Cuttable

Cover Block

Open sources

Field	Details
Company	Cuttable
Tagline	AI creative-performance platform for e-commerce brands, generating and optimizing ads for Meta and TikTok [AdNews, October 2026] [Adweek, October 2026]
Headquarters	Melbourne, Australia [AdNews, March 2026]
Founded	2023
Stage	Series A [Capital Brief, October 2026] [AdNews, October 2026]
Business model	SaaS
Industry	E-commerce / Retail
Technology	AI / Machine Learning
Geography	Oceania
Growth profile	Venture Scale
Founding team	Co-Founders (3+), Sam Kroonenburg, Jack White, Ed Ring [AdNews, October 2026]
Funding label	$10M+
Total disclosed funding	A$36 million [AdNews, October 2026] [Capital Brief, October 2026]

Links

Open sources

• Website: https://www.cuttable.com/

What an Investor Needs First

PUBLIC Cuttable builds AI software for e-commerce brands to generate, publish, and refine ad creative for Meta and TikTok, and it merits investor attention now because the company has moved from early R&D work into a A$20 million Series A with reported international customer breadth and a clearer product thesis around performance feedback loops [Capital Brief, October 2026] [AdNews, October 2026] [Adweek, October 2026]. The company was founded in Melbourne in 2023, with public reporting indicating the three founders joined forces in 2024 after early work with brands including Kogan, Wesfarmers, Medibank, and DiDi during an R&D phase that produced more than 10,000 ads [AdNews, October 2026] [Overnight Success, August 2025] [SmartCompany, October 2026].

The product position is straightforward: Cuttable takes a brand's existing assets, product catalogue, and campaign data to create on-brand ads and feed performance results back into the next round of creative decisions, which is the main point of differentiation cited in coverage of its 2026 relaunch [Adweek, October 2026] [Capital Brief, October 2026] [cuttable.com]. That framing matters because many creative-AI products can generate assets, but Cuttable is presenting itself as a system for measured iteration rather than one-off content production, a claim investors will want to test against retention, channel expansion, and customer outcomes over the next 12 to 18 months [Capital Brief, October 2026] [cuttable.com].

The team gives the company a credible opening with investors and brands. CEO and co-founder Sam Kroonenburg previously co-founded A Cloud Guru, which sold in 2021 for more than $2 billion according to AdNews, while co-founders Jack White and Ed Ring bring operating backgrounds in Sunday Gravy and brand marketing, respectively [AdNews, October 2026] [Forbes Technology Council, retrieved 2026] [Mi3, June 2024].

Funding is substantial by regional standards, though chronology needs careful reading. Cuttable raised A$5.5 million in mid-2024, added A$4.5 million in August 2025 to bring total seed funding to A$10 million, raised a further A$5.7

What to watch is execution quality rather than concept risk alone. Reported traction has expanded from early named brands such as Catch.com.au, Frank Body, and Merry People to more than 440 e-commerce brands across several regions, but much of the operating detail remains company-reported, so the central diligence questions are whether the Meta and TikTok wedge broadens into durable multi-channel spend, whether the claimed learning loop improves performance enough to support renewals, and whether customer growth is concentrated in pilots or scaled deployments [AdNews, November 2025] [SmartCompany, August 2025] [PR Newswire APAC] [Capital Brief, October 2026].

Partially corroborated -- This section relies on multiple independent publishers for funding, founders, and product positioning, but several traction and customer claims remain partly company-reported or only partially corroborated.

Taxonomy Snapshot

Axis	Value
Stage	Series A
Business Model	SaaS
Industry / Vertical	E-commerce / Retail
Technology Type	AI / Machine Learning
Geography	Oceania
Growth Profile	Venture Scale
Founding Team	Co-Founders (3+)
Funding	A$36 million total disclosed [AdNews, October 2026]

Inside the Company

PUBLIC

Cuttable presents as a Melbourne, Australia based software company building an AI creative-performance platform for e-commerce brands, with its website describing a system that creates ads and feeds campaign results back into subsequent creative decisions [cuttable.com]. com].

