Less than a fortnight after Vitura’s CEO identified Doctors on Demand as “pivotal” to its profitability goal, a Bupa decision to redirect international members could wipe $6 million from FY27 revenue.
Vitura said the health insurer would automatically send all overseas visitors and students currently serviced by the telehealth platform to rival Hola Health, in which Bupa held a “beneficial financial interest.”
International members account for roughly 77% of Doctors on Demand’s Bupa patients, with Vitura estimating the change would reduce revenue by about $6m this financial year.
Vitura has issued Bupa with a breach notification, but maintained its expectation that the group’s FY27 financial results would be “significantly improved” on FY26, when it posted a $4.4m loss.
The remaining 23% of domestic Bupa members are expected to continue being referred to Doctors on Demand until the current contract expires at the end of December.
Vitura said the decision came despite Bupa indicating in May it expected increased volumes in 2026 and 2027, with the service’s resourcing and operating plans based on those projections.
A Bupa spokesperson rejected Vitura’s allegation that it had breached its contractual obligations and told Cannabiz the insurer was “considering our options”.
It said the decision to move to Hola Health followed a review of its commercial arrangements, which it regularly conducted to ensure they were meeting the needs of its customers and business.
“Our focus remains delivering high-quality healthcare services for our customers while balancing rising healthcare costs and cost-of-living pressures for Australians,” the spokesperson said.
“Our aim is to seek partnerships that are sustainable, provide long-term value and support better health outcomes for our customers.”
It added Bupa held a “small, passive minority stake” in Hola Health through its Bupa Ventures portfolio.
Doctors on Demand has partnered with Bupa since October 2022, supporting the insurer’s Blua telehealth service, with Vitura saying the contract had been renewed annually “without incident”.
Vitura acquired Doctors on Demand for $25m in 2023.
The telehealth business recorded 13% revenue growth in FY26, while consultation numbers climbed 11% to more than 420,000.
Outlining Vitura’s plan to return to profitability in FY27 less than two weeks ago, CEO Justin James said the platform would play a “pivotal role” in its future.
This story was updated on Tuesday September 8 to include a response from Bupa.