Mutinex
Mutinex is an AI-powered commercial mix modeling platform that helps enterprise marketing teams measure, predict, and optimize marketing investment across media, pricing, and sales. It serves 90+ enterprise brands in CPG, telecom, retail, and other verticals via its GrowthOS, DataOS, and MAITE products.
- Company typePrivate
- Founded2017
- HeadquartersSouth Melbourne, Australia
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Mutinex does
Mutinex is an AI-powered marketing analytics and commercial mix modeling platform that helps enterprise marketing organizations measure, predict, and optimize marketing investment decisions. Founded in 2017 in Melbourne, Australia by Matt Farrugia and Henry Innis, the company serves over 90 brands across 20+ vertical markets and processes more than US$13B in marketing spend annually. Its customer base spans enterprise organizations in CPG, food and beverage, retail, telecommunications, insurance, banking, automotive, and travel — including Hershey's, Domino's Pizza Enterprises, Optus, Asahi Beverages, Samsung, ING, SEEK, KIA, Lion, and Turo.
The platform is built on three integrated modules: DataOS (data ingestion and standardization), GrowthOS (the core MMM and analytics engine), and MAITE (a conversational AI consultant interface). The technology stack combines Bayesian statistical modeling with agentic AI workflows, enabling production-grade commercial mix models to be built in under 24 hours. Its patent-pending Campaign Varying MMM feature decomposes channel performance at the decision level — campaign creative, ad format, publisher, geography, audience segments, and CPM — with the company claiming a 33% reduction in predictive error versus Google Meridian. Mutinex has also open-sourced the Open MMM Validation Framework, a vendor-neutral testing toolkit that positions the company as an objective measurement provider.
Mutinex operates a SaaS subscription model with annual contracts; pricing is quote-based and tiered by customer scope. Enterprise customers pay for full platform access with marketing science support, while GrowthOS On-Demand (launched May 2026) offers a self-serve agentic onboarding experience priced well below traditional seven-figure legacy MMM agency engagements. Distribution combines enterprise field sales targeting CMOs and CFOs, a product-led growth motion for mid-market, an Agency Partnership Program for channel resellers, and event-led demand generation via the Marketers & Money Annual Conference. The company is headquartered in Melbourne with offices in Sydney and New York; CEO Henry Innis relocated to New York in 2024 to spearhead North American expansion following a $17.5 million AUD Series A round led by Marbruck Investments at a $132.5 million AUD post-money valuation.
Mutinex firmographics
Firmographics- Name
- Mutinex
- Legal name
- Progressive Growth Partners Pty Ltd
- Website
- https://mutinex.co
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Mutinex is an AI-powered commercial mix modeling platform that helps enterprise marketing teams measure, predict, and optimize marketing investment across media, pricing, and sales. It serves 90+ enterprise brands in CPG, telecom, retail, and other verticals via its GrowthOS, DataOS, and MAITE products.
- Ownership category
- akta.pro rank
Mutinex industry classification
Industry- Product category
- Marketing Analytics Software
- NAICS
- Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Media Measurement, Attribution & Mix Modeling (MMM/MTA) (BPAFABAN)
- akta.pro secondary industries
- Marketing Mix Modeling, Attribution & Propensity Scoring (HDAAAHAH), Generative AI & LLM Solutions Services (RAG, Agents, Copilots) (BPAEAHAG)
Keywords
Where Mutinex is headquartered
LocationHeadquarters
- HQ city
- South Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Mutinex business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Platform Subscription: Mutinex provides SaaS access to its Application (including GrowthOS and DataOS) under annual licensing agreements. The Licensee pays a fee for the specified term to access and use the Application. Pricing is quote-based and tiered by customer size and scope. Legacy MMM engagement contracts typically cost seven figures with agencies; Mutinex offers at a fraction of that cost.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | GrowthOS On-Demand (Self-serve) |
| Subscription | Annual | Enterprise / Full Platform |
Go-to-market motion4 records
Distribution channels3 records
Marketing channels8 records
Mutinex product offering
Product offeringCore offering
Mutinex provides an AI-powered commercial mix modeling (MMM) SaaS platform that enables marketers to measure, predict, and optimize marketing and commercial investment decisions. Its modular platform combines DataOS for data ingestion, GrowthOS for always-on MMM analytics, and MAITE, a conversational AI consultant that delivers natural-language insights. The platform replaces slow, expensive agency-led MMM with automated, sub-24-hour model builds for enterprise brands, mid-market companies, and agencies.
