Fabulate
Fabulate is an Australian SaaS influencer marketing platform that uses proprietary SparQ AI and a 300M+ creator database to help brands discover, manage, measure, and pay creators, serving enterprise and mid-market clients plus a self-serve SMB tail.
- Company typePrivate
- Founded2017
- HeadquartersPyrmont, Australia
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Fabulate does
Fabulate is an Australian SaaS influencer marketing platform that enables brands to discover, manage, measure, and pay creators for marketing campaigns. Founded in 2017 and headquartered in Sydney, the company serves enterprise and mid-market brand clients (case studies include Subway, TFE Hotels, Castello, and MYOB) alongside a self-serve SMB tail and a supply side of nano, micro, and macro influencers plus talent managers.
The platform is built on four integrated modules — Discovery, Outreach, Workflow, and Analytics — augmented by Fabulate Pay for creator payments and the Sparq Creative Studio for AI-generated content production. Its proprietary SparQ AI engine combines natural language processing and image analysis over a database of more than 300 million creators to deliver precision creator matching, brand-safety vetting, and authenticated first-party analytics. Fabulate holds exclusive first-mover integrations with TikTok Symphony's generative AI suite (AI dubbing, video generation, digital avatars) and was selected as one of three global launch partners for YouTube's Creator Partnerships API, giving the platform differentiated access to verified audience demographics and creative tooling.
Fabulate operates a hybrid revenue model combining SaaS subscriptions (platform and management fees negotiated per campaign) with full-service managed services and content distribution packages. Pricing is quote-based with multi-year contracts; there is no public pricing page. Go-to-market is a hybrid enterprise field-sales motion for large brand clients plus product-led self-serve sign-up for SMB brands, creators, and talent managers. The company is privately held, founder-led by CEO and co-founder Toby Kennett, with no disclosed funding rounds or institutional investors in the source data.
Fabulate firmographics
Firmographics- Name
- Fabulate
- Legal name
- Fabulate Pty Ltd
- Website
- https://fabulate.com.au
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Fabulate is an Australian SaaS influencer marketing platform that uses proprietary SparQ AI and a 300M+ creator database to help brands discover, manage, measure, and pay creators, serving enterprise and mid-market clients plus a self-serve SMB tail.
- Ownership category
- akta.pro rank
Fabulate industry classification
Industry- Product category
- Influencer Marketing Platform
- NAICS
- Advertising Agencies (541810), Other Services Related to Advertising (541890)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Influencer Marketing Platforms (Discovery/Search/CRM) (MPACAGAA)
- akta.pro secondary industries
- Influencer/Creator Marketplaces & Brand Deal Platforms (MPACABAI), Influencer Marketing & Creator Marketplaces (BPAMALAG)
Keywords
Where Fabulate is headquartered
LocationHeadquarters
- HQ city
- Pyrmont
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Fabulate business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Platform/SaaS Services: SaaS platform fees charged to brands for access to creator discovery, outreach, workflow, and analytics tools. Fees include platform fee and management fee as stated in terms and conditions.
- Managed Services: Full-service team providing bespoke, performance-driven creator marketing strategies including live shopping, trend jacking, and creator-led media campaigns.
- Content Distribution: Distribution of final content through distributors, with associated fees for Distribution Packages purchased by customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | SaaS platform with quote-based pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
Fabulate product offering
Product offeringCore offering
Fabulate operates an influencer marketing SaaS platform that combines proprietary AI (SparQ) with creator discovery, outreach, workflow, analytics, and payment tools to help brands plan, execute, and measure creator-led marketing campaigns. It also delivers full-service managed services and strategic consulting, and has integrated YouTube Creator Partnerships API and TikTok Symphony AI capabilities for differentiated data and creative output.
Product overview
Fabulate is an influencer marketing platform combining proprietary AI technology (SparQ AI) with a modular SaaS platform. The core platform consists of four integrated modules: Discovery for creator identification and audience data analysis, Outreach for campaign communications, Workflow for content production and approvals, and Analytics for performance measurement. The offering is enhanced by SparQ AI for content analysis and brand safety, Sparq Creative Studio for generative AI content creation, and Fabulate Pay for payment processing. Services include Managed Services (full-service team) and Strategy (consulting). The platform integrates with TikTok Symphony AI tools and YouTube Creator Partnerships API to provide expanded creator data and generative AI capabilities. Fabulate serves brands seeking to execute creator-led marketing campaigns at scale.
Differentiator
Problem solved
Functional benefit
Brands
- SparQ: AI platform that combines natural language processing, image analysis, and creator data to understand influencers, powering brand safe, high impact campaigns.
- Sparq Creative Studio
- Fabulate Pay
- F100
Products and services
- Sparq Creative Studio A generative AI-powered creative studio offering for content creation services, leveraging TikTok Symphony AI tools to enable brands to produce dynamic, culturally relevant creator-led video, dubbing, and avatar content at scale.
- Fabulate Pay A creator payment system integrated into the Fabulate platform that facilitates and manages financial transactions between brands and creators for influencer marketing collaborations.
- F100 An elite creator network program for top-performing creators on the Fabulate platform, providing curated access to brand campaign opportunities.
- Managed Services A full-service offering in which Fabulate's in-house team delivers bespoke, performance-driven creator marketing strategies for brand clients, including live shopping, trend jacking, and creator-led media campaigns.
- Strategy A strategic consultancy service delivering bespoke, performance-driven influencer marketing strategies at scale for brand clients.
