The company
that builds companies.
20percent.ai creates, owns and scales AI-first companies on a shared platform of proprietary IP, reusable automation and a central Data Hub - so each new business launches faster, cheaper and smarter than the last.
Startups are built one at a time. We built the factory.
A traditional startup rebuilds product, data, growth and operations from scratch every time. Most of that work is the same problem in a different vertical - and it's exactly the work AI now does best.
20percent.ai runs that work once, at the foundry level. The 20% platform AI does 80% of the work, so shared IP, reusable automation and a central Data Hub let us identify opportunities, build products, deploy go-to-market systems and launch new operating companies at a speed traditional models can't match.
One team, one product, one market. Every launch rebuilds the same product, data and growth stack from zero. Compounding is minimal.
One platform, many operating companies. Shared data, IP and automation compound across every launch - each new company inherits what the last one learned.
A company that builds companies
20percent.ai is an AI Enterprise Foundry. We identify opportunities, build the product, launch the operating company and keep ownership - repeatably.
One Data Hub, many verticals
A central research and enrichment pipeline feeds every operating company. New verticals launch on top of infrastructure that already exists.
Proprietary IP and automation
Shared agents, workflows and playbooks compound across the portfolio. Each launch inherits what the last one learned.
Shared services, independent P&Ls
Product, data, growth and ops run once at the foundry level. Each operating company runs as its own brand with its own team (if required) and economics.
One foundry. A growing portfolio.
Each operating company is a standalone AI-first business with its own brand, buyers and P&L. All of them plug into the same Data Hub, shared IP and automation stack - so every launch compounds the last.
Choose Franchise
The complete Australian franchise market, sourced from public disclosure filings and enriched by AI. A conversational research layer helps buyers reason across every system - not just the ones that paid to be listed.
FranchiseDigital.com
A multi-tenant operating system for franchisors, multi-site owners and agencies. Plan, publish, approve and measure hyperlocal marketing across every location from one platform - with lead management, brand compliance and ad performance built in.
TrialSession.com
An AI discovery layer that helps people find and book their first class across studios - guided matching instead of endless directory scrolling.
28day-shred.com
A digital fitness habit program that delivers a personalised 28-day plan through a web app - daily workouts, macro-guided meals, habit tracking and an AI coach, all tailored to the user's goals, equipment and schedule.
PilatesCourseFinder.com
An independent comparison engine that maps every accredited Pilates teacher-training course in Australia - RTOs, PAA-approved providers, international certifications and boutique reformer pathways. Filter by state, delivery mode, reformer vs mat, cost and pace, then shortlist the right qualification without hours of research or broker spam.
Portfolio Agencies
A growing set of specialist marketing agencies we own and operate. Each one is a category expert with its own brand and clients, but all run on the shared foundry stack - the same Data Hub, ad localisation platform and automation IP. Functional Digital is the first: a fitness franchise marketing consultancy that helped Body Fit Training grow from 20 studios to 330+ worldwide, generating 500,000+ member leads and 20,000+ franchise enquiries. More agencies in adjacent verticals to follow.
Franchise Growth Engine
A productised service that turns a franchise brand into a nationwide recruitment engine. Managed Meta ad campaigns, scroll-stopping founder and franchisee video content, and AI-discovery articles that position the brand as the trusted answer inside Google AI Overviews and ChatGPT. Powered by the Franchise Digital platform, with candidate filtering and remarketing funnels so franchisors only speak to serious, qualified prospects.
The Data Hub
Our central research and enrichment pipeline. Every operating company plugs into the same discovery, structuring and AI-enrichment infrastructure - so each new launch starts with a complete market, not a blank sheet.
Rebuilding franchise discovery from the data up.
Choose Franchise is the flagship of the portfolio and the reference implementation for the 20percent.ai thesis. It replaces the broker-and-directory status quo with a complete, government-sourced dataset of every franchise in Australia - enriched by AI and wrapped in a conversational research agent.
The buyer keeps the pen. No cold-call queue. No pay-to-rank. Just the whole market, with the machinery to reason across it.
