Built by operators tired of automation pitches no one could tie to a number
Fluency started because we kept seeing the same pattern: operations teams knew their processes were broken, but couldn't get budget to fix them.
The automation ROI problem is a measurement problem
In operations consulting and transformation roles, Finnlay Morcombe kept seeing the same failure mode: teams knew their processes were slow and expensive, but when they went to finance with an automation proposal, the numbers didn't hold up. The ROI was estimated from industry benchmarks, not from how work actually moved at that company.
The usual remedy was a multi-week manual audit, usually contracted to consultants who produced a report that was already out of date by the time it circulated for sign-off.
Fluency was founded in Melbourne in 2023 to solve that specific measurement problem. Not to run automations, not to build RPA bots, but to instrument how work actually flows through an organisation and produce credible, data-backed investment cases for the automation projects that would genuinely pay off.
In January 2026, we raised $1.5M in angel funding from operators and analytics investors who had lived the same frustration in their own organisations.
Founded in Melbourne, Australia
Angel funding raised, January 2026
Team members, growing
Level 8, 461 Bourke Street, VIC 3000
Three people who've lived this problem
Before co-founding Fluency, Finnlay spent years in operations strategy and enterprise process improvement roles, working directly with teams who knew their workflows were inefficient but couldn't build a business case that would survive a finance review. The consistent failure mode became the starting point for Fluency.
Priya's background is in data pipeline engineering and applied ML, building high-throughput analytics infrastructure for large-scale operations environments. At Fluency she designed the event-streaming architecture that reads workflow data across heterogeneous systems without requiring custom pipelines at each customer.
Marcus has worked in B2B SaaS product management with a focus on workflow tooling for operations-heavy industries. At Fluency he shapes how complex process data surfaces in forms that operations professionals, not data scientists, can act on directly.
Our operating principles
Measurement before prescription
We show you what your processes actually do before suggesting what to change. Automation decisions built on real data are better decisions.
Transparency in the methodology
Every ROI estimate shows its working. You can see the assumptions, challenge them, and adjust them. We do not produce black-box outputs that require trust in Fluency over trust in the data.
Built for operators, not analysts
If the output requires a data scientist to interpret, it does not belong in Fluency. Every report, chart, and recommendation is designed to be acted on by the person responsible for operations, without an intermediary.
No write access, ever
Fluency is a read-only analytics layer. We observe and measure workflows. We do not execute them, modify them, or write back to your systems. Your data governance stays intact.
Work with us
We are a small team building something we think matters. We would be glad to hear from potential customers, collaborators, and operations leaders with interesting problems.