Captovate

What Captovate does

Captovate is a boutique Australian AI Digital Marketing Agency founded in 2004 in Darwin, Northern Territory, operating across NT, South Australia, the ACT, and the Sunshine Coast with approximately 10-15 employees. The company builds and markets websites across multiple platforms (WordPress, Drupal, Shopify, and its proprietary Ariba web builder powered by Duda), delivers SCORM-compliant eLearning modules, and provides digital marketing services spanning SEO, GEO (Generative Engine Optimisation), Google Ads, social media advertising, content creation, graphic and web design, mobile apps, and user testing. Its strategic differentiator is the integration of generative AI and autonomous AI agents into the agency workflow, including custom AI voice agents (e.g., a deployment for AANT handling 208 calls in its first week), a free AI Opportunity Audit tool, and an AI Community subscription product launching August 2026.

The business operates a hybrid revenue model: predominantly project-based professional services (web development projects typically A$5K-A$50K+, digital marketing retainers) supplemented by prepaid support packs (A$198/hour), three subscription tiers for the AI Community ($47-$250/month), and grant-funded AI training workshops delivered under the NT Government's Flexible Skills and Training Response Program. Customer mix is anchored in government (NT Government preferred supplier for 15+ years, Australian Government Drupal Services Panel, multiple NT Regional Councils, City of Darwin, Government of South Australia) and regional SMBs, with select enterprise accounts (AANT, Electranet, Charles Darwin University, Bennett Architecture). Go-to-market is sales-led via discovery calls with Managing Director Michael Hawkes, augmented by content marketing, SEO, AI workshops, and government panel referral.

Technology stack centres on multi-platform CMS expertise, the Ariba/Duda web builder with Captovate-developed customisations, third-party AI tools (ChatGPT, Claude, Gemini, Eleven Labs, Suno), and integrations with Figma, ClickUp, Hotjar, Loop11, and Shopify. Captovate is privately held, founder-controlled (Michael and Karen Hawkes), with no external venture capital or private equity backing disclosed.

Name

Captovate

Legal name

Captovate PTY LTD

Website

https://captovate.com.au

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Captovate is an Australian boutique AI Digital Marketing Agency founded in 2004 in Darwin, delivering web development, digital marketing, eLearning, and custom AI agents to government clients, regional SMBs, and select enterprises across NT, SA, ACT, and QLD.

Ownership category

akta.pro rank

Product category

Digital Marketing Agency Services

NAICS

Advertising Agencies (541810), Custom Computer Programming Services (541511), Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311), Services-Computer Programming Services (7371)

akta.pro primary industry

Performance Marketing Automation & Bid Management Services (MPAAACAM)

akta.pro secondary industries

Attribution, Measurement, Analytics & Incrementality (BPAMALAF), AI/ML Engineering & Model Development Services (BPAEAHAF)

Keywords

• Digital marketing agency
• AI marketing services
• Web development agency
• AI agent deployment
• SEO and content services

Headquarters

HQ city

Darwin

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Web Development Services: Custom website development across multiple platforms (WordPress, Drupal, Shopify, Ariba). Includes design, development, content writing, and ongoing support.
2. Digital Marketing Services: Social media management, SEO, GEO, content creation, Google Ads, and social media advertising services.
3. eLearning Development: SCORM-compliant course development using Articulate Storyline or Rise. Content development, conversion of training materials, and custom design services.
4. AI Workshops: NT Government-funded AI training workshops for small and medium businesses. Includes AI Essentials, AI in Action, Content Creation, and Automation workshops.
5. Support Packs: Prepaid support hours for ongoing website maintenance and updates. 1 Hour Pack A$198, 5 Hour Pack A$990.
6. AI Community Subscription: Monthly subscription tiers (Foundation $47/mo, Practitioner $147/mo, Partner $250/mo) offering newsletter, workshops, resource library, and skill files.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Captovate is a boutique AI Digital Marketing Agency that designs, builds, and markets digital properties for government, enterprise, and SMB clients across Australia. Core offerings span multi-platform web development (WordPress, Drupal, Shopify, and proprietary Ariba web builder), custom AI agent deployment, mobile app development, SCORM-compliant eLearning, and integrated digital marketing services (SEO, GEO, social media, Google Ads, content creation). Revenue is generated through professional services engagements, project-based fees, and recurring subscriptions for support hours and the AI Community membership.