Quantifiable outcome
- 5x ROAS for TFE Hotels Black Friday campaign (converted $10K spend to $54K revenue)
- +4 more outcomes
Companies that use Fabulate
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Fabulate technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability10 records
Feature9 records
Fabulate partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- YouTubecoreFabulate was selected as one of the first launch partners (alongside CreatorIQ and TRIBE) for YouTube's Creator Partnerships API, part of the rebranded BrandConnect suite. The integration provides verified viewer demographics, geographic distribution, and interest-based signals for creators who have enabled data sharing. Already live within Fabulate's Discovery product.
- TikTokcoreFabulate became the first platform globally to integrate TikTok Symphony's suite of generative AI tools natively, including AI dubbing, video generation, and digital avatars. Builds on existing TikTok Marketing Partner relationship. Fabulate clients receive priority access to new Symphony API features as released.
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
Fabulate competitors and assessment
Company assessmentDirect peers
- Upfluence: Upfluence is an influencer marketing platform providing creator search, outreach, campaign management, and analytics, with both SaaS and agency offerings. It is a direct competitor in the creator discovery and campaign workflow space Fabulate serves.
- LTK: LTK (formerly rewardStyle) is a global creator commerce and influencer marketing platform with a large creator network and brand tools. It is a direct competitor in the broader creator marketing platform category, especially for brand-to-creator campaign management.
- CreatorIQ: CreatorIQ is a global enterprise influencer marketing platform offering creator discovery, workflow, analytics, and brand safety. It is a fellow launch partner for YouTube's Creator Partnerships API alongside Fabulate, making it the most directly comparable peer in product scope, customer base, and platform partnership strategy.
- Aspire (formerly AspireIQ): Aspire is an end-to-end influencer marketing platform serving enterprise and mid-market brands with creator discovery, campaign management, and analytics. It is a direct competitor in the same SaaS category as Fabulate, particularly for the brand-side campaign workflow.
- Traackr: Traackr is an influencer marketing platform with strong analytics, brand safety, and global creator data capabilities serving enterprise brands. It is comparable to Fabulate's SparQ AI and analytics modules in the enterprise brand-safety and measurement category.
- IZEA Worldwide: IZEA operates influencer marketing platforms and marketplaces (IZEAx, Shake) connecting brands and creators, with managed services content production. It is a comparable peer in the creator marketplace and managed campaign services category.
- Captiv8: Captiv8 is an influencer marketing platform with creator marketplace, workflow, and analytics, serving enterprise brands. It is a comparable peer in the SaaS-based creator discovery and campaign management category Fabulate operates in.
- GRIN: GRIN is a creator marketing platform focused on direct-to-consumer and ecommerce brands, offering discovery, relationship management, and content collection. It competes with Fabulate in the mid-market and enterprise brand segment for creator-driven campaign management.
- TRIBE: TRIBE is an APAC-headquartered influencer marketing platform connecting brands with creators, with strong presence in Australia and the UK. It is also a YouTube Creator Partnerships API launch partner and operates a marketplace-plus-managed-services model very similar to Fabulate's.
Broad incumbents
- Klear (Meltwater): Klear, now part of Meltwater, is an influencer marketing platform offering creator discovery, analytics, and campaign management integrated into Meltwater's broader media intelligence suite. It competes with Fabulate as part of a larger, broader incumbent offering.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Fabulate social profiles
Digital presenceFabulate financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fabulate leadership team
Management profileNumber of profiles
Profiles1 record
Fabulate funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fabulate 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 Fabulate
What does Fabulate do?
Fabulate operates an influencer marketing SaaS platform that combines proprietary AI (SparQ) with creator discovery, outreach, workflow, analytics, and payment tools to help brands plan, execute, and measure creator-led marketing campaigns. It also delivers full-service managed services and strategic consulting, and has integrated YouTube Creator Partnerships API and TikTok Symphony AI capabilities for differentiated data and creative output.
Is Fabulate a public or private company?
Fabulate is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fabulate founded?
Fabulate was founded in 2017. It employs 11 to 50 people.
Where is Fabulate based?
Fabulate is headquartered in Pyrmont, Australia, in the Oceania region.
How does Fabulate make money?
Three revenue lines are on record. Platform/SaaS Services are the primary driver. The others are managed Services and content Distribution.
Who are Fabulate's main competitors?
Direct peers on record are Upfluence, LTK, CreatorIQ, Aspire (formerly AspireIQ), Traackr, IZEA Worldwide, Captiv8, GRIN and TRIBE. Klear (Meltwater) is listed as a broad incumbent.
Does Fabulate have an API?
Yes. YouTube Creator Partnerships API integration - allows approved third-party influencer marketing platforms to integrate first-party audience and campaign data directly into their own tools. The API connects YouTube Studio on the creator side to Google Ads and Display & Video 360 on the advertiser side, providing verified viewer demographics, geographic distribution, and interest-based signals for creators who have enabled data sharing. Fabulate is an invite-only launch partner with the integration already live within their Discovery product.
What industry is Fabulate in?
Fabulate's product category is Influencer Marketing Platform. Its primary akta.pro industry code is MPACAGAA, Influencer Marketing Platforms (Discovery/Search/CRM), with a secondary code of MPACABAI, Influencer/Creator Marketplaces & Brand Deal Platforms. Its NAICS code is 541810 and its SIC code is 7372.