A Brisbane startup bootstrapped for six years by its father and son cofounders has raised $22 million in its first venture round backed by several startup unicorn startup founders. The raise for Askable, which values the market research software company at $100 million, was led by Sydney VC AirTree with support from Kim Jackson’s Skip Capital, and the founders of A Cloud Guru, Sam Kroonenburg; and Employment Hero, Ben Thompson, as well as Canva product boss Robert Kawalsky.
The business now has offices in the US and UK and will use the funds to nearly double the team, strengthen its community of researchers, and expand its offshore business and expand research platform for enterprise customers to unlock deep insights and research capacity on-demand.
Scott Goleby and his son John founded Askable in 2017. John, the CEO, said the raise happened nearly 12 months ago, but is only being announced now. “Honestly, we’ve just been way too busy building something great and looking after our ridiculously good customers. And our plans for world domination required that we commence world domination prior to sharing our plans,” he quipped.
Askable counts Atlassian, Canva, Afterpay, Pizza Hut, Toyota and 7-Eleven among its clients. Goleby Jr said the market is full of fragmented DIY tools for market research that promise ROI, improved insights, and efficiency gains but often fall short.
“What companies need isn’t just another tool—they need an end-to-end solution that provides deep, actionable insights to drive real product progress and enable informed decision-making at speed,” he said. “With Askable, we’re shifting how products are built—from guesswork and opinions, to data and insights. Askable isn’t just another research tool—it transforms how insights drive product development.”
Goleby Jr said Askable makes research a strategic asset that helps navigate product decisions with confidence, using AI to scale and accelerate product development insights. “Our integrated platform manages everything—from participant recruitment to AI-powered analysis and insights reporting—so you can stop juggling tools and start focusing on decisions that matter,” he said.
“With Askable, we’re shifting how products are built—from guesswork and opinions, to data and insights. Askable isn’t just another research tool—it transforms how insights drive product development.”
