HCF product launch with 'Shark Tank' alumni

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HCF, Australia’s largest not-for-profit health fund, has launched its My Family hospital and extras cover package.

The insurer says the 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’.

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.

Ms Sharrock, 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,” she said.

According to Lorraine Thomas, HCF general manager of strategy, product and innovation, 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,” she said.

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

HCF’s My Family cover packages offer no excess for accidents, no excess for kids, pregnancy cover and the added flexibility to use individual extras limits across a range of services.