2Arrows
2Arrows is a Sydney-based consulting firm offering 'Leadership As A Service': embedded, on-site technical leadership and coaching for Australian startups and scale-ups, delivered by two named practitioners on tiered monthly subscriptions.
- Company typePrivate
- Founded2022
- HeadquartersSydney, Australia
- Headcount1–10
- GTM typeB2B
- OfferingServices
What 2Arrows does
2Arrows is a privately held consulting company founded in 2022 and headquartered in Sydney, Australia. It operates a single offering called 'Leadership As A Service' (LaaS), under which experienced technology practitioners are embedded on-site at client companies to provide fractional CTO-level technical leadership and coaching to engineering teams. The service is delivered by two named Technology Leaders — Anthony Rey (Chief Technology Officer) and Lorenzo Tocco — whose prior operating experience includes Tinybeans, Prezzee, SafetyCulture, WooliesX, and VOLY.
The core product is structured as a subscription-based engagement model branded 'Pay As You Grow'. Pricing is segmented into six tiers tied to the client's engineering team size: a Free tier offering an initial conversation and technical audit, then Micro ($5,000/month, 2–3 engineers), Mini ($10,000/month, 4–6 engineers), Medium ($15,000/month, 7–14 engineers), Large ($20,000/month, 15+ engineers), and an Extra Large tier with custom quote-based pricing. The methodology emphasizes on-site immersion and the Japanese 'Genchi Genbutsu' (go and see) principle, positioning the service against traditional detached consulting.
2Arrows targets Australian startups and scale-ups that cannot yet justify or attract a full-time CTO, framing its value around addressing communication gaps between business and technology teams, lack of strategic technical vision, and the difficulty of finding senior technical leadership in the Australian market. Go-to-market is sales-led with a direct 'Book 15' Chat' call-to-action and a contact form on 2arrows.tech, supplemented by a blog and email newsletter for top-of-funnel content. The firm is founder-owned, has no disclosed external funding, no disclosed revenue, and operates with 1–10 employees.
2Arrows firmographics
Firmographics- Name
- 2Arrows
- Legal name
- 2Arrows
- Website
- https://2arrows.tech
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- 2Arrows is a Sydney-based consulting firm offering 'Leadership As A Service': embedded, on-site technical leadership and coaching for Australian startups and scale-ups, delivered by two named practitioners on tiered monthly subscriptions.
- Ownership category
- akta.pro rank
2Arrows industry classification
Industry- Product category
- Technology Leadership Consulting
- NAICS
- Management Consulting Services (54161)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Executive Leadership & C-Suite Development (EDABAAAA)
Keywords
Where 2Arrows is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
2Arrows business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales
Revenue model
- Leadership As A Service - Subscription: Monthly subscription-based service delivering embedded Technical Leadership to startups and scale-ups. Pricing scales with team size (number of engineers). The 'Pay As You Grow' structure allows customers to upgrade tiers as they scale.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Free tier - Initial engagement for teams with 0-1 engineers |
| Subscription | Monthly | Micro tier - Entry level for 2-3 engineers |
| Subscription | Monthly | Mini tier - Mid-small for 4-6 engineers |
| Subscription | Monthly | Medium tier - Mid-market for 7-14 engineers |
| Subscription | Monthly | Large tier - Enterprise scale for 15+ engineers |
| Subscription | Monthly | Extra Large tier - Large teams requiring custom engagement |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
2Arrows product offering
Product offeringCore offering
2Arrows provides embedded Technology Leadership and Technical Expertise to startups and scale-ups via a "Leadership As A Service" subscription model. Experienced Technology Leaders are placed on-site at the client's business to coach existing engineering leaders or take a hands-on role, with tiered monthly pricing scaled to engineering team size (Free audit, Micro $5k/mo, Mini $10k/mo, Medium $15k/mo, Large $20k/mo, Extra Large custom).
Product overview
2Arrows offers a single unified product called Leadership As A Service (LaaS), which provides embedded Technical Leaders for startups and scale-ups. The service includes technology leadership expertise, technical auditing, and team coaching/mentoring. Pricing is structured in tiers (Free, Micro at $5k/month, Mini at $10k/month, Medium at $15k/month, Large at $20k/month, and Extra Large with custom quotes) based on team size from any team size to 15+ engineers.
