A new lobbying industry ranking list has been launched by David Kelly, a former staffer to Prime Minister Anthony Albanese, aiming to increase transparency and accountability in government relations. The initiative, known as Lobby500, features profiles of firms such as the Labor-aligned Anacta, Pyne & Partners—founded by former defense minister Christopher Pyne—and Northstar Public Affairs.

Anacta reportedly paid close to AUD 10,000 for its profile under what Kelly described as a “dynamic pricing” model. Pyne defended the venture, emphasizing the need for greater accountability within the lobbying sector. “Lots of people in the lobbying world make claims, but they’ve never been tested,” he said. “I think [Lobby500] is exactly the kind of accountability the lobbying industry needs.” On criticism that some firms list outdated clients to manipulate their rankings, Pyne suggested that the platform could foster “peer group pressure” to help clean up official lobbying registers.

Contrasting reports emerged regarding Kelly’s sales tactics. Several lobbyists claimed that Kelly had pressured firms to sign up before a July 1 deadline to avoid a significant price increase, with one citing a phrase akin to “Pyne has paid up, so everyone will need to join.” Kelly denied these allegations. Pyne declined to comment on pricing but did not dispute the possibility that he benefited from a “first mover advantage.”

Northstar managing partner Michael Morgan expressed support for the platform, stating that increased transparency in lobbying is beneficial. “The more people that know about the lobbying system the better, because it’s a system that relies on transparency,” Morgan said.

Kelly, who is the younger brother of Sean Kelly—a former staffer to Kevin Rudd and Julia Gillard and now a Sydney Morning Herald columnist—said Lobby500 fills a market gap by providing an easy way to find and compare government relations firms. He described the platform as a tool that makes the industry “easier to read,” helps clients find appropriate assistance more quickly, increases firms’ visibility, and promotes overall transparency.

Lobby500 operates as a public register and remains independent regarding rankings. According to Kelly, firms may pay for a profile but cannot influence their ranking through commercial arrangements or subscriptions. Rankings are determined using public records, and the site's methodology outlines how each ranking is calculated. Kelly emphasized that the roster is “one source among many” and that it is continuously updated and refined based on new evidence.