What Cavalry Freelancing does

Cavalry Freelancing (legally &Friends Payroll UK Ltd) operates a cloud-based talent management platform that connects companies with a curated network of 11,000+ vetted creative, production, client services, and marketing freelancers across 100+ specialisms. The platform is structured around a core self-service marketplace product extended by three modules: Cavalry IQ, an AI-powered matching algorithm that pairs briefs with optimal freelancers; Cavalry Ultimate, a premium account-managed tier with dedicated project guides; and Cavalry Payroll, an integrated payment and employment service handling invoicing, timesheets, and payroll. The company is headquartered in Sydney and operates in the UK, Australia, and the USA via a multi-entity group structure.

The business operates a hybrid monetization model combining transaction-based fees with tiered subscriptions. Under the Contractor Invoice Model, Cavalry charges a 15% facilitation fee; under the Payroll Model it charges a combined 21% (14% facilitation + 7% payroll) on top of the Freelancing Services Fee, plus late-payment penalties. Subscription tiers range from a free Self-Service plan to Self-Service+ (up to 3 Talent Pools) and Cavalry Ultimate (unlimited pools, dedicated project guides, multi-year commitment). Direct-hire introduction fees of 6-15% apply when clients convert freelancers to permanent roles.

Go-to-market is dual-track: product-led growth through free self-service onboarding for SMBs and long-tail clients, paired with an enterprise field-sales motion targeting agencies and brands seeking hands-off resourcing. Marketing relies on content (Cavalry Chronicles blog), community programs (Cavalry Mentor Me), a segmented newsletter (Cavalry Connect), and demo-driven enterprise conversion. Named customers include DDB Group Sydney, Jellyfish, Coca-Cola, and CX Lavender. The company appears to be bootstrapped, with no disclosed external funding, and operates with a small team of 11-50 employees.

Name

Cavalry Freelancing

Legal name

&Friends Payroll UK Ltd

Website

https://cavalryfreelancing.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Cavalry Freelancing operates a cloud-based talent management platform connecting companies with 11,000+ vetted creative, production, and marketing freelancers globally, offering AI matching, account-managed resourcing, and integrated payroll services to agencies, brands, and enterprises.

Ownership category

akta.pro rank

Product category

Freelance Talent Management Platform

NAICS

Independent Artists, Writers, and Performers (7115)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Agent of Record (AOR) / Contractor Engagement Services (BPACAGAB)

akta.pro secondary industries

Contractor / Freelancer Payments (FSAMAKAC), Workforce Management & Scheduling Outsourcing (Non-payroll) (BPACAKAJ)

Keywords

• Freelance talent management
• Creative staffing platform
• Talent matching software
• Contractor payment services
• Freelance engagement platform

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. Facilitation Fees (Contractor Invoice Model): Cavalry charges clients a 15% facilitation fee on the Freelancing Services Fee under the Contractor Invoice Model, where clients engage freelancers as contractors directly and pay them according to agreed rates.
2. Payroll Services (Cavalry Payroll Model): Under the Cavalry Payroll Model, Cavalry engages freelancers as employees and handles payroll. Charges a combined rate of 21% (14% for facilitation services + 7% for payroll services) on top of the Freelancing Services Fee. Late payment fees apply for invoices overdue beyond terms.
3. Introduction Fees (Direct Hiring): When clients directly employ or engage freelancers sourced through Cavalry, introduction fees are charged based on the type of engagement: 15% for contractor arrangements or 15% of first-year remuneration for permanent placements (with sliding scale from 6-15% based on prior engagement duration).
4. Platform Subscription (Self-Service+): Self-Service+ plan offers up to 3 Talent Pools versus 1 in the base Self-Service plan, suggesting tiered subscription pricing for enhanced platform capabilities.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Cavalry Freelancing is a cloud-based talent management platform that connects companies with a network of 11,000+ vetted creative, production, client services, and marketing freelancers. The platform combines talent discovery, AI-powered matching, project management, invoicing, and integrated payroll into a single system, with optional account-managed and payroll services for enterprise clients.

