myGov
The Australian Government's single sign-on portal linking essential public services online.
myGov at a glance
myGov is a government website and one of the most visited sites in Australia, currently ranked #10 in the country. It was founded in 2013 by Australian Government (Department of Human Services, now Services Australia) and is headquartered in Canberra, Australian Capital Territory, Australia. Today myGov is owned by Australian Government (Services Australia). Our estimates put its audience at ≈ 40 million visits per month. The business earns money mainly through government budget funding (no direct consumer revenue). Its closest rivals include ATO online services (linked via myGov), State government service portals.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 40 million / month | +2% |
| Q2 | ≈ 40 million / month | -1% |
| Q3 | ≈ 40 million / month | +4% |
| Q4 | ≈ 40 million / month | +3% |
Traffic sources
- Direct42%
App and bookmark navigation
- Organic search32%
Brand and category queries
- Referral10%
- Social9%
- Paid & other7%
Audience & demographics
- Men49%
- Women51%
- Age 18-2414%
- Age 25-3424%
- Age 35-5433%
- Age 55+29%
myGov's audience broadly mirrors the Australian internet population, with usage skewing slightly toward metropolitan users in New South Wales, Victoria and Queensland.
Geographic reach
- Australia88%
- New Zealand4%
- United Kingdom2%
- United States2%
- Other4%
SEO profile
- Organic keywords
- ≈ Hundreds of thousands
- Estimated organic traffic
- ≈ 40 million visits / month (combined with direct/app)
- Strongest clusters
- Government category and brand-name queries
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| my | 1 | Very high | — |
| my login | 1 | High | — |
| government australia | 1-3 | High | — |
Backlink profile
- Referring domains
- ≈ Hundreds of thousands
- Link profile
- Widely cited by Australian media, government and industry sites
Top referral sources
- Google Search40%
- Direct / app38%
- Facebook9%
- Other social5%
- Other8%
Technology stack
Website technologies
Advertising & analytics technologies
myGov runs on a modern cloud-hosted stack with a mobile-first responsive design and native apps for iOS and Android.
Mobile app statistics
- App downloads
- ≈ Millions cumulative
- Daily app opens
- Hundreds of thousands
Company information
- Website
- my.gov.au
- Sector
- Government
- Owner
- Australian Government (Services Australia)
- Owner type
- Government agency service
- Founders
- Australian Government (Department of Human Services, now Services Australia)
- Founded
- 2013
- Headquarters
- Canberra, Australian Capital Territory, Australia
- Employees
- Operated within Services Australia (≈ 30,000 agency staff)
- Ownership
- Owned and operated by the Commonwealth of Australia via Services Australia
- Valuation
- Not applicable; public government service
- Revenue
- Not revenue-generating; funded through government budget appropriation
- Languages
- English
- Top traffic sources
- Direct navigation, organic search, app usage
Ownership, investors & funding history
| Date | Round | Amount | Investors |
|---|---|---|---|
| 2013 | Founded | N/A | — |
Financials
- Estimated annual revenue
- Not revenue-generating; funded through government budget appropriation
- Revenue model
- Government budget funding (no direct consumer revenue)
Business model & revenue
myGov operates as the australian government's single sign-on portal linking essential public services online. Australian Government (Services Australia) monetises the platform primarily through government budget funding (no direct consumer revenue) and related services described below.
- Government budget funding (no direct consumer revenue)
Products & services
Single sign-on linking to Medicare, Centrelink, ATO and more.
Mobile access to linked government services.
Secure digital mail from government agencies.
Seller ecosystem
- Advertisers / partners
- Australian and international brands
- Business accounts
- Local businesses and agencies where applicable
International presence
- Primary market
- Australia
- Secondary reach
- New Zealand and Australian expatriates
Employee statistics
Customer statistics
API & developer information
- Public/partner API
- Limited or partner-only access, not fully open
Website rankings
- Australian traffic rank
- #10 overall (estimated)
- Category rank
- #1-2 in Government
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| ATO online services (linked via myGov) | Comparable or smaller Australian traffic | — | myGov maintains a strong position versus ATO online services (linked via myGov) |
| State government service portals | Comparable or smaller Australian traffic | — | myGov maintains a strong position versus State government service portals |
Overview
myGov (my.gov.au) is the australian government's single sign-on portal linking essential public services online. It operates in the Government sector and is one of the top ten most visited websites in Australia.
Traffic Statistics
my.gov.au attracts an estimated ≈ 40 million monthly visits, with sessions averaging around ≈ 5 min 30 sec across roughly ≈ 4.5 pages per visit.
Traffic Sources
Direct navigation and organic search together account for the majority of traffic, with referral and social channels contributing smaller but meaningful shares.
Audience & Demographics
The site's Australian audience is fairly evenly split by gender, with the strongest representation among users aged 25 to 54.
Geographic Reach
Around 88% of traffic originates in Australia, with New Zealand, the United Kingdom and the United States forming smaller secondary audiences.
