Fabulate is a leading online platform designed to allow agencies, publishers and advertisers to connect with freelance content creators. Fabulate streamlines the creation and distribution of quality content and uses our proprietary analytics tools to benchmark content performance and demonstrate return on investment.

Stories have been connecting humans since the beginning of time. They’re how we understand people, places, things and emotions. They inform, delight, entertain and inspire us. They help us to make sense of a new machine, a complex notion or an enormous data set. A compelling story lingers well beyond its original telling, echoing for months or even years.

In the modern media world, it is also how brands connect with their consumers. Technology has given brands the potential to tell their own stories and whilst it can never replace an expert storyteller, it can make the creation process easier.

It was the belief in the power of storytelling that inspired Ben Gunn and Nathan Powell to found Fabulate in Sydney, Australia, in 2017. Fabulate puts the power of publishing in the hands of businesses – delivering access to talented content creators, collaboration tools that supercharge the publishing process and accountable measurement and insight tools that demonstrate results.

“We’ve worked for digital publishing businesses our entire careers, and were determined to create a product that solved a real need,” says co-founder Nathan Powell, “we’ve approached this from the inside-out with a real understanding of the challenges of content creation. Fabulate is purpose-built to guide you through all of the stages of content grief – from pitch through to publish and beyond”.

During the digital content uprising, the business model for commercialising content has also been challenged, with many creators moving from permanent full-time positions into freelancing.

Co-founder Ben Gunn explains, “​We knew the demand for quality content creation was only going to continue to grow. We wanted to find a way to marry the best of content creativity with the efficiency and accountability that technology can provide​.”

Our mission is to create a sustainable ecosystem for quality content creation. We achieve this by focusing on three things – quality content, increased efficiency and greater accountability.


Create high-quality content that engages an audience and encourages people to take notice.


Embrace technology and adopt a more agile and innovative approach to content production.


Provide independent measurement to prove content effectiveness and justify investment.

Our founders

Toby Kennett - Chief Executive Officer

Toby has been involved at the ground level on multiple early stage start-ups, including; Co-founder: Our Deal, group buying site (sold to News Corp, Network 10 and later acquired by Groupon); Co-founder: Over60, Australia’s largest online destination for Over60 (partnered with Fairfax Media and sold to Direct Group); Co-founder: Fenda Menda, online marketplace for smash repair.

Ben Gunn - Chief Revenue Officer

With 15+ years of sales experience, Ben has a strong record of achievement & success. Over this time, he has established relationships with marketers & agencies at all levels. Ben prides himself on delivering for clients by understanding their needs & providing creative solutions to solve them. He is adept at driving revenue growth through capitalising on industry trends and has an unwavering focus.

Nathan Powell - Chief Product and Strategy Officer

Nathan is an enthusiastic digital product specialist with 10+ years of digital strategy and commercialisation experience. Nathan has spent the last 5+ years developing large scale digital products and operations that capitalise on key trends and brand demand.

Sachin Singh - Chief Technology Officer

Sachin is a talented technologist, with a penchant for devising creative solutions for complex business problems. With a 20 year background in Software Engineering, Big Data, BI, Marketing & Digital Advertising, he brings a broad range of technical expertise to Fabulate