For years, the winning strategy for advertising on Meta was sophisticated audience targeting.

The flow for businesses selling on the platform was build a polished creative campaign, find the right audience segments, optimise the funnel and execute. Retarget towards the types of people the campaign was resonating with. Creative was important, but it was secondary to targeting precision. Agencies charged $10,000 or more per campaign and took two to three weeks to deliver.

In late 2024, as platforms shifted to algorithmic content distribution, Meta rolled out its Andromeda algorithm and targeting precision stopped being the primary driver of outcomes. Creative became the lever to optimise. The algorithm now decides who sees what based on how they respond to the content itself. TikTok and YouTube followed suit.

The rules of advertising performance had fundamentally shifted. Performance is effectively determined many variations you test, how quickly you refresh underperforming ads.

Ads that get shown too many times to the same audiences lose up to 60% of their performance. Brands that publish 50–80 new ad variations per week systematically outperform those on traditional two-to-four week creative cycles. The new game requires continuous, high-volume creative production and the existing infrastructure to produce it was built for a world that no longer exists.

Enter Cuttable.

Cuttable is an AI-powered creative production platform for digital advertising. Rather than acting as a generic generation tool, it automates the entire workflow, from conversational briefing and brand learning, through to producing 20–50 platform-native video and image variations at scale, and closing the loop with real-time performance data from ad accounts.

The company was founded in July 2024 by Sam Kroonenburg (CEO), Ed Ring (COO) and Jack White. Sam previously co-founded and led A Cloud Guru from zero to a $2 billion exit — building a category-defining business in cloud education and scaling it globally from Australia. Sam is also a partner at Glitch Capital. Ed brings deep operational and consumer brand experience from Swisse, a business that exited for $1.7 billion.

Glitch Capital is participating in Cuttable's Pre-Series A round alongside Airtree, Benjamin Duncan and existing investors Square Peg and Rampersand.

There has been a structural change in how the world's largest advertising platforms deliver performance.

Meta's algorithm now optimises delivery using computer vision and engagement signals. It reads the creative itself. Effectively, the more variations you give it to test, the better it gets at finding the right messages for the right people. A brand that can produce 50 fresh ads this week will systematically outperform one that launched one polished campaign in the same week. On the major online platforms, creative volume and iteration speed have become the primary driver of advertising ROI.

The problem is that the creative production infrastructure most brands rely on was built for the old model. Agencies operate on project-based, two-to-three week cycles, charging $10,000 or more per campaign. In-house teams of two to five people, the size most mid-market brands run, aren't resourced to produce dozens of new ads every week. As a result, brands burning $50,000 a month on Meta might only have capacity for five to ten new creatives per fortnight. Performance insights expire before new ads can be launched. Budgets get allocated to push fatigued creative. Return on Ad Spend (ROAS) suffers.

This gap between what platforms now demand and what existing workflows can produce is costing brands real money, today.

Cuttable's early months have been instructive. Early cohorts (July–October) saw rapid customer acquisition but poor retention, driven largely by lower-spend advertisers who didn't have a deep enough creative production problem to justify the workflow change.

In November 2025, the team made a deliberate call: tighten the ICP to brands spending a defined minimum on paid social, and cut the rest.

The results were immediate. Trial-to-paid conversion in the core ICP jumped to top-decile performance for B2B SaaS at this ACV range.

High-spend customers using Meta are power users of Cuttable, using the platform daily and publishing 50–80 ads per week.

Founder quality is always important. At this stage of Cuttable, a young business with metrics still maturing and meaningful execution risk ahead, the team is the primary risk to underwrite.

Sam built A Cloud Guru from nothing to over $100 million in revenue, serving millions of users globally, and exited for $2 billion. He is a rare example of a founder in Australia with the ability to identify a structural market shift early, build a category-defining product, and scale a global software business from Australia. He brings technical depth, product instinct, and hard-earned credibility with customers, partners, and future capital providers.

Ed Ring complements this with operational discipline and consumer brand experience from Swisse and Hector’s Deli — particularly relevant given Cuttable's DTC-heavy customer base.

Together, they've shown real learning velocity: rebuilding the product, correcting the ICP, improving retention — all within months since initial launch.

Cuttable's early cohorts provided critical learning: broad ICP targeting surfaced customers without a meaningful creative production problem, leading to churn that was a customer mismatch, not a product failure.

In December 2025, Cuttable redefined their ICP which has already delivered material improvement. The mechanics of early churn are well understood, and the corrective actions taken were specific and logical — giving us high confidence the improvement is structural, not incidental. The insight was that higher-spend customers who use the product daily don't churn. That pattern is clear and consistent. While annual retention durability will be confirmed at renewal, the path to venture-grade retention is credible and well-supported by the data we have.

Platform convergence is coming. Canva acquired MagicBrief in June 2025 and Doohly in March 2026, signalling clear intent to move toward performance-driven advertising workflows. Adobe's generative AI tools are improving. Meta is building native creative optimisation capabilities. None of these represent an immediate threat to Cuttable's mid-market workflow… today, Canva's tools still require largely manual creation and lack closed-loop performance iteration. But the 12–24 month execution window is genuine.

The risk isn't that a competitor beats Cuttable on features. It's whether Cuttable can build deep enough workflow embedding, customer scale, and a performance data advantage before the larger platforms catch up. If Cuttable can reach the right level of penetration and switching costs, and platform convergence becomes an acquisition tailwind rather than an existential threat. Fail to do so, and the category gets validated without being captured.

The US market is approximately 70 times larger than Australia. Cuttable has already reached 19% of ARR from the US with essentially no dedicated resourcing — driven purely by inbound demand from Meta ads served from Australia which is a meaningful signal of product portability.

But going from zero to a repeatable US GTM motion in under a year, while simultaneously tightening retention, is genuinely ambitious. Under-resourcing the US risks validating the market without capturing it.

We took comfort in two things: the staged nature of US expansion (headcount scales after early signal validation, not before), and the Meta pilot providing warm introductions into US advertisers.

This investment is earlier than Glitch's typical stage with some metrics we needed to get comfortable with.

What moved us was the intersection of three things that rarely come together: a genuine market shift in Meta's Andromeda change that has left every mid-market brand without the creative infrastructure they now need; a extremely strong founder set, whose response to early adversity was specific, fast, and unsentimental; and customers in diligence who didn't talk about features — they talked about hours reclaimed and workflows they couldn't imagine rebuilding.

We're backing Cuttable because we believe they’re attacking a genuinely shifted market, with early evidence of workflow embedding in the right customer segment, can move fast enough to define this category before the window closes. We're excited to find out.