Case study / Fluenccy

Hired to test some LinkedIn ads. Still here five years later.

Fluenccy builds AI-powered foreign exchange software for Australian and New Zealand businesses. We joined in 2021, when it was an early stage startup with a product still to prove. The brief was a LinkedIn ads test. It became three days a week across the whole go-to-market, and a relationship that is still running today.

Start a conversation More of our work

Client

Fluenccy, Australia and New Zealand

Sector

FX software, B2B FinTech

What we did

Paid and outbound, website, HubSpot, app UX, capital raise support

Since

2021. Three days a week to 2023, project based since

The Fluenccy homepage after the 2026 rebuild

Fluenccy, rebuilt in 2026

The problem

In 2021 Fluenccy was at the very start. There was a product, a clear idea of the problem it solved, and not much else around it. Foreign exchange is a category where buyers are used to banks and brokers, so the first job was not scaling anything. It was finding out who would pay attention, and why.

The original brief was narrow: test some LinkedIn ads and see what came back. That test answered its question quickly, and immediately raised bigger ones. There was no website doing real work, no CRM the go-to-market team could run on, and no clear picture of which segments the product actually fit.

So the work widened. We spent three days a week inside the business, working on whatever was holding things up next. In an early stage company that changes every few weeks.

By 2025 the problem had changed shape. Fluenccy had a sales team, real customers and a sharper go-to-market strategy, and the systems built for a startup finding its feet were no longer the right systems for a company selling at scale.

What we built

This is five years of work, roughly in order. Each phase was a response to where the business was at the time.

Tested product-market fit through paid and outbound

We began with the LinkedIn ads test that started the relationship, then ran campaigns and cold outreach as a deliberate experiment. The leads were a bonus. The real value was learning which businesses recognised the problem Fluenccy solves and which ones didn't.

Built the go-to-market foundations

We built a website that could carry the story, set up HubSpot for the marketing and sales teams, and did UX design work on the core product. Alongside that we helped with the seed capital raise, and did the ordinary unglamorous jobs that come up in a startup where nobody has a narrow role yet.

Overhauled HubSpot with the CRO

In 2025 we worked directly with Fluenccy's CRO to rebuild HubSpot around how the sales team now sells. We set up Sales Hub to help the team do their jobs, and rebuilt the reporting so the data behind decisions is accurate and worth looking at.

Rebuilt the website from the ground up

In 2026 we rebuilt the whole site to fit the current sales and marketing strategy. The page structure, content and technical groundwork are built to bring in leads through search and AI answers, which is where a growing share of FX research now starts.

Where Fluenccy is now.

This was never a single project. It's five years of work building on itself, which is the whole argument for having someone inside the business.

2021

The year the partnership started, and it is still running

3 days

A week embedded in the business through the startup years

Staff at Fluenccy today, up from a founding handful

Profitable

Where the business sits five years on

Matt Palmer and RunLevel6 have been incredible in assisting Fluenccy in their start-up journey. They have been willing and able to help in many areas of the business, and are a trusted advisor helping us to scale our new venture. I highly recommend partnering with RunLevel6.

Tony Crivelli, CEO, Fluenccy

Where it stands now

Fluenccy has its own team now, so the work has changed accordingly. We come in on projects where it makes sense to have someone who already knows the history, the systems and the market, and we stay out of the way the rest of the time.

That's usually how this kind of work should end up. The point is to build something the business can run itself, then be useful on the next hard thing.

/CONTACT

Got something that isn't working? Let's talk it through.

Tell us what's going on with your website, CRM or pipeline. You'll get a straight conversation about what we'd do, with no sales deck and no obligation.

TAKING ON NEW CLIENTS RIGHT NOW

Got it, thanks. We'll read it properly and come back to you shortly.

That didn't send. Email hello@runlevel6.co.nz and it'll reach us.