Pricing, Positioning & Operational Reality
Over the past decade, providers have increasingly differentiated their offer — from standard models through to premium products — aligning infrastructure, capital investment and pricing structures to distinct market segments.
HELF now enters that landscape.
The question is not simply: “What should we charge?”
The real question is: “Where does HELF sit within our broader capital profile, room price strategy and market positioning?”
The Higher Everyday Living Fee (HELF) is a competitive lever but it’s not a P&L fix. Room prices, capital profile and everyday living fees must work together to support sustainable operations.
This webinar brings together aged care leaders to explore:
- Aligning HELF with room pricing and infrastructure – what belongs where
- Market positioning and segmentation – premium, mid-market, value offerings
- Optionality and operational management – managing the supply/demand challenges
- Protecting margin and service quality
Our panel will share first-hand experiences of:
- Why they chose their model
- What works and what doesn’t
- What they would do differently and where to next.
Industry Panel
Paul O’Mahony
Chief Financial Officer, For Purpose Aged Care
Graydn Spinks
Chief Operating Officer, Capecare
Gradyn joined Capecare in 2025 as Chief Operating Officer, bringing more than 20 years’ leadership experience across aged care, community services and the charity sector. His background includes senior roles with City of Swan, Australian Red Cross, BaptistCare WA and AnglicareSA. Prior to Capecare, Gradyn was CEO of GLAICA, where he supported workforce growth, strengthened care models, and improved service delivery through strategic development and funding optimisation.
Kevin McCreton
Founder, Catalyst Research
Kevin has close to 40 years as an insights professional working with leading organisations in Australia and beyond. He has spent the last seven years studying the care and accommodation needs of older Australians. The Catalyst Report gathers over 30,000 survey responses each year generating insights to guide retirement living and aged care providers. The Catalyst Report has been accessed by 101 organisations.
Your hosts
Ben Sturzaker
General Manager, Product, Mirus Australia
Ben is a seasoned product leader with 24 years of experience, known for his strong leadership and team-building capabilities. His approach is deeply rooted in a client- and market-driven mindset, which influences every layer of his organisation’s operations—from marketing and commercial strategy through to ongoing client engagement and support. In his current role, Ben brings deep expertise in technology lifecycle management and comprehensive knowledge of agile development frameworks. His ability to align strategic vision with practical execution makes him a highly respected leader in his field.
Tyler Fisher
Head of Data and Insights, Mirus Australia
Tyler is the Mirus Australia Data Scientist who oversees the largest combined database of aged care information covering workforce, government expenditure and all key performance metrics relating to funding. Tyler has strong data management and statistical analysis skills and was previously a Revenue Manager for NSW.