Product overview
Mutinex is an AI-powered marketing effectiveness platform built on a modular architecture consisting of three core products: DataOS (data infrastructure and pipeline management), GrowthOS (the main analytics and operating system for marketing mix modeling), and MAITE (conversational AI consultant layer). These products work together to enable end-to-end marketing measurement from data ingestion through to AI-powered insights. The platform is enhanced by specific capabilities including Agentic MMM for rapid autonomous model building, Campaign Varying MMM for granular attribution analysis, the Open MMM Validation Framework as an open-source benchmarking tool, and a WARC content integration for strategic campaign insights. The platform processes over $13B in commercial decisions across 90+ brands globally.
Differentiator
Problem solved
Functional benefit
Products and services
- GrowthOS A world-class operating system for growth that delivers always-on marketing mix modeling with granular insights on channel ROI, brand equity, sales composition, and scenario planning to empower enterprise marketing teams to make data-driven investment decisions.
- DataOS A data connection and management platform that lets users connect thousands of disparate data points and structure them for marketing mix modeling in seconds, with automated checks against contracts, format standardization, weekly time series alignment, and gap flagging before model runs.
- MAITE A conversational AI consultant interface that delivers instant analysis and recommendations about marketing performance, allowing marketers to ask natural-language questions and receive actionable answers with supporting data grounded in their own market mix data.
- GrowthOS On-Demand An end-to-end agentic onboarding product that lets marketing teams turn raw media, pricing, and sales data into production-grade commercial mix model decisions in under 24 hours without consultants or data engineering, targeting mid-market and growth-stage businesses via self-serve signup.
- Campaign Varying MMM A patent-pending MMM approach that decomposes channel performance into underlying attributes including campaign creative, ad format, publisher, geography, audience segments, and CPM, explaining why performance changes rather than only when, with a claimed 33% reduction in predictive error versus Google Meridian.
- Open MMM Validation Framework A vendor-neutral, open-source toolkit that provides standardized tests (Predictive Accuracy via MAPE and R², Cross-Validation, ROI Stability, and Robustness) for objectively evaluating and comparing any marketing mix modeling solution.
Quantifiable outcome
- Lift marketing ROI by up to 20%
- +5 more outcomes
Companies that use Mutinex
Customer profileNamed customers19 records
Segments3 records
Ideal customer profiles3 records
Mutinex technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability6 records
Feature6 records
Mutinex partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- TracercoreTracer.tech partnered with Mutinex and Hershey's to develop a system of AI agents for media mix modeling. The triangular partnership enables Hershey to shift from reach-based to relevance-based media planning, with Reddit identified as delivering more units per dollar spent than any other channel.
- Hershey'scoreHershey's implemented agentic AI-powered marketing mix modeling in partnership with Mutinex and Tracer to replace slow, manual analysis with a system that can run models in as little as three weeks, enabling monthly rather than quarterly insights. Hershey manages approximately $2 billion in media and trade marketing spend. Expects to increase revenue attributable to media by 4-5% as a result.
- WARC (World Advertising Research Center)coreWARC and Mutinex announced a landmark partnership integrating WARC's library of award-winning campaigns, benchmarks, and strategic insights directly into Mutinex's MAITE platform and GrowthOS. The combined offering serves over 75,000 marketers across 1,200+ companies in more than 100 markets. This integration gives CMOs and growth teams instant access to WARC's data within their ROI workflows to benchmark performance and validate investment decisions.
- News Corp AustraliaminorMutinex partnership with News Corp Australia as part of Rupert Pay's expanded role as Head of Commercial Partnerships. Aims to create transparent, third-party measurement frameworks for Marketing Mix Modeling customers. Mutinex anticipates announcing additional partnerships at the Marketers & Money event.
- Nine (Nine Entertainment Co.)minorMutinex partnership with Nine as part of Rupert Pay's expanded role as Head of Commercial Partnerships. Aims to create transparent, third-party measurement frameworks for Marketing Mix Modeling customers, with Nine working to prove TV/BVOD's contribution to lower-funnel metrics like web traffic, app downloads, and search.
