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NZ founders launch Manifest for the AI era
Manifest co-founders Freddie McKenzie (CEO) and Henry Collinson (CPO).
Manifest, a Kiwi-founded, AI-powered operational intelligence platform, launched on April 29.
The platform is built for what comes next. As humans and AI begin to co-create in real time, the boundary between thought, effort and output is collapsing.
In this new world, value is no longer defined by hours worked, but by how effectively ideas are brought to life. That shift creates both a challenge, and a significant opportunity for agencies to rethink how they operate.
Capture agency operations
Manifest automatically captures how work happens across teams, tools and AI, mapping time, effort and workflows in real time. This provides a continuous, accurate view of agency operations, enabling leaders to understand where work is created, how it flows and what it truly costs to deliver.
CEO and co-founder of Manifest Freddie McKenzie says: “Agencies are operating on a model that no longer reflects how work happens. The acceleration of AI across creative workflows has made the issue more urgent, not less.
“As agencies adopt AI, the gap between how work actually happens and how it’s measured is widening. You can’t price or optimise for outcomes if you’re still only measuring self-reported hours.”
Solve a massive problem
McKenzie co-founded Manifest with product leader and long-time collaborator Henry Collinson. The team is rounded out by chief technology officer Tom Reid, a former Microsoft AI veteran who led development of Manifest’s proprietary AI model, with a focus on privacy and enterprise-grade security.
Together, they have raised a $2 million pre-seed round led by Brand Fund by Previously Unavailable, with participation from Antler, Icehouse Ventures, Techstars, the Huljich & Bhatnagar family offices and a group of industry angels.
Simon Pound, Previously Unavailable co-CEO and general partner of Brand Fund, says: “Manifest solves a massive problem for services businesses: how do you track, value and charge for work in an AI-enabled world? We love how the team is building, their customer-centricity and the scale of the problem they’re tackling.”
A new foundation
By replacing lagging, manual inputs with real-time operational data, Manifest gives agencies a new foundation for decision-making, one that reflects both human and AI-driven work, says Manifest.
The result is a shift in how agencies can operate: from fragmented workflows to connected, measurable systems, from billing for inputs to pricing for outcomes and from retrospective reporting to real-time visibility.
Beyond improving efficiency, the platform supports a broader transition already underway across the industry: moving beyond billable hours toward more flexible, value-based models. By giving agencies visibility into the true cost and flow of work, including the growing role of AI, the platform helps leaders better understand profitability, utilisation and the real drivers of performance.
Strong group of investors
Industry investors backing Manifest include Henry Innis (Mutinex), Mark Coad (ex-IPG Mediabrands CEO), Jamie Mackay (BWM Dentsu), Jonathan Isaacs (Taboo Group), James Hutchinson (Sling & Stone), Jordan Taylor-Bartels (Prophet), Connon Bray (TRA/Tracksuit/Ideally) and Tim Burrowes (Mumbrella).
Mutinex co-founder Henry Innis says the opportunity is well understood across the industry: “The problem of agency return on effort is well known, and one Matt Farrugia and I experienced firsthand at WPP. Getting to know the team has been a thrill. I couldn’t be more excited to support them at this early stage and help bring together such a strong group of investors around the business.”
Manifest is rolling out with a cohort of agencies across Sydney, Melbourne and Auckland, with customer announcements to follow and plans for global expansion underway.
