Neosframe lands Entain as client before beta finish

Neosframe has secured Entain Group Australia and New Zealand as a client before completing beta. The Brisbane software company, backed by Scalare, is preparing for a capital raise.

The deal provides an early commercial test for a platform designed to automate marketing production, from asset creation to compliance review, versioning and deployment. Entain will use the system to manage creative production across its multi-brand portfolio.

Neosframe was founded by Haley McDonald and Katarina Diquez after they identified operational bottlenecks in enterprise marketing teams. It focuses on large organisations managing rising campaign volumes across multiple channels while facing tighter compliance requirements.

The pressure is particularly acute in regulated sectors such as wagering and financial services, where marketing teams must move quickly without breaching rules on approvals, disclosures and brand use. Many businesses still rely on manual processes, creating delays and increasing the risk of inconsistencies as output grows.

Early validation

The Entain mandate gives Neosframe a reference customer before the product has formally completed beta, a notable step for a young software company targeting enterprise buyers. Early wins like this can help founders demonstrate commercial demand before seeking outside investment, especially in a more selective funding market.

Neosframe is now building a broader enterprise pipeline across retail, financial services and other regulated industries. It is also onboarding additional clients as it looks beyond its initial customer base.

Neosframe is entering a market shaped by rapid growth in digital advertising and retail media, which has increased the volume and complexity of campaign production. Marketing teams are expected to deliver tailored material across fragmented platforms and jurisdictions, often with little change to the systems and workflows supporting that work.

In that environment, software that automates production tasks is drawing more interest from companies seeking tighter control over approvals and deployment. In heavily regulated sectors, the appeal is not only faster execution but also clearer process controls built into the workflow.

Scalare backing

Support for Neosframe's development has come through the Tech Ready Women Investment Ready Program within the Scalare network. The program is designed to prepare founders for capital markets by sharpening commercial positioning, investor readiness and go-to-market planning.

Scalare has been expanding its broader startup support business, including through acquisitions such as Tank Stream Labs and Planet Startup. It has also reported quarterly revenue growth of 231 per cent as it builds a platform intended to support startups from formation through later stages of growth.

That strategy reflects a wider shift in venture investing. Investors increasingly want evidence of product-market fit and early revenue traction before backing new rounds, rather than funding companies solely on the basis of a concept or early product build.

For founders, that means proving operational relevance earlier in a company's life. An enterprise customer signed before launch can therefore carry weight beyond the immediate contract value because it shows a buyer is willing to deploy the product in a live environment.

Neosframe's target market suggests it is addressing a practical problem rather than offering a discretionary marketing tool. As campaign production becomes more fragmented across channels and comes under greater regulatory scrutiny, the software systems behind those processes are becoming more central to how brands operate.

The company's immediate task is to turn early interest into a broader roster of paying enterprise clients while completing beta and preparing for fundraising. Success would strengthen the case for tools that combine workflow automation with compliance oversight in industries where marketing output is both high-volume and tightly controlled.

Entain's adoption before beta completion gives Neosframe an early foothold in that market and a test case as it pursues further growth across regulated sectors.