Company
About Our Company
What sets us apart
Based in Auckland, our team understands the AU/NZ retail landscape from the ground up. We work directly with customers to deliver smarter tools for every role in a field team. Our platform runs online and offline, is optimised for Foodstuffs, Woolworths, and Metcash/IGA, and continues to expand across Australia with capabilities like AI-powered shelf recognition.
How we got here
Founded in Auckland by Paul Miller and Gelu Rosioru to fix what field teams kept telling us: too much paperwork, too little time in store. Our first customers were brokers and distributors.
Sales IM 2.0, rebuilt with reps and territory managers: journey plans, store audits, photos, the promotion grid and claims recorded in store.
Merch IM for merchandisers, with scheduled visits, tasks and photos, and timesheets that match the visits.
Agent IM for brokers and agencies: paid jobs proved with photos and answers, billed to each principal and paid to the agent from one record, with each principal's own dashboards.
Shelf recognition goes live: our own recognition, built into the platform and read alongside sell-out data, not a resold add-on.
CPG companies, brokers and distributors across New Zealand and Australia run their store visits on Insightful.Mobi, including major names like Asahi and Reckitt, built and supported from Auckland.
Our team
We're a lean, focused team of 10 people who understand field sales from the ground up. You talk to people who actually build and understand the product.
30+ years in technology leadership across FMCG in New Zealand and Australia. Paul co-founded Insightful.Mobi to give field sales and merchandising teams purpose-built tools that actually fit how the AU/NZ retail market works.
Leads the design, architecture, and development of the Insightful.Mobi platform. Gelu brings deep expertise in cloud-native application development on AWS and Azure, ensuring our tools perform reliably online and offline in the field.
Works directly with customers to onboard, configure, and optimise their Insightful.Mobi platform. Dave ensures every implementation is tailored to how each company's field team actually operates in the market.
Leads customer support and business analysis, working closely with clients to resolve issues, gather requirements, and continuously improve how our tools work for field teams day-to-day.
Provides strategic governance and guidance to the Insightful.Mobi leadership team, drawing on extensive senior leadership experience across technology and business in New Zealand.
Builds and maintains core platform features across Sales IM, Merch IM, and Agent IM. Francis plays a key role in delivering the functionality our customers rely on every day in the field.
Part of the development team building and enhancing the Insightful.Mobi platform, working across our suite of field sales and merchandising tools.
Manages marketing content, customer case studies, and communications that help tell the Insightful.Mobi story across New Zealand and Australia.
Carries our data from where it is created to where customers get value from it: through reports, trained models and the AI features in our products. Alex also looks for what data and AI can do next.
Supports our shelf scanning and image recognition capabilities, helping ensure accurate product data that powers smarter retail execution insights for our customers.
See it with your own stores in mind.
We're real people who understand real field challenges. Let's talk about what we can do for your team.
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