Product overview

Captovate is an AI Digital Marketing Agency offering a portfolio of digital products and services. Its core technology products include AI Agents (custom autonomous AI assistants for business workflows), Ariba (a proprietary web builder built on Duda), mobile app development, and SCORM-compliant eLearning solutions using Articulate Storyline/Rise. These are complemented by a broad suite of digital marketing services: graphic design, web design, web development across WordPress/Drupal/Shopify/Ariba, social media marketing and advertising, SEO, GEO (Generative Engine Optimisation), content creation, Google Ads management, user testing and UX design, and AI workshops. Captovate also offers an AI Agent Audit tool and the forthcoming AI Community subscription (launching August 2026). The company was founded in 2004 and is headquartered in Darwin, NT, with offices in Adelaide and Canberra.

Differentiator

Problem solved

Functional benefit

Brands

• Ariba: Captovate's web builder platform powered by Duda, designed for small to medium organisations seeking quick, easy, and cost-effective website solutions

Products and services

• AI Agents Custom-designed autonomous AI agents configured around client workflows, tone, and systems. Capabilities include proposal/quotation drafting, lead triage, internal knowledge access, after-hours enquiry coverage, and voice agent call handling (e.g., AANT voice agent handled 208 calls in first week and 1,000+ in first month).
• AI Agent Audit A free guided 15-20 minute assessment evaluating a business's current AI usage across marketing, operations, people, and strategy. Generates personalised AI prompts and top 3 opportunity recommendations, with optional free strategy session.
• Ariba Web Builder Captovate's proprietary web builder built on Duda with customisations. Features drag-and-drop interface, front-end editing, responsive design, integrated SEO tools, advanced analytics, and integrations with booking engines, membership management, and advanced forms. Targeted at small to medium organisations. Over 100 websites built on the platform.
• WordPress Development Website development using WordPress CMS for organisations requiring flexibility and customisation. Supports extensive plugin library, SEO-friendly structure, eCommerce via WooCommerce, and community-supported ecosystem.
• Drupal Development Enterprise-level website development using Drupal CMS. Designed for large enterprises and government with complex requirements, offering advanced security, custom functionality, flexible content management, and multi-site management. Captovate is listed on the Australian Government Drupal Services Panel (GovCMS).
• Shopify E-commerce Development End-to-end Shopify e-commerce development including store setup, customisation, design, advanced functionality and integrations. Captovate is a trusted Shopify Partner.
• Mobile App Development Custom mobile app development for iOS and Android platforms. Covers end-to-end development from strategy to deployment, third-party API integrations, user-centric design, and ongoing support and updates. Includes bespoke apps such as MyAANT and Tourly.
• eLearning Solutions SCORM-compliant eLearning development using Articulate Storyline or Rise. Services include content development, conversion of existing materials into interactive eLearning, custom design, accessibility (WCAG2), expert build, and assessments. Over 100 modules built for government and enterprise clients.
• Graphic Design Visual brand identity services including logo design (wordmark, pictorial mark, lettermark), colour palette and brand messaging, typography selection, photography art direction, and videography.
• Web Design Website design combining visual design (UI) with user experience (UX). Process includes discovery and planning, wireframes and prototypes, UI design, development collaboration, and testing and launch. Uses Figma for collaboration.
• Social Media Marketing Social media planning, advertising on Facebook/Instagram/LinkedIn/TikTok, and content strategy. Uses a bespoke AI-integrated roadmap process for planning, content ideation, template customisation, integration, scheduling, and mentoring.
• SEO Services Search engine optimisation combining AI tools (ChatGPT, Ubersuggest, Agency Analytics) for keyword analysis, technical SEO, comprehensive tagging, and data-driven insights, with human review for content quality and strategy.
• GEO (Generative Engine Optimisation) Optimisation of content and digital assets for AI-powered generative search engines (Google SGE, ChatGPT, CoPilot, Perplexity). Includes AI-optimised content structure, authority content creation (videos, FAQs, case studies), and conversational search strategy.
• Content Creation Comprehensive content creation including website content (structure, copywriting, creative elements), explainer videos (scripting, design, development), and content articulation (message clarity, visual organisation, user experience). Combines AI generation with human refinement.
• Google Ads Management Crafting and managing Google and Bing Ads campaigns across Search, Display, Shopping, and YouTube. Strategies include keyword targeting, retargeting, GEO targeting, and custom audience targeting. AI tools optimise bidding strategies and ad performance.
• Social Media Advertising Social media advertising campaigns on Facebook, Instagram, and LinkedIn. Strategies include lookalike audiences, retargeting, GEO targeting, always-on campaigns, and Meta AI-optimised ad placements.
• AI Workshops NT Government-funded hands-on AI training workshops for small and medium NT businesses. Workshops include AI Essentials, AI in Action, Content Creation (AI-generated images/video), and Automation. Delivered across the NT via the Flexible Skills and Training Response Program.
• AI Community Subscription NT-focused AI membership community launching August 2026. Includes weekly NT-relevant AI newsletter, monthly online workshops, members resource library, Brand Kit and Content Generator skill file, and annual AI BootCamp. Three tiers: Foundation ($47/mo), Practitioner ($147/mo), Partner ($250/mo or $3,000/year).
• Web Support Website management and ongoing support including flexible support packs, web management services (content edits, graphic design, training, SEO updates, content writing, social media), and a ticketing system integrated with ClickUp for real-time progress tracking.
• User Testing Strategic information architecture and UX design through human-centric analysis and user testing workshops. Includes focus groups, card sorting, persona creation, customer journey mapping, split/A-B testing, and computer-based scenario tests using Loop11, UserTesting, Zoho PageSense, Hotjar, Optimal Workshop, and Crazy Egg.
• Support Packs Pre-priced prepaid support packs for website management: 1 Hour Support Pack (A$198) and 5 Hour Support Pack (A$990). Provides expertise and resources for website updates and maintenance.
• Tourly App Platform Digital platform for immersive audio and self-guided tours. Designed for outdoor spaces, museums, and cultural sites; provides narrated stories, GPS location triggers, detailed information, and rich multimedia content. Supports multiple tours and collections, powerful mapping, and easy content updates.

