Bupa Admits Misleading Thousands of Customers While Executives Receive Bonuses

On October 19, 2025, Australian insurance company Bupa awarded over AUD 14 million in bonuses to more than 20 senior executives for the 2023–2024 fiscal year. One executive received AUD 2.5 million, more than double their AUD 1.1 million salary, while 19 others shared AUD 11.6 million in bonuses, including AUD 5.5 million in deferred payments.

This comes after Bupa admitted that between 2018 and 2023, over 7,500 customers were misled, resulting in canceled or delayed medical procedures. The Australian Competition and Consumer Commission (ACCC) found some customers were incorrectly upgraded or denied timely medical treatment. Bupa agreed to pay AUD 35 million in fines, though the Federal Court has not yet determined if the penalty is appropriate.

Consumer Health Forum CEO Elizabeth Deveny criticized the bonuses, saying, “When a company breaches consumer trust, millions in executive bonuses send the wrong message.” Bupa stated that the issues stemmed from systemic errors rather than individual wrongdoing and implemented corrective measures since 2021, including AUD 14.3 million in compensation for 4,100 incorrect claims. They also disciplined executives and revised bonus policies.

Experts have noted that awarding large bonuses amid such failures highlights a corporate culture prioritizing financial performance over customer responsibility. It remains unclear if executives will be required to return part of their bonuses.