Twenty-five years at the moments that matter most.
Prima Group was built on a simple conviction: how an organisation treats people at the hardest moments says more about it than any values statement. We have spent 25 years making those moments better.
Tell us what is changing
From caring for people, to designing the change itself.
Prima started in outplacement - and became the provider ANZ’s largest employers call first. Along the way, clients kept asking for more: coach our leaders through this, help the people who stayed, tell us what this restructure should have looked like in the first place. Prima Careers and Outplacement support remains the heart of the business while Prima Perform grew out of the leadership work clients were requesting. In 2026 we launched Prima Transform to develop a workforce transormation methodology that redesigns how the work gets done.
Today we support more than 5,000 people through transition each year, across every state and territory in Australia and three cities in New Zealand.
Organisations - ASX-listed enterprises, small and medium businesses, and government.
Coaches and psychologists - a national panel, matched to participants by industry and seniority.
Capital-city offices plus regional coverage and three New Zealand locations.
Average participant rating across our programs.
Our Values
Empathy-driven innovation
We do things for people, not to them. Every program starts from what the person in front of us actually needs.
Value in the intangible
Some things never make it onto a spreadsheet - the life experience and wisdom of our senior consultants and psychologists chief among them.
Quality and excellence
A platform of quality and continuous improvement. We would rather do less, better.
Responsive and ready
Flexible by default, and able to scale up quickly when the requirement lands at short notice.
Technology that buys our people more time.
Our tools carry the chasing, the reminding and the reporting, so a senior practitioner can spend the hour on the conversation.
Prima EXCELerator
ANZ’s most comprehensive outplacement reporting platform. Upload and refer candidates, monitor progress in real time, run custom surveys, access trend data and download board-ready reports - 24/7.
Award-winning push delivery
Rather than a portal people have to search, our technology pushes personalised, bite-sized content to each participant at the moment it is relevant to their circumstances.
AI career solutions suite
A resume writer, cover letter generator and interview preparation tool in service today, with a live interview simulator and assessment platform in build.
Custom survey tooling
Bespoke surveys measuring candidate satisfaction, re-engagement likelihood, brand advocacy and NPS - giving clients a clear read on employer brand impact.
The people you will actually work with.
Behind our national coaching panel sits a small leadership team that clients deal with directly.
Peter George
A global thought leader and innovator in outplacement, with 30 years of experience including regional leadership roles across APAC and Europe.
Mark Condon
Leads Prima Transform. Built and scaled global workforce advisory, technology and consulting practices before joining Prima, working with organisations across Australia, Asia and the US.
Brooke Rutledge
Two decades of HR consulting across outplacement, coaching and executive search, with a relentlessly client-focused approach.
Claire Austin
Runs Prima’s coaching division, with an extensive background in career transition, coaching and redeployment across the public and private sectors.
Oscar Estella
Manages the development and innovation of Prima's technology. Leads and implements the sales vision.
Alicia Fernandez
An Australian Catholic University accounting graduate who joined Prima in 2021, working from our Sydney office.
Judged from outside, not just claimed.
IBISWorld
Rated one of the leading outplacement firms in Australia.
CorporateINTL
Australian Career Management & Transition Consulting Firm of the Year.
Australian Design Award
Awarded by Driven X Design for the outplacement technology behind EXCELerator.
Outplacement Services Market Report
Named a standout provider across the APAC region in the 2023 report.
Italian Chamber of Commerce
Top honours in the 2023 Business Excellence Awards.
The participants themselves
4.8 out of 5, rated by the people actually on the programs - and published in the reporting platform rather than selected for a website.
Tell us what is changing.
Whether it is a single executive or a thousand-person restructure, the first conversation is with someone who can guide your next steps.