Propel Ventures
Propel Ventures is a Melbourne-based AI transformation consultancy, founded in 2016, that helps Australian enterprises and mid-market firms rewire operating models, ship AI products, and enable teams to adopt AI-native ways of working across multiple industries.
- Company typePrivate
- Founded2016
- HeadquartersRichmond, Australia
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Propel Ventures does
Propel Ventures is a Melbourne-based AI transformation consultancy founded in 2016 that helps mid-market and enterprise clients rebuild operating models, decision-making processes, and product development practices around AI. The firm serves over 100 clients across financial services, energy, retail, health, education, property, hospitality, and private equity in Australia and beyond, with notable clients including Netwealth, MYOB, Prospa, Experian, and Canaccord Genuity. The company maintains technology partnerships with AWS, Microsoft, Google, and Anthropic, and holds ISO 27001 certification for information security management. Headcount is in the 101-250 band, with offices in Melbourne (headquarters), Sydney, and Ho Chi Minh City, Vietnam.
The company operates through three integrated service lines: AI Transformation (operating model redesign, AI-native ways of working, capability uplift, and governance frameworks), AI Product & Engineering (embedded teams shipping production AI software, AI features, automations, and integrations), and AI Enablement (hands-on training workshops, innovation days, embedded automation implementation, and coaching for leaders). Propel employs a practitioner-led methodology where consultants use the same AI tools (ChatGPT, Claude, agents, automation platforms) with clients that they use internally, and emphasises capability transfer to avoid creating client dependency. The firm uses outcome-based pricing anchored in measurable outcomes, with engagement models ranging from one-week Executive AI Sprints to multi-month Embedded Transformation Partner relationships with quarterly re-prioritisation.
Propel is privately held with no disclosed external funding rounds, though it has participated as a lead investor in the $15 million seed round for Safebooks Inc. in December 2025, alongside 10D and Mensch Capital. The founding team includes Ben Ross (Founder) and Paul Greenwell (Co-founder), with C J Cornell serving as Managing Director. Reported client outcomes include a fourfold increase in AI usage (19,464 to 76,799 interactions) at Canaccord Genuity over four weeks, 92% staff daily Copilot adoption, and a 70% reduction in low adopters. The firm sells to enterprise and mid-market companies through direct sales and discovery-call-led engagement, targeting organisations that require organisational rewiring rather than tool roll-outs.
Propel Ventures firmographics
Firmographics- Name
- Propel Ventures
- Legal name
- Propel Ventures
- Website
- https://propelventures.com.au
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Propel Ventures is a Melbourne-based AI transformation consultancy, founded in 2016, that helps Australian enterprises and mid-market firms rewire operating models, ship AI products, and enable teams to adopt AI-native ways of working across multiple industries.
- Ownership category
- akta.pro rank
Propel Ventures industry classification
Industry- Product category
- AI transformation consulting services
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Real Estate / PropTech Growth Equity (FSANACAH)
Keywords
Where Propel Ventures is headquartered
LocationHeadquarters
- HQ city
- Richmond
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Propel Ventures business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Others
Revenue model
- AI Transformation Engagements: Outcome-based pricing for AI transformation engagements. Three engagement models: Executive AI Sprint (1 week, board/C-suite alignment), AI Strategy & Roadmap (2 weeks, capability assessment and use-case discovery), and Embedded Transformation Partner (1+ month, end-to-end engagement). Pricing is anchored in measurable outcomes rather than artefacts or time-and-materials.
- AI Product & Engineering: Embedded teams shipping production AI software for new AI-native products, AI features in existing platforms, automations and integrations. Revenue derived from project-based or ongoing embedded team engagements.
- AI Enablement Services: Hands-on training workshops, innovation days, embedded implementation of automations and agents, and coaching for leaders and internal AI champions. Flexible engagement from single workshops to quarter-long embedded programs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Outcome Based/ Performance | Multi-year contract | Executive AI Sprint - Board and C-suite alignment plus first-cut AI strategy |
| Outcome Based/ Performance | Multi-year contract | AI Strategy & Roadmap - Capability assessment and organisation-wide use-case discovery |
| Outcome Based/ Performance | Multi-year contract | Embedded Transformation Partner - End-to-end engagement with quarterly re-prioritisation |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Propel Ventures product offering
Product offeringCore offering
Propel Ventures is a Melbourne-based AI transformation partner that helps enterprise and mid-market organisations rebuild how their business runs to achieve AI-driven acceleration. It sells three integrated service lines: AI Transformation (operating-model redesign, AI-native ways of working, capability uplift, governance), AI Product & Engineering (embedded teams shipping production AI software, features, automations, and integrations), and AI Enablement (hands-on training workshops, innovation days, embedded automations, and coaching for leaders and AI champions).
Product overview
Propel Ventures is an AI transformation consulting firm offering three integrated service lines: AI Transformation (operating model redesign, AI-native ways of working, capability uplift, and governance), AI Product & Engineering (embedded teams shipping production AI software, features, and integrations), and AI Enablement (hands-on training, innovation days, embedded implementation, and coaching). The three offerings work together to deliver end-to-end AI capability development — from strategic redesign through to hands-on team training and production software delivery.
Differentiator
Problem solved
Functional benefit
Products and services
- AI Transformation Organisation-level rebuild service that transforms operating models, team structures, and decision-making processes to enable AI-driven acceleration. Includes operating model and team design, AI-native PDLC for product and engineering, capability uplift and training, and change and adoption support. Designed for enterprise and mid-market companies that need to rewire how decisions get made and work gets done, rather than rolling out AI tools.
