incorporated and began offering life insurance products in Australia under its own licence.
- 2000s – Focus on direct-to-consumer life insurance Hallmark expanded its presence through strategic partnerships with retail insurance brands, offering life cover products via phone and online channels, without adviser involvement.
- 2010s – Underwriter for Real Insurance and related brands Hallmark became known as the insurer behind brands like Real Insurance, Seniors Life Insurance, and other lifestyle-based products offered under Greenstone Financial Services distribution.
- 2020 – Strengthening of direct retail insurance model Hallmark continued to invest in simplified underwriting processes and accessible cover, targeting Australians seeking fast, affordable protection without complex medical requirements.
- Present – One of Australia's most active underwriters in the direct life insurance space Today, Hallmark Life underwrites a large portion of Australia’s direct life insurance market, providing life, funeral, and accidental death cover to everyday Australians via trusted consumer-facing brands.
Key Strengths
Hallmark Life Insurance - Key Information
- Issuer:
- Hallmark Life Insurance Company Ltd (Administers existing policies)
- Note: Hallmark Life Insurance Company Ltd no longer issues new life insurance policies in Australia. It continues to administer policies issued previously, including those under former ownership by Latitude Financial Services.
- Current Ownership: Part of St Andrew's Insurance Group (since May 31, 2023)
- Established: Combined history of Hallmark/St Andrew's Group spans over 50 years.
- ABN: 87 008 446 884 (Hallmark Life Insurance Company Ltd)
- AFSL: 243469 (Hallmark Life Insurance Company Ltd)
- Authorised Representative: No – Hallmark Life operates under its own AFSL within the St Andrew's Group structure.
- Core Offering (Historical): Primarily focused on Consumer Credit Insurance (CCI) linked to loans/cards (e.g., involuntary unemployment, accident & sickness, life cover components) often via Latitude Financial Services, and standalone life/funeral/accident cover through partners like Let's Insure.No longer available for new sale.
- Payout Range: Varies significantly depending on the specific terms of the original legacy policy (e.g., tied to loan amounts for CCI, or specific sums insured for standalone products).
- Early Payout: Dependent on original policy terms; some historical products included benefits like Terminal Illness Payouts. Existing policyholders should consult their Product Disclosure Statement (PDS).
- Claims Process: Dedicated claims support managed by Hallmark Insurance / St Andrew's Group. Contact via phone or website for guidance. Australian-based support is provided.
- Customer Support: Available via phone (1800 800 230) and online via the Hallmark Insurance website for existing policyholders.
- Reputation: Historically known for providing insurance linked to consumer finance products and through specific partnerships. Now operates under the reputable, Australian-owned St Andrew's Insurance Group, focusing on fulfilling obligations to existing policyholders.
- Regulatory Oversight: Prudential supervision by the Australian Prudential Regulation Authority (APRA). Also regulated in New Zealand by the Reserve Bank of New Zealand (RBNZ).
Additional Operational Details
- Year Established: Over 50 years (Combined St Andrew's/Hallmark Group history)
- Distribution Channel:
- Historically: Through Latitude Financial Services (linked to loans/cards), partners (e.g., Let's Insure).
- Currently:Closed to new business. Focused solely on servicing existing policies.
- Types of Cover Offered (Historically):
- Life Cover (often as part of CCI or standalone)
- Accident & Sickness Cover / Income Protection components (often CCI)
- Involuntary Unemployment Cover (often CCI)
- Accidental Death Cover
- Note: These covers are NOT available for new purchase from Hallmark Life.
- Underwriter: Hallmark Life Insurance Company Ltd (AFSL 243469) administers existing policies.
- Application Process:Historically varied depending on the product and distribution channel (e.g., integrated with credit applications, via partner websites).N/A for new policies.
- Through a Financial Adviser: Not a primary historical channel; distribution was mainly direct or via partners.N/A currently.
- Support Services:
- Dedicated claims and customer service teams for existing policyholders.
- Contact via phone and website.
- Financial Strength: Regulated by APRA, ensuring adherence to strict prudential standards. Specific credit ratings for the group may be available via St Andrew's reporting.
- Headquarters: Perth, Western Australia (St Andrew's Insurance Group Head Office). Offices also in Melbourne and Sydney.
