Melbourne-based AI startup Fluency has successfully closed a US$6 million seed funding round, catapulting its valuation to over $21 million. The round was led by renowned US venture capital firm Accel, an early investor in giants like Facebook and Atlassian. Fluency's work intelligence platform is designed to automate the analysis of business processes, providing a clear path for enterprise AI adoption.
Bridging the AI Ambition Gap
Co-founder Finnlay Morcombe explained that many companies face immense pressure to implement AI without understanding their own operational workflows. Fluency addresses this gap by creating a detailed map of how work is actually performed across an organization. This data-driven approach replaces the slow and costly manual documentation traditionally performed by management consultants.
The platform operates through a simple plugin on employee computers, capturing activity across various applications like Salesforce and Excel without requiring complex integrations. An AI agent observes user tasks, automatically generating step-by-step guides, standard operating procedures, and visual workflow maps. This process identifies repetitive, manual tasks ripe for automation and AI-driven transformation.
From University Project to Global Player
The company was founded in 2023 by Swinburne University engineering graduates Finnlay Morcombe and Oliver Farnill, both 25. The idea originated from Morcombe's internship experience, where he was tasked with manually documenting processes. Their journey was supported by the Swinburne Innovation Studio and the Startmate accelerator program, laying the groundwork for their rapid growth.
Despite its young age, Fluency has already attracted an impressive roster of enterprise clients, validating its market potential. The client list includes global insurance provider AON, fashion conglomerate PVH Corp, and education publisher Houghton Mifflin Harcourt. This early traction demonstrates the platform's ability to deliver immediate value and clear visibility into complex business operations.
Strategic Investment for Future Growth
The investment round was spearheaded by Accel, with participation from another early Facebook backer, DST Global Partners, alongside Carya Venture Partners and others. This backing from top-tier Silicon Valley investors signals strong confidence in Fluency's vision and its technology. It provides the Australian startup with significant credibility as it expands its international presence.
Fluency plans to allocate the majority of the $6 million capital injection towards expanding its software engineering teams in both Australia and the United States. The remaining funds will be used to scale its sales and marketing operations to support its global growth strategy. This strategic investment will accelerate product development and customer acquisition across key international markets.
Abhinav Chaturvedi, a partner at Accel, highlighted the startup's practical approach as a key differentiator in a crowded AI landscape. He noted that the primary challenge for businesses is no longer AI capability but understanding where to apply it for maximum impact. Fluency's focus on operational fundamentals provides a clear, actionable solution to this critical business problem.
This successful Seed funding round marks a pivotal moment for Fluency, equipping it with the resources to challenge the traditional consulting industry. By providing enterprises with the tools to understand their own workflows, the company is not just selling software but enabling a more strategic and effective AI transformation. Fluency is now well-positioned to become a key player in the global work intelligence market.