Our story

The world has changed since 1988. So have we.

Marketsoft started in Sydney in 1988, in data and direct marketing. Since then the tools, the rules and what customers expect have changed again and again. Each time, we changed with our clients, which is why we can help you get ready for what’s next.

Our journey

Nearly four decades of evolving with technology. And our clients.

Since 1988, Marketsoft has helped Australian businesses and not-for-profit organisations unlock the potential of their data. As technology and customer expectations have evolved, so have we, combining decades of experience with practical expertise to help organisations overcome challenges, accelerate projects and achieve more.

Through every era, one thing has remained constant: our ability to bring together the right expertise, technology and practical support to help clients turn challenges into opportunities.

1988 - 1995

The Direct Marketing Era

Direct marketing and database management, from day one in Sydney.

Marketsoft is founded in Sydney, helping organisations connect with customers through direct marketing and database management. From the beginning, our focus has been on making data more useful, actionable and valuable.
1996 - 2002

The Email Marketing Era

Email marketing to reach customers efficiently and at scale.

As digital communication transforms marketing, we embrace email marketing to help clients reach customers more efficiently, strengthen relationships and engage audiences at scale.
2003 - 2009

The Multi-Channel Digital Era

SMS, web and digital marketing across multiple channels.

Our capabilities expand across SMS, web and digital marketing, helping organisations connect with customers through multiple channels and deliver more consistent, relevant experiences.
2010 - 2015

The Data-Driven Marketing Era

Customer analytics, segmentation and personalisation.

Building on our data expertise, we advance into customer analytics, segmentation, personalisation and data-driven strategies, helping organisations better understand their customers and make more informed decisions.
In 2013, Marketsoft becomes an approved supplier under the NSW Government’s ICT prequalification scheme, reinforcing our credentials in data and technology services.
2016 - 2018

The Big Data & Analytics Era

Data management, analytics and customer intelligence.

As the volume and complexity of data grows, we continue to evolve our capabilities in data management, analytics and customer intelligence, helping clients uncover deeper insights, improve targeting and make smarter business decisions.
2019 - 2020

The Connected Data & Automation Era

Customer data platforms, marketing automation and integration.

We bring together customer data platforms, marketing automation and integration expertise to help organisations connect systems, improve data quality and deliver more effective, personalised customer engagement.
2021 - Present

The AI & Intelligent Data Era

AI, machine learning and identity resolution, built on decades of experience.

Building on decades of experience, we continue to advance our capabilities across AI, predictive analytics, machine learning and identity resolution, helping organisations uncover opportunities, improve decision-making and maximise the value of their existing data and technology.
In 2025, we launch IdentityPulse, our enterprise identity resolution and matching platform, helping clients build a more complete, accurate and reliable view of their customers.
Our focus remains on helping organisations bridge capability and capacity gaps, accelerate projects and achieve more with the resources and investments they already have. This isn’t a new direction for Marketsoft, but a continuation of the practical, outcome-focused work we’ve delivered for decades.

Built on experience. Focused on what’s next.

For nearly 40 years, we’ve helped organisations navigate change, solve complex challenges and turn opportunities into practical outcomes.

From database marketing to AI-powered solutions, our capabilities have continued to evolve, but our commitment to helping clients achieve more has remained constant.

Unlock what’s already yours.

How we work

The values behind the work.

Our five values in our own words, and the three stages most of our work moves through.

How we work

Mateship

We’re in this with you

What this means to us : Mateship

This is about putting each other first no matter what. It’s about having each other’s back. It’s about giving the benefit of the doubt to our own. It’s about putting our team before all else. It’s about trust. The second any one of us feels alone, we have failed.
Play Fair

Honest advice, always

What this means to us : Play Fair

This is about ensuring that there is balance in the way we work. We acknowledge the hard times, and counter them through time away. We self-regulate definitions of fun, funny, and fair; we do not need to be told. We do not keep score; we simply work or play as situations demand.
Dirty Hands

We do the real work, not just the strategy

What this means to us : Dirty Hands

This is about not hiding from the hard work. It’s about committing aggressively, and standing by our word. We all get in and do what is needed. We do whatever is best for the team, above what is best for ourselves.
Learning > Process

We adapt as your world changes

What this means to us : Learning > Process

We understand that making mistakes is part of tech life; moving on and sharing the learning is what’s most important. We do not hide a mistake or failure. We support each other’s weaknesses and work together to deliver outcomes. We never stop learning.
No Bullshit

Clear, practical, straight answers

What this means to us : No Bullshit

This is about us having the courage to be ourselves; in front of clients, in front of friends, always. It’s calling a spade a spade. It’s removing abstraction and simply telling it how it really is. It’s being honest, even when it’s hard. It’s not allowing the outside world to change who we are. It’s about only working with clients who ‘get us’.