The public chronology is still fairly compact. The company website establishes the current product direction and brand positioning, but the available source set for this section does not include a public state filing or company registry record establishing a legal entity name, nor a company-authored founding narrative beyond the product description on the site [cuttable.com]. On the evidence cited here, the cleanest reading is that Cuttable is a Melbourne-founded startup that entered market visibility with an AI-led ad creation product and has since framed itself around the link between creative generation and measured performance [cuttable.com].

Under the Hood

MIXED

What matters first is that Cuttable is not being presented as a general-purpose image generator, but as a workflow product for paid social teams that need to turn existing brand assets into deployable ads. Public descriptions consistently frame the product as an AI creative-performance platform for e-commerce brands, focused on Meta and TikTok, with the system using a brand's existing assets, product catalogue, and prior advertising results to generate new creative and help decide what to run next [Capital Brief, October 2026] [Adweek, October 2026]. On its website, Cuttable says users can draft ads in seconds, edit and approve them in a custom editor, publish directly to ad channels, and feed campaign results back into the next round of creative decisions [cuttable.com].

The product claim that appears most central, and also most consequential if it holds up, is the feedback loop between generation and measured performance. Capital Brief reported that the company's differentiation rests on linking creative generation to observed ad outcomes, and the October 2026 relaunch was described as using campaign-performance data and product catalogues to inform subsequent creative decisions [Capital Brief, October 2026]. The website also lists integrations with Google Ads, Shopify, Klaviyo, Google Analytics, and Triple Whale, which suggests Cuttable is trying to sit inside an existing commerce and marketing stack rather than asking brands to replace it outright [cuttable.com].

The public record also points to some scope beyond simple asset generation, though the evidence is still mostly company-led or press-summary level. Adweek described the platform as turning brands' photos and videos into Meta ads, while Cuttable's own product pages say it handles concepts, copy, production, direct Meta publishing, and iterative learning from campaign results [Adweek, October 2026] [cuttable.com]. There is at least some indication of agency use as well, since the company's terms state that agencies can create separate accounts for each client, but the clearer stated buyer remains e-commerce and performance-marketing teams at brands themselves [cuttable.com] [SmartCompany, August 2025].

Claim stands unchecked -- Product functionality is supported by a mix of publisher reporting and company-owned materials, with several material capability claims resting primarily on Cuttable's website and product pages [cuttable.com] [Capital Brief, October 2026] [Adweek, October 2026].

Market Research

Open sources

The market matters now because digital commerce brands are under pressure to produce more ad creative across Meta and TikTok while proving that each incremental dollar of spend can still convert efficiently, a tension that has pulled creative production closer to performance marketing workflows [Adweek, October 2026] [Capital Brief, October 2026].

The evidence base here is narrower than an investor would want for a clean TAM model. No named third-party market sizing report is included in the source set, so this section stays with observed demand signals around Cuttable's category rather than forcing unsupported revenue bands. Public reporting does, however, point to a real operating problem: Cuttable is pitched around turning existing brand assets and product catalogues into ads for Meta and TikTok, then feeding campaign results back into the next creative cycle, which implies a market sitting at the intersection of creative automation, performance advertising software, and e-commerce tooling [Adweek, October 2026] [Capital Brief, October 2026] [cuttable.com].

That framing is supported by customer and usage claims, even if several remain company-sourced or lightly corroborated. During a 2024 research and development phase, the company reportedly worked with brands including Kogan, Wesfarmers, Medibank, and DiDi and produced more than 10,000 ads, before later public references to users such as Catch.com.au, Frank Body, Merry People, St Ali Coffee, Zorali, lululemon, Cotton On, July, Kathmandu, and Conserving Beauty [AdNews, November 2025] [SmartCompany, August 2025] [B&T, October 2026] [Overnight Success, August 2025]. By October 2026, public reports said the platform served more than 440 e-commerce brands across the United States, Australia, New Zealand, Asia, and Europe, which at minimum suggests that buyer demand is not confined to Australia and that the workflow translates across multiple retail geographies [AdNews, October 2026] [PR Newswire APAC].

