Melbourne-based startup Flowing Bee has successfully raised $1.6 million in funding to supercharge its mission of transforming behavioural science and customer analysis through AI. Co-founded by behavioural scientist Michael Sankey and technologist Sara Khorasani, the company is already gaining traction with clients like Movember and Inviva, helping brands decode human behaviour and build smarter, faster marketing campaigns.
Automating Behavioural Insights with Swarms of AI
Flowing Bee starts with a simple but powerful question: what behaviour does your business want to influence? Whether it’s encouraging supermarket shoppers to choose more fruits and veggies or increasing fundraiser signups for Movember, the platform uses traditional survey methods to gather data—but that’s where the usual stops.
Unlike conventional analysis, Flowing Bee hands the data off to hundreds of specialised AI agents, each trained for a specific micro-task, creating a “swarm” that simulates months of human consultancy in just days. This swarm-based automation drastically reduces the cost and turnaround time of behavioural research while ensuring quality through a “human in the loop” approach.
An End-to-End Platform for Smarter Marketing
Flowing Bee doesn’t just stop at insights. Its all-in-one platform spans data collection, campaign execution, and results measurement, allowing businesses to go from data to action quickly and affordably.
Thanks to its AI-driven efficiency, brands can test campaigns faster—running A/B tests and tweaking messaging in near real-time. For nonprofits like Movember, which operate under tight budgets, this means getting maximum impact with minimal spend. Tony Clement, global director of insights at Movember, said Flowing Bee has helped the organisation better understand donor behaviour, leading to more effective strategies across the board.
Backing from Top Investors and a Vision for Global Growth
With support from Archangel Ventures, Genesis PSF, Antler, M8 Ventures, and the Alice Anderson Fund, Flowing Bee is set to expand internationally. The capital raise will fund its next stage: entering the US market, with co-founders Sankey and Khorasani planning time in Silicon Valley later this year.
Khorasani, one of the rare female technical founders in the investor pool, highlighted how supportive the investor community has been—especially the female-led networks at Alice Anderson and Genesis. “Out of 4,000 startups Archangel has seen, only a handful had female technical leads. We feel really fortunate to be surrounded by exceptional people,” she said.
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