Quantifiable outcome

• 53% click-through rate on Roadside Assistance Google search ads for AANT
• +4 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

AI capability14 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core.

• Australian Government Drupal Services Panel (GovCMS)coreTechnology or IntegrationCaptovate is listed on the Drupal Services Panel as an approved supplier for Australian Government Drupal and GovCMS platform projects. This panel was created to help organizations find Drupal specialists and simplify contract management.
• Northern Territory GovernmentcoreStrategic or Co-development PartnerCaptovate is an authorized service provider for the NTG Business Growth Program and Small Business Growth Program for over 15 years. Also delivers AI workshops under NT Government's Flexible Skills and Training Response Program.
• DudacoreTechnology or IntegrationCaptovate's Ariba web builder is powered by Duda platform. Captovate has built customizations to extend Duda's capabilities for their clients.
• ShopifycoreTechnology or IntegrationCaptovate is a trusted Shopify Partner providing end-to-end Shopify solutions from storefront setup to advanced functionality and integrations.
• The ArraycoreStrategic or Co-development PartnerJoint training space partnership bringing The Array's tech hub facilities including fully-equipped computer lab to Captovate's Cavenagh Street Darwin location. Future classes by The Array now run from shared space.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Online Marketing Gurus: Australia-based digital agency specialising in SEO, Google Ads, paid social, and web design for SMBs. Closely comparable service stack and customer profile to Captovate's performance marketing practice.
• King Kong: Australian digital marketing agency providing SEO, PPC, social media and web design services. Comparable to Captovate as a full-service Australian marketing agency targeting growth-stage and SMB clients.
• Zib Digital: Australian digital marketing agency network offering SEO, web design, Google Ads and social media. Direct overlap with Captovate's full-service digital offering in the Australian market.
• First Page Digital: Australian digital marketing agency offering SEO, Google Ads, social media advertising and full-service digital marketing — directly overlaps Captovate's core performance marketing and SEO offering with similar SMB-to-mid-market client focus.
• In Marketing We Trust: Australian performance marketing agency offering SEO, paid media, analytics and CRO. Comparable to Captovate in being an Australian boutique focused on measurable performance outcomes.
• Disruptive Advertising: US-based digital agency focused on PPC management, SEO, and lifecycle marketing. Comparable to Captovate's Google Ads/Bing Ads management and paid media optimisation service line.

Broad incumbents

• Thrive Internet Marketing Agency: Large full-service digital marketing agency covering SEO, PPC, social media, web design, and eCommerce. Comparable service breadth but at significantly larger scale than Captovate.
• WebFX: Large full-service digital marketing agency offering SEO, PPC, web design, content and analytics. Overlapping capability set with Captovate but at much greater enterprise scale.

Emerging players

• Decagon: AI-powered customer service agent platform using generative AI for conversational support. Directly comparable to Captovate's bespoke AI voice/text agents for client workflow automation.
• Sierra AI: AI agent platform for customer experience and business workflows. Comparable to Captovate's AI Agents product line targeting similar enterprise customer service automation use cases (e.g., AANT voice agent).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/captovate
• Facebookfacebook.com/captovate

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Captovate