- AI Product & Engineering Embedded team service delivering production-grade AI software for new AI-native products, AI features in existing platforms, automations, and integrations. Covers end-to-end product development from discovery and delivery planning through systems integration and data infrastructure. Targets technology companies building AI products and non-tech businesses rewiring how they operate.
- AI Enablement
Quantifiable outcome
- 4x increase in AI usage (19,464 to 76,799 interactions) in four weeks at Canaccord Genuity
- +4 more outcomes
Companies that use Propel Ventures
Customer profileNamed customers13 records
Segments9 records
Ideal customer profiles3 records
Propel Ventures technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Propel Ventures partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- AWScoreAWS partner status indicates Propel Ventures has technical expertise and likely partnership benefits for delivering AWS-based AI solutions to clients.
- MicrosoftcoreMicrosoft partner status indicates expertise in Microsoft AI platforms including Copilot, enabling Propel to deliver AI transformation services using Microsoft technology stack.
- GooglecoreGoogle partner status indicates expertise in Google AI platforms including Gemini, enabling delivery of AI solutions using Google's technology stack.
- AnthropiccoreAnthropic partner status indicates expertise in Claude and Anthropic's AI technology, enabling Propel to deliver AI transformation using state-of-the-art AI models.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Propel Ventures competitors and assessment
Company assessmentDirect peers
- Thoughtworks: Global technology consultancy with deep AI, data and engineering practices and an embedded delivery model. Comparable to Propel on the AI Product & Engineering service line and on culture of senior practitioner-led engagement.
- Mantel Group: Australian technology consultancy group providing AI, data, cloud and product engineering services to enterprise clients. Comparable to Propel in scale, vertical focus and embedded delivery model across the Australian market.
- Slalom: US-headquartered, practitioner-led tech and AI transformation consultancy with a similar regional-office model and emphasis on outcomes over artefacts. Closest global analogue to Propel's boutique, embedded-team delivery style.
- Eliiza: Boutique Australian AI consultancy (part of Mantel Group) focused on data and AI engineering for enterprise clients. Highly comparable to Propel on geography, size and the practitioner-led AI delivery proposition.
- Versent: Australian cloud and AI consultancy with AWS-heavy partnerships and mid-market to enterprise client base. Same geography and hyperscaler-aligned GTM motion as Propel, with overlapping financial services clients.
Broad incumbents
- BCG (QuantumBlack): Global strategy consultancy with a dedicated AI engineering arm (QuantumBlack) that sells AI transformation to large enterprises. Competes with Propel on the strategy-and-roadmap end of the engagement funnel.
- Capgemini Invent: Global consulting and technology services firm with deep AI, data and digital engineering capabilities serving financial services and enterprise clients. Broad incumbent competing for similar end-to-end AI transformation mandates.
- Accenture: Global professional services firm with a large AI and data practice and the scale to compete on enterprise AI transformation deals. Competes with Propel at the larger end of its client base but does not focus on the boutique practitioner-led model.
- KPMG Australia (with Servian): Big 4 firm whose acquisition of Servian brought in-house a leading Australian AI and data consultancy. Competes with Propel for the same enterprise and financial services transformation engagements in Australia.
- Deloitte (Deloitte Digital): Big 4 firm with significant AI transformation, cloud and digital engineering practices serving Australian financial services and enterprise clients. Broad incumbent alternative for buyers weighing Propel against a full-service consultancy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Propel Ventures social profiles
Digital presencePropel Ventures compliance and trust
Trust signalCompliance1 record
Propel Ventures financial estimates
Financial estimateRevenue estimate
Valuation estimate
Propel Ventures leadership team
Management profileNumber of profiles
Profiles3 records
Propel Ventures funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Propel Ventures M&A and investment
M&A and investmentM&A
Investments2 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Propel Ventures
What does Propel Ventures do?
Propel Ventures is a Melbourne-based AI transformation partner that helps enterprise and mid-market organisations rebuild how their business runs to achieve AI-driven acceleration. It sells three integrated service lines: AI Transformation (operating-model redesign, AI-native ways of working, capability uplift, governance), AI Product & Engineering (embedded teams shipping production AI software, features, automations, and integrations), and AI Enablement (hands-on training workshops, innovation days, embedded automations, and coaching for leaders and AI champions).
Is Propel Ventures a public or private company?
Propel Ventures is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Propel Ventures founded?
Propel Ventures was founded in 2016. It employs 101 to 250 people.
Where is Propel Ventures based?
Propel Ventures is headquartered in Richmond, Australia, in the Oceania region.
How does Propel Ventures make money?
Three revenue lines are on record. AI Transformation Engagements are the primary driver. The others are AI Product & Engineering and AI Enablement Services.
Who are Propel Ventures's main competitors?
Direct peers on record are Thoughtworks, Mantel Group, Slalom, Eliiza and Versent. Broad incumbents are BCG (QuantumBlack), Capgemini Invent, Accenture, KPMG Australia (with Servian) and Deloitte (Deloitte Digital).
Does Propel Ventures have an API?
No public API is recorded for Propel Ventures.
What industry is Propel Ventures in?
Propel Ventures's product category is AI transformation consulting services. Its primary akta.pro industry code is FSANACAH, Real Estate / PropTech Growth Equity. Its NAICS code is 523940 and its SIC code is 8742.