What CX Lavender does

CX Lavender is a privately held Australian hybrid agency and consultancy founded in 1997 and headquartered in Ultimo, NSW (Sydney), with 101-250 employees. The firm integrates growth strategy, creative, and technology delivery under a single roof, serving enterprise clients across financial services (notably Westpac and its ecosystem including St.George and Team Super), industrials (Bluescope), automotive (Audi), QSR/franchise (Zambrero), retail/gaming (EB Games), education (Victoria University), and mental health (Headspace). Its service lines span growth strategy, demand and acquisition, loyalty programs, digital platforms, and Martech implementation, including warranty and warranty-adjacent platforms.

The firm's core technology proposition centers on building and operating custom loyalty and lifecycle platforms on client AWS estates, using composable infrastructure from partners including Open Loyalty and Iterable. Repeat multi-program engagements with Westpac (Altitude Rewards, Customer Advocacy, Rewards) demonstrate embedded delivery into enterprise technology stacks, while the EB Games engagement shows capacity to scale programs across Australia, New Zealand, Europe, and North America. Internally, CX Lavender packages its methodology as a proprietary "Growth System" and operates an active content presence on LinkedIn, Instagram, and TikTok.

The business model is project- and retainer-based professional services revenue from enterprise clients, supplemented by platform build-and-operate engagements that generate multi-year recurring revenue. There are no public funding rounds, no disclosed acquisitions, and no public revenue figures; the firm remains founder-led under Will Lavender and has operated continuously for 28+ years without external capital raises visible in the input data.

Name

CX Lavender

Legal name

CX Lavender Group Pty Ltd

Website

https://cxlavender.com.au

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

101–250 employees

Short description

CX Lavender is an Australian hybrid agency and consultancy that designs, builds, and operates growth strategy, loyalty, and Martech platforms for enterprise clients across financial services, retail, education, and health.

Ownership category

akta.pro rank

Product category

Customer Experience Consulting & Agency Services

NAICS

Custom Computer Programming Services (541511), Computer Systems Design Services (541512), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Computer Programming Services (7371), Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Customer Experience (CX) & Digital Experience (BPAHAEAC)

akta.pro secondary industries

Customer Experience (CX) & Journey Strategy (MPAAAFAI), Brand Experience (BX) & Service Design (BPAFAEAI), Web Content Management (WCM) & Experience Platforms (Content Services) (HDAEAGAK)

Keywords

• Customer experience consulting
• Loyalty program design
• Digital experience design
• Martech strategy services
• Customer journey strategy

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Services - Strategy & Consulting: CX Lavender provides strategic consulting services including customer growth strategy, demand & acquisition campaigns, and retention & loyalty programs. Revenue is generated through project-based engagements with enterprise clients.
2. Experience Design & Digital Platforms: Design and build of websites, apps, and connected digital journeys. Includes custom platform engineering for loyalty systems, warranty management, and service quality systems.
3. Martech Strategy, Integration & Enablement: Martech consulting, system integration, and enablement services including training and tool deployment.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

CX Lavender is a customer experience agency and consultancy that designs and builds connected digital journeys across acquisition, experience, and loyalty for enterprise clients. Its core offerings span growth and customer journey strategy, demand and acquisition campaigns, retention and loyalty programs, experience design and digital platform engineering, and Martech strategy, integration and enablement, delivered through the proprietary CX Lavender Growth System framework.

Product overview

CX Lavender is a customer experience agency operating as a hybrid between an agency and consultancy, combining strategic intelligence, creative firepower, and technical delivery. The company offers six core service offerings: Growth & Customer Journey Strategy, Demand & Acquisition Campaigns, Retention & Loyalty Programs, Experience Design & Digital Platforms, Martech Strategy, Integration & Enablement, and the CX Lavender Growth System framework. For over 28 years, the company has helped CMOs and their teams turn customer complexity into measurable growth by designing and building connected digital journeys across acquisition, experience, and loyalty.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 65% increase in points redemptions for Westpac Altitude Rewards campaign
• +3 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Three partnerships are on record, tiered core and supporting.

• Open LoyaltycoreTechnology or IntegrationOpen Loyalty is an open-source loyalty platform that CX Lavender uses as the foundation for designing and engineering loyalty frameworks for clients like Zambrero. CX Lavender integrates Open Loyalty with client systems including POS, mobile apps, websites, and marketing automation platforms.
• AWS (Amazon Web Services)coreTechnology or IntegrationAWS provides the cloud infrastructure for CX Lavender's serverless orchestration layers, particularly for loyalty platform deployments. CX Lavender builds and hosts client solutions on AWS infrastructure with dedicated instances for each client.
• IterablesupportingTechnology or IntegrationIterable is used as the marketing automation platform integrated with loyalty frameworks, enabling CRM lifecycle frameworks and modular email design systems for client loyalty programs.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Deloitte Digital: Big Four consultancy's digital arm delivering customer experience strategy, Martech implementation, and loyalty program design. Comparable to CX Lavender in targeting enterprise CMOs with integrated strategy-plus-build services, but with substantially larger scale and geographic reach.
• Accenture Song (formerly Accenture Interactive): Global professional services giant with a dedicated customer experience and marketing services arm. Competes with CX Lavender for enterprise CMO-level engagements and offers strategy, creative, and technology delivery at global scale, directly overlapping CX Lavender's hybrid agency-consultancy offering.
• Wunderman Thompson (now VML): Global creative, technology, and data agency network serving enterprise clients across CX, loyalty, and digital platforms. Directly competes with CX Lavender on integrated customer experience and loyalty program engagements for major brands.
• Isobar (Dentsu Creative): Global digital agency network within Dentsu offering experience design, commerce, and martech services. Overlaps with CX Lavender on enterprise digital experience build, loyalty, and martech integration engagements.

Direct peers

• AKQA: Design and innovation agency delivering experience design, digital products, and marketing campaigns for enterprise brands. Comparable to CX Lavender in combining design craft with technology delivery for enterprise customer experience programs.
• R/GA: Hybrid creative and technology agency known for connected customer experience design, digital product engineering, and brand transformation work. Closely mirrors CX Lavender's 'agency plus engineering guild' model and similarly targets enterprise CMOs.

Regional players

• Thinkerbell: Australian-meets-NZ hybrid agency and consultancy combining creative, PR, and strategic consulting. Comparable to CX Lavender's agency-plus-consultancy positioning in the local enterprise market, though with stronger earned media orientation.
• The Works (part of RXP Services): Australian creative and customer experience agency delivering brand strategy, digital platforms, and campaigns for enterprise clients. Most direct Australian-headquartered peer competing for the same local CMO-led engagements.
• BMF Advertising: Australian creative agency known for brand campaigns and integrated marketing for major local brands. Comparable to CX Lavender on the brand and campaign side, though with less emphasis on in-house loyalty platform engineering.

Others

• Open Loyalty: Open-source loyalty platform technology partner of CX Lavender used as the foundation for client loyalty deployments such as Zambrero. Adjacent rather than competitive: enables CX Lavender's loyalty engineering capability and could also be used by competing agencies.

Market position

Strengths1 record

Competitive moat5 records

Key risks1 record

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/lavender/posts/?feedView=all
• Instagraminstagram.com/cxlavender/?hl=en
• TikToktiktok.com/@cxlavender?_t=8XYHphsqIbZ&_r=1

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 CX Lavender