The strongest tailwind in the available reporting is not generic AI adoption, but the increasing need to connect creative output with measured media performance. Capital Brief's description of Cuttable's differentiation as a feedback loop between creative generation and ad performance points to a broader shift in the market: creative tools are being asked to behave more like optimization systems, not just content factories [Capital Brief, October 2026]. The adjacent markets are therefore material. Creative production software, retail media tooling, product-feed management, analytics layers such as Google Analytics and Triple Whale, and channel execution inside Meta, TikTok, Google Ads, Shopify, and Klaviyo all touch the same operating budget, and Cuttable's cited integrations place it inside that wider marketing stack rather than as a standalone design tool [cuttable.com].

Regulatory and macro factors cut both ways. On one side, persistent pressure on customer acquisition costs can make automation tools more attractive if they reduce production bottlenecks or improve creative testing velocity, a logic visible in the company's emphasis on generating many ad variants and learning from results [The Creative Production System for Meta - Cuttable] [Capital Brief, October 2026]. On the other, this category remains exposed to platform dependency: if Meta, TikTok, or adjacent ad networks change API access, attribution models, creative policies, or native AI tooling, the addressable workflow for third-party vendors can shift quickly, and the public source set does not yet establish how insulated Cuttable is from those channel-level changes [Adweek, October 2026] [cuttable.com].

Market lens	Public signal	Evidence
Core category	AI creative-performance software for e-commerce advertising	Public coverage consistently describes Cuttable as software that turns existing brand assets into ads for Meta and TikTok, then uses performance data to inform subsequent creative decisions [Adweek, October 2026] [Capital Brief, October 2026]
Demand validation	440+ e-commerce brands reported by October 2026	Suggests cross-border buyer interest, though the figure is still based on company-linked reporting rather than an independent customer census [AdNews, October 2026] [PR Newswire APAC]
Early workflow intensity	10,000+ ads produced during 2024 R&D phase	Indicates high-throughput use cases from inception, with partial corroboration across publisher and podcast-style sources [SmartCompany, October 2026] [Overnight Success, August 2025]
Budget adjacency	Meta spend of $260M to $320M cited in company-linked materials	Points to exposure to large media budgets, but these claims are not independently verified and should be treated cautiously [cuttable.com] [The Agile Brand Guide®, October 2026]

The table shows a market that is easier to validate from workflow pain than from formal sizing. The practical question is less whether digital advertising is large, that is already clear, and more whether brands will adopt an external system that sits between asset creation, channel publishing, and performance optimization at enough scale to become a system of record.

Reasoned from indirect evidence -- This section relies on multiple public publishers for category framing and customer examples, but key market evidence is qualitative and several material demand signals remain company-linked or only partially corroborated.

Competition and Substitutes

Competitive map

MIXED Cuttable sits in a crowded but still unsettled layer of the advertising stack, where creative production tools, performance marketing software, and channel-native ad products increasingly overlap, but its public positioning suggests it is trying to compete on the link between asset generation and measured media outcomes rather than on asset generation alone [Capital Brief, October 2026] [Adweek, October 2026] [cuttable.com].

The public record does not name direct startup competitors in the source set, so the competitive map has to be drawn by segment rather than by a confirmed peer list. On one side are incumbent ad platforms such as Meta and TikTok, which own distribution and the performance data exhaust that advertisers care about, and which can steadily absorb more creative tooling into their own workflows [Adweek, October 2026]. Adjacent to them are e-commerce and marketing systems that already sit in the brand operating stack, including Shopify, Klaviyo, Google Analytics, and Triple Whale, all of which Cuttable says it integrates with rather than replaces [cuttable.com].

That distinction matters. A company integrating into the stack is usually easier to adopt, but it is also more exposed if the platforms it depends on expand feature coverage or change data access rules. In Cuttable's case, the public materials point to a product built for brands already spending on Meta and TikTok, not a system that owns the media channel or the system of record for commerce [cuttable.com] [Adweek, October 2026].

