A compelling proposition — Richard Joffe

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Honey Insurance CEO and Founder Richard Joffe was born into a family of immigrant entrepreneurs. ‘My father and grandfather are both entrepreneurs,’ he shares, ‘so in that environment, what it means to start a business was normalised for me. ‘It's...

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Anna Game-Lopata — ANZIIF senior writer

11 May 2026

4 mins read

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A compelling proposition — Richard Joffe

Honey Insurance CEO and Founder Richard Joffe was born into a family of immigrant entrepreneurs.

‘My father and grandfather are both entrepreneurs,’ he shares, ‘so in that environment, what it means to start a business was normalised for me.

‘It’s hard, but not scary in the way I think it is for others. Being around family that have started businesses, succeeded and failed, you start to realise that there’s an amazing upside to giving it a shot.’

Bringing true innovation

Joffe, who ‘grew up between South Africa and Canada’, built two of his three start-ups in the US before moving to Australia in 2019 where he started Honey Insurance.

He arrived from America with the difficult personal circumstances of having left his family and previous businesses — essentially his whole life — behind.