HBF to adjust branch network as digital interactions with members increase

Today, of the approximately four million member interactions HBF receives in a year, close to 80% are now through HBF’s digital channels.  Accordingly, the proportion of interactions through HBF’s branches has declined to 5.3% from 9.3% three years ago, with the balance through HBF’s call centres across Australia, of which the largest is in Perth.

Given these trends, operating the current branch network is no longer sustainable and HBF intends to close its Albany, Floreat, Kalgoorlie, Mandurah, and Rockingham branches in the coming months.

Almost all employees impacted by the proposed changes will be offered redeployment opportunities, including remote working. In the meantime, they will continue to work in those branches supporting affected members on how to use HBF’s phone and digital services. A dedicated phone line has also been established to assist affected members.

These changes are part of a broader operational review currently underway aimed at reducing HBF’s cost base.

HBF Chief Executive Officer, Dr Lachlan Henderson, said:

 “As a not-for-profit organisation, HBF has supported members by keeping our average premium increases below industry averages over the past five and ten years whilst maintaining a strong claims payout ratio.  We also focus on providing quality support to our members via our call centres and branches as well as investing in our increasingly popular digital channels.

“To continue providing value to our whole membership base, HBF must balance meeting the needs of our members with operating a sustainable business model.

“Given the changes in how we are interacting with our members – particularly the increasing proportion of digital interactions – we intend to close five of our branches in the coming months.  We are also looking at other ways to reduce costs.

“These are very difficult decisions that we have not taken lightly, and I would like to acknowledge the impact this will have for some of our members and people.  We will be reaching out directly to our members who have recently used the affected branches on how we will assist them during this transition.”