Mutinex has recorded more than 150% year-on-year growth, doubling its quarterly customer wins as marketers increasingly move away from traditional marketing mix modelling and toward faster, answers-on-demand decision platforms.
The Sydney-founded company says the momentum reflects a deeper reset underway across marketing teams globally, as brands face tighter budgets, heavier board scrutiny and rising pressure to prove impact in real time.
Rather than relying on slow, retrospective MMM reports, marketers are shifting to tools designed to support ongoing, predictive decision-making.
Recent customer wins include Alfa Romeo, Freedom Furniture and REA Group, while Alinta Energy has signed a two-year contract extension. Mutinex’s broader customer base spans brands such as Asahi, Domino’s, ING, Optus, SEEK, TPG Telecom and Turo.
A customer-led growth story
CEO Henry Innis told Mediaweek the company’s growth has been driven less by hype and more by a relentless focus on customer outcomes.
“I think it’s very important to say that we can always do better. For me, the growth in our customer base and how we’re powering growth has been a testament to a ruthless focus on the customer,” Innis said.
“What do our customers need? Fundamentally, are we making it easier for marketers to provide answers to very tough financial questions in the boardroom?”
Innis said those questions have intensified in volatile market conditions.
“In a down or tricky market, more questions than ever are asked by boards, CEOs and CFOs. We’re solving that problem for brands, agencies and the wider marketing community – and we’re doing it at scale.”
Henry Innis
From clever maths to boardroom credibility
While the MMM category itself is experiencing renewed interest, Innis said technology alone is no longer the differentiator.
“You can have clever maths and boast about how smart things are under the hood, but what really matters is whether we’re making the lives of marketers in boardrooms easier and more credible,” he said.
“The MMM sector is having a resurgence, with a lot of new players entering the market, and that’s helping the category. What’s important for all players is staying grounded in delivering great customer outcomes.”
That focus, he said, is why Mutinex prefers customer results to do the talking.
“We prefer to let customer outcomes speak, rather than making bold statements to the market. Customer comes first.”
Why speed now matters
Innis pointed to structural problems in legacy consulting and dashboard-based analytics models, particularly in executive decision-making.
“When you think about legacy consulting models or even dashboard SaaS models, a CMO is never going to log in and wade through 50 different charts,” he said.
He described a familiar process that often takes weeks to deliver a single answer to the board – a pace he believes undermines credibility.
“If you look at the average tenure of a CMO, that means they can realistically answer only around 36 complex board questions before their teams are stretched,” he said.
“In a boardroom, that makes it incredibly difficult to stay credible when questions are coming thick and fast, and responses are slow.”
By contrast, Innis said Mutinex is dramatically collapsing that timeline.
“On average, it takes us 58.2 seconds to answer a fairly complex question by pulling together all the relevant data,” he said.
“Across our customer base, we’ve answered around 2,000 complex strategic financial questions in the past two weeks alone.”
Reinventing the economics of insight
That speed, Innis argued, fundamentally changes how marketing teams operate.
“If you can answer questions quickly, you can be data-driven more often. If you’re data-driven more often, you gain greater certainty and rigour in how you respond,” he said.
“That’s how we’re fundamentally reinventing the unit economics of what it costs for a CMO to answer a question.”
He added that complexity remains one of the biggest challenges facing marketers.
“Most marketers are bogged down by complexity and a lack of clarity in an increasingly complex job. There are more channels, formats, creative executions and more noise than ever,” he said.
“Five dashboards and fancy maps don’t cut through that noise. What shifts the needle is how quickly we can deliver meaningful value.”
Scaling for what comes next
Off the back of its growth, Mutinex is preparing to increase headcount by 40% over the next six months as it accelerates expansion across North America and deepens its focus on key verticals, including automotive, CPG, fintech, QSR, retail and utilities.
The company has also cut onboarding time by 40%, reducing average implementation to 72 days, though Innis said that remains an industry-wide pressure point.
“There’s no doubt that MMM acts as a forcing function for businesses to consolidate their data and get it in order. That’s hard for most organisations,” he said.
“Our ideal state is getting onboarding down to sub-20 days in the near term. We believe we have a path to do that.”
Accountability over prediction
Looking ahead, Innis said agility and accountability will define which businesses succeed.
“Companies that succeed will increase their agility in 2026 and clearly differentiate between where they need to move fast and where they need to move slow,” he said.
“Businesses still relying on last-click attribution will be left behind and face structural decline over the next two years.”
For Mutinex, that future centres on responsibility as much as performance.
“Many predictive analytics products lack accountability – they don’t track whether they’re right or wrong,” Innis said.
“As an AI company, it’s existentially important that we build accountability into our product.”
Main image: Henry Innis