Marketing an NDIS or aged care provider means being easy to find and easy to trust for people who often struggle to find anyone: in one NDIS Commission study, 57% of participants said finding providers wasn't easy. Show your service area, what you do, whether you have capacity, and your prices where the rules require them. And watch the wording: the NDIA says it doesn't approve any products or services, so 'NDIS approved' is out.
Written by Dan Picken, founder. Last checked 2 November 2026.NDIS figures from the NDIA quarterly report to 30 June 2026. Support at Home figures from the program data report to 31 March 2026. Big, government-funded markets where people are choosing providers all the time, and regulators are watching how they're marketed.
How people choose a provider
A participant or family member asks a support coordinator, plan manager or friend, searches online, checks the provider looks right and has capacity, then makes contact. For aged care, an adult child is often doing the searching.
The psychology
Choosing who comes into your home, or who supports someone you love, is personal. These are the questions behind the first call.
01
Continuity matters when someone is helping with personal care. Constant new faces is a common reason people change providers.
Show them: How you match workers, and what happens when someone is sick or leaves.
02
Running a plan or budget out early is a real fear. And blanket 'it's covered' claims have drawn ACCC penalties.
Show them: Your prices, and what depends on the person's plan or assessment.
03
People want to know workers are screened and the provider is accountable.
Show them: Registration status, worker screening and how complaints are handled, stated accurately.
04
Choice and control is the point of the NDIS, and the aged care Statement of Rights says older people choose who provides their services.
Show them: How the first meeting works, and that the person sets the goals.
05
Fear of being stuck makes people delay the decision.
Show them: How to end or change the arrangement, in plain words.
From my audits
These are the patterns that come up most in provider marketing, and the first things I'd check.
Ads and pages that say a service is 'NDIS approved' or 'covered', when that depends on each person's plan.
Pages that list services but not the suburbs covered or whether new clients can start.
One budget and one landing page trying to find both clients and workers.
Support at Home providers with prices in a PDF, or not on the website at all.
Low contrast, small text and forms that don't work with a screen reader, for an audience that includes people with disability.
Claim checker
Paste the ad or page copy, and tick what applies. Checked against the NDIA, ACCC, NDIS Commission, Meta and AHPRA guidance on 2 November 2026. The starting copy is made up.
Verdict
-
A marketer's check of the words, not legal advice. It can't catch everything, so read the guidance linked on this page too.
AI search
People increasingly ask AI tools questions like 'what replaced home care packages' or 'how do I change NDIS provider'. Google says its AI features draw on the same signals as Search, and recommends people-first content. Clear, accurate pages about your area and services are what get picked up.
Support at Home replaced Home Care Packages on 1 November 2025. Pages that still describe the old system give AI tools, and families, the wrong answer.
AI tools recommend providers they can link to an area. Name the suburbs you cover and keep your Google Business Profile current.
What to do now
My take: in care, the provider that explains things most clearly earns the trust. That's true for families, coordinators and AI tools alike.
Australian rules
NDIS and aged care rules changed a lot in 2025 and 2026. These come up most in marketing, checked on 2 November 2026.
The NDIA doesn't endorse or approve products or services, and the ACCC says nothing is automatically NDIS funded for all participants.
Providers shouldn't make claims they can't back up, use high-pressure sales or offer rewards unrelated to a plan. It applies to registered and unregistered providers.
Laws passed in August 2026 ban inducements and kickbacks to use services. Cash, electronic devices, alcohol and tobacco are banned in all cases. Check the start date with the NDIS Commission.
Providers must publish standard prices on their website and in Find a provider. Planned price caps were deferred in May 2026, and the regulator can now order refunds for overcharging.
Physios, OTs and psychologists can't use testimonials about clinical outcomes in advertising.
A marketer's summary, not legal advice. The full set is on the NDIS and aged care advertising rules page.
The channel mix
The ndis and aged care hub
No. The NDIA says it doesn't endorse or approve any products or services, and terms like 'NDIS approved' are likely to breach the Australian Consumer Law.
Not as a blanket claim. The ACCC accepted a $19,800 penalty from a provider in June 2026 over exactly that line, because funding depends on each person's plan.
Yes. Providers must publish standard prices on their website and in the Find a provider tool on My Aged Care.
Laws passed in August 2026 ban inducements and kickbacks. Low-value merchandise like hats or tote bags is allowed; cash, devices, alcohol and tobacco never are. Check when it starts with the NDIS Commission.
Often through support coordinators, plan managers, family and online search. 69% of participants use a plan manager for some or all of their plan.
Google treats disability as a sensitive category even when ads are aimed at carers, so remarketing lists, Customer Match and lookalikes can't be used for those ads.
Keep going
Takes a minute. Audits come back within 1 to 2 business days. For anything else, I'll get back to you as soon as possible.
What happens next