Edge and durability

MIXED The clearest edge visible in public sources is not category exclusivity, but an early combination of founder credibility, customer access, and a product thesis that ties creative iteration to performance feedback. Sam Kroonenburg previously co-founded A Cloud Guru, which sold in 2021 for more than $2 billion, a background that likely helped Cuttable win attention from Square Peg, Rampersand, and later AirTree Ventures across multiple financings [AdNews, October 2026] [AdNews, November 2025] [SmartCompany, August 2025]. By October 2026, the company had raised A$36 million in total and said it worked with more than 440 e-commerce brands across several geographies, which, if sustained, would give it a useful training loop around what kinds of creative convert in paid social contexts [AdNews, October 2026] [PR Newswire APAC].

There is also a narrower product edge in how the company describes the workflow. Public sources repeatedly frame Cuttable as software that starts with a brand's existing assets and catalog data, produces ads for Meta and TikTok, then reads campaign results back into the next round of creative decisions [Capital Brief, October 2026] [cuttable.com] [Adweek, October 2026]. If that loop is working as described, the moat would come less from the underlying model layer and more from accumulated brand-specific and campaign-specific feedback.

That said, the durability of this edge still looks perishable rather than locked in. Much of the evidence for scale, integrations, and product performance remains company-originated or lightly corroborated, and the core advantage depends on continued access to channel data and advertiser workflows that larger platforms also want to own [cuttable.com] [PR Newswire APAC]. A feedback-loop advantage can compound, but only if customers keep routing meaningful campaign volume through the product rather than using it as a point tool for burst creative production.

Exposure points

MIXED The most obvious exposure is to the platforms above it in the stack. Meta, in particular, has the structural advantage of owning ad delivery, measurement primitives, and the primary interface where many brands already launch and optimize campaigns. If Meta or TikTok moves further into automated creative generation tied directly to campaign outcomes, a third-party layer like Cuttable would have to defend itself on workflow quality, cross-channel coordination, or brand-control features rather than on raw access to results data alone [Adweek, October 2026] [cuttable.com].

A second exposure is category scope. Public sources consistently describe Cuttable as built for e-commerce brands running on Meta and TikTok, with integrations into commerce and marketing systems around that use case [cuttable.com] [Capital Brief, October 2026]. That focus is a strength early on, but it also suggests limits: the current record does not establish that the company owns broader enterprise creative operations, offline media, or a full marketing cloud budget line. In practical terms, Cuttable appears to compete best where performance marketers want more output and faster learning, not necessarily where a buyer wants an end-to-end system spanning all brand channels.

The customer proof points are encouraging, but they do not fully close the gap. Named logos such as lululemon, Cotton On, July, Kathmandu, Conserving Beauty, Frank Body, and Catch.com.au indicate relevance with recognized brands, yet most of those references arrive through company-linked coverage or secondary reporting rather than detailed deployment case studies with retention, spend expansion, or ROI data [B&T, October 2026] [SmartCompany, August 2025] [AdNews, November 2025]. That leaves open the usual competitive question in martech: whether the software is becoming part of the operating system, or remaining a useful but replaceable production layer.

Plausible 18-month scenario

MIXED The most plausible near-term scenario is a bifurcation between channel owners and workflow specialists. In that setup, Meta is the likely winner if advertisers continue consolidating creation, testing, and optimization inside the ad platform itself, because it controls both distribution and first-order performance signals [Adweek, October 2026]. Cuttable is the likely winner if brands keep valuing an external layer that can preserve brand inputs, connect catalog and analytics data, and push learnings across a wider operating stack than the channel-native tools can comfortably cover [cuttable.com] [Capital Brief, October 2026].

On the losing side, the weaker position over the next 18 months would belong to creative tools that can generate assets but cannot show a credible learning loop tied to media outcomes. Publicly, Cuttable is at least attempting to occupy that higher bar, which is why it has a path to matter in this market [Capital Brief, October 2026]. But if customer growth proves easier to claim than to retain, or if Meta and TikTok close the workflow gap faster than Cuttable expands beyond point-solution status, the pressure would shift back onto Cuttable rather than the platforms above it [AdNews, October 2026] [cuttable.com].

