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Cuttable, a Melbourne-based startup that uses AI agents to generate creative advertising on Meta platforms Facebook and Instagram, has raised an additional $4.5 million in seed funding in a round led by Square Peg.
The latest round, also backed by existing investor Rampersand alongside Brand Fund, takes Cuttable's total seed funding to $10 million after 12 months of product development.
Co-founded by A Cloud Guru co-founder Sam Kroonenburg, whose company was bought out by Pluralsight in a deal reportedly worth $2 billion in 2021, Cuttable claims to have a fully automated platform that generates hundreds of "on-brand, performance-ready ads in minutes".
"We’ve been in deep build-mode for the past 12 months, now we are launching Cuttable to help growing brands make ads that drive sales through Facebook and Instagram," says Kroonenburg, Cuttable's CEO who co-founded the startup alongside Sunday Gravy founder Jack White and Ed Ring, a former marketer at Swisse.
"It's a powerful growth lever for businesses. However, those building online brands have had to spend too long doing it themselves, we’re changing that.
"This kind of backing at the seed stage is rare in Australia. It reflects how big this opportunity is, and how strongly investors and customers believe in what we’re building."
With its liquidity injection the company has hired Ogilvy Australia's former head of strategy & planning Paul Arena, as well as Helen Crossley, the former global head of marketing science at Meta.
"At Meta, I worked with thousands of advertisers globally. For most, creating ads was the biggest barrier to better performance," Crossley says.
"In the AI age of marketing, campaign success depends on volume and variation of ads, and Cuttable makes that possible for growing brands."
In 2024, Cuttable partnered with brands ranging from Kogan, Wesfarmers, Medibank, DiDi, Powershop, and Dabble to early-stage e-commerce businesses. Across this period, the company created more than 10,000 ads through its early platform.
In early 2025, the team conducted interviews with more than 100 e-commerce founders across Australia, the UK, and the US, with the conclusion that budgets were growing, expectations were high, but there was "zero access to strategic creative support".
"These founders are doing everything, packing orders, managing customer support, building ads at 1am. What they really need is time, clarity, and quality. That’s what we give them," says Kroonenburg.
Cuttable launched publicly three weeks ago, with cult brands quickly joining the platform, including Merry People, Frank Body, Bare Leather, Mihan Aromatics, Metagenics, Zorali, St. Ali Coffee, Bobby Soft Drinks, Bondi Active, Hunter Lab, LNDR and Elita Genetics.
Cuttable’s platform is fully automated, powered by AI trained by senior advertising strategists. There are no humans involved in ad creation, which it claims enables speed, scale, and performance at a fraction of traditional costs.
"Cuttable is the best advertising solution in the world for growing e-commerce and medium-sized brands," says co-founder Jack White.
"These are the brands that make the world more interesting - solving problems, experimenting on Shopify, and pushing creativity forward. Building for them is incredibly fulfilling."
Funds from the raise will go towards global expansion, AI and advertising development and the rapid onboarding of e-commerce brands across Australia and the US.
"We backed Cuttable early because we believed in the team and the opportunity to harness AI to reshape the future of advertising," says Square Peg co-founder and partner Paul Bassat.
"A year later, that conviction has only deepened. The Cuttable team has tapped into a core need amongst some of Australia’s emerging brands, and the overwhelmingly positive response from their early customers is driving strong momentum.
"We're excited to continue backing them as they attract world-class talent and pursue their bold vision to transform how brands connect with audiences worldwide."
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