Product overview

Cavalry Freelancing is a talent management platform designed as a unified system with multiple integrated modules. The core Cavalry platform provides the foundational infrastructure for talent search, roster management, and freelancer collaboration. Three premium add-on modules extend this functionality: Cavalry IQ (AI-powered matching and talent discovery), Cavalry Ultimate (full account management with dedicated support), and Cavalry Payroll (specialized freelancer payment processing). Together, these products create an end-to-end solution enabling companies to source, vet, book, manage, and pay creative and production freelancers.

Differentiator

Problem solved

Functional benefit

Brands

• Cavalry Ultimate: Premium, account-managed freelancing solution for businesses and agencies that want creative talent without the admin. Handles sourcing, onboarding, managing bookings, and ensuring payments run smoothly.
• Cavalry IQ
• Cavalry Payroll
• Cavalry Chronicles
• Cavalry Mentor Me
• Cavalry Connect

Products and services

• Cavalry Platform Cloud-based all-in-one talent management platform connecting companies with vetted creative, production, client services, and marketing freelancers. Enables talent search, roster management, booking, invoicing, and collaboration through a unified system serving agencies and brands.
• Cavalry IQ AI-powered matching technology that rapidly pairs project briefs with optimal freelancers from the client's organization and the broader Cavalry network using a smart matching algorithm with minimal prompts.
• Cavalry Ultimate Premium account-managed freelancing solution providing full-service talent sourcing, onboarding, booking management, and payment processing with dedicated project guides, designed for agencies and businesses wanting hands-off resourcing.
• Cavalry Payroll Freelancer payment management service that engages freelancers as employees, handles payroll processing, invoicing, timesheets, approvals, and timely contractor payments on behalf of companies.

Quantifiable outcome

• Speed improvement: Reaching suitable candidates in hours, not days

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Upwork: Public freelance marketplace combining self-service matching with enterprise talent solutions and payment processing. Directly competes with Cavalry's end-to-end freelancer sourcing, booking, and payment stack across a broader (non-vertical) talent base.
• Fiverr: Public marketplace for freelance creative and professional services with project-based engagements and integrated payments. Overlaps directly with Cavalry's creative/marketing talent focus and PLG funnel, though Fiverr skews to project posting versus Cavalry's roster/talent-pool approach.
• Toptal: Curated freelance network focused on top-tier talent across design, marketing, and product, with embedded enterprise matching and payments. Mirrors Cavalry's vetting/AI-matching positioning and enterprise go-to-market, and is the most natural 'premium curated' alternative.
• Malt: European freelance marketplace with strong presence in creative, digital, and marketing disciplines, providing matching and payment infrastructure. Closest geographic and vertical comp to Cavalry's UK/AU creative focus.
• Twine: Network connecting companies with freelance creative, design, and production talent. Similar curated creative-freelancer model to Cavalry, with overlap in agencies and brand marketing hiring use cases.
• 99designs (by Vista): Creative-only freelance marketplace spun out of Vista specializing in design projects. Closest vertical comp to Cavalry's creative-only positioning, though skewed to contest/project matching rather than ongoing roster relationships.

Emerging players

• Superside: AI-augmented creative services platform offering on-demand design and creative production via curated freelancer teams. Comparable enterprise creative resourcing motion to Cavalry Ultimate with stronger automation and global delivery.
• A.Team: Curated platform forming product, design, and engineering teams from vetted independent talent. Comparable high-touch, vetted-freelancer model and enterprise focus, though concentrated in tech/product rather than creative/marketing.

Broad incumbents

• LinkedIn (Talent Solutions / ProFinder): Microsoft-owned professional network whose Talent Solutions and freelance features overlap indirectly with Cavalry's curated freelancer matching, while its scale dwarfs any vertical freelance specialist.
• Indeed: Largest generalist job and hiring platform with growing contract/freelance inventory and sponsor/employer services. Adjacent competitor for hiring budgets but does not replicate Cavalry's vertically curated, end-to-end creative-engagement stack.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/CavalryFL

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cavalry Freelancing