- TurominorTuro announced a strategic partnership with Mutinex as its global marketing analytics partner. The partnership aims to enhance marketing efforts across multiple international markets, optimize marketing ROI, support expansion, and deploy city-specific strategies using Mutinex's analytics platform.
Scale indicators15 records
Recent moves8 records
Expansion highlights7 records
Mutinex competitors and assessment
Company assessmentEmerging players
- Northbeam: Marketing attribution and MMM platform targeting DTC and e-commerce brands. An emerging player with overlapping measurement capabilities but a narrower mid-market and commerce focus than Mutinex.
- Triple Whale: DTC-focused marketing analytics platform combining attribution, MMM, and ad-spend optimization. An emerging player addressing a related but more commerce-centric use case than Mutinex's enterprise MMM focus.
Broad incumbents
- Publicis (Epsilon / CitrusAd): Publicis-owned Epsilon provides large-scale marketing analytics and identity capabilities, including MMM-like services, to enterprise clients globally. A broad incumbent with overlapping measurement capabilities.
- Nielsen: Global leader in media measurement, ratings, and analytics. While primarily panel- and audience-measurement focused, Nielsen also offers MMM-adjacent services that compete for CMO measurement budgets.
- Omnicom (Flywheel / Annalect): Omnicom's media and analytics arm, including Flywheel (commerce) and Annalect (data/analytics), offering MMM capabilities bundled within agency relationships. Represents the holdco alternative Mutinex positions against.
- GroupM (Nexus / mPlatform): WPP's media investment group, operating proprietary MMM platforms (e.g., mPlatform, Nexus) at massive global scale. A key incumbent against which Mutinex's Agency Partnership Program is positioned.
- Kantar: Global marketing data and analytics company offering audience measurement, brand tracking, and MMM services. A broad incumbent that competes for the same enterprise measurement wallet.
Direct peers
- Marketing Science Partners: Independent consultancy specializing in marketing mix modeling, attribution, and ROI analytics. Comparable to Mutinex's earlier consultancy roots and a direct competitor in MMM delivery.
- Analytic Partners: Long-established commercial MMM and ROI analytics firm serving large CPG and consumer brands. Direct competitor in enterprise MMM with a comparable focus on cross-channel measurement and scenario planning.
- Google Meridian: Google's free, open-source MMM framework used for cross-channel marketing measurement. Mutinex explicitly benchmarks its Campaign Varying MMM against Meridian, citing a 33% lower predictive error.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Mutinex social profiles
Digital presenceMutinex compliance and trust
Trust signalCompliance2 records
Mutinex financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mutinex leadership team
Management profileNumber of profiles
Profiles7 records
Mutinex funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mutinex M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mutinex
What does Mutinex do?
Mutinex provides an AI-powered commercial mix modeling (MMM) SaaS platform that enables marketers to measure, predict, and optimize marketing and commercial investment decisions. Its modular platform combines DataOS for data ingestion, GrowthOS for always-on MMM analytics, and MAITE, a conversational AI consultant that delivers natural-language insights. The platform replaces slow, expensive agency-led MMM with automated, sub-24-hour model builds for enterprise brands, mid-market companies, and agencies.
Is Mutinex a public or private company?
Mutinex is a private company. It is classified as venture growth investor backed and is currently operating.
When was Mutinex founded?
Mutinex was founded in 2017. It employs 101 to 250 people.
Where is Mutinex based?
Mutinex is headquartered in South Melbourne, Australia, in the Oceania region.
How does Mutinex make money?
One revenue line is on record: saaS Platform Subscription.
Who are Mutinex's main competitors?
Emerging players on record are Northbeam and Triple Whale. Broad incumbents are Publicis (Epsilon / CitrusAd), Nielsen, Omnicom (Flywheel / Annalect), GroupM (Nexus / mPlatform) and Kantar. Direct peers are Marketing Science Partners, Analytic Partners and Google Meridian.
Does Mutinex have an API?
No public API is recorded for Mutinex.
What industry is Mutinex in?
Mutinex's product category is Marketing Analytics Software. Its primary akta.pro industry code is BPAFABAN, Media Measurement, Attribution & Mix Modeling (MMM/MTA), with a secondary code of HDAAAHAH, Marketing Mix Modeling, Attribution & Propensity Scoring. Its NAICS code is 5132 and its SIC code is 7372.