Opportunity

Open sources If Cuttable executes, the prize is not another creative tool but a software layer that sits inside performance marketing workflows for hundreds, then thousands, of e-commerce brands, deciding what ad to make next and where to push it based on measured results [Capital Brief, October 2026] [Adweek, October 2026].

The headline opportunity is to become a default creative-performance operating system for consumer brands buying on Meta and TikTok, starting with e-commerce and potentially widening from there. That outcome is reachable, rather than merely aspirational, because the public evidence already shows three ingredients that usually matter in this category: a founder with prior scaled-company experience, a product story tied to measurable ad outcomes rather than pure content generation, and signs of early commercial adoption across recognizable brands [AdNews, October 2026] [Capital Brief, October 2026] [SmartCompany, August 2025]. By October 2026, the company had raised A$36 million in total, reported more than 440 e-commerce brands using the platform across multiple regions, and positioned its differentiation around the feedback loop between ad creation and performance data [AdNews, October 2026] [Capital Brief, October 2026] [PR Newswire APAC].

A large outcome would most likely come through a small number of repeatable paths rather than one dramatic inflection. The scenarios below are not forecasts. They are evidence-backed ways the company could grow into a much larger asset if product adoption and retention hold.

Scenario	What happens	Catalyst	Why it's plausible
Performance-creative system of record	Cuttable becomes the daily workflow for in-house growth teams, handling briefing, production, publishing, and iteration for Meta-focused creative at scale	The October 2026 relaunch, which tied creative generation more tightly to campaign-performance data and direct channel workflows [Capital Brief, October 2026] [Adweek, October 2026]	The product already claims direct publishing, editable creative, and channel learning loops, and public customer references span brands from Frank Body to Cotton On and lululemon [cuttable.com] [AdNews, March 2026] [B&T, October 2026]
Enterprise retail expansion	Early wins with known consumer and retail names turn into broader adoption across large multi-brand groups	Category-signaling logos such as Wesfarmers, Kogan, Catch.com.au, and Cotton On help reduce perceived platform risk [AdNews, November 2025] [SmartCompany, October 2026] [B&T, October 2026]	During its 2024 R&D phase, Cuttable worked with Kogan, Wesfarmers, Medibank, and DiDi, and later public references added larger consumer brands [SmartCompany, October 2026] [Business News Australia]
Multi-market brand network	The company extends from Australia into a broader cross-border base of e-commerce advertisers, becoming a common layer for brands operating across the US, ANZ, Asia, and Europe	The October 2026 Series A and planned team expansion in Melbourne, New York, and San Francisco [Capital Brief, October 2026]	Reported usage had already reached more than 440 brands across the United States, Australia, New Zealand, Asia, and Europe by October 2026, suggesting early geographic portability [AdNews, October 2026] [PR Newswire APAC]

What compounding looks like here is straightforward. If Cuttable can turn each campaign into training data for the next round of creative decisions, then every brand that stays active increases the system's internal feedback loop, even if the ads themselves remain brand-specific [Capital Brief, October 2026] [cuttable.com]. That matters because the product is not only generating assets, according to company materials and press coverage, but also reading connected channels, publishing to ad platforms, and feeding results back into the next brief [cuttable.com] [Adweek, October 2026].

The early signs of that loop are visible, though still partly company-supplied. During a 2024 R&D phase, the company said it produced more than 10,000 ads for early partners, then later reported 440-plus e-commerce brands on the platform by October 2026 [Overnight Success, August 2025] [AdNews, October 2026]. A separate company claim says the platform has analyzed over $260 million in Meta spend, while another reported data point put activity at 280,000 ads and more than $320 million in Meta spend by October 2026 [cuttable.com] [The Agile Brand Guide®, October 2026]. If those usage figures continue to grow, the economic logic improves: more campaigns should mean better recommendation quality, faster creative iteration, stronger retention, and a harder-to-replicate performance dataset.

