Phoenix Health Fund is a not-for-profit, mutual health insurer established in 1953 for the Australian steel industry. It offers affordable health insurance with a focus on personal service. Services include hospital, medical, and extras cover, with agreements for low out-of-pocket costs at certain hospitals. The target audience is individuals and families seeking affordable, personalized health insurance. The unique selling proposition is its personalized service and affordable, value-for-money policies, along with a low complaints rating and no-gap agreements with various healthcare providers[1][3][5].