Awards and Recognition
Why Choose Hallmark Insurance
✓ Specialised in Direct Life Insurance
Hallmark focuses on underwriting policies that are easy to apply for, often requiring no medical exams, making life insurance more accessible for everyday Australians.
✓ Backed by established brands
Hallmark underwrites popular retail life insurance products offered through brands like Real Insurance, Australian Seniors, and Dignity — names trusted by thousands across the country.
✓ Fast and Flexible Application Process
Products underwritten by Hallmark are typically designed for quick application over the phone or online, with flexible cover options and simple eligibility criteria.
✓ Consistent Claims Support
Hallmark supports its partner brands with structured claims processes that prioritise fairness, efficiency, and customer care during challenging life events.
✓ APRA-Regulated and Locally Licensed
As a licensed Australian life insurer regulated by APRA and ASIC, Hallmark operates under strict financial and consumer protection standards.
✓ Focused on Affordability and Simplicity
Hallmark specialises in products that offer value for money, with affordable premiums and clear policy structures — ideal for customers who prefer a straightforward insurance experience.
Features and Benefits
No medical exams required
Most Hallmark-underwritten policies can be purchased without the need for medical examinations, making the application process faster and less invasive.
Flexible cover amounts
Cover levels typically range from $3,000 (for funeral cover) up to $1.5 million (for life insurance), giving customers the ability to tailor protection to their personal needs and budget.
Fast application process
Policies can often be applied for online or over the phone in under 15 minutes, with instant confirmation in many cases — no paperwork required.
Optional inflation protection
Some policies include the option to automatically increase cover each year to keep pace with inflation, helping preserve the real-world value of benefits over time.
Guaranteed renewable policies
Once approved, policies are guaranteed to renew each year as long as premiums are paid — even if your health changes.
Fixed premium options
Certain policies may offer level or capped premium structures, allowing customers to lock in costs or reduce the impact of rising premiums in later years.
Special Promotions & Discounts
Life Insurance Compare Australia
Hallmark does not currently have any special promotions with Life Insurance Compare, however you can use the comparison tool to compare Hallmark Life Insurance policies with other providers.
Pros and cons of Hallmark Insurance
Sustainability and Corporate Responsibility
Hallmark - Sustainability and Corporate Responsibility Overview
Hallmark Life Insurance plays a behind-the-scenes role in protecting Australian families through direct-to-consumer brands. While not a household name, Hallmark takes its responsibilities seriously — operating with a focus on long-term value, ethical governance, and responsible business conduct.
- Regulated and Responsible Insurer Hallmark Life Insurance is licensed by APRA and complies with ASIC’s consumer protection standards, ensuring all policies are managed with fairness, transparency, and financial accountability.
- Ethical Underwriting Practices Hallmark supports simplified insurance access while maintaining ethical underwriting guidelines that balance accessibility with sustainability across its risk portfolio.
- Data Security and Consumer Privacy As a digital-first underwriter, Hallmark prioritises secure data handling and strict privacy standards, ensuring customer information is protected in line with Australian regulatory frameworks.
- Community-Focused Distribution Partners Through brands like Real Insurance and Australian Seniors, Hallmark indirectly supports initiatives that promote financial literacy, wellbeing, and access to protection for underserved customer segments.
- Inclusive Access to Cover Hallmark’s underwriting model enables a wider range of Australians — including older customers and those with complex medical histories — to access life insurance without traditional barriers.
Hallmark Life Insurance’s commitment to responsible insurance practices ensures that trust, access, and long-term policyholder care remain central to its operations.
Claims Process
Notify the Insurance Brand
To begin, contact the brand through which you hold your policy (e.g. Real Insurance, Dignity, or Australian Seniors). They’ll provide initial support and forward your claim to Hallmark Life Insurance.
Complete and Submit Claims Forms
You’ll receive a claims form and a checklist of required documents — such as medical reports, a death certificate, or proof of identity — depending on the type of claim.
Claims Assessment
Hallmark Life Insurance will review your claim in accordance with the policy’s terms and conditions. They may request additional documentation or clarification during this stage.
Ongoing Communication and Support
A dedicated claims consultant (via the brand or Hallmark) will keep you informed throughout the process and provide assistance if you have questions or experience delays.
Decision and benefit payment
Once all information is assessed, you’ll be notified of the outcome. If approved, the payment will be processed promptly according to the policy’s benefit structure.