PHIIA is the industry association for comparison services and corporate brokers who advise consumers about how to find more value in the private health insurance choices. It has 12 members who are committed to a code of conduct which assures health insurance funds that they abide by the highest ethical standards as concerns transparency and accountability. We also advocate for the benefits of comparison to improve understanding and decision making in complex markets such as health insurance. Via submissions and other consultations we also represent the work done by members and push for policy reform to increase competition and portability in the sector.