Talentpay

What Talentpay does

Talentpay Group is a privately held, Singapore-incorporated (Talentpay Pte Ltd, UEN 201426085H) software and services firm operating across Australia, New Zealand, and Singapore, with three commercial brands plus a managed-service extension. Talentpay, the legacy brand established in 2005 in Australia and 2015 in New Zealand, provides a full-service performer processing platform for the advertising industry covering performer contracts, payments, child-welfare and police checks, budget reconciliation, and usage rights management. PURMSec, launched in 2019 as an externally-facing SaaS product, centralizes advertising usage rights data for advertisers and agencies, providing under-5-minute real-time access to permissions, supporting MSA compliance, and reducing breach risk across agency networks. PURMSec Hub (2025) extends the platform with a managed data-entry outsourcing service, and Yaplat is a curated on-screen performer marketplace connecting advertisers to a global talent pool.

The technology stack is built on Microsoft Azure with SAML SSO, enforced 2FA, encryption at rest and in transit (HTTPS with SHA256 RSA 2048-bit), and warm fail-over across geographic regions; secondary infrastructure includes AWS for backups, Atlassian for SDLC, Twilio/Sendgrid for email, and Freshworks for customer support. The company is bootstrapped — no external funding rounds are disclosed — and operates with 11-50 employees. Revenue is generated through three streams: SaaS subscriptions for PURMSec, managed services for the Talentpay AU/NZ full-service offering, and professional services via PURMSec Hub. Go-to-market is enterprise direct sales with 'request a demo' CTAs targeting advertisers and creative agencies globally, while AU/NZ markets receive a regionally-embedded full-service model. The company estimates it processes approximately 70% of all advertising usage rights in Australia and New Zealand, anchoring its competitive position in a narrow advertising sub-vertical.

Name

Talentpay

Legal name

Talentpay Pte Ltd

Website

https://talentpay.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Talentpay Group is a Singapore-headquartered software and services firm that provides performer contracting, payments, and usage rights management for the advertising industry via its Talentpay, PURMSec, PURMSec Hub, and Yaplat brands, processing an estimated 70% of advertising usage rights in Australia and New Zealand.

Ownership category

akta.pro rank

Product category

Advertising Usage Rights Management Software

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

SIC

Services-Advertising (7310)

akta.pro primary industry

Talent Agency & Representation Services (HSACAHAK)

akta.pro secondary industry

Full-Service Artist Management (MPAIAGAA)

Keywords

• Performer contracting platform
• Usage rights management
• Advertising supply chain
• Talent payment processing
• Performer marketplace

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription (PURMSec): PURMSec operates as a SaaS platform providing Usage Rights management services on a subscription basis to advertisers and agencies globally.
2. Performer Processing Services (Talentpay): Talentpay provides full-service performer payment processing, contract management, child-welfare and police checks, budget reconciliation and usage rights management for Australia and New Zealand markets.
3. PURMSec Hub Managed Service: Outsourcing service for usage rights management where agencies send performer contract details and PURMSec Hub handles job setup, data entry, and permissions management.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

Talentpay is a performer processing platform for the advertising industry that digitalises advertising performer contracts at source, aggregates and curates performer usage rights in a secure environment, and manages the performer payment process. Through its PURMSec SaaS platform it centralises Advertising Usage Rights to deliver real-time access to usage data in under 5 minutes, while PURMSec Hub offers an outsourced data-entry service for usage rights management. The group also operates Yaplat, a curated on-screen performer marketplace connecting advertisers and agencies to global talent.

Product overview

Talentpay Group operates as a platform-plus-modules architecture with three core brands. The flagship Talentpay platform serves as the performer processing platform for the advertising industry, handling contracts, payments, and usage rights management. PURMSec is the SaaS platform that digitises performer usage rights creation and management for the advertising supply chain, providing centralised usage rights access to advertisers and agencies. PURMSec Hub is a managed service add-on that allows customers to outsource data entry tasks for usage rights management. Yaplat is a curated talent marketplace connecting advertisers to on-screen performers globally. The group processes an estimated 70% of all advertising usage rights in Australia and New Zealand.

