Some of Australia’s largest home care providers have started releasing their updated Support at Home pricing—and the increases are raising eyebrows.

In one example, a provider has lifted their hourly cleaning rate from $71 to $105. That’s a 48% jump!

So, what’s driving these price hikes?

  • Are we seeing the aftershocks of long standing pricing models built around protected markets and uncapped service fees?
  • Could this be a reaction to the upcoming cap on care management fees, which will be limited to 10% of the government subsidy under Support at Home?
  • Or is this simply a case of internal inefficiencies finally catching up?

What’s Changing Under Support at Home?

One of the key reforms under Support at Home is the 10% cap on provider markups when a client chooses to bring their own worker. This is designed to prevent hefty surcharges and promote fairness.

In theory, this should help reduce costs. But in practice, we’re seeing mixed results.

The Real Cost of a Cleaner

Let’s break it down.

Hiring a cleaner in the open market costs providers around $45 per hour. That includes:

  • Base wage (approx. $38/hour for a casual cleaner)
  • Superannuation
  • Insurance and WorkCover

So why are some providers charging more than double this rate?

Structural Inefficiency is a Key Issue

It’s not about price gouging. What we’re likely seeing is a symptom of deeper structural issues:

  • Many large providers have grown up with complex, layered management structures
  • Instead of streamlining operations, they’re recouping overheads through inflated service prices

This isn’t a sustainable model—and it’s becoming more obvious as Support at Home introduces greater transparency and tighter rules.

Pre Support at Home Benchmarks

Before the Support at Home rollout, here’s what some of the bigger names are charging for cleaning services:

  • Between $78 and $89 per hour, depending on the provider

So, while some may still offer reasonable value, others are trending well above what would be considered industry benchmarks.

Looking Ahead: Is a Price Cap Coming?

With rising costs and inconsistent pricing, it’s no surprise the government is flagging national price caps by 2026.

There’s growing concern that large providers won’t be able to shrink their head offices fast enough to remain competitive—or to align with the new market driven reality Support at Home is trying to create.

Final Thoughts

We’ll continue to monitor pricing trends as more Support at Home rates are released across the sector. While it’s early days, some pricing patterns are raising red flags. Greater transparency is clearly needed—not just in cleaning services, but across care management, nursing, and other vital areas of home care.

Clients deserve clarity. Providers must deliver value. And the sector needs to evolve—because the future of aged care depends on it.