Differentiator
Problem solved
Functional benefit
Products and services
- Leadership As A Service (LaaS) A subscription-based service that embeds experienced Technology Leaders into startups and scale-ups to deliver technology leadership, technical expertise, technical auditing, and team coaching/mentoring. The service is priced in tiers based on the client's engineering team size (Free initial audit for 0-1 engineers, Micro $5,000/month for 2-3, Mini $10,000/month for 4-6, Medium $15,000/month for 7-14, Large $20,000/month for 15+, Extra Large custom quote) and is targeted at Australian companies that cannot yet hire a full-time CTO.
Companies that use 2Arrows
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles1 record
2Arrows technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
2Arrows partnerships and signals
Strategic signalScale indicators1 record
Recent moves4 records
Expansion highlights3 records
2Arrows competitors and assessment
Company assessmentBroad incumbents
- Slalom: Slalom is a global consulting firm delivering technology, strategy, and transformation services. Its technology advisory and fractional leadership engagements overlap with 2Arrows' embedded tech leadership offering, particularly for scale-up clients.
- Andela: Andela is a global talent marketplace that supplies technical talent (including leadership roles) to enterprise and growth-stage clients. It overlaps with 2Arrows in supplying embedded technical leadership, but at much larger scale and with broader geographic reach.
- Thoughtworks: Thoughtworks is a global technology consultancy that provides strategic technology leadership, architecture advisory, and execution services to large enterprises and scale-ups. It competes for the upper end of 2Arrows' target market with deeper bench strength.
- Toptal: Toptal is a large global freelance talent network that includes senior technologists, fractional CTOs, and tech consultants. It competes for the same buyers as 2Arrows but operates at much greater scale and with broader service categories.
Regional players
- DiUS: DiUS is an Australian technology consulting and product development firm that works with startups and enterprises on software delivery and technical strategy. It operates in the same Australian geography as 2Arrows and offers overlapping embedded engineering leadership services.
- Bilue: Bilue is an Australian digital and technology consultancy that supports enterprises and growth-stage companies with engineering, platform, and product services. It competes in the same Sydney-based market for embedded technology expertise engagements.
Emerging players
- Lemon.io: Lemon.io is a vetted freelancer marketplace focused on startups, offering senior developers and tech leads. While broader than pure tech leadership, its model of curated, subscription-style talent for early-stage companies overlaps with 2Arrows' approach.
Direct peers
- Pangea: Pangea is a curated marketplace for fractional tech talent (developers, designers, CTOs) for startups. Its CTO-as-a-service offering directly overlaps with 2Arrows' embedded leadership subscription model.
- Plural: Plural is a fractional CTO and technology leadership marketplace that matches experienced tech leaders with startups and scale-ups on a flexible, often subscription basis. It is the closest analogue to 2Arrows' Leadership as a Service model.
- Supportable: Supportable is a fractional executive marketplace that connects early- and growth-stage companies with experienced operators (COOs, CTOs, CMOs, etc.). It directly competes with 2Arrows in the embedded tech-leadership-for-startups segment.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights5 records
Customer concentration
2Arrows social profiles
Digital presence2Arrows financial estimates
Financial estimateRevenue estimate
Valuation estimate
2Arrows leadership team
Management profileNumber of profiles
Profiles2 records
2Arrows funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
2Arrows M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 2Arrows
What does 2Arrows do?
2Arrows provides embedded Technology Leadership and Technical Expertise to startups and scale-ups via a "Leadership As A Service" subscription model. Experienced Technology Leaders are placed on-site at the client's business to coach existing engineering leaders or take a hands-on role, with tiered monthly pricing scaled to engineering team size (Free audit, Micro $5k/mo, Mini $10k/mo, Medium $15k/mo, Large $20k/mo, Extra Large custom).
Is 2Arrows a public or private company?
2Arrows is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was 2Arrows founded?
2Arrows was founded in 2022. It employs 1 to 10 people.
Where is 2Arrows based?
2Arrows is headquartered in Sydney, Australia, in the Oceania region.
How does 2Arrows make money?
One revenue line is on record: leadership As A Service - Subscription.
Who are 2Arrows's main competitors?
Broad incumbents on record are Slalom, Andela, Thoughtworks and Toptal. Regional players are DiUS and Bilue. Lemon.io is listed as an emerging player. Direct peers are Pangea, Plural and Supportable.
Does 2Arrows have an API?
No public API is recorded for 2Arrows.
What industry is 2Arrows in?
2Arrows's product category is Technology Leadership Consulting. Its primary akta.pro industry code is EDABAAAA, Executive Leadership & C-Suite Development. Its NAICS code is 54161 and its SIC code is 8742.