Led · Series A · Jun 2024

Linkby is a performance PR platform that helps brands run performance-driven editorial campaigns and secures placements across a network of premium publishers. The platform works with over 600 publishers and more than 3,800 brands, including Charlotte Tilbury and Beyond Meat, and publishers such as The Daily Mail and Condé Nast. Linkby uses a cost-effective pricing model based on reader engagement to deliver measurable results and provides publishers with a new stream of performance-based revenue. The company plans to expand its U.S. go-to-market team and accelerate product development, adding tools to identify optimal publisher partners, streamline campaign setup, and allocate budgets toward outcomes like conversions, awareness, or traffic. Linkby is also prioritizing capabilities around Generative Engine Optimization (GEO) to improve discoverability as large language models increasingly favor premium publishers. Linkby is an adtech platform that helps publishers monetise product mentions by connecting direct-to-consumer brands with premium publishers, newsletters and creators. Founded in 2020 by Chris Wirasinha, Andrew Chak and Adrian Fagerlund, it is used by more than 1,500 brands and over 250 publishers. The platform has generated more than 15 million clicks and its US and UK markets now account for more than 80% of revenue; headcount recently hit 60. Products include 'Pubfeed', which powers an infinite scroll experience across 50 global websites and monetises on both CPM and CPC bases. Linkby operates out of Sydney, London, New York, Toronto, Vancouver, Singapore and Malaysia and counts clients such as Aesop, Fenty, ALDI and Disney+. The company plans to use new capital to accelerate international expansion, ship product faster, scale teams and put more boots on the ground in existing jurisdictions. Linkby is an adtech platform that helps direct-to-consumer (DTC) e-commerce brands secure editorial coverage from publishers via a cost-per-click advertising model that pays publishers for clicks rather than sales. Launched in 2020 by Chris Wirasinha, Andrew Chak and Adrian Fagerlund, its software is used by brands including Koala, Bed Threads, Modibodi and Brosa and by publishers such as Refinery29, Condé Nast, Vice and Marie Claire. The company works with publishers across Australia, the US and Britain, and the bulk of its revenue is generated in the US, which overtook Australia and Britain last year. Linkby reported 300% year-on-year growth. Management says Apple’s iOS privacy changes have accelerated demand for publisher-based, contextual and mindset-focused advertising as brands seek alternatives to big-tech targeting. The company plans to expand its team, launch into Singapore, France, Germany and potentially India, and build a product that automatically creates listicles for publishers.

Participated · Equity · Sep 2023

Founded in 2014 by Adam Theobald and Andrew Low, Ordermentum has built a digital backbone for Australia’s wholesale food and beverage trade, connecting roughly 50,000 venues with suppliers through a single ordering, payments and reconciliation platform. The company claims deep integration in day-to-day industry workflows and, after its September 2023 all-stock merger with rival Foodbomb, had scaled to about 40,000 venues, 850 suppliers and processed more than $1.2 billion in orders annually. Ordermentum says it will use new capital to deepen AI capabilities and pursue acquisitions that complement its existing wholesale technology stack. The recent financing values the merged business above $150 million and is intended to accelerate product and market expansion while enabling partial exits for some earlier investors.

Led · Equity · Jan 2023

Complexica builds AI software for supply and demand optimization used to optimize promotional planning and pricing, inventory management, resource allocation, and sales performance analysis for companies with large SKU ranges and long-tail customer bases. The company was founded in 2014 and employs more than 100 staff across four offices. Customers named in the article include Metcash, Pfizer, DuluxGroup, Bunzl, PFD Foods, Lion Drinks, CostaGroup, Liquor Marketing Group, Janssen, Pernod Ricard, Flinders Ports, Drakes Supermarkets and Arnott's. In January 2023 Complexica secured an additional $1.4M investment from Perennial Partners, bringing total capital invested and committed to $25M over the prior 18 months. Management says the funding is a vote of confidence and will support execution of its 2023 growth plans both domestically and overseas. The company's mission is to help companies become more effective in sales and marketing through optimized decision-making.

Participated · Equity · Dec 2022

Willow offers an Enterprise SaaS digital twin platform, WillowTwin™, that assembles and structures static, spatial, and live data into a virtual replica of the built form to deliver actionable insights across business functions and project stages. The platform provides a single interface for tasks including predictive maintenance, maintenance request tracking, energy consumption analysis, smart-building features, and community/tenant management functions. Willow has deployed its technology with customers including Microsoft, Dallas/Fort Worth International Airport, and Brookfield Properties. The company completed a $28.8M (A$42M) funding round in December 2022 to support ongoing deployment of WillowTwin to its blue-chip customer base. Willow operates globally with offices in Sydney, Melbourne, Perth, Seattle, New York, London, Manila, and Amersfoort. Willow develops software that creates digital replicas of built assets, aggregating data into a single “twin” to help infrastructure owners and operators make data-led decisions. Its customers include large real estate and critical infrastructure firms such as Brookfield Properties and several Fortune 500 companies including Microsoft. The company has been deployed on major projects including SoFi Stadium, Hollywood Park and a digital twin for the Western Sydney International (Nancy-Bird Walton) Airport. Willow operates from a Sydney headquarters with additional offices in Melbourne, Toronto, Seattle, New York, London, Amersfoort and Manila. The four-year-old venture says it is focused on scaling global deployment of its platform. Last month In-Q-Tel took a strategic stake, and the company previously raised A$54 million in a Series A in late 2019.

Participated · Series A · Sep 2022

Livewire is a 16-month-old gaming marketing company that develops integrated gaming marketing solutions for advertising agencies and brands. Its Livewire Ad Marketplace partners with Activision Blizzard Media and delivers adtech for Roblox, Xbox and PlayStation games. Recent clients include Uber Eats, which commissioned a research and insights program to shape its gaming strategy, as well as streaming site Binge and Warner Music Australia. The company now operates in four markets and has opened offices in Mumbai and Singapore alongside London and Sydney. Livewire plans to use its new capital to scale, ramp up headcount and expand further into global markets, investing in its gametech products, talent and business operations. Co-CEOs Brad Manuel and Indy Khabra say the firm offers advertisers a single-entry point across the gaming ecosystem covering strategy, creative, content and media.