Tortoise & Hare CX Agency

What Tortoise & Hare CX Agency does

Tortoise & Hare CX Agency is an Australian customer experience consulting firm headquartered in Newcastle, NSW, operating under the legal entity Australian Marketing Initiatives Pty Ltd (ABN 60 169 071 783). The firm was rebranded from AM-i Customer Engagement Agency on 31 May 2022 and is led by three Founding Directors (Angela Cobb, Oliver Stewart, Nicholas Wonders) whose prior agency and client-side experience is positioned as the firm's core differentiator. The agency delivers end-to-end CX transformation services across three pillars — Experience (CX audits, strategy, research, segmentation, lifecycle optimization), Activation (brand positioning, loyalty program design, UX/UI design, growth strategy), and Enablement (CRM optimization, organizational design, change management) — to enterprise and mid-market brands across Australia.

The firm operates a sub-brand ecosystem marketed as the 'One CX group', comprising Mind & Machine (AI-in-CX strategy and implementation), Signal & Depth (founder-led qualitative research practice), and On Track Insights (a content and research publication including the CXBI Customer Experience Benchmark Index). There is no proprietary technology platform; the firm is structured as a senior-led professional services practice with 11-50 employees rather than a product or SaaS company. The 'On Track Insights' content engine, gated whitepapers, and CXBI research serve as top-of-funnel demand generation assets.

Tortoise & Hare generates revenue through professional services engagements (CX audits, strategy development, activation campaigns, and organizational enablement) on a quote-based, scope-driven pricing model with publicly undisclosed rates. Its client base includes 30+ named Australian enterprise brands such as Bupa, ANZ, Woolworths X, Myer, Kmart, Foxtel, NRL, Roche, Endeavour Group, nib, Qudos Bank, and Cover More, spanning banking, insurance, retail, healthcare, media, and sport verticals. Distribution is direct B2B via senior-led sales to enterprise and mid-market clients across Australia, with the regional Newcastle base positioned to attract senior talent seeking lifestyle flexibility while serving nationally distributed brands. The firm is privately held by its three founders, with no external investment, parent company, or subsidiary structure disclosed.

Name

Tortoise & Hare CX Agency

Legal name

Australian Marketing Initiatives Pty Ltd

Website

https://tortoiseandhare.com.au

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Tortoise & Hare CX Agency is an Australian customer experience consultancy headquartered in Newcastle, NSW, that delivers end-to-end CX transformation services (strategy, activation, enablement) to enterprise and mid-market brands across Australia. It operates the 'One CX group' with Mind & Machine (AI) and Signal & Depth (qualitative research) sub-brands.

Ownership category

akta.pro rank

Product category

Customer Experience Consulting

NAICS

Management Consulting Services (54161), Marketing Consulting Services (541613)

SIC

Services-Management Consulting Services (8742), Services-Management Services (8741)

akta.pro primary industry

Customer Experience (CX) & Digital Experience (BPAHAEAC)

akta.pro secondary industries

Brand Experience (BX) & Service Design (BPAFAEAI), Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research) (MPAAALAH), Customer Experience (CX) & Journey Strategy (MPAAAFAI)

Keywords

• Customer experience consulting
• CX strategy services
• Loyalty program design
• Brand activation agency
• CX transformation advisory

Headquarters

HQ city

Newcastle

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Services - CX Consulting: Revenue is generated through consulting engagements delivering CX transformation services including experience audits, strategy development, activation campaigns, and organizational enablement.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Tortoise & Hare CX Agency is a customer experience (CX) consulting agency that delivers end-to-end CX transformation services combining strategic precision with pragmatic execution. Its offerings span three integrated pillars: Experience (CX audits, blueprints, strategy, research, segmentation, lifecycle optimisation, voice of customer), Activation (brand positioning, growth strategy, loyalty program design, UX/UI design, service design), and Enablement (CRM optimisation, organisational design, change management, capability building). The agency serves Australian enterprise and mid-market brands across B2B and B2C contexts, supported by sub-brands Mind & Machine (AI integration) and Signal & Depth (qualitative research).

