How We Got Here
The financial analysis space in Australia felt stuck when we started. Most platforms were either too complex for daily use or too simplified to provide real value. We spent most of 2020 just talking to analysts — coffee meetings, office visits, late-night emails. What did they actually need?
Turns out, people wanted depth without drowning in data. They needed context, not just numbers. And they wanted tools that fit into their existing workflows rather than forcing them to learn entirely new systems.
By early 2021, we had our first working prototype. It wasn't pretty, but it solved real problems. The first ten professionals who tested it gave us brutally honest feedback — which was exactly what we needed. We rebuilt core features three times before launching properly in mid-2022.