AusSeaWall general manager Scott Morrison, pictured, said the company's design had been tested to survive a one in 300-year storm, could reclaim valuable eroded land, provided 16 tonnes of strength per metre and required virtually no maintenance.

He said he understood why authorities may be hesitant to take a chance on a company that had not yet built a wall, but it had the backing of a national civil engineering firm and its design had been tested at Manly Hydraulics Laboratory (MHL).

"The walls we're currently using aren't working," Mr Morrison said.

"In the coastal management plan (CMP) study for Stockton... one of those options basically says that using the existing seawalls is not going to be an effective solution.

"We're not saying build our wall today, we're saying 'investigate it, have your engineers do the study'.

"We have the documentation that we're happy to supply them, the reports that have come back, we have coastal engineers that have validated the design of the wall, we have structural engineering companies that have validated the structural integrity of the wall.

"I think given the state of our coastline, certainly along the Central Coast and Newcastle coast, it would be a disservice not to have a look."

He said the freestanding wall comprises a single-form concrete base built two or three metres below sea level, plus layers of interlocking individually-formed rounded concrete blocks loaded on top.

"For each metre of finished wall, you're looking at around 16 tonnes of structure, so the strength is far superior to anything that's being used today."

He said the layers of rounded concrete blocks become the back of the beach - instead of sandbags, a rock feature or a flat wall for example - and build up towards the higher level of ground.

"In some circumstances we can completely cover that wall in sand if they want and grow vegetation on it, for example," he said.

"It could make a sand dune at the back of the beach if that's what they want to do. From a functionality point of view, whether the wall is covered or not covered it bears no impact on its performance."

He said the wall can be built as far forward as desired. At Stockton, the company proposes building a 250-metre long wall in a straight line from the end of the existing rock wall and then backfilling it, "which will essentially give them back a whole plot of land on the waterfront".

"You would see a walkway along the top of the wall and that walkway and everything behind it would be at the same level," he said.

"So they could put a recreational park in there, a sporting field, they could provide the land to rebuild the childcare centre."

Mr Morrison said initial investment is around the same as a rock wall, which averages between $21,000 and $23,000 per linear metre.

But while maintenance on a rock wall is equal to three to five per cent per year, the company's design requires virtually no maintenance.

"The testing through MHL said it will survive a one in 300-year storm," he said.

"If we look at the rock walls that were built, there are companies that have probably said 'We'll get 50 years out of them' and they have come unstuck in the last 10 years because of the ferocious seas."

A spokeswoman for Newcastle City Council referred to its media release about the state government certifying the CMP, but declined to comment on AusSeaWall's design.

A spokeswoman for Central Coast Council said it had received AusSeaWall's pitch.

"In May this year, council engaged MHL to prepare concept plans for a terminal protection structure at Wamberal. MHL are investigating and considering all options in their concept designs which will be finalised by the end of this year."

The council will also investigate artificial reefs.

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