The size of the win is easiest to frame through founder precedent and category positioning, not through a clean public comparable, because the source set here does not provide a listed peer market cap or a named sector TAM study. Sam Kroonenburg previously co-founded A Cloud Guru, which sold in 2021 for more than $2 billion, showing at minimum that the company has a founder who has already helped build and exit a scaled software asset [AdNews, October 2026] [Forbes Technology Council]. If Cuttable were to become a standard layer for performance creative across global consumer brands, a billion-dollar-plus outcome is plausible (scenario, not a forecast), particularly given that public reporting already places it at a reported A$100 million valuation in March 2026 and a A$36 million total funding base by October 2026 [AdNews, March 2026] [AdNews, October 2026]. That is still a large step from the current facts, but the gap is the right kind of gap: execution, retention, and expansion, rather than the absence of any early demand signal.

Partially corroborated -- This section relies on a mix of independent publisher reporting and company-supplied product and usage claims, with strongest corroboration on funding, founder background, and selected customer references [AdNews, October 2026] [Capital Brief, October 2026] [SmartCompany, August 2025] [cuttable.com].

Sources

Open sources

1. [AdNews, October 2026] Cuttable raises $20 million in funding round led by Airtree Venture | https://www.adnews.com.au/news/cuttable-raises-20-million-in-funding-round-led-by-airtree-venture

2. [Adweek, October 2026] Pitch Deck: Cuttable Raises $20M to Turn Brands’ Photos and Videos Into Meta Ads | https://www.adweek.com/media/pitch-deck-cuttable-raises-20m-to-turn-brands-photos-and-videos-into-meta-ads/

3. [Capital Brief, October 2026] Cuttable raises $20m and relaunches AI ad platform | https://www.capitalbrief.com/briefing/cuttable-raises-20m-and-relaunches-ai-ad-platform-daec3e5a-a6e8-41e8-b494-f36b48293b5c/

4. [AdNews, March 2026] Melbourne advertising startup Cuttable doubles valuation to $100 million | https://www.adnews.com.au/news/melbourne-advertising-startup-cuttable-doubles-valuation-to-100-million

5. [Overnight Success, August 2025] Overnight Success | https://www.overnightsuccess.vc/

6. [cuttable.com] Home - Cuttable | https://www.cuttable.com/

7. [Forbes Technology Council, retrieved 2026] Sam Kroonenburg | CEO & Founder - A Cloud Guru | Forbes Technology Council | https://councils.forbes.com/profile/Sam-Kroonenburg-CEO-Founder-A-Cloud-Guru/8e74a0bc-d03d-49fb-9e50-94b1424771f5

8. [Mi3, June 2024] Cuttable | https://www.mi-3.com.au/

9. [AdNews, November 2025] Automated content agency Cuttable raises $5.5 million | https://www.adnews.com.au/news/automated-content-agency-cuttable-raises-5-5-million

10. [SmartCompany, August 2025] Cuttable tops up seed round with $4.5 million for AI advertising platform | https://www.smartcompany.com.au/startupsmart/cuttable-raises-extra-4-million-seed-ai-advertising-platform/

11. [PR Newswire APAC, retrieved 2026] Cuttable raises $20m and relaunches AI ad platform | https://www.prnewswire.com/apac/

12. [B&T, October 2026] Cuttable Raises $20M In Series A Funding, Relaunches AI Ad Platform | https://www.bandt.com.au/cuttable-raises-20m-in-series-a-funding-relaunches-ai-ad-platform/

13. [The Creative Production System for Meta - Cuttable] The Creative Production System for Meta | https://www.cuttable.com/

14. [The Agile Brand Guide®, October 2026] The Agile Brand Guide® | https://theagilebrand.com/

15. [Business News Australia, retrieved 2026] Business News Australia | https://www.businessnewsaustralia.com/

16. [Marketing-Interactive, October 2026] Cuttable raises A$4.5m to scale AI ad-creative for ecommerce brands | https://www.marketing-interactive.com/cuttable-raises-10m-to-launch-ai-driven-creative-platform-for-ecommerce-brands