About Flyweel
Built by people who spent years watching ad budgets go to waste
Flyweel started from a specific frustration: performance marketing teams are smart, but the tools they use tell them what happened last month, not what will happen next week. We built the tool we wished we had.
Our mission
Why the monthly review cycle is structurally broken
The standard performance marketing workflow was designed for offline media. You set a monthly budget, run campaigns for 30 days, review the results at the end of the month, and adjust for next month. That cadence worked when media was bought in advance and couldn't be changed after the fact.
Digital ad spend doesn't work that way. Every dollar committed to an underperforming channel this week is a dollar you can't move to a converting channel next week. But the tools available to most performance teams are still built around the monthly review: dashboards that show you last week's ROAS, attribution models that tell you where conversions were credited, and reports that arrive after the budget has already gone out.
Flyweel is built around a different premise: that the most valuable signal in performance marketing is what will happen, not what happened. We built a forecasting engine that reads your historical ROAS by channel, trains a prediction model on your actual media mix, and tells you where to put the money before it's committed. The goal is to get performance teams from reactive to predictive, not by adding more dashboards, but by changing the timing of the signal.
We are based in Sydney, founded in 2025, and currently in early access with a small group of DTC and e-commerce performance teams. We are bootstrapped and building toward a product that earns its place in your workflow through accuracy, not integration count.
The team
The people building Flyweel
Reuben spent years building data products for performance marketing teams, focused on making ROAS measurement actionable rather than retrospective. He started Flyweel after seeing the same problem across too many accounts: teams with good instincts, stuck waiting for data that arrived too late to act on.
Priya has spent years building predictive models for digital advertising ecosystems, with a focus on attribution and forecasting problems where the signal is noisy and the stakes are high. She leads the model architecture and data infrastructure at Flyweel.
Callum has spent years in product management for marketing analytics tools and growth operations. He translates the forecasting model's output into a workflow that actually fits how performance marketers make budget decisions, not how they're supposed to in theory.
How we work
What we believe about performance marketing
Predictions, not post-mortems
We believe teams should know what will happen, not just what happened. Post-mortem analysis has its place, but it cannot recover budget that's already been spent on the wrong channel. The signal that matters is the forward-looking one.
Specific over general
Every forecast is channel-specific, not a platform-wide average. A blanket "ad spend is up" signal tells you nothing useful. A "Google Search is predicted to outperform Meta by 31% this week" signal changes where you put the money.
Built for practitioners, not the boardroom
Flyweel is designed for the person actually moving the budget dials, not for quarterly business reviews. The output is an actionable recommendation, not a chart that requires three meetings to interpret. If it can't be acted on by Friday, it's not useful enough.
Get in touch
Address
Level 12, 60 Martin PlaceSydney NSW 2000, Australia