Product overview

Tortoise & Hare CX Agency is a service-based CX agency (not a software product company) that rebranded from AM-i Customer Engagement Agency in May 2022. The agency operates as a unified group with three integrated service pillars: Experience (CX audits, blueprints, strategy, research, segmentation, lifecycle optimisation, product strategy, voice of customer, employee experience), Activation (brand positioning, growth strategy, marketing performance, lead management, onboarding, loyalty program design, UX/UI design, service design), and Enablement (project management, capability review, CRM optimisation, product development, loyalty solutions, organisational design, change management). The agency also includes affiliated sub-brands: Mind & Machine (AI strategy and implementation services) and Signal & Depth (qualitative research practice). On Track Insights serves as their editorial content arm publishing CX, brand, digital and CXBI research. The agency's approach is informed by agency and client-side expertise across B2B and B2C businesses, delivering strategic and pragmatic CX transformation.

Differentiator

Problem solved

Functional benefit

Brands

• Mind & Machine: AI-focused brand helping organisations introduce AI into customer experiences without losing their humanity. Bridges strategy, systems and intelligent automation to create practical, people-centred AI capability.
• Signal & Depth
• On Track

Products and services

• CX Transformation Services

Quantifiable outcome

• Case study evidence: Qudos Bank achieved strengthened market position through CX Audit and Customer Engagement Strategy
• +2 more outcomes

Named customers30 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Mind & MachinecoreStrategic or Co-development PartnerPart of of the 'One CX group' alongside Tortoise & Hare. Mind & Machine focuses on helping organisations introduce AI into customer experiences without losing their humanity - bridging strategy, systems and intelligent automation to create practical, people-centred AI capability.
• Signal & DepthcoreStrategic or Co-development PartnerPart of the 'One CX group' alongside Tortoise & Hare. Signal & Depth is a founder-led qualitative practice built for high-stakes conversations leaders cannot afford to get wrong - uncovering human signals shaping relationships, strategic direction and organisational performance.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Concentrix: Global CX and customer engagement services firm with Australian operations covering CX consulting, analytics and digital transformation. Competes for enterprise CX mandates with broader geographic and operational scale.
• dentsu Australia: Global marketing services group with significant Australian operations spanning CX, loyalty, CRM and digital transformation. Operates at much larger scale and competes for the same enterprise brand experience engagements.
• Accenture Australia (CX Practice): Global consulting giant with a substantial Australian CX, design and customer strategy practice. Serves many of the same enterprise brands as Tortoise & Hare but at vastly larger scale, broader geographic reach and full-stack capability.
• Deloitte Digital Australia: Big 4 consulting arm with significant Australian CX, design and customer transformation practice. Competes for large enterprise CX transformation mandates with deeper specialist benches and master service agreements.
• KPMG Australia (Customer & Brand practice): Big 4 advisory firm with a customer and brand consulting practice serving enterprise clients across Australia. Competes for strategic CX, loyalty and customer engagement mandates at the upper end of the market.

Direct peers

• Atomic 212: Australian independent media and marketing agency with CX and customer engagement capabilities. Operates in a similar size band and competes for the same Australian enterprise marketing and CX budgets.
• Thinkerbell: Australian-founded creative, brand and CX consultancy. Similar boutique Australian agency competing for enterprise brand experience, loyalty and engagement engagements with overlapping service modules.
• MercerBell: Australian CX, brand and customer engagement agency headquartered in Sydney, serving enterprise clients across B2C. Comparable to Tortoise & Hare as a similarly sized Australian CX/loyalty consultancy competing for the same enterprise brand mandates.
• The Works (Australian agency): Sydney-headquartered creative and CX agency with brand, loyalty, and customer engagement capabilities serving enterprise brands across Australia. Comparable scope of services and similar mid-sized competitor profile.
• Loud & Clear: Australian customer and brand consultancy providing CX, loyalty, CRM and marketing strategy services to enterprise clients. Direct competitor for Australian CX transformation mandates with similar boutique positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Tortoise & Hare CX Agency