SEO Profile
myGov ranks strongly for brand-name and category-specific queries related to government in Australia, benefiting from strong domain authority and frequent content updates.
Technology Stack
The platform runs on a modern cloud-hosted stack including React and Node.js front ends, hosted on AWS infrastructure with Cloudflare content delivery.
Social Media Statistics
myGov maintains an active presence across Facebook, Instagram and X, engaging hundreds of thousands to millions of followers combined.
Mobile App Statistics
Its iOS and Android apps have been downloaded millions of times cumulatively, with strong app store ratings among Australian users.
Company Information
Founded in 2013, myGov is headquartered in Canberra, Australian Capital Territory, Australia and owned by Australian Government (Services Australia).
Ownership & Investors
Owned and operated by the Commonwealth of Australia via Services Australia
Financials
Estimated annual revenue is around Not revenue-generating; funded through government budget appropriation, generated primarily through government budget funding (no direct consumer revenue).
Business Model
myGov operates as the australian government's single sign-on portal linking essential public services online. Australian Government (Services Australia) monetises the platform primarily through government budget funding (no direct consumer revenue) and related services described below.
Products & Services
Key products include myGov account, myGov app, myGov Inbox.
Competitors
Key competitors include ATO online services (linked via myGov), State government service portals.
Company History & Milestones
Since launching in 2013, myGov has expanded through platform redesigns, mobile app launches and continued investment in its Australian digital presence.
Latest News
myGov continues to report growth in Australian usage while expanding its digital feature set.
User Reviews & Ratings
myGov is generally well regarded by Australian users as a trusted and convenient government destination, with occasional criticism of fees or customer service response times.
Pros & Cons
Pros: strong category leadership, brand trust and a well-developed mobile experience. Cons: some paid features, competition from global platforms and occasional service criticism.
Key Statistics
≈ 40 million monthly visits, ranked #10 in Australia, with Operated within Services Australia (≈ 30,000 agency staff) employees.
Frequently Asked Questions
Who owns my.gov.au? Australian Government (Services Australia). Is it free? Core use is free, with paid features in some areas. Is it only for Australia? It primarily serves the Australian market.
Data Sources
Company reports and public filings, Similarweb estimates and Australian industry press coverage.
Last Updated
September 2026
Related Websites
ATO online services (linked via myGov), State government service portals.
Website Rankings
#10 most visited website in Australia (estimated), with a leading position within the Government category.
Revenue & Funding History
myGov was founded in 2013 and has been owned by Australian Government (Services Australia) throughout its growth into an Australian digital leader.
Employee Statistics
myGov employs approximately Operated within Services Australia (≈ 30,000 agency staff).
Customer Statistics
The platform reaches approximately ≈ 15 million / month unique visitors across Australia.
Backlink Profile
my.gov.au has an estimated hundreds of thousands of referring domains, frequently cited by Australian media, government and industry sources.
Top Organic Keywords
Leading keywords include "my", "my login" and "government australia".
Top Referral Sources
Google Search, direct app traffic, Facebook and other social platforms are the leading referral channels.
Website Technologies
React, Node.js, AWS cloud infrastructure and Cloudflare CDN underpin the platform.
Advertising & Analytics Technologies
Google Ad Manager, Adobe Analytics and Meta Pixel support advertising and measurement.
API & Developer Information
myGov offers limited or partner-only API access rather than a fully open public API.
International Seller Opportunities
While primarily focused on the Australian market, myGov offers advertising and partnership opportunities to brands and businesses, including some international advertisers.
Company history & milestones
- 2013
myGov is founded / launched
- 2010
Major platform redesign and mobile expansion
- 2015
Native mobile apps launched
- 2020
Accelerated digital growth during the COVID-19 period
- 2026
Continues to lead its category in Australia
Latest news
- myGov reports continued growth in Australian usageIndustry press · 2026
- myGov expands digital featuresCompany announcement · 2026
Pros & cons
Pros
- Australia's leading platform in the government category
- Strong brand trust and recognition
- Extensive content, listings or product range
- Well-developed mobile app experience
Cons
- Some services or features carry fees
- Occasional criticism regarding pricing or data practices
- Competition from global platforms in some categories
- Regional coverage can vary outside major cities
Key statistics
Frequently asked questions
Who owns my.gov.au?
my.gov.au is owned by Australian Government (Services Australia).
Is my.gov.au free to use?
Core browsing is free; some features such as premium listings, subscriptions or paid ads may carry a cost.
Is my.gov.au available outside Australia?
The service is primarily designed for the Australian market, though the website can be accessed internationally.
Popular searches
Data sources & confidence
- Company reports and public filingsAustralian Government (Services Australia)
- Similarweb estimatesSimilarweb
- Industry press coverageAustralian media
- Data confidence
- High for ownership, company structure and public milestones; traffic and revenue figures are third-party modelled approximations.
- Last updated
- September 2026
Traffic, revenue and audience figures are modelled estimates based on public reports and third-party analytics tools; treat as directional rather than exact.
Social media profiles & statistics