Visit choosefranchise.comEvery franchise system on the Australian Franchise Disclosure Register - indexed, structured and continuously refreshed. No pay-to-list gaps.
Public filings are joined with AI-sourced social, news and financial signals to fill the blanks brokers leave - the fullest possible picture of every brand.
A research agent lets buyers interrogate the whole dataset in plain language - 'show me sub-$150k food franchises growing units for three years' - and cites every source.
Free to explore, gated only for depth. No broker cold-call, no lead resale, no ranked-by-who-pays-most. The buyer keeps the pen.
One audience. Four stacked revenue engines.
Most marketplaces burn capital buying both sides of the network. Choose Franchise does not. The platform is funded by a profitable agency, then layers verified profiles, brokerage commission and resale fees on top. Each line is real revenue, not a future hope.
Verified brand profiles
Recurring SaaS subscriptions let franchisors claim, enrich and continuously update their profile. The more brands verify, the richer the dataset becomes.
Referral engine
Our matching service introduces qualified candidates directly to franchisors under referral arrangements. Effectively zero CAC, and revenue only flows when a match becomes a sale.
Resales marketplace
Existing franchisees list their businesses for sale through the same platform, creating a high-value secondary market with transaction and listing revenue.
Agency feeder
Every verified brand surfaces a marketing need. Choose Franchise becomes the warm-lead funnel into Franchise Digital's existing agency business.
The only dataset that deterministically links every location back to its franchisor.
Google, Meta and review platforms treat the ~90,000 Australian franchise outlets as independent businesses. Brand pages float free of their locations. Locations float free of their group. Nobody in the market can stitch them back together at scale.
Choose Franchise does. Every location is keyed by Google Place ID and hard-joined to its franchisor group via an HQ-extracted location registry and alias resolver. The result: every Google review, social post and Meta ad from every franchisee location can be rolled up to the brand level and watched over time.
That join, location_id → group_id, is the asset nobody else has.
- Google Places & Reviews
Place ID, rating, review count, hours, photos and every individual review, snapshotted as a time-series per location.
- Social profiles & posts
Instagram, Facebook and LinkedIn handles per location, with post-level engagement tracked over time.
- Meta Ad Library
Every active and historical ad creative running against each location and franchisor, covering creative cadence, messaging and targeting.
- HQ-verified location registry
Canonical list of franchisee-operated locations extracted from each franchisor, tying external data back to the group.
- Franchisor timeline
Unit growth, openings, closures and disclosure changes, accumulating month over month.
Franchise is a $181.8B category in Australia alone, spread across ~90,000 locations and 2,101+ systems. Buyers still make six- and seven-figure decisions from thin broker pitches and pay-to-rank directories.
Government-sourced core data, a deterministic location-to-group join, first-party franchisee NPS and behavioural buyer intent. Competitors would have to rebuild the spine, not the skin.
Built as a choosefranchise.com business from day one. The same infrastructure, data model and brokerage rails are designed to plug into English-speaking franchise markets representing roughly 9,000-12,500 systems.
The operator behind the foundry
Over the past decade, David has managed more than 300 pre-sale campaigns across seven countries, overseen over $5M in ad spend for the fitness industry, and generated 20,000+ franchise enquiries and 500,000+ member leads. As an award-winning multi-site F45 franchisee himself, he understands both the realities of local marketing and the complexities franchisors face when scaling it.
David's career spans leadership roles in education technology and marketing, including CEO of Australia's largest student management system provider. He later founded Functional Digital, the agency that rocketed BFT from 20 locations to more than 330 globally. To achieve that scale, David built a proprietary ad localisation platform and technology stack that has since evolved into Franchise Digital - used by franchisors and agencies to power networks like Upstate, Anytime Fitness, @Pilates, inLIFE Wellness, J.I.M, Stepz, and Xponential Fitness. 20percent.ai is the foundry built on top of that operating experience.
Building an AI-first company in a category we should own next?
We back and operate a small number of AI-first platforms each year - always in categories where the incumbents only compare who signed up. If that's your market, let's talk.
See the portfolio first