Differentiator

Problem solved

Functional benefit

Brands

• Yaplat: A curated on-screen performer marketplace made for finding talent globally, connecting advertisers and their associated agencies to a large talent pool.
• PURMSec
• PURMSec Hub

Products and services

• Talentpay (Australia) A full-service performer processing platform for the Australian advertising market that manages and digitalises advertising performer contracts at source, handles performer payments, processing and contracts, child-welfare and police checks, budget reconciliation, and usage rights management.
• Talentpay (New Zealand) A full-service performer processing platform for the New Zealand advertising market that manages and digitalises advertising performer contracts at source, handles performer payments, processing and contracts, child-welfare and police checks, budget reconciliation, and usage rights management.
• PURMSec A SaaS platform that centralises Advertising Usage Rights across the advertising supply chain by digitalising the creation and management of performer usage rights securely at source, providing real-time access to usage data in under 5 minutes for advertisers and agencies.
• PURMSec Hub A managed service that simplifies Usage Rights management for creative assets by outsourcing low-value data entry tasks; once a performer contract is complete, Talentpay handles job setup, extracts usage rights, logs them into PURMSec and manages notifications for all involved parties.
• Yaplat A curated on-screen performer marketplace made for finding talent globally, connecting advertisers and their associated agencies to a large global talent pool.

Quantifiable outcome

• Real-time access to usage data in under 5 minutes
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• Microsoft AzurecoreTechnology or IntegrationPURMSec SaaS solution is hosted on Microsoft Azure using best-practice standards for secure environment configuration and network communications. Azure provides cloud infrastructure, data storage, and Office365 services with locations in Australia, Singapore, and Canada.
• Talentpay Pty LtdcoreTechnology or IntegrationIntra-group entity for transfers and processing in Australia. Part of the Talentpay Group of companies.
• Talentpay NZ LtdcoreTechnology or IntegrationIntra-group entity for transfers and processing in New Zealand. Part of the Talentpay Group of companies.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Casting Networks: Casting Networks operates online casting platforms connecting performers with casting directors across film, TV, and advertising. Comparable to Talentpay's Yaplat marketplace and broader performer contracting focus, though serving primarily North American markets.
• Backstage: Backstage is a leading casting and performer marketplace serving actors, models, and performers seeking opportunities in entertainment including advertising. Comparable to Talentpay's Yaplat brand in connecting advertisers/agencies with talent pools.
• Casting Call Pro: UK-based casting platform serving performers and casting professionals with profile management and job matching. Comparable to Yaplat marketplace concept but focused on UK/European markets rather than Australia/NZ/global.
• Rightsline: Rightsline provides rights management software for media companies covering content licensing, royalties, and contract management. Most directly comparable to PURMSec's usage rights centralization focus, though serving broader media and entertainment rather than just advertising performers.
• Model Mayhem: Model Mayhem is a performer/model networking platform connecting talent with photographers, agencies, and brands. Comparable to Yaplat's curated marketplace positioning for advertising performer sourcing.

Broad incumbents

• Aprimo: Aprimo is an established marketing operations and digital asset management platform used by large brands and agencies to manage content workflows, assets, and rights at enterprise scale. A broader incumbent overlapping with PURMSec's asset and rights management capabilities.
• MediaOcean: MediaOcean provides advertising operations software including media planning, buying, and campaign management infrastructure for global agencies and advertisers. A broad incumbent in advertising technology adjacent to Talentpay's performer processing layer.
• OneTrust: OneTrust is a large trust intelligence platform covering consent, privacy, and rights management for enterprises. While focused on data privacy rather than performer rights, it competes for enterprise rights management budget and could expand into talent rights.

Regional players

• Starnow: Starnow is an Australia/New Zealand-based casting and performer platform serving the local entertainment industry. Direct regional peer comparable to Yaplat marketplace given overlapping geography and performer focus.

Emerging players

• Iconik: Iconik provides cloud-based media asset management with metadata and rights tagging capabilities for creative teams. Adjacent to PURMSec's rights centralization value proposition, serving similar advertising and media customers with overlapping asset workflows.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/talentpay

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

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 Talentpay