ASIC v Choosi Pty Ltd, in the matter of Choosi Pty Ltd (liability)

On 8 September 2026 the Federal Court found Choosi Pty Ltd liable for misleading consumers about its funeral and life insurance comparison service, in proceedings brought by ASIC. Justice Anderson found that Choosi's website, television advertisements, advertorials and Facebook advertisements conveyed that the service compared policies from a range of insurers, when in fact every policy compared came from a single insurer, with one limited exception over part of the relevant period.

The Court accepted ASIC's case that a reasonable consumer would understand the word range, as Choosi used it, to mean more than two insurers. Between 1 July 2019 and 30 November 2024, ASIC alleged that around 4,225 funeral insurance policies and 9,478 life insurance policies were sold through the service, with associated commissions the subject of dispute between the parties. All policies compared were distributed by Greenstone Financial Services Pty Ltd, a company associated with Choosi.

The judgment addresses liability only; the Court is yet to determine penalty and other relief, including any pecuniary penalty, adverse publicity orders or injunctions. Businesses operating comparison, aggregator or marketplace services that advertise breadth of choice should take the finding as a direct statement of how such claims will be assessed, particularly where a service in substance distributes products from a single supplier or a narrow panel.