Finder & NobleOak secure media-for-equity backing in Australia

Scaleup Mediafund has added Finder and NobleOak to its portfolio as part of a USD $15 million funding round offering advertising and paid media in exchange for equity stakes.

The fund, which describes itself as Australia's only dedicated media-for-equity initiative, collaborates with publishers, outdoor advertising firms and broadcasters to provide brands with discounted media inventory. This funding model enables companies to access advertising and marketing channels in return for equity, targeting a wide range of Australian households and demographics.

Finder, a financial comparison site reported to be the most-visited of its kind in Australia, and NobleOak, an ASX-listed life insurance provider, are the latest recipients of investment from the fund.

Frank Restuccia, Co-Founder and CEO of Finder, commented on the deal: "We take great pride in connecting Aussies with the best deals on offer. Even as Australia's most-visited comparison platform, we want more to know we are here to help. Scaleup Mediafund's unique proposition provides us with premium advertising channels to expand our brand awareness and reach, ensuring we continue to fulfill our commitment to help Australians find a better deal on all their financial products – loans, savings, insurance, telco, utilities, investments and more."

Anthony Brown, CEO of NobleOak, highlighted the significance for the company: "At NobleOak, we see ourselves as the leading challenger brand in Australia's life insurance sector. We pride ourselves on doing things differently, and Scaleup Mediafund's investment will help us build our brand and support more Australians. This strategic approach will reinforce our position as the fastest-growing direct life insurer in the country."

Michael Lamont, Investment Principal at Scaleup Mediafund, explained the role of the fund in supporting business growth. "Scaleup Mediafund continues to offer consumer-facing brands affordable access to high-impact branding and advertising opportunities in exchange for equity. By doing so, we help businesses build their brand, attract new customers, and accelerate growth.

"We have now completed six investments in this current funding round, demonstrating that more businesses are proactively leveraging media-for-equity to achieve their growth objectives. We anticipate completing more deals in the coming months.

"With Finder, it's important to recognise the role that the brand's media agency, Frontier Australia, played in structuring the deal and recognising the vital role Scaleup Mediafund plays in brand building," Lamont added.

Since its inception, Scaleup Mediafund's investors have committed over USD $45 million in advertising and marketing inventory to Australian businesses. The fund has supported 21 brands to date, with five of those achieving either acquisition or initial public offering milestones. Investors in the fund include News Corp Australia, NOVA Entertainment, Foxtel, REA Group and oOh!media.

Lamont said, "With further investments in the pipeline, we're building on the momentum we've created to drive the next evolution of how high-potential brands scale and succeed."