Fluency Secures $40 Million in Funding to Scale AI-Powered Digital Advertising and Enterprise Workflow Solutions
Fluency, a technology company that operates in two distinct markets—AI-powered enterprise workflow automation and AI-driven digital advertising operations—has attracted significant investor interest through two separate funding milestones that illustrate its evolving impact across sectors. In April 2025, the Melbourne, Australia-based branch of Fluency focused on AI-powered process documentation raised a pre-seed funding round of A$1.5 million from a group of startup investors, while in December 2025, the Burlington, Vermont-based adtech arm secured a $40 million Series A financing to accelerate the development and adoption of its AI-powered Digital Advertising Operating System (DAOS).
The April pre-seed round was overseen by Bradley Tabone, the co-founder of HammerTech, who led the investment alongside Archangel Ventures and Singapore-based venture capital funds 1MX.ai and Orvel Ventures. This initial capital injection was raised to support Fluency’s mission of leveraging artificial intelligence to automate enterprise process documentation and workflow observation in real time. The platform enables teams to capture complex workflows across applications and instantly generate detailed, audit-ready standard operating procedures (SOPs), significantly reducing the time and resources typically spent on manual documentation. Fluency’s founders, Oliver Farnill and Finnlay Morcombe, envisioned a solution that brings clarity to operational processes that traditionally remain invisible until errors or bottlenecks emerge. The funding was used to expand engineering resources and further enhance the company’s AI capabilities for more advanced process execution automation.
Founded in 2023, the Melbourne-based Fluency technology has already seen traction with enterprise clients across various sectors, including finance, manufacturing, and professional services, with companies such as AON, Specsavers, Boardroom, and MISUMI among its early adopters. By automating workflow capture and documentation, Fluency addresses inefficiencies that can drain organizational productivity and revenue, positioning the startup as a promising entrant in the enterprise AI space.
Later in 2025, a separate incarnation of Fluency, headquartered in Burlington, Vermont, closed a substantial $40 million Series A funding round led and entirely funded by Integrity Growth Partners. This financing marks Fluency’s first major institutional investment after years of bootstrapped growth and profitability. Integrity Growth Partners will also join Fluency’s board to provide strategic guidance as the company scales. The Series A funding is earmarked for advancing Fluency’s agentic AI capabilities, deepening integrations with key advertising publishers and technology partners, and accelerating product innovation aimed at addressing the rising complexity of digital advertising operations.
The Burlington-based Fluency platform—described as an AI-powered Digital Advertising Operating System—centralizes campaign execution workflows across major digital channels, spanning search, social, display, and programmatic advertising. By unifying these operations into a single system, Fluency aims to reduce reliance on disparate tools and manual processes that can slow down campaign management. Its automation features include dynamic ad adjustments, budget management, creative optimization, reporting, and analytics across multiple platforms including Meta, Google, TikTok, and others. The platform supports nearly $3 billion in annual media spend and manages over 250,000 monthly campaigns for agencies and enterprise brands.
CEO Mike Lane, who previously co-founded and led Dealer.com before its acquisition, has emphasized that the Series A funding will help Fluency harness agentic AI to autonomously oversee key aspects of digital advertising campaigns. This approach uses advanced AI models to dynamically optimize campaign performance, freeing marketers from repetitive manual tasks and enabling rapid scaling of paid media operations. According to company leadership, the agentic capability will serve as a digital workforce multiplier, allowing Fluency’s clients to operate more efficiently and effectively in the highly competitive digital advertising landscape.
The company’s ability to serve both enterprise workflow automation and digital advertising operations reflects an era where artificial intelligence is reshaping how businesses operate across functions—from internal process management to customer-facing campaigns. With the backing of strategic investors and fresh capital from both early-stage and growth-oriented funds, Fluency is poised to expand its footprint in critical areas of AI application that promise measurable impact on productivity and business outcomes.
In combining deep domain expertise with cutting-edge technology, Fluency’s dual funding milestones underscore not only investor confidence but also the broader market’s appetite for AI solutions that automate complex operational tasks and deliver enterprise-scale results.
